Published under: Marketing Automation Software

Sales processes have changed dramatically over the last 15 years. The proliferation of technology has reversed photo-1421757295538-9c80958e75b0the vendor led sales cycle into a buyer driven purchase cycle. Consumers (both B2C and B2B) are researching products and determining options well before their first known contact with the supplier. This shift is driving businesses to look for answers to the following questions:

  • How do you identify, track and engage anonymous online buyers?
  • How do you link the volume of digital history to each online buyer?
  • How do you know which online buyers are qualified and which are not?
  • Once you get an online buyer to your website, how do you convert them into a recognized person?

The goal here is to implement a repeatable process for generating bulk leads that can, in turn, be qualified and handed over to the sales team. When this process fails, good leads are overlooked, sales productivity falls (sales team is working as qualifiers or, worse yet, marketers), cost-per-lead dramatically increases and leads miss-out on nurturing campaigns that prepare them for the sale.

Marketing automation software answers these questions by bringing precision, process, scale, and analysis to lead generation campaigns. A robust solution tracks anonymous users and scores, nurtures and transfers leads; acting as a comprehensive answer without adding additional resources.

So, who needs marketing automation software? Anyone who has an online presence and wants to increase both the efficiency with which leads are generated and the quality of the leads passed on to the sales team without increasing their in-house marketing staff.

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