Marketing Automation isn’t so much a tool as it is a set of different technologies and processes.
It started when companies were onboarding commercial processes through a CRM system. As a result, among the streamlined processes was filling sales people’s pipelines with leads. Before this, the number one request of Marketing Departments was “Give me leads! Any of them!” They were hungry. Now they are to a point where they are actually overwhelmed. They are now saying “Enough!” Only give me the best leads that are ready to buy”. The tension between Sales and Marketing lives on.
So what is Marketing Automation exactly? Many people think it’s a platform that sends emails out and tracks their open/click rates. Not quite.
It’s a collection of technologies that allows companies to streamline, automate and measure marketing tasks and workflows. Doing so increases operational efficiency and helps firms grow revenue faster. There are three components:
- A Central Marketing Database: A place for all of your marketing data (think of it as the brain). A place where you can score and rank the relevancies of each lead and put them into groups. A place where you can gather insights into the conversations that took place with them.
- An Engagement Engine: A canvas where you can interact with the database (think of it as the legs). A place to send information and relevant content to your contacts.
- An Advanced Internal Team: Not so much technology as it is automation of internal marketing processes and fuller understanding of what a platform can do (think of it as the heart). This increase’s marketer’s ability to deliver relevant content to relevant individuals and arrange their sales team’s leads based on priorities. It’s also the human element.
To get started, look at the following platforms such as, Eloqua, ExactTarget, Pardot, Marketo, Hubspot and others.
MAKE YOUR SALES TEAMS CHAMPIONS OF THE OPPORTUNITIES YOU GIVE THEM. (Cham-pi-on/CHampeen/verb 1. Support the cause of; fight for, defend)