ROI maximization is one of the major concerns that go through the minds of B2B marketers. It does not come as a surprise that most B2B organizations spend a large chunk of their marketing budget to get customized marketing solutions. But spending money is not directly proportional to the results. Your ROI depends on how effectively you use your budget to engage your audience and convince them to buy from you. Otherwise, every marketing effort you put would eventually end up in disappointment.
Most organizations do not realize their mistake and without measuring ROI, keep spending money on ineffective lead generation campaigns and bland telemarketing processes. What drives such marketing blunders is the belief that more marketing expenses mean better marketing. This kind of thinking reflects a lazy attitude.
As an organization, if you decide to track ROI for your marketing campaigns, you will face a lot of challenges. Every time you choose to build an effective demand generation campaign, you will have to face similar problems. These problems would mainly be related to the preferences of the audience and their choices. When it comes to the preference of the audience, precision is almost impossible to achieve and is an idealistic parameter. Due to this very reason, marketers have a lot of trouble building an appointment setting campaign.
In all the troubles that marketers are facing currently, marketing automation brings some relief despite contrasting views from a few B2B experts. It is still a better technology for marketers to make better conversions and to set up sales engagement with B2B prospects.
Here are three benefits that you get when you leverage marketing automation for appointment setting:
1. It enhances the process of lead nurturing-
When you have marketing automation in place, it becomes easier for you to manage leads and follow them up. It primarily enhances your efforts to get a sales appointment through customized follow-ups. Just one interaction isn’t enough to make sales. You need to engage with prospects at various touchpoints of the sales funnel to keep them interested. The key is to keep them engaged until you get an appointment from them.
With the help of marketing automation, you can engage with prospects at regular intervals in the sales funnel. You nurture them with automated follow-ups until they get ready to purchase from you. What a marketer needs to focus on is that a good marketing automation campaign needs to be handled with precise care and expertise.
If you do not have an inhouse marketing team, you can outsource appointment setting to companies who have an excellent track record in lead generation and appointment setting.
2. It saves your time-
Apart from money, the most valuable asset for a marketer is time. The time duration of a marketing campaign determines its ROI as well. Every second is precious. Take an example of email marketing campaigns. You are careful with every email you send because you don’t want to turn your prospects away by sending them irrelevant messages. Even your prospects won’t entertain if they have to waste their time filtering your irrelevant messages.
With the help of marketing automation, marketers could efficiently handle different campaigns as it gives them the ability to create relevant messages and at the same time could be sent to proper segments of prospects.
3. It enhances your precision to target leads-
Lead targeting is a complicated task. If you target the wrong leads, you waste both your time and energy. Targeting the right prospects is the key, and this is where your precision to identify the right audience comes into play.
With the help of marketing automation, you can easily target prospects who want to engage with you and buy your products and services. As a marketer, you do not have to waste your time going through an endless list of prospects from your LinkedIn connections with marketing automation.
Also, targeting the right audience boosts your conversion rates helping your lead generation, and appointment setting campaigns secure high-quality B2B leads.
As an organization, it is important you leverage marketing automation to boost your marketing efforts. Marketing automation is sure to play a vital role in marketing in the near future. This are the early stages and as an organization, if you adopt to these early trends, you will be miles ahead of your competitors.