Recently, Act-On’s Shawn Naggiar appeared on the SMLA Radio hour to discuss a number of topics surrounding sales and marketing, including what sets Act-On Software apart from other marketing automation software, and how marketing automation can influence sales.
Missed the show? You can listen to the entire SLMA Radio hour here.
Changes in Marketing Automation
At the beginning of the show, host Will Crist points out that there are a number of different marketing automation vendors available today and poses the question, “Why Act-On Software?”
As Naggiar explains, one of the things that sets Act-On apart is its attention to today’s marketing teams. Marketing automation has been around for well over ten years; however, today’s buyer is completely different than the buyer traditional marketing automation was designed to accommodate. Many of today’s marketing automation buyers weren’t ready for marketing automation when it was first introduced a decade ago. In fact, some of these buyers didn’t even have a website five–10 years ago.
To compensate for changes in the buyer landscape, some marketing automation vendors try to differentiate between SMBs and enterprise clients. However, as Naggiar explains, there are a lot of small marketing teams (SMTs) out there who don’t necessarily fit into either of these classifications. These teams are ready for marketing automation and they’re no less ambitious than bigger marketing departments at larger organizations ( some are even small teams within larger organizations). Act-On is a good fit for these SMTs, because it’s easy to adapt and scale.
Marketing Automation: A Set of Tools for Sales and Marketing
During the show, Crist also poses the question, “How are SMBs most effectively generating leads today?”
One of the common trends that Naggiar identified among successful marketers is the use of a wide variety of channels, including email marketing, website analytics, SEO, paid search and trade shows. Even marketers who aren’t using marketing automation are often already using point solutions, such as stand-alone email marketing systems, but these disparate systems provide disparate data. If these programs provide data—some do and some don’t—the problem then becomes leveraging multiple data sets. Without centralized data, you can’t present one single list to your sales team.
As you may have guessed, marketing automation allows marketing teams to gather all this data together.
Three Core Capabilities of Marketing Automation
When it comes to using marketing automation, there are three core capabilities that Naggiar identified during the show:
- Integrated Marketing
Marketing automation allows marketers to bring all online marketing channels together in one place, including email marketing campaigns, social media marketing, and survey programs.
- Automated Marketing Processes
Marketing automation allows marketers to automate some of the more manual tasks. For example, marketing automation can be employed to send out a drip marketing campaign to support better lead nurturing.
- Lead Qualification Methodology
Marketing automation provides tools such as lead scoring and behavioral filtering that allow marketers to easily assign a numeric value to prospects’ actions. This criteria can be developed and tweaked overtime and simple rules can also be created so that marketers are alerted when prospects have reached a certain score, allowing timely response and follow-up.
Ready to start making marketing automation work for your company? Visit our website to learn more about Act-On Software’s marketing toolkit.