You plan, develop and track your projects - why not do the same for your marketing? These days, marketing automation seems to be the most popular kid on the block. And for good reason. It saves tons of time and can do wonders for your bottom line. It is a solution to the time constraints faced by a variety of marketers and companies, and offers particular benefits for AEC firms.
As a professional in the AEC industry, most of your time is likely taken up with proposal writing, project management, office management and generally making sure office processes run smoothly. That leaves little time for your marketing efforts – a huge hit to the continued growth of your company. Marketing automation offers a solution to the no-time problem, in addition to helping you capture more (and better qualified) leads. The right software allows you to automate processes to help you attract new leads, communicate with existing and future customers and track your progress. The best part? One person can do it all from one place.
The Proof is in the Numbers
More and more companies are employing software to increase efficiency, increase leads and traffic and to communicate more effectively with their audiences. Wonder if it’s working? The proof is in the numbers. A 2013 study by an MIT Sloan student found that HubSpot software users achieved great results. A few customer results:
- Over a 12 month period, 92.3% of customers saw an increase in traffic, with close to 30% realizing more than a 100% increase.
- Almost half saw the traffic increase in 2-4 months.
- 92.7% saw an increase in leads.
- B2B companies experienced 23.9 times more leads.
- 49.2% reported a higher lead-to-sales conversion rate.
- Almost half (49.7%) experienced an increase in sales in the first 7 months of use.
Customers attributed the sales increase to a variety of tools, including inbound marketing (landing pages, calls-to-action), better lead intelligence (page view information, conversions, etc.) and blogging. Inbound marketing principles paired with great software enabled these companies to connect with the right people in the right places to drive their sales growth.
Software that Solves Problems
Features are fantastic, but marketing automation works best when it’s focused on solving problems. A few of the biggest ones it can help with: filling your sales funnel and maintaining contact with leads all the way down the sales funnel. It will give you the ability to create and manage lists, employ lead nurturing campaigns and set workflows. The software allows you to automate processes (e.g. sending a series of emails at predetermined intervals) to keep you in contact with prospects and customers without requiring constant manual work. It also tracks your progress. Notice a certain email has horrible open rates? You can easily alter the email to more appropriately target your reader, no extra IT design or outside departments required.
Great software delivers on the efficiency promise, freeing up your time for more urgent tasks, while still enabling you to fill the sales pipeline with the quality leads necessary for your company’s success.
Do It Yourself Marketing
Marketing software allows control and peace of mind. It puts tools and templates, for inbound marketing like blogging and email lead nurturing, at your fingertips. It also tracks the success of different approaches through metrics like page visits and open rates. This approach gives you the ability to say, “This is how our company is marketing, and these are the results we’re getting.”
Marketing automation really moves marketing from the arena of “do it yourself” to telling software “do this for me.” It works for you 24/7, sending scheduled emails and tracking leads and traffic when everyone else is out of the office. When built on a good understanding of your audience, it does wonders for your bottom line.
About Digital Impact Agency
Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.