If you own a small business, then chances are you spend your hard earned money on marketing channels such as SEO, PPC and social media to drive leads. But often times those leads don’t convert into sales and long term customers. It can be a big frustration not only for you but a source of contention for your sales reps as they often blame the marketing campaigns for bad leads.

So if you want to make your salespeople happy and help them close more sales, then it’s time to think about bringing marketing automation software into your business. Here’s why:

 

1. Improved Insights

Salespeople are happy when they have as much information as possible about their leads and prospects in the sales pipeline. In today’s fast-paced online world, a sales professional needs to have more than just the basic contact info in their CRM (Customer Relationship Management System) such as: name, phone number, email, address, etc.

By leveraging marketing automation software within your CRM, sales people have insights at their fingertips such as what pages of their website their leads have visited, what emails they have clicked on and what online forms they have filled out. Not only does this help salespeople to build relationships faster, but ultimately allows them to respond to leads more quickly – and we all know speed wins deals. In fact, according to Inside Sales, when leads are called within 5 minutes, they are 100 times more likely to convert into a sale than leads called in 30 minutes.

 

2. Nurture Leads

Salespeople are happy when their leads are ready. Most of the time, leads generated by marketing get sent over to sales with no forethought of whether they are close to purchasing or not. For example, someone who is an attendee at a trade show or downloads a whitepaper from your website may not be the same quality of lead as someone who is ready to demo your software and fills out a contact form on your website. In fact, studies show that on average 50% of leads are qualified, but not yet ready to buy. (Source: Gleanster Research)

Marketing automation software has the power to nurture all of your contacts from the top of the funnel all the way through the customer lifecycle.  Marketing software converts website visitors into leads and then segments them into the right buckets based on their specific needs and  interests. It also enables you to evaluate where a prospect is located in the sales process (or sales funnel):

sales-process

 

If the customer is in the top of the funnel (Just looking phase), the customer probably doesn’t need a hard sell, but might be better served with a simple three step email campaign introducing your business and how it can solve a problem they have.

If a customer is in the middle of the funnel, a marketing automation software platform  can help create a more focused response to that interest using targeted emails. These specific emails can be customized according to the prospect’s interests and how often they have visited the site and looked at a product or service. By engaging or nurturing your customers seamlessly using marketing automation software, you can better prepare leads before sending them over to sales.

 

3. Score Leads

Salespeople are happy when they know the hot leads from the cold. Marketing automation helps identify the high-quality, hot leads from the low-quality, cold leads. It does this using a simple scoring model. Certain scores are applied to customers based on interactions on your website, online and through content they engage with.

Your business can weight certain interactions differently so that scores reflect the true progress of a lead. This way, when the salespeople receives their leads from various marketing initiatives, they know the hot from the cold and where to focus their valuable sales time.The result- salespeople spend less time cold calling and more time talking to “HOT” prospects and earning commissions.

The goal of marketing automation software is obviously not just to make the sales team happy, but to give them high-quality and organized leads to make them more productive and drive more revenue for the business. By leveraging automation you and your team will gain better insights into your contacts and have more time to spend with those leads who are ready to purchase.