Marketing Automation as a Service is a New Term
Matrix Technology Hub and Sharpspring offer marketing automation as a service (MaaS) as a package. This could be considered a SaaS model or software-as-a-service platform. SharpSpring and Matrix Technology Hub bring together unified, standard IT infrastructure with world-class marketing systems technology.
The marketing automation and CRM platform provides the capability and flexibility required for the extended enterprise and it’s being delivered to medium-sized and small companies at affordable cost, requiring minimum implementation effort.
Small and medium-sized businesses (SMBs) throughout the United States and globally face demanding challenges, fierce international competition, and rapid change. To survive in this climate SMBs need to operate with efficiency, speed, and precision.
They must maintain their competitive edge by increasing the quality of products and services and shortening the time scales of their processes, without increasing their cost structure.
In responding to these challenges information technology is now recognized as a key weapon. The effectiveness of a company’s integrated sales and marketing systems is a primary concern of all management including private equity firms.
SMBs need sales and marketing platforms which are:
- Highly flexible in response to change in an omnichannel environment
- Fully effective as the means of integrating the company’s processes
- Easy to use
- Easy to implement and modified
- Affordable– to buy, to maintain to evolve
Matrix Technology Hub and SharpSpring are teamed up to deliver these attributes.
Matrix Tech Hub with its rapid implementation technology and the world-class SharpSpring CRM and marketing automation software builds the perfect sales and marketing ecosystem for a company to lower its operating cost while improving its marketing performance and customer experience.
The performance and effectiveness of sales and marketing systems depend in equal measure on the quality of the applications and the infrastructure.
Matrix Technology Hub and SharpSpring make powerful partners because both have the same goal. To deliver sales and marketing platforms that are affordable, flexible, easy-to-use, and easily adapted to the special needs of the SMBs.
Matrix Technology Hub uses an industry modeling approach to provide pre-design sales and marketing process models with characteristics appropriate to companies in particular industries and vertical markets. If customization is required, Matrix Tech Hub supports it through its modeling tool and configure the system at little additional cost, in weeks rather than months.
What is Marketing Automation as a Service (MaaS)?
This is not to be confused with mobility-as-a-Service (MaaS) describes a shift away from personally-owned modes of transportation and towards mobility provided as a service. Marketing as a service (MaaS) is a sales and marketing software that is sold as a SaaS model and packaged with marketing services.
The software never requires that you handle major upgrades and features are added with very little maintenance and support.
Marketing as a Service is a holistic strategy that brings a professional brand to businesses that could not do so due to limited resources.
It’s this partnership that offers a full-service marketing package. Each program is customized for individual clients who can choose from just one service or a bundle of services for a complete marketing experience.
The Business Challenge
SMBs are today more than ever confronted by a constant change and challenges in their marketplace. Customers demand greater varieties of high-quality products at competitive prices globally.
Competitive conditions dictate that companies must respond faster and more flexibly from demands for product customization, changes in quantity, packaging, customer-specified delivery schedules.
Sales and marketing automation needs to be dynamic and responsive, in the cost of running the sales and marketing teams have to be kept under tight control.
The IT challenge and Marketing Automation as a Service
SMBs have entered a new era in which accessing and managing information efficiently throughout the extended enterprise has the key to competitive success, even survival.
The traditional linear sales and marketing scenario– a disconnected flowline (or demand waterfall) from new leads to sales is fast being replaced by an interactive, dynamic, customer-driven, business model that demands real-time access to all the information needed for concurrent decision-making at every level in the virtual organization. We call this the integrated sales and marketing enterprise.
How Does MaaS Help an SMB?
Let’s look at two start-up businesses that are the same except one simple difference.
Each startup company starts off with $100 in capital. One has a 1-month sale cycle and the other company has a four-month sale cycle.
The slower business brings in the less over time, but do you know how much less after 1 year?
It only brings in $800 in revenue while the faster sale cycle sea sales skyrocket to over $200,000. That’s 249 times less, just because it has a slower sales like a process. Do you know what your sales cycle is? With a slower sales cycle, the owner can reinvest his or her earnings just 4 times instead of 12 times. and that’s a big difference.
There’s a lot of agencies out there that will tell you, you to need content first marketing, very similar to inbound model by HubSpot’s.
But that can take over six to nine months before you see any results and sometimes it takes over 12 months.
And then there’s the Ascension marketing model and that’s the belief that you need to start off selling your clients inexpensive products before you can sell them more expensive ones. Not true!
How to Apply These Concepts of Marketing Automation as a Service?
Marketing automation systems like SharpSpring use cross-device customer ID.
Know who your customer is and gather data so you can see and understand them across multiple touchpoints. Marketing, in the digital age is useless if you don’t have a physical view of your customer’s activities.
It’s all about the customer experiences when you’re designing marketing touchpoints.
You must research and look at the customer journey and analyze that, then enhance the customer journey with actionable moments. It is an essential element to personalize your marketing strategy and to use marketing as a service. It also improves customer experiences.
Create cross-agency functional teams.
Brands have always had separate agencies doing separate things – CRM agencies with apps like Salesforce.com, advertising agencies, creative design agencies, and digital agencies.
Chief Marketing Officers (CMOs) should allow their agencies to work together so they can get a better understanding of who their target audience is and what their marketing service should focus on to drive better sales and marketing performance. Or consolidate to a full-service marketing agency.
Don’t call it your marketing as a service innovation.
New sales and technologies are emerging so small to midsized brands are using to market services such as AI, virtual reality, and chatbots. These are treated as innovation vs. core to the business. Small to midsized brands need to bring marketing innovation in as a part of their product offering and not call it innovation – it needs to be an integral part of the customer experience and marketing strategy.
If your company has a small, in-house marketing team, don’t let resource constraints prohibit you from getting the most out of your marketing efforts.
Marketing automation software is essential for growing your contact base and managing email campaigns. Comprehensive reporting and analytics help you improve your marketing campaigns’ effectiveness, meaning more openings, clicks, shares, and real-time reporting.
Some marketing automation platforms, like SharpSpring, have flexible and affordable pricing models to help companies with restrictive budgets grow at their own pace. Also, if the platform is too much to handle in house, don’t worry – Matrix Technology Hub specializes in automation that can help you maximize your return.
Small & Medium Businesses
Marketing automation offers several benefits for small and medium businesses (SMBs). First, it helps you monitor the effectiveness and ROI of your digital marketing campaigns, so you can find out what’s working and what’s not.
Next, it automates many activities – like lead follow-up, email campaigns, list segmentation, lead scoring, etc. – saving you precious time and effort. Marketing automation also has great tools to support drip marketing campaigns.
It enables you to build quality emails and landing pages, and then track your campaigns from start to finish to see how leads are moving through your funnel.
If you are running a more significant business, chances are you already have a sizeable database of contacts.
A marketing automation platform, like SharpSpring’s marketing automation platform, can connect with your CRM to streamline your data and eliminate any cold contacts from your email marketing process.
If you’re already managing multiple campaigns and websites, automation software can provide you with important data on which landing pages are converting the most, which emails and posts are working best, and which content is getting the most downloads.
Automated segmentation is also a helpful tool to ensure that you’re sending relevant content to your leads, especially if you provide different services or operate in different countries.
Wrap Up on Marketing as a Service
What I’ve learned is that you need not create months of content before someone will purchase from you. You need not build a tribe. You need not sell a low price product to get someone to purchase a high priced one.
But you need to design a sale system that actually works.
To have a solid marketing foundation, you must have marketing technology that supports your business and marketing strategy. It used to be a nice to have but now it is a must-have if you want to reduce your marketing and sales operating cost and boost your marketing performance.
Think about it like this. A typical marketing person costs somewhere between $85,000 and $100,000 per year. That figure breaks down to $8,000 per month.
By implementing marketing automation technology and even if you pay $2,000 per month you are gaining so much more. Not only are you doing more than what one individual can do in marketing but your customer touchpoints and customer experience will be better. Here’s SharpSpring’s marketing automation pricing.
Don’t get me wrong. Digital transformation is a big step for most companies but it pays off 10 times, 249 times, or more. but don’t think of it in terms of your internal company but in terms of the customer and their experience with your brand. This is where marketing technology pays off.
I use the same simple example with a chatbot. Your ideal customer has found your website for the first time they don’t want to talk to anybody yet. They’re doing their market research.
The chatbot can walk them through what they are looking for versus poking around the various web pages and getting lost. This is the power of marketing technology.
Now pair that with a solid activation lead strategy and you will see sales gain by up to 256x. That’s the power of marketing as a service. And all of this can be outsourced giving your company more flexibility to throttle your sales and marketing.
The ultimate goal is to drive multi revenue streams to maximize profits and diversify your sales. So you shorten the sales cycle while increasing the deal size.
Have something to say about your thoughts on marketing as a service?
Marketing Automation is the process in which technology is used to automate several repetitive tasks that are regularly undertaken in marketing programs. A tool that allows an individual to design, execute, and automate a time-bound marketing workflow can be called a Marketing Automation platform.
What is marketing automation used for?
Marketing automation is the use of software and web-based services to execute, manage, and automate marketing tasks and processes. It replaces manual and repetitive marketing processes [emails, social media, specific website actions] with purpose-built software and applications geared toward performance.
How does marketing automation benefit a business overall?
– Reduce your staffing costs.
– Increased revenue and average deal size.
– Improve the accountability of marketing & sales teams.
– Be more effective.
– Less repetition, more creativity.
– Refine your marketing processes.
– Target potential customers across multiple channels.
Do I need marketing automation as a service?
The best marketing teams use marketing automation to make their campaigns more accurate and to empower their sales team with better leads and achieve higher ROI. Using marketing automation, marketers are better able to qualify leads and pass them onto sales, resulting in higher revenue and more significant growth.