8 Essential Marketing Automation Features

Marketing has evolved significantly over the years and has become more complex and perplexing than ever. Consumers are now using multiple media platforms to gather data and stay up-to-date, making life difficult for marketers. However, with marketing automation in CRM, a business can streamline and optimize a variety of marketing tasks. This will increase the effectiveness and efficiency of the sales and marketing team by saving time on administrative tasks, delivering messages with the right content to the right audience, closing deals faster through increased automation and increasing revenue and profits.

Marketing Automation is an amazing technology but if it is not customized according to the needs and requirements of the business, it can prove counterproductive. For your convenience, we have prepared a list of the key features that you need to look out for in a marketing automation platform.

1. Email marketing

Emails are the principal communication channels with potential leads. With an automation tool, you can test your email content, create beautiful email templates that match your product specifications, preview your emails across platforms and devices and do advanced email reporting. Marketing automation in CRM incorporates email marketing functionality and then expands on it by customizing content interactions through logic workflows e.g. you can send a happy birthday message to a loyal customer and offer him a discount or send a thank you message when someone makes a purchase. This can make the difference between a happy customer and a lost prospect.

2. CRM Integration

Marketing automation platforms that integrate seamlessly with customer relationship management platforms can be a very powerful weapon. Tight integration with your CRM system will allow you to transfer lead information seamlessly between marketing and sales. Better alignment between marketing and sales will improve the effectiveness of campaigns. Your CRM system should talk to your marketing automation platform and your marketing automation platform should talk to your CRM system.

3. Lead Nurturing

Send the right information to the right prospects at the right time. Lead nurturing is the process of sending a series of automated emails that will trigger based on a person’s behavior. Being able to nurture leads based on a variety of attributes (behavior, demographics, buying stage) is a highly sought after tool by marketers.

4. Campaign Management

Campaigns are the workflows you use to nurture leads along the sales cycle. Campaigns have both timed and triggered events. To run successful campaigns you need to send direct and personalized emails to a large number of people. Make sure campaign management within your platform supports both inbound marketing and outbound campaigns as well.

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