Response Driven Campaigns.
Marketing Automation is the process of using software to automate marketing activities, from initial customer interactions through to post-sales support.
It helps companies set the most effective processes for each stage of the sales funnel based on data about a lead and how they interact with the company.
Marketing automation tools help you streamline the entire marketing process. Actions are taken automatically at the times when they are most effective. This increases the chances of your businesses generating leads and making sales, all while freeing up your marketing team to focus on other tasks.
Marketing automation mostly focuses on the following three sections:
- Target individual customers with relevant marketing strategys
- Identify strong leads
- Segment your customer base
Target individual customers with the most relevant marketing strategy
Marketing automation lets you target each customer with the content most relevant to them based on who they are and how they interact with your company. This ensures each lead is always sent the content that will help them overcome their specific barriers to purchase—no more sending out ineffective mass emails to your entire list.
Here is an example of this in practice.
- A prospect visits your website and fills out a form to download your eBook.
- You automatically send them the eBook in an email.
- The prospect clicks on the link to download the eBook.
- They then click on a link to your pricing page from within the eBook—but they do not take action.
- You automatically send them an email asking if they would like to set up a call with a sales rep to discuss their options.
- They fill in an online form with a time they are happy to speak.
- A sales rep at your company is notified and calls them at the allotted time.
Identify strong leads
Marketing automation software lets marketing teams score leads based on the likelihood of them buying your product.
You set points for each action a lead takes and when the lead reaches a predefined point total, you pass the lead on to your sales team.
For example, if a lead has opened all your emails, signed up for a webinar, and visited the pricing page of your website, this is a warm lead. Someone who only opens your email sporadically and never clicks through to your website is cold.
Segment Your Customer Base
Marketing automation platforms help you segment your customer base, allowing you to target different groups with the most relevant marketing strategy.
You can segment customers based on their location, the pages they visit, or their buying preferences.
For example, an accountancy firm that offers services in tax, year-end accounts, and payroll could segment its leads based on the pages on their website that leads visit. If they spend a lot of time on the payroll page, target them with the most effective strategy for people interested in payroll.
What are the benefits of Marketing Automation?
Marketing automation benefits marketing teams in several ways. Here are some of them.
Stronger leads
Marketing automation helps you build stronger leads in two ways.
First, by using lead scoring techniques you can easily tell apart warm leads from cold ones and only send your sales team the latter.
Second, lead tracking techniques provide you with a fuller picture of what your lead wants and the challenges they need to overcome. When the sales team receives a lead, they know where the lead is from, the content they have downloaded, and the emails they have interacted with.
Better Timing
Timing is crucial in sales. If you do not automate processes, you can miss out on the moments that are most important in the sales cycle.
Think about a coffee shop owner considering a new PoS system. They arrive on your website and download a case study, but they are still unsure about what exactly your software offers.
Because of this, they move onto a competitor and it’s too late by the time your sales team contacts them. Marketing automation takes the next step in the process automatically. For example, by sending further information that can help with the purchasing decision or asking them to set up a call with a sales rep.
Take The Optimal Step Every Time
Marketing automation software lets marketing teams score leads based on the likelihood of them buying your product.
Marketing automation ensures the most effective step is taken at each stage of the marketing funnel.
Your team can use data on past transactions to see how customers interact with your company before making a sale. They can then use this information to build more effective processes and increase sales.
Who uses Marketing Automation?
Marketing automation is used by companies of all sizes across a wide variety of sectors. Act! customers include those in financial services, health, real estate, pharmaceuticals, and more.
Many companies that use marketing automation have a sales process that involves some or all of the following:
How do you succeed with marketing automation?
How do I choose the right Marketing Automation solution for my business?
As with any investment, you need to ensure the marketing automation tool you choose is the right one for your business. Here are some things to look out for:
- Features – It is important that the marketing automation platform you choose has the features you want. Consider why you want to use marketing automation and ensure that the solution you pick supports this goal.
- Integrations – It is essential that marketing automation software integrates with the tools you already use. Most solutions support a wide variety of integrations but you should confirm this before committing.
- Training – Marketing automation is straightforward once you get the hang of it. Nonetheless, there is a learning curve and the best marketing automation solutions will do all they can to help you and your team get the most out of the software. This could be in the form of an in-depth knowledge base, video lessons, or even in-person training.
- Customer Support – Linked to training is the customer support the solution offers. Marketing automation tools with extensive customer support options will ensure you aren’t left wanting should something go wrong.
- Scalability – If you are planning to grow your company, choose a marketing automation solution that can keep up with your growth. Most tools will enable you to move to a different plan as you get more customers.
- Cost – Cost is the final deciding factor. Can you afford the feature set you are after? Or would you be better off going for a more affordable solution? Be aware of hidden fees or opening offers that see the price you pay increase significantly once you are fully committed to the company’s ecosystem.
What is marketing automation?
What can marketing automation do?
What are the benefits of marketing automation?
Who uses marketing automation?
How to succeed with marketing automation?
How do I choose the right marketing automation solution?
Here is a quick summary of what you should know about marketing automation:
- What is marketing automation? Marketing automation is the process of using software to automate activities throughout the marketing funnel.
- What can marketing automation do? Marketing automation helps with nurturing, segmentation, and lead scoring. This ensures businesses take the most effective steps to push customers down the buying funnel.
- Benefits of marketing automation: Marketing automation helps businesses create and implement the most effective marketing strategy possible. This can lead to more sales and allows those in marketing to focus on the bigger picture.
- Who uses marketing automation? Companies of all sizes and industries can use marketing automation, including both B2B and B2C businesses.
- How to succeed with marketing automation? To succeed at marketing automation you should have a clear strategy and excellent knowledge of your product and customers. You should continually test and refine your processes.
- How do I choose the right marketing automation solution? Consider the features you want from a marketing automation solution, as well as where you see your business in the future. Then, pick a marketing automation solution that fits your budget.
