There are lots of reasons why MDs can be hesitant towards adopting an automation system...
We know this, because we've had these discussions and we understand there are a number of factors as to why automation is not every company's first choice for implementing or building on a current marketing and sales strategy.
Having said that, there are excellent reasons, but there are also alternatives. These alternatives aren't always right for the long term, but they serve a purpose - they show you just what you can get from capturing that data alone.
Automation is very much the "ultimate" step in your marketing strategy and once you adopt it you'll find it hard to go back, so it's not a bad idea to build up to it...
What is data capture?
Using a similar content marketing process like you would with marketing automation strategies, you can capture website visitors' data.
Producing relevant and high quality content which is available to download is a popular route for marketers. Simply allow access through a form - with which a web visitor gives the basic details that you need to meet your goals - and you get a lead for your sales team and they get some relevant content.
Data capture works well if you have a bonafide sales team with enough time and resource to deal with incoming clients, marketing teams also have to be able to produce this content and promote it across the relevant channels. Automation makes this process easier and provides the feedback and specific ROI you're always looking for.
How does automation work?
Marketing automation does exactly the above, but doing it on one platform, ensures you can have specific results to impress your boss with and use to improve future marketing and sales campaigns. Although you still need a sales team, there job is freed up of sales calls.
Automation processes can segment website visitors into those that are worthwhile visitors and those that are time wasters - streamlining that list of sales calls and emails instantly! All of the segmentation and reporting that comes with marketing automation frees up your time and resources to focus on traditional marketing, if you wish, or producing more effective campaigns, products and service offerings, all based on your new leads and regular feedback.
Inbound Methodology: Thrive's way of breaking up the automation process into an understandable format
Can data capture be used effectively without automation?
It's not easy... but not impossible, either!
Once you have captured data, it depends on your company resources as to how feasible it is to not adopt automation.
Do you have a full time sales team or Sales Manager who can research and follow up these leads, as well as liaise with your marketing department to develop the right kind of approach for each and every worthwhile lead?
This already sounds like a lot and it is, which is why automation becomes a no-brainer.
We aren't saying that because we are pushing you down that route, in fact, it can be great to start with pulling together all of that marketing, sales and content collateral and processes so you better understand the benefit of automation once implemented!
