Digital Marketing Digital Strategy

How marketing automation platforms help marketers do more with less?

It’s 11 am on Friday, Caroline is already taking a break. Why? Because in a short amount of time she schedules different emails to different segments. Lead nurturing, has never been so fast since the arrival of marketing automation. According to Salesforce, in 2017, 67% of marketers rely on marketing automation platform.

What is Marketing Automation?

Many organizations and marketing departments have to automate repetitive and tedious day-to-day tasks such as emails, social media, online advertisements, and more. Marketing automation is a technology that manages automatically those tasks.

With marketing automation platforms, organizations can target customers with highly personalized automated messages that help convert prospects to customers and turn customers into delighted customers across every channel. Marketing automation helps with lead generation, nurturing, and scoring.

When it is used effectively, employees are free to focus on strategic problem-solving. So, let’s take a deeper look into marketing automation benefits for marketers.

marketing automation definition

How does marketing automation benefit the marketing team?

Marketing automation goes beyond organizational tools, they change the role of marketers. Discover how it benefits marketing teams thanks to these 7 reasons.

#1. Define or refine your marketing processes

Get a clear picture of the current marketing process isn’t an easy task. Marketing automation requires you to clearly visualize your customer journey and strategy in order to create processes based on their activities.

Let’s move on with Caroline. She has a famous digital blog and she is trying to sell her inbound marketing services. Caroline generates leads thanks to a contact form, Facebook ads, and a newsletter subscription. She has several lead qualification processes depending on the form completed and she wants to nurture new subscribers. Starting with a marketing automation platform would require her to clearly visualize her current marketing process.

marketing automation - targeted campaign

#2. Ultra-targeted marketing campaigns

Having a clear vision of your audience enables you to design the right content to the right person, and automatically trigger actions based on schedules and lead behavior. Imagine reaching thousands of different leads with thousands of different messages in a fully-automated way. And, as we all know: the more relevant an offer is to a potential or current customer, the more likely they’re willing to pay.

For example, Caroline can schedule different social posts to different segments of her audience, based on data from the CRM system. It helps her to create a successful social media strategy.

#3. Facilitate campaign creation

As she now has a clear view of her marketing processes and audience, she wants to put the customer first. To encourage them to move to the next stage of their customer journey, a personalized and relevant content is necessary.

Depending on their current stage the content and channels are different. Hopefully, marketing automation tools have a drag and drop interface, enabling her to build email campaigns, social campaigns, and landing pages without technical expertise.

#4. Target potential customers across multiple channels

The different personalized campaigns will enable you to truly engage customers across different online and offline channels such as email, social media, phone calls, Youtube, blog and more!

Those platforms also track recipient responses to various marketing campaigns across multiple channels. They measure the results to determine the returns on the marketing investment in each channel.

marketing automation - lead nurturing

#5. Easier to nurture leads

Nurturing your leads is crucial in a marketing strategy. According to Marketo, 96% of visitors who come to your website aren’t ready to buy.

Automated content will help you nurture your leads more easily. For example, Caroline triggers an automatic email 1 week after subscribing to her newsletter to propose her latest content. Depending on their reactions another email will be sent with a case study attached. These predefined instructions are called workflows.

#6. Increase customer lifetime value

No more revenue lost because of human omission. Automated rules can be used for your up-sells and cross-sells. Automated campaigns will be sent to the right customer at the right moment, for example 30 days before their birthday.

#7. Less repetition, more effective

Replace manual repetitive tasks with automated rules and campaigns will free up marketers to focus on strategic problem-solving and creative tasks.

Finally, by implementing a marketing automation system you not only speed up your marketing process and increase employee productivity, it also allows you to perform a better management of your resources and reach more effectively.

 

About the author

faustine caradeux