The issue with rapid business growth and expansion is that over a period of time your brand gets so
huge that the time-tried schedules of reaching and reacting to customers become unmanageable,
sustaining meaningful relationships with them becomes a herculean task. To sustain this growth, it is
essential to be able to cater to the evolved buyer journey across all segments and all channels.
Marketing automation can assist organizations to sustain prospects with exceptionally customized,
valuable content that aids conversion of prospects to clients and transform clients into enchanted
clients. So it not only streamlines, automates, and monitors routine marketing activities lightening the
burden of the marketers but can also help in closing more and more deals and thereby increase sales.
A typical Sales Funnel would have phases of building a brand image through various channels by
executing various marketing campaigns. Next is the process of generating leads by offering various
offers and deals then proceeding to develop solid prospects. Regular follow-up through enhanced
interactions with these prospects could then lead to confirmed sales which mean a better top-line for
the organization. By offering loyalty programs and customer specials, the confirmed customers could
upgrade to becoming loyal customers.
Marketing Automation can assist each of these phases and provide a big fillip to the sales. Let us look at
some ways in which Marketing Automation can increase sales.
- Prioritize Sales Leads through Lead scoring
Customer journeys have become a maze of endless possibilities with multiple channels and varied
devices that can create many different paths. It is essential to leverage these journeys and make the
most of them.
Lead scoring helps in ranking the various prospects from different sources based on a scale defined
as per the sales criteria. The resulting score assists in qualifying the various leads according to their
priorities so that the salespeople could engage as per these priorities and thereby improve their
- Enhanced Targeting through Personalized web content
Your website forms the crux of your identity and is a storehouse of information about your products
for your potential customers. Today’s consumers prefer to see personalization and organizations
that deliver this in their marketing campaigns driven by data see better results.
One of the best approaches to influence prospects and generate a higher number of leads is by
understanding customer profiles and conveying relevant content along the customer journey.
- Increase up-sell, cross-sell and re-sell opportunities based on relevant customer intelligence
Cross-selling and upselling are strategic ways to grow revenue. It is said that 35% of Amazon’s
revenue comes from cross-selling. Market Automation could work on the data available on
customer profiles, their spending patterns, and other relevant parameters to recommend the most
relevant product offers to help organizations identify and capitalize on upselling and cross-selling
opportunities. This not only increases your average order values, customer lifetime value but also
enhances your relationship with your customer.
- Automated Lead Nurturing to increase sales productivity
As per a Forrester research report, companies that excel at lead nurturing generate 50% more sales-
ready leads at 33% lower cost.
With the right process of nurturing your leads over a period of time to overcome their objections,
build confidence and desire for your product, even cold leads could be converted into the hottest
leads. Marketing automation can completely automate the lead nurturing process enabling the sales
team to work on more relevant leads with less time and effort. It creates more sales opportunities
by pushing relevant information and offers to different audiences at different stages of the buying
process to gradually move them from being brand-aware to interest to consideration and finally
culminating in a sale.
- Scalable communications to follow-up, nurture and qualify inbound leads
Marketing automation generates leads and analyzes the data available on the prospects and
schedules the right kind of connect with the right prospect with the right content which means that
the sales team connects with almost sales-ready prospects.
It helps effective communication of your product to your clients more proficiently by facilitating pre-
determined release times for social media posts, emails, SMS, etc. augmenting them for maximum
coverage among targeted demographics at precise times of the day.
- Omni-channel tracking of leads
Marketing Automation helps to connect multiple channels like email marketing, social media and
content marketing to nurture leads with consistent and relevant information over the entire
customer journey. Whether it is browsing on social media, searching the web, etc., prospects could
be using any communication channel and tracking every interaction on every channel is imperative.
By keeping track of your customer’s every digital behavior, your sales team would be provided with
in-depth lead scores, a better understanding of your customer and personalized recommendations
which would enable them to engage with the leads more effectively and move them one step closer
- Track your progress and ROI for better decision making
Marketing Automation helps sales teams to assess which of their campaigns and deals have been
successful in generating more revenue, real-time view of how they are faring with regards to their
sales target. Sales Managers get a comprehensive view of their team’s performances and highlight
any weak links. It could also provide them with inputs on the most profitable channels for each of
their products and time needed to close deals with particular categories of customers. This would
help them make more educated decisions while designing their strategies for the current and future
campaigns to improve their top line.
Marketing Automation with its evolving technology ensures that the organization’s campaigns are
operating at maximum impact all the times thus generating more qualified leads, enhanced conversions
and ultimately generating more revenue.
Comsense is a marketing technology company with vast knowledge of technology-driven marketing
services and approach and expertise in cognitive customer engagement solutions; it could well be your
partner to implement marketing automation in your organization to give your sales that much-needed