Marketing automation is technology that lets you engage with buyers and influence sales in a way that makes your marketing and sales team more effective.
According to one study, nurtured leads produce an average 20% increase in opportunities compared to non‑nurtured leads. Imagine if you could instantly make your whole marketing budget 20% more effective. That 20% will produce a large ROI in additional sales revenue.
The goal of most marketing automation programs is to increase the quality of the leads that are generated, and increase the productivity of the marketing team and the sales force. If the marketing automation program is implemented correctly, it will result in measurable improvements in the form of higher campaign conversion rates, higher email open rates, higher sales close rates, and a shorter sales cycle.
In my experience, there are four ways that people are underutilizing their marketing automation systems: [Read more…]