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Marketing Automation: Sales or Marketing Tool?

salesforce pardot MARKETING AUTOMATION IS IT A... SALES OR MARKETING Despite its seemingly partisan naming, marketing automation is growing into an indispensable tool for both sales and marketing teams. Sales teams become more effective, marketing teams can do more with less, and accurate ROI and common goals align the two departments better than ever before. Let's take a look at how each group uses automation for success. THE NEED FOR AUTOMATION Marketing and sales departments alike experience issues with the lead generation process. These issues can lead to a disconnect between the two departments, but that can be corrected with automation. 68% 65% 79% 56% A staggering 79% of marketing leads are never converted to sales. 65% of companies have no defined lead Only 56% of companies have a system or toolset in place to qualify marketing leads. 68% of companies have not identified or attempted to measure their sales funnel. nurturing process or toolset. GETTING REAL RESULTS Automation users have a 53% higher conversion rate from marketing response to qualified marketing lead. Automation Automation users have a 9.3% higher sales quota achievement rate. users see measurable +53% +9.3% results on both sides of the house. THE DAILY WORKFLOWS Sales Workflow Marketing Workflow Start your day Start your day 9AM See today's new prospects All your tools in one place 10AM Receive automated reports each morning of who has been visiting your website and which prospects have been active. Automation puts all of your tools into one central hub, making it easy to understand all your initiatives at a glance. ACTIVITY ALERT Find the best leads Pass on the winners Easily identify the best leads with real-time notifications of lead activity and automatic scoring and grading. 11AM Easily track and review the leads your marketing is generating and identify the best leads with automated scoring and grading. Never have a cold call With access to tracking data, social profile lockups, and CRM integration, you'll know everything about a prospect before you call. Post across channels Share your message across your major social media channels from one simple posting interface. 1PM Stay updated with LeadDeck Create campaigns quickly Receive up-to-the-minute information on lead activity, who is showing buying signals, and who is engaging with your marketing. Drag-and-drop email and landing page builders make it easy to create full marketing campaigns quickly and easily. 2PM Nurture tomorrow's leads Automate repetitive tasks Save time and resources by automating repetitive tasks like lead assignment, 3PM Build relationships with leads that aren't yet sales-ready using automated nurturing campaigns that run while you're closing the hot leads. segmentation, and lead nurturing. Lifecycle reporting Close-loop reporting Understand your sales funnel like never before with accurate lifecycle reporting that gives an in-depth look at your sales funnel. Finally understand the retum on your marketing campaigns with accurate ROI reporting. Easily understand campaign performance with numbers to back it up. 4PM KEY FEATURES Marketing automation offers a suite of features that benefit both departments. Check out this list of key features that each team can use to do their jobs better. Real-time Notifications Comprehensive Reporting • Respond to prospect actions quickly • Understand your ROI • Have a complete view of your lifecycle • Track your campaign performance Always have perfect timing • Stay in the loop with your prospects SCORE Lead Qualification Automated Tasks n 82 • Create automated lead nurturing campaigns • Identify your best leads in a few clicks • Know when prospects become sales-ready • Stop wasting time on unqualified leads • Automate the lead hand-off process • Develop autoresponders for prospect actions Advanced Sales Intel Integrated Tool Hub • Track prospect activity on your site • A central hub for all your social postings • Import social data about your prospects • Integrate directly with AdWords • Easily sync detailed prospect records to your CRM • Run segmented, multi-series email campaigns REAL BUSINESS BENEFITS Automation can dramatically impact the performance of sales and marketing departments and deliver real business benefits. Here are a few of the topline benefits that automation users experience. Better Leads Effectiveness More Bandwidth By automating repetitive tasks, marketers have more bandwidth to focus on the high-impact projects that matter. Added Clarity Accurate reporting helps increase transparency and accountability for marketing departments. With automated lead qualification, leads passed to sales are always qualified nutured to a sales-ready state. With improved sales intelligence, real-time notifications, and prospect tracking, reps are far more effective. SOURCES State of Demand Generation, Pardot, 2013 SiriusDecisions Gleanster, September 2012 Aberdeen Group, Marketing Lead Management 2012 Forrester Research salesforce pardot O00

Marketing Automation: Sales or Marketing Tool?

shared by Pardot on Aug 15
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Despite being marketed for years as a tool for, well, marketers, automation is changing the shape of the modern sales department as well. Companies that implement the solution for their marketing team...

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