The Secret to Scaling Engagement with Marketing Automation

Have you heard about growth hacking? What about how that "one weird trick" can result in increased leads?

Success in marketing boils down to a lot of small things done right, every single day. Success synthesizes what the marketing and sales teams know, what the prospect wants and the ability of the demand team to execute.

And there you have it -- the secret of scaling: orchestration, synchronization, execution and discipline.

This is what organizations can accomplish with marketing automation software.

Marketing and sales teams alike have turned to marketing automation as a source of truth. With the ability to manage data and generate rich profiles for target audiences, automation acts as an instrumental tool in helping organizations reach prospects and customers at the appropriate stage in their journey.


Orchestration aligns the channels, segments and activities of the demand team and ensures all are on the same page. Start by knowing what the prospect wants. That makes it possible to develop a systematic approach to learn more about the audience and the pressure points they most care to address.

Integrations with marketing automation software provides the ability to capture raw prospect lead data which can then be cleansed and scored. Not only does this improve the quality of the prospect data, but lead scoring also allows the sales team to receive higher quality leads and decrease wasted time.

This directly impacts the organization's bottom line. With boosted prospect quality, demand teams can effectively segment prospects based on criteria like geography, role, industry, etc. High-level segmentation generates a keen ability to effectively communicate and allows the marketing team to craft specifically tailored messaging that incorporates key industry and role-specific language.

A primary benefit to using a marketing automation system is that it allows a demand team to build a "single source of truth." The ability to accurately develop targeted and dynamic email, social and web campaigns boosts efficiency -- both in terms of marketing investment and time, and in helping move the prospect down the pipeline.

Understanding what the prospect wants and segmenting based on common interest accelerates the demand qualification process and places a highly performing lead in the hands of the appropriate sales representative.

Orchestration's impact is clear -- it allows the organization to grow faster.


Marketing automation software also provides the ability to synchronize processes. This ensures each step of the buyer lifecycle is triggered at the right time.

Read prospects' digital body language and recognize when they send interest or buying signals. Insight like this can be used to establish client relationships. This also drives visibility into what's working and which stage of the pipeline would benefit from further investment.

And if you can identify key issues or concerns before they occur, it tells the prospect that he or she needs your company -- you're offering a solution to a problem they didn't know they had.

Business-to-business marketing exists in a multichannel world. Automation simplifies and streamlines synchronizing and tracking multi-faceted campaigns across time zones, channels and segment preferences.

Synchronization's impact? It allows the organization to build capacity without adding cost.


Successfully executing the demand process every single day leads to a consistently repeatable process. Repeat success -- instead of taking guesses at what might work -- turns customers into fans.

Integrating insights from automation into the prospect lifecycle allows demand teams to set up predefined notifications that remind account managers to send out direct, tracker and tailored communications from within their internal or automation program. Intuitively predicting these events is key in allowing a demand team to continually measure, improve and ultimately, grow their prospect process and experience.

Execution's impact -- demand teams can execute rather than plan to execute.


Watch results closely -- from start to finish -- provides the development of next steps. It takes discipline to keep this perspective in mind while at the same time learning about a desired audience, developing strategic content, discovering the marketing and sales processes that converts quality prospects effectively.

Marketing automation helps marketers prove ROI and make adjustments to what is and isn't working for the prospect. Automation speeds up the qualification of prospects. It also establishes a streamlined procedure that is testable, repeatable and successful.

Tracking performance and measuring results helps demand teams set aside individual egos and predetermined notions, to let the data paint a picture. Intuition and shared experience can help define a general direction for an organization, but it's the discipline to measure and the depth of reporting that automation enables that defines the path.

Discipline's impact comes down to that: a demand team can lean in and learn.

In the end, the result of using a marketing automation program is what all businesses strive to achieve --growth. Engaging effectively and efficiently with the massive blue ocean that comprises most organization's target audience members lays the groundwork for opportunity, enrichment and professional development. 

Creative Commons Creative Commons Attribution-Share Alike 2.0 Generic License Title image by  Rod Waddington