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Marketing Automation = Cheaper? Easier?
Clients have shared with us that the most interesting topic of discussion is usually surrounding marketing automation. This is understandable because many of the outputs of a solid marketing automation plan answer some very key business drivers. So much of marketing is considered “necessary evil” and “pure expense” to the organization.
Marketing automation helps marketers streamline their lead generation, segmentation, lead nurturing and lead scoring, customer life-cycle marketing, cross-sell and up-sell, customer retention, and marketing ROI measurement.
How is this Accomplished
Every marketing automation strategy includes a centralized marketing database. This is where all your marketing data, leads, contacts and detailed prospect data are stored. Keeping record of client interactions and behaviors helps you to segment client communication and target just the right message to your clients.
Marketing automation also includes a strong reporting and analytics package that provides us with a way to test, measure, and optimize marketing ROI and impact on revenue. We are able to use this data to make sure what we are doing, is effective. Think ROI for the Marketing Department.