Big business is all about big data. But big data, due to its big-ness, is just too much for B2B marketers. A great deal of analyzing and collating has to be exerted, especially with respect to gauging lead generation efficiency.
Surprisingly, the task is manageable. It would only take an effective lead management system to do the job for you. But it would take some time – and a lot of expenses on the side. While this would ultimately maximize your investments, key lead generation and appointment setting metrics remain as vague as individual customer preferences.
Not many businesses are willing to take a leap of faith. Big data on B2B leads and other market factors should be handled appropriately. And by “appropriately,” we mean “with precision.” In which case, marketing tools are important. Marketing automation tools are crucial in this respect as they opt to streamline lead management functions. Still, any decision to automate has to come after a thorough deliberation of the pros and cons.
• The Pros
With marketing automation, you are guaranteed that your sales pipeline is fed with only high profile B2B leads. The software should provide a wide range of analytics tools that take into account important market variables. It should also enable businesses an overview of relevant prospect data that could help create tailored lead nurturing programs.
Moreover, it is important for the system to have an effective CRM database. Activities from lead prospecting to scoring should be efficiently managed. Other than that, a streamlined filing system ensures that your B2B leads are secured and have passed your profiling criteria.
• The Cons
In terms of lead management, automated marketing software offer a perfect balance of convenience and efficiency. But such advantages are not absolute. Besides that, they do not work under a climate of poor market activity. Not enough industry demands would always result to a poor turnout of B2B leads, and this in turn puts your lead nurturing efforts to waste.
One thing to also consider is the fact that marketing automation can’t operate by itself. Businesses are still compelled to spend time and money drafting audience criteria and a marketing blueprint to serve as a point of reference.
• The Bottomline
As it turns out, marketing automation isn’t a perfect tool which has led marketers to debase its value. However, automated processes will still prevail just as long as cost-efficiency and convenience in lead nurturing are top priority.