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Marketing Automation 101

Drive Website Traffic, Build Brand Awareness & Generate higher quality leads through Marketing Automation.

Written By: 

Chiam Canda


July 2, 2022

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Marketing automation could help your business grow, but before that can happen, you need to learn about it, what it looks like when it's good, and what the key features are to maximize it for your business.

What is Marketing Automation?

A form of software called marketing automation enables businesses to successfully target clients with automated marketing communications using email, websites, social media posts, and text messaging to produce sales leads. The technology, an element of Customer Relationship Management (CRM), is frequently utilized by marketing departments to streamline staff operations and boost marketing productivity.

How does marketing automation work?

Software is used in marketing automation to automate repetitive marketing tasks or just repetitive tasks in general. In addition to increasing productivity, marketing teams may automate tedious processes like social media posting, social media management, email marketing, and even ad campaigns to provide clients with a more individualized experience. Thanks to the technology and underpinning marketing automation solutions, you can complete these duties more quickly and easily.

What can marketing automation do for your business?

According to Hubspot, almost four-fifths (72%) of the most successful companies utilize marketing automation. Generating quality leads and keeping customers engaged and interested are the common challenges that most businesses face. The struggle doesn't end there. These business goals come along with tons of data. Data that you could have put to good use. By putting data to work and optimizing the procedures, marketing automation software may assist in overcoming these difficulties. How?

Most companies view marketing automation as a perfect tool for nurturing marketing prospects with a pre-written email list. Additionally, even if email marketing and email campaigns are beautiful applications of a marketing strategy, this strategy may cause prospects and customers to have a fragmented experience as they travel from marketing to sales process or sales cycle to customer care.

A fictitious sales funnel or marketing funnel that uses random touchpoints and unrelated material forces prospects through it. Businesses consistently follow the same playbook rather than adapting to the specific demands of each consumer.

However, you should implement automated marketing methods throughout the client's lifetime. Smart integration of effective marketing automation tools offers a favorable environment for strong, long-term connections with your consumers. When used effectively, marketing automation platforms provide your company with three key advantages:

1 Personalized Workflow

Each of your prospects' actions adds another piece of data to your marketing plan by letting you know exactly what your target market is doing at any given time. Despite this data's usefulness, it is hard to track these activities carefully. However, companies can leverage these inputs across various channels to better understand their consumers' wants and offer the appropriate information at the proper time.

These processes aid in directing interested parties to valuable material, producing warm leads and qualified leads that may later be strategically nurtured into clients. However, marketing automation doesn't end there. Businesses may continue to engage consumers with tailored processes that result in devoted, repeat customers who recommend friends and family by placing the client at the heart of the flywheel.

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2 Streamlined processes

Streamlined processes refer to changes made to something to make it easier or more effective. What now can it provide your business? Using streamlined procedures, you may decrease customer effort at every stage of the experience, making it more straightforward and pleasurable. These processes are designed to operate across various functional teams. Later, this will deliver a consistent customer experience from the first touchpoint to the consumer purchase.

Because everything is automatically recorded in your central data storage with effective marketing automation, there is no need for complicated hand-off procedures. Internal workflows can help you prioritize jobs as they arise.

3 Integrated data and analytics

Each of your qualified prospects' activities adds another piece of data to your marketing plan, quickly letting you know what your target market wants. Businesses may continue to engage consumers with tailored processes that result in devoted, repeat, and current customers who recommend friends and family by placing the client at the heart of the flywheel. You would require more than manual processes of tracking to do this.

Here's where marketing automation comes in; it enables companies to leverage these inputs across various channels to fully comprehend their consumers' demands and offer the appropriate content at the right moment.

How to get the most out of marketing automation

Businesses should integrate automation into all aspects of their operations to eliminate divisions and bring teams together through time-saving techniques to get the most out of marketing automation. Marketing automation may provide a momentum of growth that keeps your company expanding when combined with human interaction.

To make the most of marketing automation systems, you must incorporate it with software, strategy, and customer-centricity. You can nurture prospects and turn them into happy customers and devoted advocates with highly customized, dynamic content. Here are some things you should look into.

Focus on the Entire Customer Journey

Identify potential customer touchpoints that could benefit from marketing automation and build processes that ease the customer from touchpoint to touchpoint. Connect clients to the next stage of their journey using these data points, whether through instructional material, a salesperson, or a customer success check-in. Using this white-glove method with thousands of clients at once is one competitive advantage of marketing automation and a strategic marketing plan.

Organize Active Contacts

Using CRM marketing software that is integrated with your marketing automation program allows you to track each action your customers take as a new piece of data. Customer success receives a notification when the consumer makes a purchase and has access to all previous communications and activities the customer took before completing the transaction. The procedure works smoothly and effectively and fosters a long-lasting bond between the client and the company.

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How does marketing automation affect your customers?

The benefits of a marketing automation strategy go beyond what they can achieve for your company. Addressing specific pain points that have emerged in the first digital asset creation, the omnichannel world also benefits your consumers. The amount of information available to your clients makes it challenging to obtain the required solutions. Consumers who manage to get in touch with your business usually endure a fragmented experience as they switch between teams, channels, and platforms. Through team collaboration, data collection in an accessible manner, and advanced workflow automation, marketing automation may lessen this friction.

Produce more relevant content

You may customize what each consumer sees with content marketing and marketing automation. Use your buyer personas and behavioral targeting to provide just the information each prospect or client needs in your advertising automation and email marketing campaigns. Customers are pressed for time; therefore, automation helps by highlighting the essential material utilizing the data you're currently gathering at the appropriate moment.

Provide better and more efficient answers

Businesses may manage leads to sales and prioritize marketing activities, ensuring that there is operational efficiency. Additionally, front-line staff members can offer more pertinent assistance without doing preliminary research, saved by the behavioral data saved in your CRM. Recognize the past behavior of your consumers and program replies based on past purchases, in-product activities, or lifetime value.

Provide multichannel seamless interactions

Everyone dislikes repetition. And this is why clients love marketing automation so much. To provide your consumers with a tailored experience, such as pre-filled forms, targeted email addresses, or mass emails that fit their needs, and customer service that seems as familiar as the business down the street, data is gathered, saved, and used in your marketing software. No matter how a consumer reaches you, automation ensures constant contact.

So, what’s the verdict? Is marketing automation worth it for your business? In a word, absolutely. Marketing automation can help you save time and energy while growing your customer base. If you want to start using marketing automation or are looking for ways to get more out of your current system, our team is here to help. Contact us today and let us show you how marketing automation can take your business to the next level.

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