[vc_row][vc_column][vc_column_text]Cuando se piensa en marketing automation, se asume que solo reduce la carga de trabajo de los especialistas en marketing, ya que automatiza tareas repetitivas y tediosas. Esto representa gran parte, pero el valor real radica en cómo con una gran estrategia y el software correcto se puede aumentar los ingresos comerciales.

According to VentureBeat, 80% of marketing automation users saw their number of leads increase and 77% saw their number of conversions increase.

When implementing an automation strategy and implementing it in software, there are 4 main team challenges that are solved and/or optimized. 

What are the challenges?

Difficulty in measuring return on investment (ROI)

Understanding the real impact of campaigns on business growth to justify each investment makes sense. Some common questions to ask are: Is my budget aligned with objectives? Which campaign performed best in terms of conversions? Which channel has the best ROI?

These (and many more) help us know where to invest to evolve the marketing of the business and foster growth. Now, is it necessary to calculate ROI manually? NO And get the data for these questions manually? Neither.

There are applications where you simply enter an input (budget, channel, time, objective, etc.) and the software calculates each metric that measures your ROI. With accurate numbers, you can strategize your decision making to get better results and save money.

Gap between the marketing and sales teams

The goal of the sales and marketing teams is the same: to make every lead a customer. However, the actions taken by each team are different because they have access to different types of data about a lead.

What do we mean? Here are some examples:

• Let's consider that a customer leaves the company and is still on the marketing mailing list, receiving mailings for trials.
• Now let's consider that a potential customer unsubscribes from the marketing distribution list, but continues to receive mailings from the sales team.

This gap in communication will result in a poor user experience.

This gap is closed when CRM and marketing automation solutions are connected, facilitating two-way communication between teams. This ensures that sales and marketing teams are in sync.

Low quality leads

The lack of quality sales opportunities has become increasingly common. This may be because they are contacting people who have not expressed any interest through traditional lead generation strategies such as:

• Cold calling
• Massive advertising
• E-mail blasts

Therefore, generating a quality lead and passing it on to the sales team for conversion has become one of the biggest challenges for a marketer.

With automation software, you can make sure you send only interested prospects to the sales area: when they voluntarily sign up for your product/service through automated registration forms, pop-ups, social media campaigns, event/webinar registrations, etc.

This way you can move leads through the conversion funnel by classifying them as cold, warm or hot to nurture them and send them to sales.

Lack of real-time interaction. 

One study shows that personalized emails get a 6 times higher transaction rate than generic emails.

Marketing automation makes it possible to deliver a real-time interactive experience to your audience with personalized content that is actually automated. Hypersegmented emails, web pop-ups based on their actions, proactive personalized chats, among others.

What software can overcome these challenges? Zoho Marketing Automation is an option that meets all the requirements. Our team of consultants can help you with the implementation.

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