By: Mallory Bowers | 10/16/2018
Imagine this scenario: you want to purchase new tablets for your sales team, so you enter the necessary search terms into Google. One search result takes you to a website with helpful content. You provide your contact information to get the content. You wait for the company to contact you, but they don't.
Now, imagine this revised scenario. You choose a different search result, different content and a different business. Minutes after you provide your email address, you get a personalized email. They thank you for reading their blog, which they hope helped you. They tell you a little about their business, offer some additional content and promise to answer whatever questions you have.
Of these 2 businesses, which one made a positive first impression, and which one left you cold? Which is likely to be your choice for your new tablets? Odds are, you'll choose the one that was responsive, that took you seriously enough to welcome you and help. That's the power of marketing automation.
What Is Marketing Automation?
At its heart, marketing automation uses software to perform many of the tasks normally done by humans—everything from email marketing to lead nurturing to customer relationship management (CRM). When effectively leveraged, marketing automation makes businesses more responsive to customers and prospective customers, providing them the support and guidance that builds trust over time.
Is Marketing Automation a Smart Investment?
When effectively executed, marketing automation can help businesses of any size (including small businesses) achieve their key marketing goals and enhance profitability—and that makes it a sound investment. Consider for example these metrics from CMO:
How Can Marketing Automation Help My Business?
Every business is different, of course, but the lion's share enjoy similar benefits, including the following 5:
According to a recent study, almost 50% of companies that invest in marketing automation realize a return on that investment within the first 2 to 6 months, and 76% experience that ROI within the first 7 to 12 months. At the same time, however, the decision to invest in marketing automation tools (like CRM software) is one you should make only after carefully weighing its benefits for your business, ideally after consulting with an industry leader who can guide you to the best solution for your business.
To learn more about how the Act! platform will help your business drive sales, increase profitability and grow, start your free trial today!