There are many long, complicated definitions of automation software. But a short, yet simpler definition is that it is used to automate the marketing process depending on the interests and interactions of the prospects. It provides an improved customer experience with more efficiency and higher conversion rates.
The basic objective of marketing is to produce more revenue for your organization. To achieve this, we have to drive traffic to our site, convert that traffic into leads and close those leads into ultimate customers. Marketing automation actually has an impact on the conversion and closure phases of this process.
How it Works
Hundreds and thousands of marketers these days are relying on email marketing to generate more traffic and better results. They send email after email to their entire list of customers and prospects, hoping that the message will appeal to some of them and that the customer will end up purchasing something. But is it really helping businesses?
Hot Features of Marketing Automation Tools
Lead nurturing and drip marketing are the hottest features of an effective marketing automation software. A number of different software are available in the market, but not all of them are offering all the features at one platform. Before you choose your vendor for automation, you need to confirm if they are offering all the essential features.
Marketing automation tools work as an intelligent gatekeeper. Prospects are nurtured and engaged until they are converted to be qualified leads, then they’re motivated further into the funnel. This keeps the sales staff from being overcome with leads that never transform into real customers. By keeping non-starters out of the labor-intensive phases of the pipeline, the product enhances ROI for both the sales and marketing departments.