SO WHAT REALLY IS MARKETING AUTOMATION?
If you’ve landed on this page, chances are you already know. So let’s offer you our definition: marketing automation platforms designed to enable organisations to more effectively market on multiple channels online – and automate repetitive tasks. Or put more simply, it’s a technology that leads to more streamlined, smarter, and more responsive audience engagement – free from costly and time-consuming manual tasks.
Companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost
A BIT MORE ON THE DETAIL
A subset of traditional CRM tools, Marketing Automation is focused on the definition, segmentation, scheduling, and tracking of marketing campaigns. It’s also about processes: making them more efficient, automated, and time-bound – while introducing new ones when the situation calls for it.
Then there’s managing complex omni-channel marketing strategies, and both automating and simplifying any audience communications from a single tool. This is marketing automation, a platform that’s proven to inspire any number of sales and marketing tasks, from lead generation, nurturing and scoring, to audience segmentation, relationship marketing, cross-sell and upsell activities, and the measurement of marketing ROI.
Technology that can be split into three broad categories:
1. APPLIED INTELLIGENCE
This begins with codes: those tracking codes in social media, email, and webpages that can be used to monitor the behaviour of anyone who shows interest in a product or service. It’s about measuring intent, based on the clicks people make and the search terms they use to find you. Where it gets clever is in multiple link analysis. For example a person following different links related to product A will be targeted accordingly, rather than sending them details on product B. It’s not rocket science, but it does allow for more accurately targeted responses – and lead nurturing at the individual level.
2. THE BUYER’S JOURNEY
If you want one word to describe marketing automation, then we’d suggest ‘flow’. Particularly when it comes to keeping leads flowing from the top of the marketing funnel down to the bottom. Making this happen means scoring prospects according to their activities. From here you can go full Sherlock Holmes in uncovering where individuals are in their buyer journey, what interests them, and how they can be nurtured toward a final sale. In effect, this is where marketing automation represents the ideal marriage of email marketing tech and structured sales process – though without the expensive after-party.
3. DYNAMIC WORKFLOWS
It’s here that we reach the heart of the ‘right content, right person, right time’ promise offered by marketing automation. It’s also where automation takes centre stage, encompassing as it does a host of areas ranging from budgeting and planning to approvals and collaboration. As for the how, this begins with the setting up of various rules designed to trigger items for either sales or marketing to action (send an email, arrange a meeting etc.). Once that’s done: all you then need to do then is ensure all your support assets are fine-tuned and ready to go – alongside an excited and willing team!
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