It is a common misconception that marketing automation and email marketing are essentially the same thing. In email marketing, you build an email list and then start sending out emails to market your business. You get statistics back showing how many people opened the email and which ones clicked through to your offer. While the information that email marketing is important, it pales in comparison to the features and benefits of marketing automation.
How Marketing Automation Benefits Your Business
Email marketing systems have a very limited scope when compared to marketing automation systems. The email systems allow you to send mass emails out to your marketing list. Then, you get reports on how well the emails worked. But, that’s really all there is to it.
A marketing automation system gives you those same features and so much more.
With an email marketing system, you have to build your landing pages and web forms in a completely different system. In contrast, you can build both within a marketing automation system. This built-in integration makes building your marketing campaign much simpler. Plus, it gives you automatic reporting that is not available with an email marketing system.
Automatic marketing systems allow you to directly integrate your email marketing with other types of marketing for your business such as direct mail and social media. This streamlines your marketing efforts and allows you to do much more without the need to replicate efforts in multiple systems.
A powerful benefit of marketing automation is the power it gives you over your lead information. The software helps you avoid duplication of leads. It also helps normalize the data, making your marketing even easier. The software allows you to score leads based on any number of criteria. You can also recycle and nurture leads throughout the sales process.
The marketing automation software provides reporting on the impact of each marketing effort on your company’s revenue. It allows you to monitor website activity and even tracks IP addresses from anonymous website traffic. It can integrate various data directories to help fill in contact information.
With the data gathered and synthesized in the marketing automation system, you can provide your sales team with qualified leads who are ready to make the purchase decision. This will drastically reduce the amount of time spent talking to leads who are not at that critical point. It will also simultaneously focus your sales team’s efforts and improve your sales numbers.
Using the information provided by the marketing automation system, you can build multi-stage marketing campaigns across any number of channels with ease, You no longer need multiple tools to get the job done. This means you can get things done faster and make adjustments as needed.
These are not benefits you can get with limited email marketing software.
How Your Business Can Benefit from Marketing Automation
If you are ready to bring your business to the next level of marketing, you need to bring the benefits of marketing automation into your company. Give us a call here at the Stevens-Tate team.