If you’ve recently decided to use adopt a marketing automation tool, chances are you and your team were eager to get started! Marketing automation tools, especially Pardot, have been known to make even the most reserved marketers geek out over all the cool features and capabilities now at their fingertips.
Automation is an incredible opportunity in the marketing world. Not only does it provide for better response and improved speed, but it can utilize complex data quickly. These are processes that can be more quickly and effectively managed with automation.
Unfortunately, not all departments may share the same level of enthusiasm. The term “automation” can cause worry among certain people. Specifically, members of the sales team may be leery. What will this type of move to automation mean for them? Will it distance them from the leads they’ve worked hard to build relationships with? Or perhaps even make a mistake and damage a relationship?
If your team is worried about the move to marketing automation or you want them to truly be excited about what it will mean for the company, you’ll want to start with these tips.
1. Define Marketing Automation
The term “marketing automation” doesn’t begin to describe its depth and usefulness. In short, it sounds like a computer will be handling the marketing for the next campaign. In truth, it is much more complex and multi-layered. To ensure your team fully understands how marketing automation from Pardot can be effective and beneficial to them, consider teaching them what it can do.
It’s common for sales teams to confuse marketing automation with an email tool, but letting them know about these other capabilities will help them see it is much more:
- Marketing automation tracks prospect website activity, meaning all interactions a prospect has with your website, emails, content, and more will be listed for each lead or contact
- It will integrate with your CRM to provide all data gathered by the marketing automation tool and make it visible and reportable in your CRM
- Marketing automation tools make automated handoffs of marketing qualified leads to sales, based on whichever threshold or actions chosen, like reaching a certain score or submitting a form. It can also notify sales of key activities among existing leads and contacts
- Marketing automation will send automated email campaigns with logic to take different actions based on how prospects interact with the emails
- Marketing automation will attribute ROI to marketing campaigns, giving marketers insight into campaign effectiveness for insight into which tactics get the best results for you audience(s)
It’s also a good idea to provide your sales team with more information about the tool itself, such as with a demo of how Pardot works. In doing so, you’ll answer their biggest questions regarding what they have to do to get the results.
2. Communicate its Benefits
While showing your sales team what automation can do is essential, it is also very important to take this one step further. Why is this system beneficial not just to the company or the marketing campaign, but also to their individual needs?
Take a closer look (and showcase to your team) what the benefits of marketing automation are:
- It saves sales time. Marketers can leverage marketing automation to nurture and educate prospects before sales ever speaks with them. By answering questions before a lead has to ask with the use of drip programs email content, sales can spend less time nurturing and more time closing.
- It creates better results. Marketing automation helps marketing send only the most qualified and engaged leads to sales, so they see more success with leads passed over at the right time. Data from your marketing automation tool can also be used to create reports for sales of existing leads they may want to reach out to based on recent activity.
- It improves processes. When sales works with marketing to let them know what they need to close deals, marketing can build automations in their marketing automation to establish those processes. For example, if sales asks marketing not to email any open opportunities, marketing can create a dynamic list of all open opportunities and use it as a suppression list for all marketing emails.
Other benefits include cost savings, using your team’s skills to the best of their ability, and minimizing time spent on manual tasks.
3. Tie it Back to Goals
Once you’ve explained the benefits of marketing automation, sales is likely to be excited about its use in your organization. Taking it a extra step further and tying it to goals is likely to get complete buy in from the team!
By letting sales know specifically how they can expect marketing automation to help them, marketing can do a better job of convincing sales it’s the right move for the organization. Whether the goal is to for marketing achieve its goal of passing a certain number of marketing qualified leads to sales in 2016 or to re-engage a certain percentage of lost or cold leads, it will help reconfirm to sales that marketing automation is vital for the goals’ success.
Ultimately, marketing automation is something your team should be excited for because it means less cold calling to the wrong crowd, better responses, more time to manage the creatives, and less demand on the budget. It makes their job easier while boosting the profitability of any marketing campaign. What’s not to be excited about with marketing automation?