If your company simply adopted every single marketing tool that popped up on the radar without learning about it first, it would probably do more harm than good. The first step is always to determine if and how a new resource can get you results. Let's look at marketing automation.
Loads of Leads
One type of business that can really benefit from marketing automation, regardless of the industry, is one that has a very high number of leads. In theory, being in this situation may seem more like a dream come true than a problem. However, a high volume of leads doesn't do you much good if you can't manage them properly. Determining lead quality when you have hundreds or thousands to deal with is a task that gets exhausting for any sales team. Marketing automation can help you develop a more coherent pool of potential clients by bringing the right people into focus, categorizing them, and streamlining how you connect with them.
Uneven Lead/Client Ratio
Let's say your company is having trouble maintaining a healthy ratio between potential and confirmed clients. This means that you're getting things right with the way you're approaching your website and your inbound strategy. The community is paying attention to you, but you don't quite have that extra something to turn them into eager customers. Marketing automation can save the day here as well. Custom email campaigns directed to your leads depending on their interests and behaviour, as well as highly relevant landing pages, can really win over those potential customers who are on the fence.
Still Working on It
A lot of business owners out there are in the early stages of building their company. A sophisticated tool like marketing automation may seem out of reach or irrelevant if you're still getting things going, but you'd be surprised how accessible it is and how much it can do for you. Not having very many leads to go on can be very discouraging, but marketing automation is perfect for addressing this obstacle. It simultaneously enhances and complements your inbound strategy by targeting the right people with the right information, drawing them to your site, and securing higher quality traffic. No business should go without it!
Which of these categories does your business fall under? Like any good tool, marketing automation is flexible enough to meet a diverse set of needs. You just have to find out what your challenge is and build a strategy accordingly. Give us a call at (403) 456-0072 to learn more!
