Every company will find that their sales cycle includes multiple touch points, and there are an infinite number of ways that prospects will interact with them e.g a interested party may find your company through search, check out the company LinkedIn page and then then come back to your site to read a recently shared blog article which convinces them that they should become an email subscriber.
Conversion paths are unique and it’s impossible to try and keep track of individual prospects across all of the ways that they will interact with your content. Which is where marketing automation comes in. Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management.
Once set up, the automation software will do the heavy-lifting for you. It will track and measure visitors on your website, sending them the right information at the right time and improve your connections with your customer.
You'll want to choose marketing automation software which allows you to nurture prospects by showing them the information they need, when they need it, until they are ready to buy. When integrated with your CRM, Marketo allows you to track prospects from their first visit to your website to the ink drying on a contract and beyond.
Another powerful solution for marketing automation is Eloqua which is leading the way for integrating inbound marketing packages with Cloud-based technology.
The internet is full of tools that you can use to make your job easier and your marketing more engaging and effective. Knowing where to start can be tricky so we've pulled together a 10-step guide to choosing the right marketing automation platform. Download it today.
Brand chemistry is a strategic inbound marketing agency that goes the extra mile to deliver results for our b2b clients. Our inbound marketing specialists are HubSpot certified and use the latest techniques to provide our clients with a steady stream of relevant new leads.