By now you’ve heard about marketing automation. At first look, it sounds like the holy grail for anyone trying to make the most of sales leads. If done right, it can be an effective marketing solution for virtually any sales organization. But before you dive into the pond, let us explain some of the basics. What is marketing automation? Marketing automation is software designed to automate marketing action and interaction – like emails, phone calls, social media – with current clients and prospects based on client behavior and information gathered through your website or inbound marketing efforts. Simply put – marketing automation does what you would do if you had the time and the resources to nurture every single client and prospect in the most relevant way possible resulting in a positive sales experience for your company and your client. Here’s a simple explanation about how marketing automation it works.

1. Marking automation tracks data from anyone who visits your website to identify who they are and what they look at.
2. After a predetermined number of interactions, the software will automatically send a personalized response – that might be an email specific to the pages they viewed, a white paper or an invitation to meet – that provides more information about topics that their behavior indicates they’re interested in.
3. With repeated interactions, your sales team can generate reports that provide more information about clients and prospects allowing them to nurture leads in the best way possible, ultimately resulting in increasing your sales.

Back to the first question – what does marketing automation do for me?

• Informs the sales process with data
• Identifies the most promising prospects making your marketing efforts more effective
• Allows you to manage relationships based on automated lead scoring and relevancy
• Lets you optimize your marketing spend to increase your ROI
• Provides tools to ensure targeted communication to prospects at every stage of the customer lifecycle
• Increases the effectiveness of your entire sales process
• Keeps your account services team happy

At HenkinSchultz, we’ve recently introduced PinPoint Marketing Automation. We think this software gives our clients an edge in the marketplace by informing their communication and marketing efforts with good data. It’s cost effective, timesaving, and now available from HenkinSchultz. We’d love the opportunity to talk to you about PinPoint. It may be the edge you need to keep you strong and growing. If you’re interested in learning more, give us a call or request a free demo.