MARKETING AUTOMATION — GROWING TREND
You must be wondering what is the Marketing automation. Some of you probably know. But let me explain it for you.
What is it
Marketing automation refers to the software that allows companies to streamline, automate and measure marketing tasks and workflows. This software makes it easier to perform repetitive tasks such as emails, social media, and website actions. Specifically, it helps marketers streamline their lead generation, segmentation, lead nurturing and lead scoring, customer lifecycle marketing, cross-sell and up-sell, customer retention and marketing ROI measurement.
What is it not
Marketing automation is not a solution that delivers results without effort. The results can not produce themselves. It requires a marketing strategy that integrates the right processes, people, content, data and more.
It is also not a second name for email marketing. Marketing automation includes marketing campaigns across all channels like social media, mobile, mail and others. As well, it merges insight-focus capabilities from your CRM, web analytics platform and other systems.
For what marketing automation can be used ?
· Social Media Marketing
· Email Marketing
· Lead Generation
· Lead Nurturing
· Metrics and Analytics
· Management Activities
The reality
“However, the term “marketing automation” has become a buzz-word, where marketers seek out marketing automation software under the impression that all of the digital marketing tools necessary for growth, including those needed to generate new leads, roll up under the hood of marketing automation. This misconception leaves many marketers with sophisticated tools to automate the middle of their funnel but no solution to generating new leads to nurture in the first place. The consequence is that marketers begin buying lists of email addresses to nurture instead of generating inbound leads. While it seems like a quick fix, it’s not a long-term solution, nor does it create the fertile ground for a healthier, longer relationship with your future customers. In our plant analogy, it’s sort of like using artificial chemicals or enhancers to make your plant grow faster. Sure, it seems like a good and quick fix, but does not allow long-term success.” — says HubSpot, one of the providers of marketing automation.
Who uses Marketing automation?
Large companies, mainly, have more developed business, but marketing automation isn’t just for big companies. Actually, Small and Mid-Sized companies are the largest growing segment right now. The early adopters were originally in “business-to-business” industries. But more and more, companies across all categories, including “business-to-consumer” industry, are going for marketing automation to maintain and extend customer relationships.
When do you need Marketing automation?
If you are producing interesting content, doing effective inbound marketing, generating new leads and you think it is important to measure your efforts, it is very likely that is time to focus on a marketing automation strategy that will convert quality leads into paying customers.
What is a good Marketing automation?
Good marketing automation takes care of the changing needs of your leads, and the behaviors and interactions they have with you across all of your channels. Using behavioral patterns from multiple channels such as clicks, viewing and other similar actions, clarifies marketers the context they need to fully understand to guide leads down the funnel and realize their challanges . The most effective marketing automation do not relies only on email campaign, but fully uses the various channels that influence a buyer’s decision to send target message.
What is important for success of marketing automation strategy?
Though there are many things that must be put in place to accomplish a successful marketing automation strategy, you must keep in mind two facts.
(1) Marketing automation does not do marketing and lead generation for you, but it can help you improve your efforts and achive your goals
The first step is designing a pipeline by generating relevant and optimized content so it can help you build your marketing funnel.
(2) Center your marketing messages around the real, live person
If we are able to see a complete picture of a person, we can nurture lead based on its unique challenges and interests. Personalized messages potentiate deeper engagement.
Who are marketing automation providers?
For example:
· HubSpot
· Pardot
· Marketo
· ActiveCampaign
· Act-On
· Autopilot
· Exponea
· ClickDimensions
…
How can I choose the best marketing automation provider for my business?
In my opinion, choose the software that best suits your brand and your business goals and also focus on the long term partnership.
Testimonials
“80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase.” — VB Insight, 2015
“53% of marketers say continued communication and nurturing of their existing customers results in moderate to significant revenue impact.” — DemandGen, Customer Marketing: Improving Customer Satisfaction & Revenue Impact
Good to remember
Marketing automation is very important to achieve the company goals. In order to be successful, you need constantly work on your strategy and analyze the data to discover what’s working and what isn’t.
