Sales Enablement with Marketing Automation
With the right marketing automation system, sales teams can be better equipped to successfully increase revenue.
So let’s start with the basics – what is sales enablement?
In short, when given the right tools, Sales Managers can increase their KPIs, sales and productivity.
Sales enablement is a strategic method that enables this in a time-efficient and cost-effective way. Sales enablement uses an integrated marketing approach to reach these goals.
How does marketing automation contribute to sales enablement?
The most efficient way to implement an integrated marketing approach is by using marketing automation.
What is marketing automation?
Simply put, it allows you to manage all of your key marketing channels and activities in one place. You can manage your CRM, email, social media, website forms and landing pages all in one place.
How easy is that? …let us show you with a free demo.
More about sales enablement
Move your sales opportunities forward by getting the right information to the right people…in the right time and place.
Content needs to be relevant and engaging. It starts with having the right data – is your CRM up-to-date and your data segmented?
You need to know who you are talking to, before you decide on the message. Once you have your target audience, you need to write compelling content for that audience. Where and how are you going to reach these people? Email? Social media? Both? Marketing automation helps you to make this happen.
Perhaps your data needs a cleanse or you’re looking into new target audiences. Why not set up a form on your website to capture new leads. The form would then trigger a series of actions upon completion – perhaps an internal email notification to your sales team, as well as a confirmation email to the lead. Your marketing automation system allows you to add the lead to a specific contact list and will begin to collect information around that contact – including a lead score, so you can prioritise your telephone calls.
Or maybe you want to send a welcome email to someone who has signed up for an account on your website. Then a week later, send another email about a product or service that may be of interest. Then a downloadable brochure the following week. Sounds like a lot of work, right? Not with marketing automation. You can even track each contact to see what they have engaged with the most, which will help you to understand their interests and plan further targeted marketing communications.
It’s not just for marketers
Marketing automation is key when it comes to sales enablement. It provides great sales tools for you and your team. The more data you have on your prospects and customers, the better equipped your sales team will be to sell!
Ultimately, marketing automation helps you to align marketing processes and goals, whilst arming your sales team with the tools to drive revenue. Sales reps become better informed of the company’s offerings, as well as customers and overall brand messages. It also helps marketing and sales teams to work more productively together.
Sales enablement makes sales teams work together more effectively
Used with the right marketing automation system, sales enablement can improve the way sales teams work together. For example:
- Sales teams can stay up-to-date with the latest company offerings
- Leads can be sent and assigned directly to the relevant salesperson or team, to be acted on whilst the leads are still hot
- Customer and prospective customer insight is easily accessed to better understand what content they are engaging with the most and what their interests are
- Advanced analytics allow pitches to be more precise and optimised.