14 September 2016 in Marketing Automation, Marketing Automation Business Case
Small businesses are constantly trying to combine growing their enterprise with day-to-day tasks. Fortunately, marketing automation offers an alternative to time-consuming strategies. As the recent blog from Business2Community, How to Market Like You’re Twice Your Size, states, automating marketing allows SMEs to make the most of their resources even if they are limited.
Time is a precious resource in a small to medium enterprise, and many SMEs waste considerable amounts of it chasing leads that ultimately go nowhere. Marketing automation allows you to set up campaigns on platforms like Pardot and simply watch emails go out at your chosen times and dates.
One element of marketing automation that often intimidates SMEs is the need for content. Ongoing production is time consuming, and it is natural to worry that “content” means huge white papers and endless webinars. In reality, blogging on a regular basis offers plenty of valuable material. According to Hubspot, making blogging a priority means you are 13 times more likely to see a positive ROI.
Marketing automation means using up a fraction of your time and resources in order to achieve a real increase in your number of hot leads. There are numerous ways that platforms simplify the process of lead nurturing: for example, you can track activity on your website and see what content has been viewed and downloaded. From here, scoring rules implemented using tools like Marketo and Salesfusion mean you can easily identify which leads are ready for a sales conversation. Those that need to be nurtured further can go back into the pipeline and receive more information and targeted content. All of this will take very little time out of your day, allowing your marketing strategy to easily work alongside regular business.
If you think that time spent nurturing leads is time wasted, consider this: nurtured leads provide 20% more sales opportunities than non-nurtured leads. You may have to invest slightly more time and resources to begin with, but the process of automation quickly takes over and provides a fantastic return on your investment.
Overall, if you want the marketing power of a big company on the resources of an SME, marketing automation is the way to go. For more information, check out the B2C blog post or visit our products page.