Valuable data will pass you by if you try to manually organize and analyze it. Good luck with that in today’s Digital Age. Sure, your marketing team has their ears to the ground and great gut instincts about who your buyers are and where your industry is headed—but, really? Is that what you’re going to hedge your bets on when it comes to building revenue? You won’t come to know your customers intimately and engage them with personalized messaging with anything less than advanced marketing automation tools.

You need to develop a deep understanding of your customers’ existing buying behaviors. With that knowledge in hand, you can personalize your messaging so that it drives readers to take action in your favor. Marketing technology gives you the ability to organize and analyze the vast amounts of data coming into your business daily so that you can recognize and respond to your key targets.

Your marketing automation tools will help you understand what customers want by tracking the very moments when they are bent on going somewhere, or learning, doing or buying something. With that wisdom, you can develop truly relevant customer experiences.

A report from Forrester Research revealed that B2B marketers who implement marketing automation increase their sales pipeline contribution by 10 percent. These organizations use segmentation and behavior-based data to refine their customer engagement practices and increase the relevance of their messaging.

This is difficult to do with fragmented marketing technologies. Marketing automation tools, on the other hand, centralize common technologies like sales automation tools, social media, Web analytics and email marketing, enabling marketers to track metrics, such as sales accepted leads, across channels.

Are you a small- or medium-sized business (SMB) that eagerly wants to join the top-performing companies that use marketing automation to drive customer engagement—but don’t have the budget to invest in a marketing automation platform and the staff to operate it? If so, you have options.

Many marketing automation software companies provide services that can help solve such problems as training to achieve the level of expertise needed to optimize the tool and revenue engine. They’ll also reduce the legwork associated with campaigns and lead generation. Case in point, Salesfusion just announced the launch of a managed service program to better collaborate with customers to ensure success with marketing automation.

If you’ve already invested in a marketing automation platform that you’re not optimizing—or could use advice on selecting and implementing the right software for your business—consider the marketing strategy services of a platform-independent company, such as Marketing Automation Partners.

With marketing automation software, and the critical thinking and best practices of an expert service team to help you manage your marketing plan and operations, you’ll be well on your way to maximizing customer engagement.

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