Marketing automation is a toolset, made for automating marketing activities, that gives you a combination of benefits that cannot be achieved using traditional tools. Technologies such as Salesforce Pardot enable efficient conversion of prospects into delighted customers while minimizing work and time needed to accomplish that. They ensure better work organization, higher task performance, and faster information flow. They improve marketing, but also sales processes and allow various departments in your company to cooperate better, easier, and more effectively. Thanks to marketing automation, your employees’ activities become more resultful. They create superior marketing assets, and finally, the timing of sending these materials to customers is always proper. It all provides your company’s higher reliability, standards, and competitiveness.
Smoother workflows with marketing automation
Marketing activities are often repetitive tasks, which required the attention of your employees and manual work until now. Email campaigns demanded audience selection by hand, manual content creation, and automation was only possible at the final mailing stage. At this time, the only manual human work that must be done throughout the process is content creation, while the remaining steps can be automated. With Pardot, audience selection is performed automatically, based on various factors, so the target group is best suited to the content. The content is highly personalized and provides an entirely new, fresh experience to the recipients. The sending process itself also becomes automated thanks to Pardot, which guarantees that your mailings will not be intrusive and that they will reach recipients, not the spam box. Your company’s social media profiles may now be managed in one place, posting can be fully automated, and the content is always of the highest quality. Similarly, with ad campaigns, you gain a simple tool to manage and keep everything in check in one place. Thanks to all this, you get a highly useful, comprehensive nurturing tool, so your sales department receives hot leads and wins the deals regularly.
Better work organization
Your customers should be at the center of everything you do if you want your business to work productively and your customers to happily come back to you. To increase efficiency, exemplary work organization is also necessary, and such is not possible without automation nowadays. So many organizations use it that giving it up means dooming oneself to failure. Your ambitions are certainly higher than this. By integrating Pardot with other Salesforce tools, such as Sales Cloud, you allow your employees to view customer status in real-time and using any device. Sales reps can see the progress of the nurturing process to match the sales strategy correctly. This will speed up and improve their work, which translates into financial results. Thus, you gain more funds for automated advertising campaigns, which increases your profits again. Isn’t the vision of such a self-accelerating loop tempting?
Greater performance
Personalization of content, its higher relevancy, as well as proper timing, are the conditions for effectiveness in internet marketing. Today’s marketing cannot rely on soulless nurturing, passing the prospect to the sales, and terminating the relationship there. A sales funnel with just a few arbitrary touchpoints, and some irrelevant content is not what your potential customer expects. It is not possible to build effective marketing if you only want to throw a new lead into the automated queue and count on generating a satisfactory number of closed-won opportunities using the same marketing and sales mechanism and the same content. Your customer requires a unique experience tailored to his needs. He expects that you present your offer directly and straightforwardly, that the offer is adequate to his expectations and that the entire process of a possible purchase of a product or service will not take too much of his time.
Thanks to all the above advantages of marketing automation, you can be calm about the processes within your company, employee productivity, the quality of created materials, and their performance in practice. Properly set marketing automation processes guarantee consistently high quality and repetitiveness. There is much less risk of human error there. Besides, technologies such as Pardot Einstein make your success even more likely. Do not forget, however, that using marketing automation requires competence, skills, and experience if you want to get the most out of it. You can enrich your company with these values thanks to cooperation with companies such as CRM Designer. When implementing Salesforce to your company, it is even necessary to have an experienced partner. Also, when using it, it is worth having constant access to trusted experts, their help, and the opportunity to consult, as well as outsource specific tasks to an external, specialized company that will fulfill the entrusted works.