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RESEARCH, ANALYSIS & TRENDS

Marketing automation provides

pre-qualified leads, increases

revenue and saves costs

Many a company played already with the idea of mak- can be addressed more directly with relevant content in
ing use of a marketing automation system, but they of- order to make a conclusion and to reach the decision to
ten still lack the disarming arguments that will convince buy much easier.
even the last decision maker.

In the he following, you will find some useful arguments Maketing Automation provides added value via
in favor of marketing automation: profiling

Marketing Automation convinces with results by Figuring out what your prospects and customers are
making marketing measurable really interested in has always been a little tightrope
walk so far. By using "trial and error”, moving forward is
A few years ago, it was still the case that marketing possible only slowly and as a consequence often loses
was always just a cost unit in the eyes of sales. Howev- many potential customers on the way due to the wrong
er, with the help of marketing automation, you can high- approach. In Marketing Automation, "progressive profil-
light your contribution to your company's success now, ing," allows the slow but steady development of pro-
as it is possible to document the results of each cam- spects along the buying process. With the help of dy-
paign, besides being able to track how leads are namic web forms, you get successively all the neces-
gained. The achieved ROI can be broken down to indi- sary information about your prospective customers.
vidual measures and is generally through and through You can evaluate the information and either pass it on
transparent. Not to mention that it is great to be able to to sales, or decide to look further. As an additional fea-
present clear numbers that show no money has been ture, a "subscription center" provides the customer with
thrown out of the window by marketing activities. the possibility to choose individually what information
he would like to receive at what frequency (relevance).
A marketing automation platform, with the appropriate Through marketing automation, you therefore get not
processes, methods and tools, provides a good basis only more but also better pre-qualified leads, meaning
for the coordination and cooperation of sales and mar- better "quality than quantity". The web tracking tools, in
keting. The result are well-qualified leads that can be conjunction with the various methods for the conver-
passed on purchase-ready to sales based on common- sion, are able to create individual profiles of your pro-
ly defined criteria. Because marketing and sales work spects and customers and develop them within the
towards a goal as a team, processes are much better sales funnel. So what are you waiting for? ◊
coordinated. Through proven methods and tools, cus-
tomer data can get collected in a more targeted man-
ner. By persona concepts, customers and prospects By Daniela La Marca

4 Asian eMarketing June 2015 - Marketing Automation
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