Not all sales prospects are alike: they each respond best to a personalized message that acknowledges their specific needs and fits in with their current sales cycle, whether that means educating them about your industry or giving them hands-on demonstrations of your solution. However, if you’re dealing with a large volume of leads, you may be taking a one-size-fits-all approach with your prospects, and missing out on sales as a result.
If you need assistance delivering the right targeted message to your prospects and clients, it may be worth considering marketing automation software, which can help you track important notes about your prospects, automatically determine which messages a prospect should be receiving, and calculate the ideal times to send those messages.
Here’s a look at some of the most popular marketing automation software options and how they can help you streamline your customer relationship management and lead-nurturing process.
Salesforce - Salesforce is a cloud-based customer relationship management (CRM) tool that’s used by thousands of small- and enterprise-level businesses alike. The product helps sales and customer services representatives track all interactions with prospects and customers in detail, enabling them to do a better job of responding to customer needs and personalizing their interactions. If multiple people at your company interact with customers, it’s an important tool for managing these important customer relationships.
Marketo - This powerful tool can help you score your existing leads and generate new content that will be compelling to your customers, with different landing pages and content offers for each audience segment. The software allows you to develop email marketing campaigns and then analyze their results. The platform also helps you plan the creation of additional content, such as white papers and e-books, and then deliver this content to your leads on a schedule timed for maximum impact.
Eloqua - Similar to Marketo, Eloqua is a cloud-based software platform that enables you to score and categorize your sales leads, and to nurture new leads with the deployment of planned content. The software offers detailed analytics insights, allowing you to collect data to determine how successful your marketing messages are and determine what changes should be made for the future.
Other popular marketing automation platforms include Hubspot, Silverpop, and Pardot. The software programs are available at a number of different price points, depending on the number of users and the features you need, but each program typically costs upwards of $1,000 per month.
Is it worth it? It depends on the size of your business and your business model—however, if you’re able to avoid hiring another employee by using the marketing automation technology to keep all of your pending sales deals moving towards a close, the monthly expense is likely to pay off quickly.