Sales automation and its role in a holistic marketing strategy

Businesses today have realized that the marketing and sales tactics of the past, namely in-person tactics, will no longer be as effective in today’s post-pandemic landscape. Prospects are increasingly interacting with companies as they do with brands in their consumer lives: digitally. They consume information and content on the Internet, browse websites and conduct their own research.

How buyers consume content impacts purchase journeys, which are no longer a linear path to conversion or purchase. A prospect can walk a winding path that goes back and forth between education and engagement. The traditional marketing-to-sales “handoff” is no longer a one-time event, but rather a seamless process in which a single customer can go back and forth between marketing and sales.

To be truly effective in today’s landscape of non-linear, digitally driven customer journeys, marketing and sales teams need to take a new approach. Siled sales and marketing teams are a thing of the past, and today’s businesses need a strategy to match. This means moving beyond traditional, disparate marketing and sales tactics and building a unified strategy that includes both sales and marketing automation.

Sales Automation vs Marketing Automation

Marketing automation tools like email marketing, campaign automation, and social marketing help businesses attract more leads, close more sales, and effectively engage customers. Sales automation platforms help automate manual tasks such as emails to make it easier for the sales team to focus on important revenue-generating tasks, such as relationship building and lead development.

To understand sales automation and its role in a marketing strategy, you must first take a step back and think about the potential customer and what type of communication is most appropriate for them based on where they are in their buying journey. This means examining their behavior and actions, then communicating with them using the most appropriate form of content. For example, prospects at the top of the funnel might need a high-level educational element, while prospects at the bottom of the funnel (closer to purchase) might benefit from a case study, a customer testimonial or other piece of content that persuades them. buy from you instead of a competitor. where they are.

What does it actually look like?

Here is an example.

Let’s say you’re in the market to buy a new car and you decide to browse a local dealership’s website. Your visit triggers a marketing event mapped to new web traffic that creates a small pop-up suggesting a piece of content titled “How to narrow down the type of car you want”. As a consumer in the education phase of the buying journey, this is appropriate content to receive.

William L. Hart