Effective marketing campaigns require quite a bit of work. Automation tools, used correctly and in a white-hat way, are essential to keeping organized and efficient. This article discusses 3 marketing automation tools you must use to better manage your marketing efforts.
Marketing automation tools are some of the most game-changing tools to come along for marketers in a number of years. Designed to solve the most troubling marketing problems, these comprehensive product suites have the ability to change just about everything about your marketing. However, the success of these tools still depends on one thing: You.
In a survey conducted last year by marketing automation provider Loopfuse, many marketing automation users reported that they only use a fraction of the features available to them through these products.
We all know that marketers have a lot on their plates. There just aren’t enough hours in the day to learn everything there is to know about your automation solution. At Pardot, we do what we can to help by providing a comprehensive setup process and unlimited ongoing training through our Pardot Now program.
But if you only have time to learn three tools (you can learn the rest later!), these are the three you should focus on:
Lead Scoring and Grading
The days of investing time and resources in leads that ultimately aren’t the best fit are finally behind you. Marketing automation solutions allow you to preset your criteria for your ideal candidate and automaticallygrade incoming leads based on this criteria. Scoring leads based on their activity after they have entered into your funnel allows you to focus your time and attention on the leads that are most likely to buy.
Benefit: Save time and resources while maximizing efficiency.
So what about those leads that aren’t ready to buy yet? Do you invest time and resources into moving them to a sales-ready state? No need — lead nurturing programs can do that for you. Comprehensive drip programs will nurture leads through the funnel with relevant and timely content based on a prospect’s actions or stage in the buying cycle.
Benefit: Save time and resources while increasing opportunities.