With the rise in social media platforms and online user activity, the marketing landscape is rapidly changing, and marketing automation software is helping organizations quickly respond to shifting strategies, and improve operational efficiency.
Traditional programs marketing efforts such as trade shows, direct mail, and print advertising have succumbed to the new-wave of online marketing, and have been replaced by pay-per-click sponsorships, search engine optimization, email blasts, Webinars, and other eMarketing initiatives.
However, as online marketing tactics gain in popularity, average response rates are declining and marketing budgets are shrinking, while sales teams continue to demand greater and greater volumes of qualified leads.
With a marketing automation software package, marketing teams have access to all the tools they need to increase the efficiency and effectiveness of their campaigns and promotions, while reducing related costs. Marketing teams are now able to conduct sophisticated drip email marketing campaigns, build organic traffic with blogging strategies, plan webinars and more. These marketing automation software solutions are able to streamline and automate all of these marketing strategies – from planning and set-up, all the way through execution and tracking.
With marketing automation software, a business can enhance all aspects of cross-channel communication and lead generation. Prospect and customer databases can be managed and segmented more effectively, promotions can be deployed in a more targeted and personalized fashion, leads can be tracked more closely, and results can be measured more accurately.
Additionally, more and more companies are relying on an increasingly complex and multi-faceted mix of marketing activities to reach their lead generation and sales revenue goals.
As a result, many of them are turning to marketing automation software to integrate and centralize the disparate, fragmented processes that exist across multiple marketing teams, and coordinate the various activities involved in the effective execution of cross-channel marketing strategies.
The key benefits of marketing automation software include: