The decision to adopt a marketing automation solution isn’t easy. But if you’ve been wrestling with the idea, you’ve probably decided that something about your current approach isn’t cutting it. Take a look at the following list of red flags and their marketing automation solutions to see if any of them sound familiar. It may turn out that marketing automation is just the solution you’ve been looking for.
1. Sales and Marketing are at each other’s throats.
When the sales team gets frustrated with the quality of leads passed along to them by marketing, tensions can rise. This can lead to a downward spiral in which the marketing team starts to feel underappreciated and bitter toward sales for choosing prospecting over the leads they’ve been generating.
Marketing Automation Solution: Scoring and grading can help the marketing team identify leads that are a better fit for their company, so the sales team doesn’t have to waste time reaching out to unqualified leads. Integration with a CRM platform also makes prospect data available to sales reps at all times, giving them relevant, timely, and actionable information.
2. You’re not reaching the right prospects.
If there’s one thing that marketers have learned, it’s that the quality of leads or prospects is more important than the quantity. If you feel like you’re reaching tons of possible leads, but you’re not getting the response or the quality that you would like, then you’re probably using a one-size-fits-all approach that’s alienating your prospects. Limited targeting and a lack of personalization can make prospects feel like your message isn’t applicable to them.
Marketing Automation Solution: It might be time to consider a solution that can help you target and segment your prospects. With segmentation, you can reach specific prospects with a more relevant message, which means that your message is less likely to be ignored.
3. Some of your best leads are going to your competitors.
Many companies let leads fall off their radar if they’re not ready to buy. The problem with this is that those leads could be sales-ready within a few months, even if they’ve given you every indication that they’re not ready to make a purchase. If you don’t have a system in place to nurture your leads, then you may end up losing them to your competitors when they reenter the market.
Marketing Automation Solution: Drip nurturing allows you to educate your leads by dripping content to them over time. This means that you can keep in touch with them up until they’re ready to buy, keeping your company top-of-mind and leaving less room for the competition.
4. You spend too much time building marketing campaigns from the ground up.
Does it ever feel like you spend all of your time building out the same email campaigns, landing pages, and lists – over and over again? If this is the case, then you’re probably sacrificing valuable time that could be spent developing and executing new strategic initiatives.
Marketing Automation Solution: Marketing automation solutions are designed to simplify your marketing tasks. Email template wizards, form builders, and landing page builders can help you save time by establishing a reusable workflow. Your marketing communications can also be triggered by prospect actions, so they’ll be carried out automatically rather than requiring a manual deployment.
If you’ve adopted a marketing automation solution recently, what were some of the tell-tale signs that pushed you to make that decision? We’d love to hear!