Marketing Software Systems
Marketing campaigns are only the first step in the customer acquisition process. However, all to often marketing departments get short rift from the sales and executive teams, marketers find themselves under-resourced and marketing campaigns are not fluid, automated, measured or analyzed. To advance their contributions to their companies and their own careers, marketers must advance their knowledge, technical and business skills. And marketers should start by reviewing industry research, finding expert opinions and reaching out to experts or peers for advice. It also helps to reach some expert marketing system reviews. Once they have begun their education journey, they should seek out even more resources and information to help select and deploy marketing automation softweare and CRM software systems which can improve campaign performance, increase marketing ROI and clearly show marketings important role in the customer acquisition, engagement and renewal processes.
While traditional marketing software applications, sometimes included with CRM systems, allow for basic campaign setup, customer profiling and integration with sales force automation systems, the newer breed of marketing automation software or lead management systems have emerged with much improved lead acquisition tools, including automation to capture lead information using forms, assess leads online behaviors to determine where they are in the sales process, nurture leads with relevant messaging until they are ready to buy, score the leads based on their digital activities and behaviors, forward sales-ready leads to the sales team once a minimum score is achieved and deliver closed loop analysis to continually improve the entire lead management cycle.