The Benefits and Challenges of Marketing Automation
The marketing automation platforms offer a wide choice to B2B marketing organizations. There are enterprise level platforms, platforms that are end-user friendly and other examples that suit the requirements of various organizations. There are numerous benefits of marketing automation platforms:
Increase in efficiencyWithout automation the simple tasks like data quality management, addition of content, management of scheduling and follow up of metrics can be managed with less time and efforts. Once the automation set up gets rolling, it becomes convenient to manage a lot of tasks with more efficiency.
Better lead generationYou can combine several criteria like pages, forms, and so on and then assign systems that assign scores. In this way, you can easily make out those leads that are more prospective for the sales team and can be converted too.
Lead conversionResearch has shown that use of marketing platforms promote the generation of lead conversion and provide a better rate. The revenue generation also changes and that too can be calculated by automated tools.
Unifying teams across organizationsAs the employees start concentrating on converting prospects into opportunities that can be converted, they start providing unified efforts so as to increase the efficiency of the organization. Together they work on better methods of lead generation and providing the data to the sales team to enable them to convert the prospect.
Along with the benefits, there are certain challenges involved in implementing marketing automation.
Some of the issues are: