How marketers can use technology and automation to drive sales and business growth
The overall goal of a company is growth. Fortunately, the advent of automation technology has made businesses more efficient – and made measurable growth highly achievable.
However, it’s up to marketers to drive that revenue and business growth with technology and automation. More and more companies have understood this over the years and built marketing automation into their strategy.
The number one reason companies miss out on increasing sales through marketing automation is because they fail to see the endless possibilities. Companies that do this see a 77% increase in conversions thanks to lead nurturing through marketing automation, according to Invespcro. And 91% of marketers agree that automation is vital to the success of their business across different marketing channels.
Are you already convinced how marketing automation can improve your processes and generate more sales for your company?
If not, we’ll break it down for you in this article.
Omnichannel strategy and orchestration
In the past few years, many companies have changed their strategies to make the customer experience a higher priority. This is because a customer’s experience, good or bad, usually leads to them sharing it on social media platforms with those close to them or others.
Referrals from friends, family, and colleagues are the most trustworthy form of advertising. To receive these types of referrals, businesses need to deliver an exceptional customer experience. The best way to do this is by orchestrating an omnichannel strategy.
The omnichannel experience is about creating a personalized customer journey across channels. Many companies have multiple channels; B. stationary and social media sites. However, the channels are often operated separately. The aim is to develop a seamless way for customers to pick up in one channel where they left off in another.
To do this, you need to understand how your leads and customers interact with your various touchpoints and what their needs and weaknesses are. Marketers need to focus on designing personalized trips and using orchestration to predict potential customer actions and needs. Technologies like artificial intelligence and marketing automation can help.
Automation lets you add chatbots to your website that provide quick and knowledgeable responses, automate customer satisfaction surveys, and route support tickets by priority.
A seamless conversation between channels will ultimately maximize your sales. The happier your customers are, the more they are committed to your brand and the more leads you will gain.
Hypertargeting: Finding the Right Customers
Hypertargeting allows marketers to deliver the most relevant custom messages and advertise them in places their ideal audience can see. When used correctly, it can transform a company and drive sales and business growth.
But how do you know where to advertise?
This is where technology comes in. Artificial intelligence can collect customer and user data that marketers can use to analyze behavior and identify nuances, such as: B. Which payment methods and channels have the highest success rates for their target group. This data informs marketers that messages are being made more precise and precise and that branding is being intensified. Marketers can also use it to influence ad placement on different platforms.
Operational efficiency through automation
The National Association of Sales Professionals names data entry one of the biggest time wasters for salespeople. The truth is, too many individual manual tasks result not only in wasted time, but also in countless lost businesses.
Marketers can increase sales and business growth by integrating marketing automation technologies. These tools increase operational efficiency in your sales and marketing teams.
There are a number of benefits to automating your process:
- Reducing the number of lost deals because the prospects are not met in a timely manner
- Reclaiming lost time from repetitive tasks (e.g. manually adding leads to your CRM)
- Update contact records in your CRM for every email marketing campaign, website, or social media post a customer interacts with
- Move your contacts as they move back and forth in the sales pipeline depending on their actions
By automating your processes, your team can redirect their efforts and focus on developing new strategies that reach larger audiences and attract new customers.
Automated reporting for increased visibility
The one-off detection of weak points in your process does not mean that the task will end there. Few companies have maximized their sales by simply sticking to the status quo. It takes consistent evaluation and revision to find a strategy that will lead to success.
Marketers can drive sales and business growth by providing visibility to teams through technology-powered reporting. Many marketing automation tools can generate daily, weekly, monthly, or even quarterly reports for your assessment. This saves your company countless hours searching for and compiling data.
These detailed data reports will give you valuable insights into how it works and where you need to make improvements to increase your conversion rates.
Additional resources on marketing automation and technology
Marketing Automation Strategy Guide (Part 1)
Seven key marketing automation workflows you’ll need to create campaigns
Three tips to automate your content and campaigns without alienating customers and brand fans