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Ready for Marketing Automation? 4 Ways to know

on May 30, 2017

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4 Ways to Know You’re Ready for Marketing Automation by ROI Amplified will explore 4 distinct ways you’ll now your business is ready for marketing automation. Before we dive in, it’s important to understand there are a lot of CRM systems out there. ROI Amplified recommends you only use Marketo or Hubspot. Trust us, we’ve tried them all and these are currently your two best options. Let’s see if your business is right for marketing automation..

  1. Keeping track of your customers is chaotic at best

    Imagine a world where the contact information for everyone who has ever interacted with your brand—customers and prospects, accounts, leads, and sales opportunities—is all in one place. Now think about how much happier you would be if that system was updated automatically and you didn’t have to worry about keeping track of changes yourself. That’s what CRM [Customer Relationship Management] software can do for you. When you think about how much it would cost to pay someone to monitor and interact with every customer you’ve ever had around-the-clock, it’s one of the best investments that you can make for your business.  Plus, it integrates with your email marketing. So if a new customer makes her first purchase, she gets a unique thank you email from you right away. If she comes back to buy again, she can get a different email offering her a loyal customer discount. The possibilities are endless.

    Dealing with Customer Chaos: The Old Way vs. The CRM Way

    Without CRM: In a non-automated world, the idea of keeping up-to-date records for each of your customers, leads, and prospects can be overwhelming. Imagine using spreadsheets, sticky notes, and manual follow-ups. Missing one follow-up or forgetting a crucial piece of information could cost you a significant business opportunity. The consequences are even more severe if you are managing a team. The inefficiency and room for error are compounded.

    With CRM: The scenario changes dramatically. Everything is centralized and updated in real-time, creating a smooth flow of information that can be accessed by relevant team members instantly. It’s like having an incredibly organized, all-seeing personal assistant who works 24/7, ensuring no data or opportunity slips through the cracks.

    Beyond Contact Management: The Multi-faceted Roles of CRM

    CRMs do not merely store contact information; they offer multiple functionalities that act as the backbone for various business operations:

    Sales Pipeline Management

    Having a CRM means that you can see where each potential deal stands in your sales pipeline. You can prioritize tasks, focus on the hot leads, and nurture those that need more time, all from a single dashboard.

    Automated Reporting and Analytics

    Imagine the amount of time you would spend gathering data and generating reports manually. CRM automates this, providing real-time insights into sales performance, customer behavior, and campaign effectiveness.

    Task Automation

    From sending out meeting invites to sharing relevant content, the CRM automates a range of activities that would otherwise consume hours of your workday.

    Team Collaboration

    In a multi-team environment, CRMs act as a collaboration hub. Sales, marketing, and customer service can all input and access relevant information. This breaks down silos and results in a more cohesive customer engagement strategy.

    A Cohesive Email Marketing Strategy

    One of the underrated aspects of CRM is its seamless integration with email marketing tools. This isn’t just about sending out ‘Thank You’ emails. You can set up complex, automated workflows. For instance, if a customer abandons a cart, a series of reminder emails can be triggered automatically. If a lead downloads a free eBook, a nurturing sequence of emails sharing additional valuable content can be sent over a period of weeks, helping to move them along the sales funnel.

    Future-proofing Your Business

    As your company grows, so will the chaos if you don’t have a system in place. A CRM system is scalable, able to adapt and grow with your business. You can add new features, integrate other tools, and continue to centralize more aspects of your business as you expand. This eliminates the need for a future overhaul or the pain of transitioning to a new system down the line.

    The ROI Justification

    Considering the amount of manual labor saved, the potential for increased sales, and the enhanced customer experience, a CRM system is more than just an expense; it’s an investment with a high return. And, it is not just about immediate returns; the long-term gains in customer loyalty and data-driven decision-making are invaluable.

    Keeping track of your customers doesn’t have to be chaotic. With CRM, you can bring method to the madness and elevate your business operations to unprecedented levels of efficiency and effectiveness.

  2. Your sales cycles take forever

    If your customer is taking weeks or months to make a buying decision, something in your sales cycle is broken. With automation. you can pinpoint the issue, fix it, and prevent it from happening again. Attention from an automated system is highly personalized and almost instantaneous. This will shorten your sales cycle and your conversions will increase. Automation can help you make sure nobody ends up stuck in your sales funnel.

    Absolutely, the duration of the sales cycle can be a telling sign of how effective or ineffective your sales process is. Prolonged cycles not only slow down revenue streams but also waste resources. Here’s why and how marketing automation can serve as a vital tool in streamlining these cycles for better efficiency and revenue growth.

    Identifying Pain Points in the Sales Cycle: Automation to the Rescue

    With a lengthy sales cycle, identifying where prospects drop off or take longer to proceed can be a Herculean task. Automation gives you the means to track every interaction a customer has with your brand, from the first touchpoint to conversion. This data-driven approach helps you zero in on the stages that require immediate attention and refinement.

    Preventing Sales Funnel Leakage

    With marketing automation, it becomes substantially easier to diagnose ‘sales funnel leakage’. If prospects are dropping off at specific stages, you can use automation to trigger targeted content or personalized follow-ups aimed at guiding them to the next stage. This ensures that fewer leads fall through the cracks, thereby boosting conversion rates.

    Automated Lead Scoring and Prioritization

    In a manual system, your sales team might be wasting time pursuing cold leads while hot prospects go ignored simply because the data is not being analyzed correctly or fast enough. Automation incorporates lead scoring, which ranks leads based on multiple variables such as engagement level, demographic factors, and buying intent. This enables the sales team to focus their efforts where they’re most likely to see success, further shortening the sales cycle.

    Nurturing Leads Through Content

    When you identify that a prospect is spending a lot of time in a particular stage, automated systems can trigger content delivery that specifically addresses common questions or objections prospects might have at that stage. This not only provides value but also proactively solves issues that might be lengthening the sales cycle.

    Intelligent Follow-Ups: The Power of Timing

    Timing can make or break a deal. Automated systems can schedule follow-ups based on customer behavior or specific timelines, ensuring that you’re reaching out when your prospects are most receptive. This boosts the odds of moving them down the funnel more quickly.

    Reducing Administrative Burden

    Time spent on manual administrative tasks is time taken away from engaging with potential customers. Automation frees up your sales team to do what they do best: sell. Whether it’s sending out proposal documents, setting up meetings, or managing customer data, automation can take over these tasks, accelerating the overall sales process.

    Building a More Robust Sales Pipeline

    Automation can also play a role in pipeline management, offering features like automated reminders for follow-ups, contract renewals, or check-ins for customer satisfaction. This results in a more robust and efficient pipeline, which directly contributes to shortening sales cycles.

    Tracking and Adjusting in Real Time

    Perhaps one of the most significant advantages of automation is the ability to make real-time adjustments. If a strategy isn’t working, the system can be tweaked instantly to try a different approach, without the need to sift through mountains of data manually.

    Accelerating Sales Cycles through Automation

    While a long sales cycle can be a symptom of various inefficiencies or issues within your sales process, automation provides an array of tools to diagnose, treat, and prevent these issues. Not only does it make your sales process faster, but it also makes it smarter, ensuring a more efficient funnel, higher conversion rates, and ultimately, increased revenue. With the rapid advancements in automation technology, the time to integrate it into your sales process is now.

  3. You’re losing leads 

    Let’s say someone visits your site and signs up for your email list. If it takes you two weeks to respond, do you think they’re going to be ready to buy from you? What if you promised them content –– like an eBook or video series––but forgot to send it? Chances are slim they’re going to do anything with your marketing emails, except perhaps click Unsubscribe. If you’re having to keep track of all your customer management (and all your email marketing) by yourself, you’re losing leads. Period. Automation nurtures leads far more effectively. It demonstrates to your customers that you care about them and notice their interactions — and that you don’t want to lose your relationship with them.

    Immediate Engagement: The First Impression Matters

    Imagine visiting a store, showing interest in a product, but finding no one available to assist you. You’d probably leave, right? The digital space is no different. When a lead signs up for your email list, immediate engagement is essential. Automation ensures that a welcome email, along with any promised content like eBooks or video series, is sent out instantly. This immediate action sets the stage for a positive customer experience.

    Consistent Communication: Keep the Momentum Going

    Automation doesn’t just send out a welcome email; it can keep the conversation going. Depending on the actions taken by the lead – whether they click on a certain link, download an eBook, or abandon a cart – targeted and personalized follow-up emails can be triggered. This maintains the engagement level and keeps your brand on top of their mind.

    Behavioral Triggers: Understand Before You Speak

    The beauty of automation is that it can be based on behavioral triggers. Did your lead spend time looking at a specific product? A tailored recommendation can automatically be sent. Did they download a particular resource? Follow-up content that delves deeper into the subject can be queued up. This level of personalization not only keeps the lead engaged but often accelerates the decision-making process.

    Scaling Your Efforts: More Leads, Less Hassle

    One of the significant limitations of manual processes is that they are not scalable. As your business grows and the number of leads increases, the ability to manage them manually becomes untenable. Automation allows you to scale your lead management efforts without proportional increases in cost or labor. Whether you have 100 or 10,000 leads, automated systems ensure each one gets personalized attention.

    Multi-Channel Nurturing: Beyond the Inbox

    Today’s leads are found across multiple channels – email, social media, your website, and even offline events. A robust automation platform can integrate these channels, offering a cohesive and unified lead nurturing strategy. For example, someone who engages with your brand on social media could be automatically added to a segmented email list, providing them with content that aligns with their social media behavior.

    Data-Driven Decisions: Adjusting the Course

    Automation tools come with the added benefit of analytics. You can track metrics like email open rates, click-through rates, and conversion rates to evaluate the effectiveness of your lead nurturing campaigns. This data allows for real-time adjustments to maximize lead retention and conversion.

    Humanize, Don’t Mechanize

    While the term “automation” may conjure up images of robotic, impersonal interactions, it’s quite the opposite when executed correctly. With personalized content, timely responses, and a deep understanding of each lead’s behavior and preferences, automation can offer a level of service that feels personalized and caring.

    Losing Leads is Not an Option

    It’s clear that manual processes are not only inefficient but also risk the potential loss of valuable leads. Automation is no longer a nice-to-have; it’s a necessity for any business serious about lead retention and conversion. It ensures that each lead is treated as a valued individual, offering them a tailored and engaging journey from the moment they interact with your brand. The result is not just saved leads, but also more conversions and a significantly better ROI.

  4. You’re Not Scaling Fast Enough: The Crucial Role of Automation in Scaling Your Digital Marketing Efforts

    Why Time is a Precious Commodity

    In the digital marketing landscape, time is akin to currency; both are finite resources that must be spent wisely for maximum yield. The adage, “time waits for no one,” rings especially true in this sector. Every moment spent on manual tasks and inefficiencies is a moment lost on capitalizing on market opportunities. If you find yourself drowning in a sea of tasks that are neither productive nor revenue-generating, you’ve hit a scalability wall.

    Tell-Tale Signs You’re Ready for Automation

    Resource Constraints Limiting Growth

    Scaling your business often necessitates growing your team and expanding your infrastructure, both of which require significant investment. However, limited resources can cripple these necessary growth activities. If resource constraints are holding you back, it’s a clear indicator you’re ripe for automation.

    Rising Inefficiencies with Growth

    As your business grows, so does its complexity. What was manageable with a smaller client base can quickly become a labyrinthine mess with a larger one. If you notice a growing number of inefficiencies and operational hiccups, that’s a red flag signaling the need for automation.

    Backlogs Sabotaging Momentum

    Every company hits a point where the pace of incoming work overtakes the ability to complete it efficiently. Backlogs are more than just a delay; they are a deterrent to growth, stifling momentum, and demoralizing your team. If this describes your situation, the time for automation has come.

    The Transformative Power of Automation

    Taking Over Repetitive Tasks

    Consider the countless hours spent on mundane activities like data entry, lead sorting, basic customer queries, and sending generic emails. These tasks eat into your productive hours but add little value. Automation can step in, handling these repetitive tasks with more speed and accuracy than a human, freeing your team to focus on strategic, revenue-generating activities.

    Analytics: The Window to Real-Time Adjustments

    In a manual setup, analyzing performance metrics can be a cumbersome and time-consuming process. Automation gives you the luxury of real-time analytics at your fingertips. Whether it’s measuring campaign ROI, customer engagement, or tracking KPIs, instantaneous data allows for timely adjustments. In a dynamic marketplace, this agility is invaluable.

    Force Multiplication: Doing More with Less

    Automation serves as a force multiplier for your team. It allows you to dramatically increase your output and reach without a corresponding hike in resource investment. In a resource-constrained environment, this ability to “do more with less” can be a game-changer for your scalability goals.

    Additional Benefits of Automation in Scaling

    Better Customer Segmentation and Personalization

    The more you scale, the more diverse your customer base becomes. Automation enables sophisticated segmentation techniques that allow you to send highly personalized and targeted communications to different customer segments.

    Streamlined Workflow Processes

    Workflow automation can map out your entire business process, identifying bottlenecks and automating various stages in the customer journey. From lead acquisition to post-sale follow-ups, each stage can be optimized for efficiency and effectiveness.

    Resource Allocation and Budget Optimization

    Knowing where to invest your limited resources is crucial when scaling. Automated systems can offer insights into which channels are providing the best ROI, helping you to reallocate resources and budgets effectively.

    Enhanced Compliance and Reporting

    As your business scales, adhering to compliance standards and reporting requirements can become a significant burden. Automation can manage these aspects, ensuring you meet all necessary regulations without diverting precious resources from core business functions.

    Don’t Let Manual Processes Be Your Downfall

    In today’s fast-paced digital world, scalability is not just an advantage; it’s a necessity. Falling behind on scaling efforts can cost you market share, customer loyalty, and ultimately, your business. Automation offers a way out, providing the tools to streamline operations, optimize resources, and maintain a competitive edge. By automating repetitive tasks and employing real-time analytics, you can supercharge your scalability efforts, breaking through the ceilings that have held you back. With automation as your ally, you’re not just scaling; you’re ascending.

Odds are if your business is growing, you need marketing automation. ROI Amplified recommends Hubspot and Marketo as the two best CRMs for marketing automation. Need help implementing a marketing automation strategy? Schedule a consultation with ROI Amplified today!