The Magic of Marketing Automation

By Jason Janoski | |

As marketing and sales efforts grow increasingly interconnected, clear communication and visibility between the two becomes more critical than ever. Yet in many companies, the two departments operate more like adversaries than teammates. So how do you achieve harmony? You could just cross your fingers that they somehow magically align—or you could try something that just seems like magic: marketing automation.

Marketing Automation

Marketing automation tools help improve communication, provide more qualified leads, and keep the two departments from stepping on each other’s toes. We have been recommending the use of marketing automation for years. We have worked with clients to implement their chosen solution and create content to use with it. But we never had an affinity for a particular marketing automation solution until we decided to implement one for our own business. We ended up purchasing an amazing and surprisingly affordable tool that we also offer as a service to our B2B clients.

Our marketing automation tool offers a whole range of capabilities that help improve communication between teams while maximizing productivity. It uses forms, behavior tracking, email automation, lead scoring, sales notifications, analytics, and more to feed leads into the sales funnel, and then optimizes the sales cycle by tracking leads closely throughout the buying journey.

We could go on for days about the magic of marketing automation. But for now, we’ll just focus on three capabilities:

Visitor ID

Our marketing automation tool uses website analysis to increase the number of leads you are generating with your current marketing efforts. Statistics show that less than 3% of site visitors fill out forms, meaning 97% of the traffic generated from your PPC campaigns, search engine optimization (SEO), and other digital marketing is going unidentified. Visitor ID identifies many of these “anonymous” visitors, shows what pages they visit, and can even provide contact information.

Lead Scoring

As you acquire more leads, it can become overwhelming to keep track of which ones to prioritize. With lead scoring, you have the flexibility to rank and monitor your prospects automatically. The system assigns customizable point levels to certain activities, which combine to represent a prospect’s potential value, so you can spend more of your time nurturing your hottest leads. You can even set alerts to notify sales when a lead reaches a designated score.

Email Automation

Nurture leads at any point of the buying cycle with relevant, targeted and personalized emails. Use built-in templates or custom drag-and-drop content areas to create dynamic emails, then set up workflows to control who receives them and when. A/B test subject lines and calls to action, and quickly optimize campaigns around what works best. Then analyze your email’s performance, including open rates, click-throughs, and more.