Marketing Automation – What is it and what are the benefits?

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“Marketing Automation”… what’s the first thing that comes to mind? No, it’s not some kind weird niche or specialised type of marketing for cars…

‘Marketing Automation’ has become quite the buzzword of late, why? Well, it’s nothing new, it’s been around for a long time, however, it’s never been quite as good or quite as ‘controllable’ as it is now.

So… what is Marketing Automation? In short, it’s about using software to automate marketing activities. But not simply to automate an email going out or post something to social media (which is also certainly possible), but to communicate tailored and personalised marketing content to the right people, through the right platforms, on the right devices and at the right time. The technology of marketing automation makes these tasks easier.

First things first, a few FAQ’s

Now, let’s talk specifically about the benefits of having a marketing automation strategy in place.

  • Personalised marketing strategy
  • Track leads
  • Maximize conversion rates
  • Generate analytical reports
  • Free up task force

Personalised marketing strategy.

The entire lead nurturing process should be personalised, for example, did someone read a social media post about sales conferences? Maybe your lead nurturing email campaign invites them to a sales conference your business is hosting.

This way your leads get personalised messaging and you can track their engagement. This will also help with lead scoring.

Track leads.

Lead scoring, the process of ranking your most valuable leads within your marketing strategy, can be seamlessly managed through marketing automation.

By gearing your marketing automation to automatically alert you to qualified leads that have the potential to become qualified, you can make necessary changes that make the most out of your leads. This also saves your business the time that would have been spent analysing the leads.

Maximize conversion rates.

Take your marketing automation even further by using your tracked leads to retarget visitors who ended up not converting. Marketing automation software can be designed to retarget visitors in an effort to re-engage and convert into paying customers.

Generate analytical reports.

In addition to tracking your conversion rates, most marketing automation platforms can generate analytical reports that help your team discover the areas that are doing well and the areas of your marketing strategy that could use improvement.

Marketing automation platforms has built-in, high-quality analytic reporting systems to help you clearly evaluate your over-all performance, accurately.

Free up your task force.

The last but most important benefit of using marketing automation is how it can open up your team to work on other areas of your business.

Without marketing automation, your team will end up spending considerable amounts of time on manually managing messages, leads, analytics and the many other marketing elements that your marketing automation platform could be doing for you. Not only that, but it prevents inconsistencies in each of your touchpoints making sure that your prospects experience a seamless, sales nurturing process.

Final thoughts.

These are just some of the benefits of marketing automation and we’ve barely scratched the surface here of what’s possible. Marketing automation offers your business numerous benefits that can ultimately help your business scale if your business is at that stage.

Marketing automation, done properly, is hard. The automation platforms can be complex and the setup/integration process daunting as it needs to all be aligned seamlessly with all of your prospects/customer touchpoints across all aspects of your business.

With that said, don’t let it put you off. With the popularity of marketing automation today, there are plenty of ‘how to’s’ and tutorials readily available online that can get you started. Also (and here comes the sales pitch), we can help too ;o)

If you feel that now is the time your business needs a marketing strategy or even if you just want to find out more about how it can help you scale your business, get in touch.

Automate Everything! ;o)

This blog article was also published on our subsidiary website, Cakecrumbs.

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