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Why Inbound Marketing Needs Marketing Automation

by Jonathan X. Livingsworth

Inbound marketing is a valuable process that, when done well, allows leads to find you instead of you finding them. Vendors who endorse this process often try to steer clients away from using marketing automation solutions, saying that they are glorified mechanisms for spam. This idea is dangerous to companies that believe it because marketing automation technology will actually improve their inbound marketing results if they use both in tandem.

There is no question that an inbound marketing strategy is essential to any marketing campaign, but it cannot achieve great success if used alone. Here's why:

It doesn't make people act

An advantage of inbound marketing is that it helps people find you so you don't waste resources finding them. But the disadvantage is that you are not able to give people the extra push they may need to take real action.

It generates leads that are not ready to purchase

When leads are first generated, they typically need to be developed before they are ready to make a purchase. Inbound marketing strategies alone do not provide the necessary process to nurture these leads and convert them to sales.

It doesn't provide metrics

Metrics are essential to the serious marketer if they are to determine which campaigns and tactics are working and which are not. Additional technological tools, like marketing automation, must be incorporated with your inbound marketing strategy if you want to measure effectiveness and ROI.

It cannot effectively target audiences

Inbound marketing's strength is in the way it can reach a large, broad audience. But it is unable to focus in on smaller, more specific groups when you need to develop certain prospects.

It doesn't enable lead scoring

Many of the leads generated by inbound marketing are really nothing more than contact names. Marketing needs to know which leads have true potential so they can be sent to sales to contact. Inbound marketing is unable to score leads this way, so sales will inevitably waste valuable time following up on low quality leads.

Luckily, marketing automation tools are available to turn your inbound marketing strategy into a finely tuned, revenue generating machine. They will take the leads provided by inbound marketing efforts and convert them into sales quickly and efficiently by targeting specific audiences, pushing them to take actions, scoring leads and nurturing prospects, and providing much needed metrics.

Inbound marketing is a powerful strategy for reaching new potential buyers, but it will only be truly successful if you enhance it with a marketing automation platform that will turn those potential buyers into clients.



Jonathan X. Livingsworth is a writer in the world of marketing automation. If you are interested in working with the latest from Marketo and marketing automation he suggests you check out <a href="http://www.pedowitzgroup.com/solutions/tactical-services/technology/">marketo consultants</a>. You can learn more about this revenue marketing company at <a href="http://www.pedowitzgroup.com">www.pedowitzgroup.com</a>.

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New Unique Article!

Title: Why Inbound Marketing Needs Marketing Automation
Author: Jonathan X. Livingsworth
Email: rafael.e.zabala@gmail.com
Keywords: lead follow up, lead management, lead generation, marketo, marketing automation, email marketing, online marketing, marketing, business
Word Count: 426
Category: Marketing
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