What is Marketing Automation?

Marketing automation is working in tandem with a customer 360 platform, creating a marketing and sales solution capable of accomplishing the most difficult marketing and sales tasks, such as:

• Identifying high-quality leads and gathering valuable customer data
• Objectively qualifying leads so only high-quality leads get passed to sales
• Nurturing cooler leads with personalized customer journeys
• Automating lead assignment so leads are always sent to sales at the right time
• Tracking marketing (and sales) touchpoints in real time throughout the sales cycle
• Proving marketing accountability through campaign performance and analytics
• Improving the relevance of marketing and sales messages through automated personalization

Achieving Marketing Success

Improve lead generation

Automation empowers marketers to run sophisticated lead generation campaigns, collect buyer information, and automatically route this information into your marketing automation platform and CRM.

Automatically qualify and assign leads

When leads reach the designated qualification threshold agreed upon by both the marketing and sales teams, they can be assigned to sales reps instantly and automatically.

This reduces manual processes and ensures that lead assignment is fair, efficient, and effective.

Send targeted messages

Marketers can send targeted messages and lead nurturing campaigns that are personalized to buyer pain points, degree of sales-readiness, or other individual characteristics.
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Tie revenue to individual campaigns

Find what works — and what doesn’t — with detailed and streamlined campaign reporting.

With campaign and tracking metrics constantly updating in your marketing automation and CRM, ROI analysis becomes much more straightforward.

Boosting Sales Performance

Accurately track prospect behavior

Prospect tracking and analytics let sales reps see a log of all customer touchpoints, from files downloaded to email correspondence and more.

Get real-time activity alerts

Sales reps will receive real-time alerts whenever a prospect takes an action on your website, fills out a form, opens an email, or attends an event. This allows sales reps to reach out at the perfect time and start the selling process while leads are hot. This reduces manual processes and ensures that lead assignment is fair, efficient, and effective.

Nurture leads to sales-readiness

Using lead nurturing, marketers can automatically deliver valuable content to leads over time, nurturing them to a sales-ready state. Lead nurturing also gives marketers and sales reps the ability to automate communications with prospects who are actively engaging in the buying process - sending personalized, one-to-one messages from each sales rep.

Access lead information in one unified platform

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.