Marketing and sales are the two essential pillars of a business organization. Even though they serve similar purposes that of revenue development, there are certain distinguishing factors between the two. Both of these processes, which are integral part of digital transformation, use ample amounts of social media to achieve their objectives which can also somewhat blur the differences between the two. But that does not change the fundamental difference between the two.
Marketing Vs Sales
By definition, marketing is about the company advertising its brand to groups of people. On the other hand, sales handle communicating with individuals and selling the products created by the brand. The automation technology helps in completing the tasks assigned to these departments while replacing repetitive manual processes. Marketing automation lets the company streamline the process of creating and executing the new leads. So, if people subscribe to the newsletters of the company, the technology sends out emails whenever the company releases new newsletters. It is essential to create hype around the product or service the company offers to increase business. A necessary part of marketing communication is delivering the same message time and again so that the customer is convinced about the need for that particular product. Prospective customers should be nurtured, and their needs understood along with their behavioural patterns.
Sales automation, on the other hand, allows the representative to communicate with a whole bunch of people and also maintain a one-on-one relationship with the clients. The main thing, in this case, is customization. In sales automation, information about every potential customer is vital in converting the final sales. Here, the idea is improving sales, and every customer matters hugely. You will have to satisfy the condition and persuade the person to buy the product.
Therefore, while sales focus entirely on outbound sales, the idea behind marketing is understanding leads and finally converting potential customers into actual ones.
How the tools for marketing and sales automation work?
Both sales and marketing automation makes use of specific tools which, though, different from the other, help in making the respective automation processes successful.
Marketing automation makes use of the following tools:
- Marketing flow analysis
- Client base creation and marketing
- CRM integration
- Segment audience based on the behavioural pattern
- Marketing operation routine
- Nurturing and tracking leads
- SEO leverage
Sales automation uses the following tools:
- Sales call integration
- CRM integration
- Lead creation
- Outbound email automation
- Automate follow-ups
- Scheduling demos and appointments
- Deal closure
- Reduction of lead generation and cost
Each of these tools aid in carrying out the primary responsibility of marketing automation like creating the marketing flow while in case of sales automation, it is scheduling meetings with potential clients and closing qualified leads.
Effective methods of using marketing and sales automation in business
Now, that you understand what marketing automation is and how it is different from sales automation, here are some ways business can use them.
Content is the key
Marketing automation is about communicating with the customer. So, content is the most important thing here. Your communication must be more customer-centric rather than product-centric. It is best that you do not sound too techy in your content and have a heart. Educating customers about how your products address their needs and requirements should be your top priority.
Organize the content
Marketing automation is all about planning. So, separate your videos, blogs and white papers to different web pages. These should be designed to address the needs of your customers and hence track their interests. Try to create as many landing pages as possible with content for the buying cycle. Such variety will enable you to track how they are progressing from being educated about the products to ordering them.
Capture the right information
One of the essential functions of marketing automation is lead generation. Information from website visitors is crucial for that! But then how much information is sufficient for the purpose? That depends on the product, of course. For any random e-book publication, you do not need to collect as much information as you do for a specific book on the subject of marketing automation because most of the buyers might not be serious ones at all.
Nurturing leads is also a specific feature of marketing automation. All buyers do not make the purchase every time they enter a site. So, these have to be guided and lead to sales-readiness. Marketing automation takes time and patience to guide the customer to make the final purchase.
Similarly, for increasing revenue in business, the sales automation tactics can also be used properly to get the best results.
All sales communication begins with emails. Sales automation helps in organizing the emails and reducing the scope of errors. When the automation is linked with the CRM, it becomes even easier to do follow-ups of the sales emails. You can schedule them for particular dates and also introduce specific guidelines for the same. The email templates can be particularly useful for follow-ups.
Scheduling meetings is a useful feature of sales automation. You share your calendar with the prospective client to block the date for your meeting. Such automated scheduling helps in keeping the meeting calendar on track. The scheduling tool also sends reminders for the meeting so that none of you misses it.
Collecting as much information about the lead makes it easier to close it because you have a complete profile of the company or person you will be meeting for the sales call. The sales automation technology enables you to remain at the top of your game.
Both the technologies can be game-changers for an organization when appropriately implemented as they bring much-needed enterprise agility even beyond the development functions.
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