Conversions and ROI can be the ultimate indicators of campaign success, and digital marketing automation plays a role in boosting both—especially by qualifying leads for sales.
According to Instapage, 82% of B2B and B2C businesses use digital marketing automation software for email marketing, and those who do are twice as effective at lead generation as those using blast email software.
Statista indicates that spending on global digital marketing automation will reach $25.1 billion by the end of 2023.
Campaign efficiency and effectiveness are among the top marketing automation benefits in B2B and B2C alike. Digital marketing automation supports lead management, scoring, and nurturing, producing better-qualified leads to be turned over to sales.
Let's look at four important ways digital marketing automation drives better leads.
Automating email scheduling, sending, segmentation, targeting, data management, and other tasks helps save time, effort, and expense. This enables smaller marketing teams to compete with larger ones. With the power of digital marketing automation, marketers can spend more time analyzing data, planning their campaigns, tweaking the creative, and thinking of new and better ways to connect with prospects and retain existing customers. And when marketers can achieve more with less effort, they can get the most value from their budgets and increase ROI on marketing activities.
Marketers can better assess customers’ online behaviors by compiling essential customer data—such as demographics, job titles, businesses, industries, and interests—within a digital marketing automation platform. Using connected data paints a more detailed picture of customers and provides insight into how marketers might help them.
What channels does a customer prefer? What sort of emails do they open? What types of content drive them to click? How frequently do they like to receive marketing messages? At what point in the customer journey do they convert? The answers all lie in the data—and knowing them helps you provide a personalized customer experience and earn more business.
Speaking of data, marketing automation also enables you to create hypotheses about what you can improve through optimization, and test those hypotheses using the scientific method. A/B and multivariate testing allow marketers to compare the efficacy of different content, copy, design, subject lines, headlines, CTAs, offers, and more. We can tweak, improve, and drop whatever doesn’t work to maximize campaign ROI on the basis of that data.
When your marketing and sales teams have access to the same connected data within a marketing automation platform, it helps them stay on the same page when it comes to leads. Marketers can use that data to understand how best to nurture leads and assess when they’re ready to be handed over to sales. When sellers can see how a potential customer has responded to marketing tactics, it helps them continue the conversation and improves their chances of closing the deal. If the sales team determines a lead isn’t ready to convert and sends it back to marketing for more nurturing, prior alignment helps marketers pick up where they left off.
By revealing shared insights into customer behavior and improving speed-to-lead time, marketing automation gives marketing and sales teams a better chance of making conversions—increasing returns on marketing and sales activities.
Digital marketing automation powers better data management and tighter teamwork between marketing and sales, improving lead generation, management, and nurturing. These all help deliver higher-quality leads—and higher ROI for your digital marketing efforts.
Want to learn more about digital marketing automation? Download our guide on Essential Strategies for Marketing Automation and see Oracle Eloqua Marketing Automation in action with the brief product tour below.