Mobile Marketing Automation Infographic
If you’re a marketer, then you understand the power of enterprise mobility: the timeliness of the follow up, the immediate access to marketing collateral, and the ability to track prospect activities at anytime. But, in marketing, it’s important that you show results – you have to show ROI to validate your strategies. This means that it is imperative that sales and marketing align in order to enhance your efforts and nurture more relationships.
The Challenge Faced by Marketers
Gleanster estimates 50% of the leads not ready to purchase immediately, and 40% of leads require 18 months of nurturing before making their first purchase.
Timeliness of Follow-Ups
The new digital consumer remains online more often than not, and prefers instant feedback or results. This shortens the sales cycle considerably, making it imperative to follow up and engage the customer almost in real-time.
Up to 76% of high-quality leads qualify when contacted within three minutes. Only 10% of the same leads qualify when contacted within six hours.
Speed is Imperative: Responding to leads immediately, regardless of the day or time, drastically improves conversion rates. The future of closing sales is enterprise mobility.
Lack of Integration and Tracking
According to a Focus survey, 50% of marketers stated they have not realized the full value of their marketing automation investment, and less than 25% use their platforms to their full potential.
91% of senior corporate marketers believe that successful brands use customer data
to drive marketing decisions. Yet, 39% say their own company’s data is collected too infrequently or not real-time enough. And 51% say that a lack of sharing customer data within their own organization is a barrier to effectively measuring their marketing ROI.
79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa)
64% of CMOs have either an informal or no process to manage their marketing automation. (Source: The Annuitas Group – link in footnote 4)
61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified. (Source: MarketingSherpa – link in footnote 4)
25% of marketers who adopt mature lead management processes report that sales teams contact prospects within one day. (Source: Forrester Research – link in footnote 4)
Disconnect Between Marketing and Sales
It is easy for marketing to collect CRM data when a prospect fills out a download form or interacts with a company socially. Sales has to manually input leads they gather and these leads can be lost or never entered into the system, which means the leads aren’t nurtured by marketing and it could be a lost opportunity.
Marketing has created a library of relevant resources for prospects, but sales is not always aware of the different types of content that has produced. Both departments need one place where they can easily access all the resources and share it in a timely manner. Marketing also needs a clear idea of what sales is sharing to align nurturing campaigns by what reps are pushing.
Integration and Alignment Creates Results: Utilizing marketing automation and CRM systems is crucial to the success of your marketing efforts. Being able to collect lead contact information and deliver digital content to your customers instantaneously through mobility and automation provides real-time, accurate data for you and your sales team.
How do you face these challenges?
Aligning sales and marketing teams requires automating the collection of customer data all in one place, which you can access anywhere and at any time. This is where mobile marketing automation comes in.
Mobile Marketing Automation (MMA) bridges the communication gap between field sales teams and marketing by giving field reps the ability to quickly and easily enter leads and interesting moments into their marketing automation tool directly from their iPads.
The top 20% of Aberdeen Group’s Best-in-Class have deployed specific sales practices in a mobile environment.
58% of the Best-in-Class integrate their CRM system with all commonly-used mobile devices carried by their field sales staff. (same link as Footnote 5)
A study by Soundbite Communications, reported by Gleanster, reveals that the biggest benefits of mobile marketing are producing leads that are easily quantifiable and the communication is targeted and highly personalized.
Research shows that 35-50% of sales go to the vendor that responds first. (Source: InsideSales.com – same link as footnote 4)
By 2016, 50 percent of all major marketing automation vendors will develop applications specifically for Apple’s iPad, according to Gartner, Inc.
By 2015, over 50 percent of mobile business intelligence (BI) users will rely exclusively on mobile devices for insight delivery, and will grow BI users by 20 percent.
We Put Our Money Where Our Mouth Is: At Dreamforce 2012, we used our MMA solution by pairing specific brochures on our iPads to our marketing automation platform. The result was a whopping 17.6% response rate to a triggered campaign, while still at the conference.
How do you incorporate this?
Coherent Mobile Strategy
Forrester Research estimates 70% of all organizations using or planning to implement a cloud-based CRM solution will integrate all their CRM data and determine the preferences of each prospect.
Mobile Marketing Automation integrates marketing automation tools, the CRM database, and marketing/sales collateral into one mobile app for instant access.
Marketing Automation & CRMs
Successfully delivering on the preference of each prospect in the CRM database requires marketing automation, which:
Captures the prospects’ preferences, such as channel and preferred time to be contacted.
Triggers an automatic response to deliver a prompt response.
Prompts the marketer to respond, through the appropriate channel, at the right time.
Keeps track of various deliverables over time and the prospect’s response to the marketer’s initiative.
Have nurturing campaigns automated and ready to go.
Mobile marketing can also be used to increase the effectiveness of various nurturing campaigns, such as infographics, white papers, webinars and more.
There are many vendors offering a wide array of products, services, and expertise related to marketing mobility. For best results, seek out providers who have:
Relevant expertise and service offerings.
Proven experience with demonstrated results.
Access to complete range of technological features and capabilities necessary to leverage the mobile marketing opportunity fully.
Integrations and automatic syncing with established marketing automation tools and CRMs.
Mobile and online security that won’t compromise IT security.
Compatibility across mobile platforms, such as Apple iOS.
On- and off-line accessibility, no Wi-Fi necessary.
How MMA Works
“The top Marketers have had iPads in the field for years now. They know exactly how to turn them into selling machines. Here’s a hint, they aren’t waiting on salespeople to enter information into the CRM to prove the ROI of their marketing campaigns. The answer lies in coupling iPads to existing platforms so that everything is automated. The result is to drive ROI. “
About FatStax: FatStax is a mobile solution which allows organizations to eliminate the disconnect between sales and marketing operations when it comes to capturing leads and documenting sales engagement. With just a few taps on an iPad, field personnel can document leads and interesting moments, and send them to marketing automation and CRM software in real time.
Sources (in order of the footnotes, documented as superscripts in the infographic with the appropriate numbers next to the content that match up with the links in this section).