Does marketing automation benefit the marketing department? Obviously, but what you might not realize is that marketing automation can also improve other areas of your business, from sales to customer service.

We tend to think of each business function as its own separate world, but management gurus have been telling us for years that we should tear down silos and think more holistically. This advice takes shape when you look at marketing automation and how its benefits extend beyond marketing.

Here are eight ways that marketing automation can help other areas of your business at the same time as it improves marketing quality and efficiency.

1. Defines Lead Accountability

Lead nurturing is a process that falls under both marketing and sales teams. However, bottlenecks can occur if the marketing team is capturing leads, but those leads never qualify as a buyer. Is the issue at the marketing level or sales level?

Using the feedback feature of marketing automation, you can help resolve this issue. Here, both teams can input the details of particular leads, notifying if the lead was no match for the product, the budget was low, or the sales rep couldn’t sell the product.

2. Optimizes Marketing Process

For every marketer, it is important to have a foolproof marketing strategy where understanding and planning the customer’s journey is clear. Creating these processes based on how your prospect turns into a lead and who becomes your customer, is easier with marketing automation.

Use nurturing campaigns where you can automate emails and content distribution based on your prospect’s behavior to nurture them on different stage.

3. Advances Customer Using Upsell & Cross-sell

Good businesses have many customers and sometimes keeping track of their purchase activity can be difficult. This may cause you to overlook upsell and cross-sell opportunities. Through marketing automation, you can track your customers’ purchase cycle and automate cross-sell or upsell emails based on the type of product enhancement they might require.

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4. Runs A/B Testing Easily

You might have options for a landing page or emails that you want to test as different campaigns. If you do this manually, then you can run only one to two A/B tests simultaneously. However, with marketing automation, you can run all these options as different campaigns and track how each one of them is doing in regular intervals. The results will help you decide which campaign to use going forward.

5. Targets Sales Prospects across Omni-Channels

If you have to manually target your sales prospects across omni-channels, such as social media, emails, SMS, or phone calls, it can be very time-consuming. There’s also a high possibility that you might drop a few prospects because of the complexities of reaching out to them in multiple ways. In this scenario, using marketing automation can save you time and confusion—plus there’s the advantage of eliminating the spam messaging.

Email and social campaigns will get your message across each of these channels. Customize and personalize these messages based on your audience and prospects.

6. Uses Lead Scoring to Prioritize & Qualify Leads

The most beneficial aspect of marketing automation is lead scoring. It happens so often that the marketers and sales reps are confused about what parameters to prioritize while qualifying the leads. This causes crossed wires between the marketing and sales teams.

Lead scoring helps solve this issue because both teams can add their key performance indicators and their score into one system. The system then automatically tells teams which lead is hot and which lead to drop.

7. Tracks Analytics to Get a Better Understanding

It is crucial to know and understand how your prospect is reacting to your messages and websites. Tracking this manually is a cumbersome chore, but automating the task is easy. The analytics present in your marketing automation will provide you with a complete list of activities that are working for your prospects. You also get an inside view of the prospect’s web behavior and their presence on your website.

8. Manages Daily Tasks Efficiently

Teams should spend less time on tasks that can be automated and instead use that time to devise better strategies or target more leads; which is exactly what marketing automation will help you with. It easily and efficiently automates your daily tasks as well as helps to clear out repetitive work. Your team will thank you while they can focus on more important duties.

Basically, marketing automation provides tons of benefits. However, the bottom line is to understand what exactly you need this automation to do for you and how it will be beneficial to your business.