Marketing automation software streamlines the marketing processes used to support digital marketing campaigns. This can include campaign management, audience segmentation, behavioral analysis, website monitoring, and lead scoring.
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Marketing automation saves time. It automates repetitive tasks, reduces human error, and helps you achieve better results. Instead of doing things manually, you can focus on more strategic tasks, such as campaign planning and design, goal development, research, brand consistency, KPI measurement, and more.
Email marketing automation is what many people think of when they hear the term "marketing automation." However, it does more than automate email campaigns. For example, marketing automation software can streamline the following tasks:
Marketing automation software also works to enhance your customer data and build better customer profiles. You can use this data to improve the customer experience (CX) by creating tailored, personalized experiences across channels.
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Read ten different articles, and you’ll find ten different definitions of marketing automation software. Some definitions lump systems for inventory management, pricing, distribution, revenue management, and competitive intelligence into the category of "marketing automation tools." With that said, here is a list of different types of software that can be classified as marketing automation.
There are many different types of solutions available. Some vendors offer point solutions that need to be integrated into other solutions. Some offer all-in-one solutions that provide several (if not all) of the tools listed above.
Marketing automation software takes care of most of the tasks and workflows involved in digital marketing campaigns.The software works using six common processes (or steps):
of marketers use marketing automation to minimize manual tasks
Marketing automation software replaces manual and repetitive tasks and saves time. The software can take on the tactical work, allowing marketers to allocate more resources to strategy, content, and creative problem-solving.
Marketing automation makes campaigns more effective. Personalized content is delivered at the right time on the right channel. Doing that manually would be next to impossible, given the complexity involved in today’s omnichannel digital marketing campaigns.
Marketing automation makes it possible to push more effective campaigns into the market. However, it also eliminates daily tasks that feel like chores and become frustrating. These would include, but are certainly not limited to:
Dealing with these tasks manually drains time, focus, and efficiency. Eliminating this drain is a key way marketing automation helps marketers.
Marketing automation helps businesses of every size. It nurtures leads, helps acquire customers, cross-sells and upsells, and many other aspects of digital marketing and selling.
Marketing automation makes for more effective marketing, letting marketing teams do more with less. In fact, 63 percent of businesses expect that they’ll see benefits from marketing automation within six months of implementation. How can you maximize your benefits from your investment in marketing automation?
Here are some key benefits of marketing automation.
When marketing campaigns are handled through marketing automation, clean customer data makes it easy to identify and target the right people. When the right offers are made to the right contacts, in real time, the chances are much higher of making a sale.
Opportunity and revenue data pulled in from the CRM system provides complete visibility into what’s working and what’s not. This means marketers can stop planning based on intuition. They can use data to make informed decisions, especially about continuing to invest in campaigns that may not provide the required financial returns.
Marketing automation makes everything run smoother. It sorts out transactions, aligns activities, creates doable schedules, and aligns internal teams to achieve goals.
With the right marketing automation solution, your employees no longer spend time on manual, repetitive tasks. They can focus on more strategic issues. Marketing automation makes their jobs easier, more productive, and more engaging.
Because of all the capabilities in the best marketing automation software, it is easy to drive revenue and grow your bottom line.
Marketing is not finished once a customer is acquired. Customer retention is just as necessary as customer acquisition. Marketing automation supports loyalty programs. It provides upsell and cross-sell opportunities and other initiatives that build strong and lasting customer relationships.
Marketing automation best practices center around the planning and setup needed to align automation with strategic goals. Here are a few:
There are several questions to ask when trying to determine if it’s the right time to invest in marketing automation.
But the most important question is, are you ready to start scaling your marketing efforts? If so, then it’s probably time to invest in a marketing automation solution.