f you have ever been part of a marketing team of a corporate, you will know how hectic the work can be. B2B marketers are supposed to concentrate on day-to-day tasks which are generally repetitive in nature. Imagine spending your time on sending the same welcome mail every time a new customer logs into your portal. Or sending emails on discount offers to existing customers every time a clearance sale happens. There is no point in blaming the marketers if they get fed up with doing the extra work and lose their focus on the original task. This is where the importance of Marketing Automation
comes into picture.
WHY MARKETING AUTOMATION?
In simple words marketing automation is the process of executing marketing actions without manual effort. So why should you be interested in having marketing automation software? The answer is simple. In today’s business world, marketers who have adopted this automation tend to outperform the ones who don’t use it during their tasks.
THE ORIGIN OF MARKETING AUTOMATION
emerged as a way for marketers to reach out to potential and existing customers in time. The origins of marketing automation can be traced back along with that of CRM platforms. Majority marketers will agree that marketing automation & CRM platforms
go hand in hand.
The process started taking shape and became more distinct during the middle of the year 2000. And, in the past few years, it has become a $1.62 billion industry garnering over 142,700 users worldwide.
Moreover, the cost of marketing automation tools has become affordable. Nowadays even start-ups who have just entered the market have started using them. Earlier, it was only accessible to multinational corporations and their likes.
Previously, marketing automation revolved around email marketing only. But it was the time when internet was just getting popular among the general public. Later, it developed as an amalgamation of much-needed marketing technology. They are web analytics, email and marketing resource management. With the arrival of social media channels, marketing automation tools started developing themselves. They became an all-in-one marketing and sales platform
MARKETING AUTOMATION IS HIGH TECH BUT TECH FRIENDLY
One awesome feature of marketing automation is that, even if it is developed as per the most sophisticated technology, it’s very simple to handle. The best marketing solutions
are designed specifically to overcome the need for a technical team to run it.
POSSIBILITIES IN MARKETING AUTOMATION
- Email marketing
- Landing page creation
- Cross-channel marketing campaigns
- Lead generation
- Lead nurturing and scoring
- Cross-sell and up-sell
- Measuring ROI
- Website personalization
These strategies are familiar to all the marketers out there, but without the right equipment, they can be hard to accomplish. When a company’s marketing team grows above the primary level. There comes a point where it won’t be possible to manage 1:1 connection with customers using the manual tools. That’s when automation comes in handy.
6 Benefits Of Marketing Automation:
1. BETTER LEADS
Marketing automation helps you reach out to customers at the exact point in the sales funnel. For example, if a visitor shows an interest in your newsletter. You can notify them immediately through the email id they’ve submitted. This means that the lead list will be more targeted, and useful as well.
2. BETTER CLIENT RELATIONSHIPS
Marketing campaigns carried out through automation software would have a specified frequency. Marketers can use it to gain the trust of the customers by maintaining consistency. The software will play an important role to fill up the communication gap between the business and the customers.
3. MULTI-CHANNEL CAMPAIGN AUTOMATION
Marketers understand the need to coordinate their campaigns across multiple platforms. Today’s customers often jump from one client to another, spontaneously. Marketing automation can make this omnipresent status significantly easier for marketers to achieve.
They can target customers with hyper-relevant product recommendations, conditional content, and smart segmentation. Not just through email, but also social interactions, SMS, push notifications, and targeted ads.
4. CUSTOMER RETENTION THROUGH AUTOMATION
Customer retention is one of the easiest ways to raise profits. Certain automation tools such as win-back and abandoned cart campaigns can have a huge impact on customer retention.
Automating those retention programs, prompted by an abandoned cart or a defined period of inactivity. Or constructed with timely and relevant messaging, can be the approach to bring the customer back and re-engage them with the product.
5. AVOIDING HUMAN ERROR
One of the most benefits of marketing automation is that software can’t make the same kind of mistakes that we humans sometimes make. This ensures avoiding small, silly manual errors that may have large, catastrophic results.
6. UNDERSTANDING THE CORRECT MESSAGE AND APPLYING IT
Through the help of marketing automation, marketers can instantly understand which message is suitable for each target audience. Marketers can test, optimize, and re-test messages, creative executions, and subject lines. This type of information is needed to optimize content, resulting in getting the job done in less time and money not going to waste.
The potential of marketing automation is endless, and it is the future of digital for brands. Marketers around the world are pursuing marketing automation tools. It is essential for attaining that competitive edge over the rest. Marketing Automation not only benefits your business but, it also improves customer relationships.
We have covered the concept of Marketing Automation and its benefits. It is necessary for various businesses organizations for efficient marketing. You may have gone through bare basics of marketing automation. But we would like to hear your take as well. Let us know your views in the comments section below.
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