Marketing automation is often mistaken to boost only the marketing team’s work and not the sales team as much. But in reality, most often, the sales teams are not aware of how to increase sales using marketing automation tools. These tools can automate repetitive tasks such as sending prospects one-off emails and help target-oriented sales by identifying the right companies and employees.
Marketo Engage is designed to help the sales team save time and effort in looking for qualified leads and facilitating their sales efforts. If used correctly, this marketing automation platform can be of additional help to sales reps. It enables them to analyze their prospects’ interests and how they engage with emails and other communications from the brand. “Marketo Engage can also help sales reps track when leads are ready to talk to them and optimize their sales pitch based on customers’ and prospects’ interests,” states Marrina Decisions.
If you are a Marketo Engage user or plan to integrate the tool for your sales team, then here are five tips on making the best use of the Marketo Engage to improve your sales efforts.
Timely Feedback on Lead Quality
With Marketo Engage, you can categorize which leads can turn your sales team into a more productive platform for your company and what will not. But it would help if you kept updating the requirement regularly to revise the lead scoring protocol of Marketo Engage. Otherwise, Marketo Engage will assume that most leads are good enough to pass on to the sales team, and your sales team will continuously receive leads that are not sales-ready from marketing teams. This will lead to wastage of time and effort of the sales team. The sales reps need to give feedback continually to the automation platform. This will enable Marketo Engage to identify the features and uniqueness that construct an excellent lead and accelerate the system’s optimization process.
Monitor the Browsing Pattern of Website Visitors
As only 30 percent of the entire website visitors are genuinely interested in your brand, you need to identify them and target them. Marketo Engage can track website visitors your sales team should follow up by tracking the visitors’ location, employment details, and browsing behaviors. Marketo Engage system comes with a sales insight tool that can provide you with the list of interested visitors and their company names.
Automate Follow-up Emails
Marketo Engage is smart enough to create and send follow-up emails to your leads and reduce your sales team’s workload so that they can target more leads. All you need to do is send the first prospect email, and the marketing automation system itself can track when the first email is sent. It can then create and send follow up emails by personalizing them for more targeted and sales-focused effort. You can also schedule the time and customize it based on your leads to receive the mail.
Align with your Marketing Team
To get more lead insights and lead scores and improve your strategic follow-up process, you need to align with your marketing team. In Marketo Engage, every lead and every action is monitored and measured based on pre-planned evaluation metrics, which lies with the marketing team. To optimize the sales pitch, you need to understand if a lead is interested or not, if yes, then in which products and solutions, and whether they are ready to talk to the sales team or need more nurturing. Therefore, the sales team needs to align with the marketing team to enhance your conversion capability.
Marketo Engage can offer your sales team the ability to identify the scope of improving their sales efforts. Integrating Marketo Engage in your sales system will enable your organization to accelerate the conversion process and increase reach.
