Does your sales team have difficulty approaching leads because they don’t know what stage of the buying journey they are in?

These problems are very common in all types of companies and can be solved by implementing marketing and sales automation.

What is ?

Marketing and sales automation refers to software that has the ability to automate a company’s marketing actions in an effective and organized manner.

However, implementing a marketing automation program does not mean replacing a good marketing team, since its function is precisely to optimize the team’s work.

So, having a good marketing strategy is essential. What automation can do there is find a way to make those processes more agile compared to what can be done manually.

For example:

Your company develops an E-mail Marketing campaign for your contact base and customer conversion.

With the software, it is possible to automate this work by sending emails to each contact in a single shot, in addition to being able to work on a nutrition flow, which increases the engagement of those people with your brand.

In other words, having the software and knowing how to use it well is not enough. Having a good marketing strategy with objectives and goals is also essential to achieving success.

To achieve this, the marketing automation program has several functionalities that are not limited to email marketing and social networks, but are also integrated into digital marketing as a whole.

As for social media, and depending on your audience

, your company needs to be present on several of them, in addition to having a constant frequency of publications and measuring the results of the actions on those channels.

Instead of diving into analyzing each one, you can use an automation tool to schedule posts to more than one network at the same time and access reports that show how each one is performing.

On the side of email marketing actions, for example, it often requires knowledge of HTML and codes that can be complicated to configure. Hence the importance of automation.

To generate leads by delivering an e-book, it is essential to have this type of software to create a landing page where the e-book is available so that people can download it after filling out a form and, thus, become leads for your company.

From there, the actions taken with those leads will determine the chances of converting them into customers.

One of the first steps is to create a nurturing flow so that you send emails with tips and later, offers from your company.

With the marketing and sales automation tool, this work can be done automatically, without the need to have a dedicated person to send those emails manually.

It is also possible to monitor the engagement level jordan mobile database of each of these leads before passing them on to the sales team whose goal is to convert them into clients.

Why invest in marketing and sales automation?

Now that you know what marketing and sales automation is, it’s time to understand why you need it in your company.

Increase in sales

The first reason is commercial; marketing automation can help you sell more. It is common for companies to lose sales in situations such as:

Seller: Hi! How are you? I saw that you downloaded our e-book on e-commerce tips. How about purchasing our platform now?

Lead: No, thanks.

Many sellers have certainly already gone through situations like this, not because their approach was wrong, but because it was inappropriate, since that lead was not yet ready to buy.

If this lead downloaded an e-book on e-commerce tips, it’s because they are certainly interested in learning more about it, that is, they are not in the middle stage of the funnel .

The seller should only offer the product when that lead is at the bottom of the funnel and one way to lead it there is through the Email Marketing nurturing provided by the automation tool.

On the other hand, more prepared leads can generate more sales.

In the end, imagine that lead from the example, who downloaded the e-book and knows nothing about e-commerce, but becomes more knowledgeable thanks to the advice they start receiving by email.

That lead will be more likely to buy a more complete product or service, as they will understand you better than the one who is based on knowledge and does not know about all the benefits that that solution can provide.

CAC decrease

In addition to increasing budget through what are the ideal situations to have a koi? sales, another advantage of marketing automation is decreasing Customer Acquisition Cost (CAC).

One of those reasons is that there is less recurring work for the marketing team, as the preparation of leads for the sales team is done automatically. This reduces the need to have more and more marketing staff dedicated to manually creating that relationship.

Salespeople therefore receive more prepared leads and can take fewer steps during contacts to make a sale. This makes the sales cycle shorter and the sales team more productive.

Once the tool does its job, salespeople can see which are the best leads to connect with.

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How to do marketing and sales automation?

The first step is to create a supporting dashboard.

On the other hand, identifying the conversion points is the second step to take.

The goal here is to map the points that can make a lead reach your company.

The most commonly used are landing pages and their forms, which can turn people into leads for the company.

The third step is to list all the content you have

– Both articles and e-books, infographics, etc. – according to your persona’s purchasing journey.

• Top of the funnel: stage in which the person discovers that they have a problem.
• Middle of the funnel: At this stage, the person is looking for advice that can help them solve that problem.
• Bottom of the funnel: Here you discover who offers the definitive solution to that problem.

Marketing and sales automation tools

MailChimp specializes in managing email marketing asb directory campaigns, allowing you to perform A/B testing, m

anage your contact database, and schedule email sending.

to learn the techniques to convert them into customers!