The benefits of using marketing automation

Marketing automation platforms offer numerous benefits by streamlining manual B2B marketing tasks, including lead management, email campaign development and landing page creation.

• Increased marketing efficiency. Automating time-consuming, manual tasks around content creation, management and personalization; campaign scheduling and execution; data hygiene; communication with sales; and lead nurturing saves time and improves productivity.
• Enhanced ability to generate more and better qualified leads. Marketing automation can combine multiple criteria, including demographic, firmographic and behavioural data with a lead scoring system to generate and identify sales-qualified leads.
• A multichannel view of prospect behaviour. Today’s marketing automation platforms are integrating multiple channels and devices including social media and mobile — to create more comprehensive prospect profiles and holistic views of prospect behaviour.
• Better alignment of sales and marketing goals. Marketing automation software can help align sales and marketing efforts to ensure that sales reps are working with sales-ready leads. By working cooperatively to set scoring parameters and define qualified leads, sales and marketing become one team.
• Improved lead conversion and ROI. Numerous studies have found that using a marketing automation system can increase conversions. Forrester found that B2B marketers implementing marketing automation experience a 10% increase in their sales-pipeline contribution.

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