A streamlined system helps your team work more effectively
The high cost of marketing automation platforms once made them exclusive to larger companies that had the resources to invest in these sophisticated tools. However, the growing interest in marketing automation has sparked many developments in the market. Additionally, the B2B sales cycle has changed a great deal over time. Writing for CMSWire, Steve Riegel cited data from Gartner Research that found customers will conduct 85 percent of their business relationships without talking to an actual person. Buyers have more control over the sales cycle than ever before, and small businesses will need solutions to grapple with this challenge.
In order to close bigger deals, your sales employees will need to place greater emphasis on building stronger customer relationships. However, this degree of personalization takes time. Sales representatives need to devote more of their days to having personal phone conversations or in face-to-face meetings to make strong connections with prospects. This could be difficult for small companies where sales employees are responsible for a multitude of tasks. However, this is another benefit that an integrated marketing environment can provide. These tools eliminate many tedious manual processes, such as sending lead-nurturing emails or generating reports. An integrated marketing platform can also streamline workflow, allowing salespeople to be more efficient on a day-to-day basis.
Integration makes the sales process easier
Perhaps unsurprisingly, attempting to juggle disparate marketing and sales systems can inhibit productivity and decrease accuracy. It can be time-consuming for sales reps to shift back and forth between a customer relationship management program and an email marketing client. Additionally, these separate systems can cause employees to overlook crucial behavioral data that can provide an indication of sales readiness. This is highly detrimental when your team is trying to win a big deal.
An integrated marketing environment can connect multiple systems to enable a simplified workflow and ensure no data is missed. The automatic triggers within the program can make your sales processes more effective. For example, if a prospect has made multiple visits to your website and has been browsing product pages, integrated marketing software can send a relevant lead nurturing email based on this action. Customers want this personalized attention and it can contribute to leads’ decisions to buy or not. These tools put your sales team on level ground with larger companies, allowing you to more successfully attract high-value clients and grow your business over time.