Marketing automation has many features and capabilities that can simplify the lives of marketers. But if you’re an army of one, wearing a million hats and running your company’s marketing department with limited manpower and resources, the prospect of learning and maintaining a marketing automation system may not sound simple at all — in fact, it may sound impossible.
But consider this: Pardot’s own marketing team started as a one-woman powerhouse, backed by nothing more than our own marketing automation product. Let’s take a look at a few of the ways that marketers with limited time and resources can use marketing automation to accomplish the work of a much larger marketing department — and hopefully start shedding their multiple “hats” one by one.
If you’re an SMB with a small sales team, your reps’ time is valuable. Save their time and yours by putting a lead qualification process in place.
This is one of the most basic features of automation, and can drastically simplify things for both your marketing and sales departments. Setting up a blended scoring and grading model for leads that come into the system prevents unqualified leads from clogging up your CRM, gives your sales team a concrete way to quickly identify and focus on the hottest leads, and goes a long way towards putting your sales and marketing teams on the same page.
If you have a small marketing team, it can be hard to keep up with all of the leads on your plate, not to mention the leads that aren’t even ready to buy yet. That’s where lead nurturing comes in.
By placing colder leads on nurturing tracks, you ensure that leads are more educated by the time they speak with a sales rep — and that your hard-earned marketing-sourced leads don’t go to waste just because they aren’t yet sales-ready.
Many SMB marketers dream about building impressive email templates and targeting their email communications like their bigger rivals. With marketing automation, this becomes a reality.
Using the WYSIWYG email template builder in an automation tool, you can create sleek email templates without having to know HTML. You can then decide who you want to send your newly-minted emails to by segmenting your database based on criteria like location, product interest, and more. This allows even the smallest marketing teams to target their communications to specific audiences, helping to increase engagement rates.
Data collection can be a bear, no matter how big your company is. For SMBs, it’s important to start streamlining your data collection process right off the bat, so that you’re gathering useful data to power your marketing campaigns. That’s where forms and landing pages come into play.
By using forms and landing pages to fill your database with tons of actionable information, you’re letting your marketing automation tool do the heavy-lifting for you. Use this buyer data to power your marketing campaigns and improve sales intelligence.
SMB marketers are working with a limited budget, so every dollar counts. Make sure you’re not wasting valuable marketing dollars on campaigns that aren’t giving back more than you’re putting into them.
Instead, use a marketing automation tool to understand which campaigns are working and which are not. See where leads are entering the sales funnel, how much you’re spending, how many leads you’re generating, your cost per lead, and more.
With marketing automation, you only need to wear one hat, regardless of the size of your team.
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