Marketing automation is the developing idea that closes the gap between marketing and sales by enabling cold leads to turn into sales through nurturing and following up on visitors interests.
This form of marketing is based around online software like emails and social media networks that work to encourage leads and general sales by cross selling, upselling and cycle selling. For example, to encourage visitors to come back and continue to consider purchasing from businesses, they create programs like: reminder, multichannel, winback or repurchase programs (ex. Hubspot). Depending on the program, they make people feel prioritized because there is personalization and importance directed towards the customer.
Marketing Automation Goes Hand in Hand with Inbound Marketing
11 times more B2B organizations use this form of marketing in comparison to 2011.
So How Does Marketing Automation Generate Sales?
Marketing automation's initial purpose is to generate leads, and turn them into sales by providing the right information to the right people at the right time. In order to make the sales, businesses need to capture the visitor's attention through getting them to provide loyalty by email sign ups or creating accounts. This way businesses are able to get into the visitor's mind and give them something they want which encourages them to become more comfortable and devoted to the business. Then you're able to tap into this purchasing stream and provide products that they are interested in and keep them coming back to purchase more.
Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. –Nucleus Research
Marketing Automation has been able to close the empty, wasted space between marketing products and selling those products, making it easier for both sectors to come together to generate more sales.
79% of top-performing companies have been using marketing automation for more than 2 years. – Gleanster “Q3 2013 Marketing Automation Benchmark” (2013)
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