For a business owner or marketing head, the priority is always securing a steady flow of qualified leads on a daily, monthly and yearly basis. The situation has become even more complicated as customer buying behavior and trend patterns are dynamic in nature and can change unproductively. Thus the need for hiring an extra “helping hand” for marketers was realized. This brings us to a Marketing automation consultant.
To understand the primary role of a Marketing automation consultant in a company, we first have to look at the principle aspects of Marketing automation. Marketing automation solutions collectively refer to the technology designed to aid marketing by applying different channels such as email, websites, social media, etc. It involves processes like customer segmentation, customer data integration as well as comprehensive campaign management. Consulting with a Marketing automation consultant gives companies the opportunity to connect multiple touch points simultaneously while nurturing and converting potential customers. A Marketing automation consultant performs highly personalized marketing processes involving the collection of important data regarding a customer’s interests and goals.
Why should you hire a Marketing automation Consultant?
Marketing automation solutions use technology to instruct customers through a buying funnel. A series of messages and other related promotional content is sent directly to the customer instead of sending a personalized individual message. It often gets confused with the likes of email marketing but in reality is very different. They have pronounced advantages over other promotional techniques, which are as follows:
- Time-efficient: Time can be considered as one of the most valuable resources in a company’s arsenal. Hence all processes are optimized to eliminate any sort of waste of time. Marketing automation allows a customer to be taken on a step-by-step process through the buying cycle and engage with a salesperson at any given point. It can save insurmountable amounts of time, by automating the workflow according to the potential customer’s preferences and choices. This makes it unnecessary for developing and managing individual communication points, saving time in the process.
- Lead generation: Marketing automation is primarily focused on increased lead generation for business. It ensures that all leads have an immediate access to all information, which can aid them to make a buying decision. This is done by gathering lead intelligence, as the potential customer moves from one step to another. This effectively helps sales reps to score the lead while avoiding weak leads that are time-consuming.
- Revenue generation: Through marketing automation, companies can track customers through a sales funnel, recording each aspect of customer interaction by using a series of metrics. This allows the company to maximize the efforts that are most profitable. Employing processes such as up-sells, cross-sells and customer follow-ups can generate higher revenue than what was possible before. Combining it with other successful promotional campaigns can easily achieve a higher return on investment for the companies.
- Buying personas: Because of the present market conditions which have become very customer-centric, the need for developing a deeper understanding of customers has been felt. Marketing Automation Solutions help create specific buying profiles across all existing customer touch points. They can do this by employing a combination of website visits, blog visits, and social media interactions.
Marketing automation is considered the Holy Grail of the digital marketing world, and marketing automation consultants are thus a valuable asset to have on a marketing team. They can effectively give an insightful view to the best combinations for the highest ROI. When teamed up with a CRM system, tracking and analyzing leads can be done throughout the entire sales process.