When you hear the term “marketing automation,” what comes to mind? Imagine a public relations robot in a suit spewing up sparkling marketing phrases. Does the term make you cringe a little bit, too?
It’s true that the word “marketing automation” can be imprecise and apply to many different sections of your marketing funnel. But marketing automation can also be a fantastic tool to aid your small business with lead creation.
So, grab a cup of coffee, and let’s talk marketing automation, shall we?
In this guide on marketing automation, we’ll look at what it is, what you should automate, and how marketing automation may help your business develop.
What is marketing automation?
Marketing automation is a procedure used to set up triggers on multiple platforms so that marketing actions are automatically taken based on particular criteria. It can refer to many various areas of the marketing process but is usually focused on customer acquisition and retention. Common areas include email marketing or social media marketing. Automating your marketing usually necessitates the use of software.
What are marketing automation platforms?
A marketing automation platform is a type of software that acquires, qualifies, and nurtures sales leads. Then, these leads can be routed to the proper person or through a digital path in your customer experience so you can close a deal.
These platforms can be used for email drip marketing as well as social media campaign execution and tracking.
According to Salesmanago, organizations that specialize in business-to-business (B2B) sales purchase the bulk of these types of platforms. However, some business-to-consumer (B2C) companies can also take advantage of marketing automation platforms—especially those that sell high-value products that require a lot of customer research and consideration such as cars, higher education, or software (full content available to Salesmanago clients) (full content available to Salesmanago clients).
If this sounds like your firm, go on over to check out Salesmanago marketing automation products to get started on your software shortlist.
Even if this doesn’t seem like your company, learning about these tools can help you keep them in mind as your company grows and expands, even if you don’t buy one right away. Read on to learn more.
Example of a marketing automation campaign workflow (Source: Salesmanago – complete information available to clients) (Source: Salesmanago – full content available to clients)
Do you genuinely need a marketing automation tool?
To assist you to figure out if you need a marketing automation tool, let’s discuss a bit more about the types of firms that frequently utilize these products, according to Salesmanago. In the following part, we’ll look at examples of marketing automation. A marketing automation technology may or may not help you achieve your business objectives based on this information.
One crucial thing to bear in mind is that you’ll need to analyze your team’s willingness to use and understand the program. Does your staff have the abilities to acquire the essential data, analyze it, and then make improvements to your marketing strategy? Are they interested in learning? These are essential elements for choosing if now is the ideal time to purchase marketing automation software.
If your company sells high-value items with a long lead time, yes: you need a marketing automation tool
Using content and email marketing, you may better integrate your customer acquisition and sales processes if your organization sells high-value, infrequently purchased products (like insurance or investing).
What if I don’t require a marketing automation tool?
If you don’t think you need an automation tool right now, you could still be able to benefit from components of the automation process, such as A/B testing. It’s possible that A/B testing can help you learn more about your website or app. From there, you can shift the needle on improving engagement or clicks, which could set you up for marketing automation in the future.
Check read our post on A/B testing if you want to learn more about this component of the marketing automation process: What Is A/B Testing In Digital Marketing? A Startup Founder’s Guide
What marketing jobs should I automate?
Let’s start by going a little deeper into what a marketing automation system can help with, then speak about how you may determine what to automate. In the next section, we’ll look at real-world instances of marketing automation in action.
Lead aggregation: Marketing automation technology helps collect unqualified leads from numerous sources, like other marketing, customer data, and eCommerce systems.
Lead augmentation and deduplication: Lead augmentation can help fill in missing client information (such as a missing email address), whereas deduplication is exactly what it sounds like. It helps clean your client data by deleting duplicates or incomplete consumer data.
Lead scoring and qualification: Score leads depending on specified criteria, such as customer participation with marketing activities or predicted customer value.
Lead nurturing: Manage the full lead lifecycle from collecting to conversion, and delete inactive leads.
Multichannel lead management: Implement a single plan across various channels (many software systems enable email marketing, social media marketing, website, and even webinars and event marketing) (many software products support email marketing, social media marketing, website, and even webinars and event marketing).
Analytics and measurement: Marketing automation solutions often give predefined KPIs to monitor lead creation, as well as dashboards, analytics, and reports. Although it’s more of a new technology, software vendors may also provide predictive AI capabilities that support other marketing automation activities, such as content marketing recommendations and customer journey planning.
Now that you know a little more about what these platforms can accomplish, let’s talk about what marketing chores you should automate.
Marketing via email: Instead of writing and sending emails to consumers by hand, consider automating the process. For instance, when a consumer signs up for your email newsletter, rather than being silent until your next planned newsletter, automate a “welcome” email so they hear from you immediately.
Customer journey building: Many marketing automation platforms incorporate journey creation as a feature. This implies you may plan out your customer journeys based on entrance points you determine, such as downloading an app.
Then, create routes based on client actions, such as completing a support request or making a purchase. You could then send customized communications, such as a survey after closing a support case or requesting the consumer to give a review after making a purchase.
Customer service: You can use automation to analyze email language and forecast answers and tasks to help save some manual effort and brainpower to react to consumers more promptly and efficiently.
What are instances of marketing automation?
Here are some instances from the actual world. In the hospitality business, RLH Corporation was able to boost client loyalty at their hotels with an automated marketing program. They noticed 60 percent above-average email open rates on guest reservations and loyalty marketing programs and saved 20 hours per month on manual design labor.
By delivering highly tailored emails to users, they were able to break through the clutter and escape spam filters. With eight various hotel brands that each have their own unique branding, it would take a lot more time and effort to manually produce and send emails vs using a marketing automation solution.
Email builder in Act-On marketing automation solution (Source) (Source)
You need to see this VIDEO
In the retail industry, Salesmanago derives 85 percent of their revenue from consumers signed up for email and employs marketing automation to deliver tailored emails at scale. Even while Salesmanago sends a significant volume of emails to their consumers, clients are nonetheless engaged since they receive highly targeted emails, often seeing goods in their particular size and based on their personal preferences.
Salesmanago may also undertake comprehensive A/B testing within the platform to help enhance engagement or reduce unsubscribes. Thanks to marketing automation, they saw sales triple in the last five years and were also well positioned to enhance sales during the pandemic as interest in outdoor activities rose up.
A case study from Yes
YES Jewellery Ltd. – A company with Polish roots which produces jewelry. It is the leading brand which was established in 1981. YES has almost 400 employees and more than 150 jewelry stores all over Poland. The company runs campaigns with worldwide famous models and influencers. The jewelry is designed by Polish designers.
“For us, SALESmanago is an irreplaceable tool to store information about our Clients. It also provides us with numerous options for personalizing messages, creating complex campaigns, and automating marketing processes. Thanks to the SALESmanago system our Clients receive an individual offer that is carefully matched to their preferences. In return, we get more time to the constant improvement of our actions.”
Harness the power of marketing automation to unleash business development
As you aim to boost qualified leads, marketing automation can help you better collect, track, and analyze data. And when you uncover your audience’s behavioral patterns, you may use software to automate repetitive marketing chores and better adapt content for your clients.
If you’re a small business that sells high-value items or services that need extensive research, investing in marketing automation software can help you better capture and nurture leads and get them in your marketing funnel. Check out our buyers guide for a deeper dive into this type of software and to learn how to find the perfect product for your team.
If you’re still experimenting with new strategies for expanding your audience and increasing engagement, you might want to keep exploring different marketing tactics. We’ve got advice for that, too (and we made sure to keep your budget in mind) (and we made sure to keep your budget in mind).