At its best, marketing automation is software and tactics that allow companies to buy and sell like Amazon — that is, to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. This type of marketing automation typically generates significant new revenue for companies, and provides an excellent return on the investment required.
Key Takeaways:
- As a sales leader or rep, marketing automation is fundamental to understanding your prospects’ behaviors, leveraging them in your follow-ups, and making the right connections.
- I’ve seen firsthand how marketing automation generates more quality leads and contacts that turn into great sales opportunities.
- Lead scoring should be agreed upon by both sales and marketing and can help you determine a prospect’s sales-readiness.
“Sales and marketing alignment is critical on many levels, but ultimately, it’s essential to have the same vision for what classifies a “hot” prospect and what activities qualify a sales-ready lead, otherwise known as a marketing qualified lead (MQL).”
