8 Things You Should Do to Increase Your Sales by 32%
For the marketing team, the benefits of integrating marketing automation with your CRM extend far beyond easing tensions with sales. It also cuts down on the tedium of manual lead qualification and assignment, helps marketers track their ROI, and makes it easier to target and segment marketing communications. Let’s take a closer look at each of these.
Improving Lead Generation
Before we can get to lead qualification and assignment, first things first: you need to generate leads. While sales reps previously relied mostly on leads generated via their own cold-calling methods, marketing automation makes it possible for marketers to step in and take some of the burden off of sales’ shoulders. With automation, you can run sophisticated lead generation campaigns, collect buyer information using forms and landing pages, and automatically route this information into your marketing automation and CRM tools so that the most recent, actionable data is easily viewable for both parties.
Automating Lead Qualification and Assignment
A common sore spot between marketing and sales teams is poor lead quality. With no system in place to score and grade leads, many marketers are left relying on their gut when the time comes to pass a lead to sales — or they pass over every lead that comes along. This can lead to frustration on both sides, and often ends with marketing-generated leads being dismissed altogether.
However, with the data gathered via a marketing automation system, marketers can automatically score and grade leads so that only the most qualified get passed to sales. Lead score measures interest in your product or service, while lead grade reflects how well a lead fits your ideal prospect profile. When leads reach a qualification threshold that’s been agreed upon by both the marketing and sales teams, they can be assigned to sales reps automatically. This cuts down on manual processes and ensures that lead assignment is fair, efficient, and effective.
Sending Targeted Messages
Modern B2B marketers recognize that buyers want different, targeted content at each stage of their research — but many have difficulty providing the personalized content that their buyers demand at scale. Marketing automation addresses this pain point by collecting detailed, behavioral data about each buyer. Having a complete view of your buyers’ activities and interests gives marketers the ability to send targeted messages and lead nurturing emails that are personalized to buyer pain points or stage of the buying cycle. Creating one-to-one email communications or segmenting based on criteria like industry or product interest adds a degree of relevancy to your emails, helping to increase engagement levels with once-generic marketing content. Dynamic content lets marketers scale the process by allowing you to create a single template that uses smart rules behind the scenes to plug in the offers most relevant to each prospect segment.
Tying Revenue to Campaigns
Which sounds easier: reporting on campaigns when the performance data is spread across multiple tools, or reporting on campaigns when the data has been aggregated in one system? The answer is pretty obvious. With campaign and tracking metrics constantly updating in your marketing automation and CRM tools, reporting on campaign ROI is a much more straightforward process. Marketing automation’s closed-loop reporting functionality gives marketers the ability to tie closed deals back to the campaigns that created them, making it possible to attribute revenue to campaigns, track marketing spend, accurately measure ROI, project revenue, and make data-driven marketing decisions.
Tracking Prospect Behavior
Integrating marketing automation and your CRM gives you the opportunity to go beyond basic demographic information and delve into detailed behavioral tracking, so that sales reps can view which pages their prospects are visiting, what types of content they’re interested in, and where their prospects are in the buying cycle. Prospect tracking and analytics make it possible for sales reps to see a log of all touchpoints with their prospects, from files downloaded to email correspondences and more. This prospect activity history provides unparalleled insight into exactly what leads are interested in, allowing your sales reps to tailor their phone calls and sales pitches accordingly. It also helps sales pick up right where marketing left off, creating a seamless journey for your customer.
Nurturing Leads to Sales-Readiness
Recent research indicates that buyers are more than two-thirds of the way through their research process before they even reach out to sales. This growing trend has brought lead nurturing to the forefront of marketing and sales strategies because of its ability to ensure that buyers are getting the information they need, when they need it. Using lead nurturing, marketers can automatically “drip” valuable content to leads over time, nurturing them to a sales-ready state. These sophisticated campaigns can adapt and branch based on how a prospect interacts with your messages. With nurturing running behind the scenes, sales reps don’t have to waste time pursuing leads who aren’t yet ready to buy, and marketers increase the value of their database by engaging with these early-stage leads that might have otherwise slipped through the cracks.
Utilizing Real-Time Activity Alerts
With marketing automation, your sales reps will receive real-time alerts whenever a prospect takes a specific action on your website, like visiting your pricing page or downloading a white paper — or if they click on a tracked link in an email. By having this detailed information delivered in real time via email or CRM, sales Lead nurturing also gives marketers and sales reps the ability to automate communications with prospects who are actively engaging in the buying process — by making it appear as though emails are personalized, one-to-one messages from each sales rep. This increases the relevancy of sales emails and reduces a lot of the heavy lifting for sales reps when it comes to follow-ups.
Accessing Lead Information in One Central Interface
With lead and prospect information available in both your CRM and marketing automation systems, your sales reps can see everything they need to know without leaving their CRM. This includes all data collected through your marketing automation system, from social profile information to the emails your prospects have received, what they’ve been clicking on, what they’ve signed up for on your website, and more. Sales reps can use this information to tailor their conversations to the needs of each individual prospect. If they find a lead isn’t ready to buy yet, they can quickly “recycle” that prospect by adding them to a marketing-approved nurturing track right from the CRM.
It all might seem a bit overwhelming in the beginning, but that should not stop you from increasing your sales?
We are happy to take the overwhelm off setting this all up.