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Inconsistent coordination of sales and marketing departments can lead to frequent conflicts, and this, in turn, affects the quality of customer service. However, the reason for this discrepancy is not a lack of effort, but the absence of effective automated systems such as Pos-sector, which recommended by professionals. Of course, this is where marketing automation comes in.
Marketing automation can be a blessing in disguise if used correctly. Even most of customer acquisition can be done with the help of automation.
This reliable tool for marketers can be just as effective for sales representatives when used correctly. It provides information about the behavior of customers and their interests, which will then be sent to the marketing department. Sales representatives can use the same information to better understand customer preferences and increase the commercial offer accordingly. In fact, half of their work will be done. This is the main way to use marketing automation.
Let's dive a little deeper into how sales reps can use marketing automation features to improve sales:
1. Contact information.
Whenever a sales representative picks up the phone to call a customer, it is important for him to understand this customer. One call to the client will not tell you what kind of product he might be interested in, or how else you can take a step without falling into a blind spot.
Don't worry, marketing automation will come to the rescue. Using web analytics, the sales representative can obtain information about the client's purchasing behavior, his interests on the site, viewed web pages and products in which he showed interest. This complete behavioral portrait helps sales representatives prepare an advertising presentation that includes more information about products that will interest customers.
2. Sending emails.
Before sales representatives rush to make that important call to a potential client, it's best to first send relevant content or a promotional email. Customers will not necessarily be excited about direct sales, and it is better to send informative content so that they can learn about the company's offers. In addition, customers will want to talk to someone they know.
Marketers use automated emails to contact new customers as well as regular customers. These triggered alerts and emails help sales representatives build relationships with potential customers.
3. Response time.
As soon as you begin to turn your potential clients into regular clients, it becomes necessary to have timely contacts with them. According to the researchers, postponing subsequent checks with qualified specialists even for one time will drastically reduce the chances of success. Response time plays a very important role for both parties.
In this case, marketing automation can work wonders for sales representatives, especially because they receive real-time notifications to respond to the requests of potential customers.
Having interconnected teams is beneficial for any business, especially when these teams are as important as marketing and sales. To achieve this, use an automation system that synchronizes both teams and allows them to move important information. Don't let the "marketing" in "marketing automation" fool you. With proper setup, it can be very useful for the sales department as well.
