Marketing Automation vs. Sales Automation
Sales and marketing automation usually go hand in hand, serving as two of the strongest pillars on which every business stands. However, due to their similarities, it can be difficult to tell them apart.
The only way to learn about the difference between sales and marketing is by focusing on their cores. That’s where they cease to become identical. It is no surprise why sales professionals and marketing professionals go about their jobs in a vastly different manner as well.
What is Sales Automation?
Sales refer to the communication between a business and its customers or leads in a personal one-to-one manner. Thus, sales automation allows a company to take it to the next level, by enabling it to communicate with several leads at the same time. However, despite the scale of this operation, every prospect gets to enjoy a personalized communication channel, which is carefully created using the data collected by the system.
What is Marketing Automation?
Marketing is when a company broadcasts its message to its potential customers on a large scale. The content of the message is usually not catered to a specific audience, but rather a several different audiences.
With marketing automation, a company can substantially limit the manual overhead and continue to broadcast the message in a focused manner. It allows the business to target the leads better, and enjoy an improved conversion rate.
Both forms of automation complement each other. However, trying one to do the job of others can lead to disastrous results. Unfortunately, the same is a popular misconception that has been floating around for quite some time.
Why is Automation Process Different for Both?
Marketing automation is mainly targeted for a large number of existing customers, or prospects. It processes the information in such a way that the same message is sent across, again and again, thereby creating the demand for the product itself. For instance, if someone signs up for a newsletter your automation system will send the emails on a regular basis, without you having to tend to it repeatedly.
Sales automation, on the other hand, targets your leads on a personal level. Thus, the content and approach used here are personalized using the information provided by the data analytics module.
Attention to detail is extremely important here, as customized content has a much greater impact than a generic message. By shaping the base matter according to the preferences and likes of a prospect the conversion odds can be improved to a great extent. Fortunately, sales automation systems are becoming more and more powerful, mainly by using technologies such as Artificial Intelligence and Natural Language Processing.
By learning about how sales automation and marketing automation work, it becomes easy to realize that they both are vastly different from each other. One can’t take the place of another, as both hold prime positions in the marketing system, making it whole.
Intelligence Solution can Merge the best of Both Worlds
Sales and marketing are both equally important, and Intelligence Solution can help you use them with high efficiency. Here are some of the features that Intelligence Solution should have:
- Identify Opportunities and Pain points: Identifying the pain points of your leads is one of the most important things that your sales reps have to work on in order to get the upper hand. However, the same is also cumbersome and time-intensive.
Customer Tracking: Gathering information about your customers is important, but it is also important that it is relevant and recent.
- Valid contact details: Say you have the best sales team ever, and their combined efforts have resulted in a large file that contains hundreds of leads. Sounds great, right? Perhaps, but how will they know hot leads from the cold? Spending time on prospects who are not likely to make a purchase is a plain waste of time. Instead, your team could use an intelligent assistant like
- Personalized emails for all Prospects: Most businesses have always focused on either B2B marketing or B2C marketing. However, in all of this H2H marketing, or Human to Human marketing has lost its significance. That’s a shame, for H2H is the marketing of the future.
As profits mainly incentivize businesses, endeavors in that area bring artificialness which is a major obstacle in marketing. Intelligent Solutions can tackle this by bringing a personal touch without discarding the benefit of automation. It can give personalized suggestions for your leads that you can use when communicating with them, thus maintaining a personal connection without compromising your marketing motives.
Marketing automation is supposed to augment sales automation, and Sales Intelligence can do a fine job at it.
- Multi-channel marketing automation: Marketing is all about the masses. The greater are the number of platforms involved; the wider is the scope of your campaigns.
Lead management: Sales Intelligence can manage your leads collectively, by following up with them using personalized emails, scheduled events, etc.
- Content marketing: Content is king, and with compelling content, your marketing campaign can spread wider in scope through traditional as well as word-of-mouth promotion.
- Analytics capabilities: Data Analytics is essential for any marketing automation system. It gives structure and depth. You also need it for measuring the results and recording changes and achievements.
Marketing and sales automation are allowing businesses to stay ahead in this competitive digital era. While there is nothing wrong with sticking to the traditional marketing strategies, there is no telling when they will be obsolete completely. Hence, it is better to adapt as soon as possible.
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