Here’s Why Marketing Automation is Taking the Business World By Storm
In an era dominated by digital and technological advancements, cutting-edge technologies have made businesses more efficient and productive. The addition of the internet has indeed changed the entire business landscape and has made a difference regarding how companies operate and how they approach their customers. Marketing automation has also entered the scene and is making a significant impact on how owners manage their marketing flow.
Marketing automation and Customer Relationship Management Integration have made businesses automated. The presence of automation in business functions are the current and future trends in business marketing. Dozens of sales, finance and marketing automation options are present throughout the business world, and for good reason. The quantifiable returns that these tools provide are undeniably sexy.
Marketing Automation Defined
With the dominant presence of marketing automation, it pays to know what these are and what they do to businesses. Marketing automation refers to a category of technology that allows companies to measure, streamline, and automate various marketing tasks so that companies can increase their operations productivity and efficiency. The results are businesses growing their revenue faster than others that disregard marketing automation.
The Process of Marketing Automation
Build Targeted Lists
At the beginning the “journey,” the first thing that you should do is to realize and define your target audience. This phase is also where you will understand your target market and determine which customer may need your product.
Once you successfully determine your target customers, you will now transition to the planning & executing phase. During this time, you will try to formulate a solid strategy on how your brand will approach its customers, along with identifying the best place where it will engage with them – whether it be on social media, organic or paid search. Once everything is set, the marketing automation tool that you choose will then execute their campaigns accordingly.
Measure Email/Website Behavior
Once you have managed to set up a website and has started your email marketing campaign, you will now move towards measuring the behavior of both your email marketing campaign and website. Track the performance of both these areas and make changes or improvements accordingly. The behavior your site will help determine the effectiveness of your emails. If they are not responding to your emails, you should make adjustments.
Segment Customers Based on Lead Score
Once the marketing automation tool you are using has determined your potential customers, you will then segment each of them accordingly. The purpose of segmentation is to provide more relevant content to your email recipients. It ensures that your list gets the message they will surely love to hear.
Route Qualified Leads To CRM
Once you’ve determined your qualified leads, you will then use your CRM to help establish a long-term relationship with them and build a community that is centered around purchasing from your brand.
Move “Warm” Leads To Nurture Cycle.
As the name implies, the nurturing cycle is a set of repeated processes where a marketer will attempt to develop their potential customers into loyal, returning fans of their brand. However, it is essential that you nurture the ones that show the true potential of engaging and buying from your company (the warm leads).
Analyze Marketing/Sales Performance
Finally, while all of these processes are taking place, it is important that you continuously keep track of your marketing and sales performance. Doing so will give you a good grasp of your brand’s current status, as well as existing issues that need to be addressed moving forward.
Shocking Statistics To Consider
Here are a few statistics that might help you understand why more and more businesses have shifted towards marketing automation. These statistics are according to the findings of marketing website, Entrepreneur.com.
- Companies that automate their leads management campaign have gained a 10% increase in revenue in just six to nine months.
- By using marketing automation, businesses can save up to 15% on creative production.
- Businesses that make good use of marketing automation to nurture their prospects can experience up to a 451% massive increase in qualified leads.
With marketing automation, traditional, manual marketing is already a thing of the past. The potential of marketing automation in helping companies is undeniably compelling, and a lot of brands today have relied a lot on marketing automation to make the flow of their business consistent and efficient. Finally, marketing automation helps marketers spend a lot more time on the leads that matter the most, all while still pushing potential leads through the sale cycle naturally and automatically.