Word of the week: Marketing automation
Marketing automation allows companies to track their prospects over time across marketing channels. A marketing automation tool, like Pardot, provides a system of record to capture all prospect interactions via email, web, online, social and also syncs information with CRM. It allows companies to create automated marketing campaigns that are personalized for each individual in the database, which can be based on behavior, specific information pertaining to a prospect or the stage of the sale cycle. Marketing automation is used by companies to get the most out of their marketing efforts, from gaining insight into which pieces of collateral are working for each particular type of audience, to using integrated forms to develop prospect profile information that may be sales specific (company name, company size, etc), as well as building integrated landing pages to promote products, specials, webinars and other marketing efforts. The abundant information gathered through marketing automation systems allows prospects to move through the sales cycle more efficiently. Relevance is the key with marketing, and utilizing a marketing automation tool correctly will show a company’s relevance through content, collateral, and engaging websites which in turn supports the sales process.