Learn how marketing automation can help marketers to make effective data driven decisions that will engage potential consumers across platforms, generating qualified leads.

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How Marketing Automation Can Transform Your
Business

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If you haven’t looked at marketing automation technology recently, you may not
recognize the place. There are now over 215 marketing automation solutions on the
market and the rate of marketing automation solution and innovation adoption shows
no sign of slackening. The question for marketers isn’t so much will marketing
automation technology have an impact on your business as it is which trend is the
best fit?
Consider these statistics:
• 91% of users believe that marketing automation is “very important” to the
overall success of their marketing across channels. Marketo

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• 41% of marketers say that marketing automation is “Very effective/effective”
at creating a cohesive customer journey. Salesforce
• 85% of B2B marketers felt they were not using their marketing automation
software to their full potential last year. SiriusDecisions
• Nurtured leads make 47% larger purchases than those who were not nurtured.
HubSpot
• Companies using marketing automation generate twice as many leads as
those using just email software. AutoPilot

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Not all solutions are the same. Learn the basics of marketing automation, then
choose your route.
Predictive Analytics
In “The Hype Cycle for Business Intelligence and Analytics, 2013” Gartner reported
that predictive analytics was poised to reach mainstream adoption in 0-2 years, or
about right now. Here in 2015 we believe that insight-oriented diagnostic analytics
and foresight-oriented predictive analytics will ensure marketer success.
Robust, predictive models help marketers eliminate guess work based on trends
they identified using data. Eliminate guess work by answering questions like these:
• What is the optimum frequency of sending emails in a lead nurturing sequence?
• Which content (blogs, infographic, whitepapers, videos, etc.) should you send to
a certain lead persona?
• Do you need to revisit your personas? Lead scoring?
• How should you score a lead from a particular marketing channel?
Data driven decisions help marketers launch and execute winning campaigns.
Let us know the best practices you follow when using data driven decisions.

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Multi-channel Marketing
Multi-channel Marketing is the ability to interact and engage potential consumers
across platforms in real-time — website, Facebook, etc. Marketing automation tools
make it possible to personalize this interaction, the ultimate expression of “reach out
and touch someone”.
Here’s an example. A company sells laptop computers for home and office use and
Karen, a prospect, visits their website, adds a mainstream laptop with a high end
graphics card to her cart, gets as far as billing and shipping details, but does not
complete the order.
In a situation like this multi-channel marketing could:
1. Send Karen a personalized email urging her to complete her order. The email would
show the details of Karen’s cart, her shipping and billing details and a link she can
click to complete her order
2. Leverage Facebook so Karen sees an ad — “Karen, are you looking for a new
laptop?” — when she logs on. This comes from an integration of the marketing
automation platform with Facebook for retargeting.
3. Send, after a day of Karen not responding, a personalized email from Sales
Support Executive Brian asking if he can help with any questions Karen may have?
4. Automatically activate after a few days a separate email nurture or Facebook
retargeting campaign

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This sequence of events can be customized based on the persona “Karen” is
associated with in the marketing automation platform.
While highly effective, multi – channel nurturing is woefully underutilized. Here are
some of the challenges marketers face when it comes to developing and executing
these campaigns.

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Multichannel marketing makes it virtually impossible to lose a customer due to their
distraction or a technical glitch just before a purchase. This is a powerful concept that
helps marketers target the right personas with personalized content at every step of
their buyer’s journey.
Do you think this trend will help you improve conversions and target your
prospects better?
Marketing Qualified Leads
Lead Quality. It’s typically where sales and marketing have their falling out.
• What is the rate of acceptance of your Marketing Qualified Leads into Sales
Accepted Leads?
• Are sales and marketing on the same page when it comes to defining a “Qualified
Lead”?
When implemented correctly marketing automation platforms change the ways sales
and marketing teams perceive each other. Well-structured, well-documented lead
scoring for various personas, channels, etc. help bring marketing and sales to the same
conversation.

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A constructive dialogue between the teams ensures “qualified” leads are converted,
there is no leakage and leads that are not “sales ready” go back for a tailor made
nurture and future qualification.
Are you plagued with disconnect between your sales and marketing teams when it
comes to lead qualification?
All our data points in one direction – marketing automation is becoming smarter, more
personalized, and more accessible. It’s going way beyond the basic batch-and-blast
email tool of yore.