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4 Sales Pain Points Solved with Marketing Automation

Let’s be honest: your prospects aren’t the only ones with pain points that need solving. Regardless of your industry or job title, I’m willing to bet that there’s some part of your day-to-day tasks that you wish was faster, easier, or more efficient. Marketing and sales are certainly no exception, which is why we developed our Pardot + Salesforce microsite to address many of the common pain points that marketers and sales reps are experiencing.

But today, we just want to focus on the sales rep. Take a look at the list below to see some of the common asks of B2B sales reps — and how certain marketing automation features can provide a seamless solution.

Ask #1: “I want to see what my prospects are doing in real time.”

Your go-to marketing automation feature: Real-time prospect activity alerts

And why would you want this kind of real-time insight, you ask? It’s not to be creepy — it’s so that you can provide more personalized and relevant sales communications at exactly the right moment. With immediate alerts that tell you when prospects are active on your site, visiting your pricing page, filling out a form, and more, you can not only see when your prospects might be available for a quick call, but you also have a list of their topics of interest.

Research shows that 35-50% of sales go to the vendor that responds first. (InsideSales.com)

Ask #2: “I want to be able to identify my best leads.”

Your go-to marketing automation feature: Lead scoring and grading

A common pain point for companies is the lead pass process. How do you create an objective process to qualify leads that satisfies both marketing and sales? The answer is through lead scoring and grading, which provide benchmarks that indicate whether a lead is interested in your company and a good fit for your product or service. This ensures that leads are of sufficient quality before they get passed on to sales. Even better — these scores and grades are viewable in your CRM, so you always know who your hottest prospects are.

Only 25% of leads are legitimate and should advance to sales. (Gleanster Research)

Ask #3: “I want to target my sales pitch to meet each prospect’s needs.”

Your go-to marketing automation feature: Prospect activity tracking

It’s not enough to know your prospect’s industry and job title. You need to know their pain points and motivations to really cater your conversations in a way that will keep them engaged and interested. Marketing automation allows you to go beyond basic demographic information, giving you insight into detailed behavioral data (the pages your prospects are visiting, the types of content they’re downloading, and more). View this data in the lead or contact record in your CRM to see a log of all of your touchpoints with your prospects — and gain unparalleled insight into your prospects’ motivations, interests, and pain points.

74% of marketers say targeted personalization increases customer engagement. (eConsultancy)

Personalized emails generate up to 6 times higher revenue per email than do non-personalized emails. (Experian Marketing Services)

Ask #4: “I’d like to build trusting relationships with my prospects.”

Your go-to marketing automation feature: Lead nurturing

Marketing automation facilitates the relationship-building process by automatically delivering targeted, personalized messages to prospects over time. The best part about lead nurturing? While the messages appear to be from the assigned sales rep, they are set up behind the scenes by marketing. This leaves you free to focus on sales-ready prospects without neglecting the other leads in your pipeline.

Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)

Want to learn more about how marketing automation can solve your sales and marketing pain points? Take a look at our Pardot + Salesforce microsite, which describes how the tools work in tandem to simplify the lives of marketers and sales reps alike.

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