Making the Case for Marketing Automation: 3 Tips for Microsoft Dynamics CRM Marketers

It’s no secret that marketing has changed – the buyer is more empowered than ever before, sometimes doing 50 percent of their research on a company before ever interacting with a sales rep. Marketers also have more channels –like social and mobile – to work with and monitor, which means the corporate website is no longer the center of the marketing universe. All of this on top of a database of thousands, or even hundreds of thousands, of customers and prospects who expect relevant, personalized content can seem a bit overwhelming.
Fortunately, marketing automation technology, especially one that is integrated with Microsoft Dynamics CRM, is the answer to all of these challenges. According to a study by the Lenksold Group, more than 75 percent of companies implementing marketing automation realize ROI within a year. In case you need a little more convincing, here are three reasons you should bring automation into your marketing mix:
  1. Increase efficiency and productivity. Marketing automation helps eliminate cumbersome manual processes, freeing up marketers’ valuable time. With all of that extra time you’re getting back, you are able to focus on the bigger-picture tactics that can really drive revenue. Best of all? Once you’ve put your program rules in place, marketing automation works behind the scenes, so while you’re away from the office, sleeping or even vacationing, it’s continuing to drive business.
  2. Go multichannel. The multichannel habits of today’s buyers mean businesses must pay closer attention to voice and messaging across a range of platforms. Marketing automation technology makes it easier to push a single message across multiple channels at the same time — tweaking each as appropriate for the channel. Furthermore, applying the concept of behavioral triggers cross-channel can maximize your chances of reaching contacts who are weaving in and out of these channels multiple times throughout the day.
  3. Nurture more effectively. Because buyers today do so much research before officially entering a sales cycle, timely, relevant content is key when they do have that first interaction with your brand. With marketing automation, you can build individualized nurture campaigns that route these prospects down different paths based on whether they opened your email, downloaded your content and/or shared it with a social network. You can also build scoring systems that rank contacts according to behavioral and demographic data and then deliver relevant content based on a prospect’s level of interest.
If you’d like more information on making the case for marketing automation, check out this helpful tip sheet. If you’ll be at WPC, please stop by the Silverpop booth (1501) and learn how leveraging CoreMotives or Engage can help you get more out of Microsoft Dynamics CRM.​