Page 6 - AeM_Apr_2017

RESEARCH, ANALYSIS & TRENDS

Marketing automation is indispensable –

you know why?

For most professional marketers, automation software is of marketing automation, sales and marketing moved
already an everyday tool or at least at the very top of closer together and managed to benefit from each oth-
their shopping list for 2017. Obviously, there are many er. With the help of automated processes, the market-
reasons why it is time to put marketing automation into ing department can better differentiate the target
practice and we tell you why: groups and communicate with more relevant messag-
es. Clearly, marketing automation requires the merging
1. Get the big picture of marketing and sales objectives, taking into account
the tasks of the respective team, like marketing being
A marketing automation system combines all the im- responsible for lead generation which is then distribut-
portant systems of a company, besides enabling report- ed to the sales department. It must just be defined
ing, monitoring and analyzing in a convenient way. It when it should exactly happen. Collaboration is ex-
ensures that the messages are consistent and that per- tremely simplified by automated processes, as both
formance and results are easier to evaluate. Marketing teams are always aware of the level of customer pres-
automation ensures that time-consuming routine tasks ence and the next steps.
are running on their own. Manual up- and downloading
of Excel files between different systems is just one ex- 3. Make the success of marketing and
ample. So, you can use the time you save with automa- sales measurable
tion to devote yourself more to creative processes and
develop new ideas and sales has more time to maintain With the help of marketing automation, you can pre-
customer relations. cisely evaluate the efficiency of your marketing and
sales activities. Can the marketing team generate leads
2. Make your marketing more efficient and maintain customer relationships? Can the sales
management handle and meet its sales targets?
Automation plays a major role in the work organization
and not just within the marketing department, but also in The investment into automation is worthwhile and will
comprehensive team cooperation. Since the emergence provide measurable results within a short period of
6 April 2017 - Marketing Automation & Attribution