August 9, 2013

Many people make the mistake of thinking that marketing automation software is just for for email marketing. Even though it certainly had its birth there, what we’re referring to is a lot more sophisticated application.

Marketing automation software is defined by Wikipedia  “Marketing automation refers to software platforms designed for marketing departments and organizations to automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes that are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing.”

So how does this benefit your small business?

When it became clear that some 93% of B2B buyers are using the search engines to begin their buying process, it was incumbent for businesses to find a way to streamline the inbound marketing process, and make it easier and less time intensive to look after. Marketing automation software is the tool which makes this happen, allowing marketers to more easily manage every aspect of your lead generation process. Software such as this will not only get traffic to your site, but will also start them on the buying process with offers and relevant emails and other content. It can also segment your leads by source, interests and any other considerations.

The way this works is that the system relies on a complex series of rules to trigger action items; which can be either more content, a special offer, or follow-up email message. This provides the visitor precisely what they are looking for and frees up your staff for other tasks. One particularly crucial thing to note is that if you decide to go for a marketing automation software, there will have to be a obligation keeping the content funnel filled, as this is what it operates on.

If maintaining all the tasks you must do in your business is becoming a challenge, or you are simply looking to scale your small business, then marketing automation software might be right for you. Check into it today!

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