Once upon a time, companies large and small relied on an overwhelming number of tools to market and promote their companies. Marketers were inundated by clumsy spreadsheets, a plethora of e-newsletter programs, separate social media accounts, blog extensions, and analytics tools galore. Then along came marketing automation platforms – HubSpot, Marketo, Infusionsoft etc. – with a unifying automation approach that changed the way we do marketing forever.
Today, many companies are reaping the benefits of martech and marketing automation and their belief in it is evident in their spend, now expected to reach $25.1 billion annually by 2023. This spend translates to coveted lead generation and conversion for many marketers, with 77% stating that they convert more leads with automation. What have these companies gained by leveraging marketing automation? How have their businesses and marketing and PR processes improved?
Here are 5 ways HubSpot and other marketing technologies boost your business.
1. Magnify Results for Your Business
If you think your marketing team is already doing amazing and don’t need any supplemental technology, think again! As Bill Gates said, “Automation applied to an efficient operation will magnify the efficiency.” Any team can benefit from marketing technology to amplify their best qualities and minimize their faults. Take I-Vitae, a company whose adoption of HubSpot turned their static webpage into a conversion funnel that brought in leads 34 times more than just their non-supported efforts alone. Their team members were very good, but with supplemental technology, they were gangbusters!
2. Your One-Stop Marketing Launchpad
Nowadays, businesses have multiple social media accounts along with websites, blogs, emails, and analytics pages. Logging into five, six or more different accounts doesn’t give you a complete picture. But consolidating your channels into one marketing automation platform does. When all your channels are on one platform, it’s much easier and more effective to launch cross-channel campaigns. Instead of going to Twitter, FaceBook, and analytics pages to make sense of those numbers, your one-stop platform lets you look at one dashboard that shows you how well your posts are doing along with your follower growth. No more spending days trying to pull together multiple reports! Instead, your new efficiencies will catapult you to higher levels of lead conversion success.
3. Empower Marketing to Better Support Sales
They say, “Happy wife, happy life.” Well, in business, a happy sales team also makes a happy marketing team. When marketing-qualified leads turn into sales-qualified leads and eventually into customers, we have one happy family singing kumbaya! Martech platforms integrate sales with your marketing, breaking down the silos and facilitating communication between the two departments. This moves all your customers down the marketing/sales funnel smoothly, without any hiccups in the hand-off between marketing and sales and gets everybody on the same page.
4. Leverage the Power of Data
Technology is excellent at measuring and tracking almost any type of analytics you can imagine. Clicks, views, heat maps, all of it can help you understand what works and what doesn’t. HubSpot, InfusionSoft etc. have dozens of reports that track everything from website views to clicks on twitter posts, to email opens, and even specific web page visits. All this data is essential for understanding the impact of your campaigns and for planning future ones. They help you attain an accurate picture of ROI and bolster your efforts toward achieving your sales and business goals.
5. Expand, Yet Personalize
Audiences respond best to personalized experiences, so the fear is that as you expand, your business will lose that personal touch that attracted your customers in the first place. But the tools inherent in martech allow customers to feel like they are being spoken to individually, even if they number in the hundreds of thousands. Research shows that personalized email campaigns receive higher open click-through rates than emails without personalization. Plus, businesses that personalize web experiences see an average of 19% increase in sales! Being able to harness this power at scale, whether with email, social, video, chatbots, or your website, is one of the advantages of marketing automation.
Marketing technology is becoming more and more essential every day. If you would like to learn more about how marketing automation platforms like HubSpot can help your business, click the button below to schedule a call with an SKC professional or follow us on Facebook, Twitter, or LinkedIn.