In today’s world, more and more companies are automating their marketing and sales processes to improve the effectiveness of their response times with customers. Marketing automation is a process of making use of computer software to automate all actions that are routine and/or repetitive. These usually include creating a user list, sending emails, evaluating customers (lead scoring), and responding on social media networks. According to a study, 53% of organizations dealing with businesses have already implemented marketing automation in their operations.
Table of Contents
- Use of Marketing Automation in Business to Achieve Desired Results in Digital Marketing
- Administration and Productivity Improvement
- Customer Segmentation
- Reduce Cost Per Acquisition Per Customer
- Resource Optimization
- Analysis and Conversion in Real-Time
- Benefits of Marketing Automation in Other Areas
- Top Marketing Automation Providers in Digital Marketing and Sales
- Marketing Automation Tools
- Sales Autopilot.
Use of Marketing Automation in Business to Achieve Desired Results in Digital Marketing
It goes without saying that if you are executing an inbound marketing strategy, automation is essential and relevant to achieve better results. It also helps in achieving the necessary value to improve customer acquisition, conversion, and loyalty actions. Some of the most prominent ways in which marketing automation helps businesses include:
Administration and Productivity Improvement
Marketing automation is a huge time saver as it allows you to create different campaigns and specific messages in advance and schedule them at a date in the future. For example, it helps you in creating email campaigns that are sent every time when a user shows interest in the relevant product or service.
This allows digital marketers to reach better audiences instead of manually classifying clients by interest lists, needs, or other considerations. With automation, they can quickly identify and automatically organize all clients in specific lists.
Reduce Cost Per Acquisition Per Customer
Whether it is about a small or large company, businesses always seek to optimize costs. What is better than reducing the cost per acquisition per customer? The credit is due to the use of different techniques of segmentation, lead scoring, and lead nurturing, which allows businesses to render valuable content to potential clients. In this way, closer relationships with potential clients can be achieved.
It allows digital marketers to efficiently manage their budgets since automation reduces the need for hiring personnel in charge of executing specific actions, such as the ones responding to emails and comments on social media profiles. Marketing automation helps businesses in getting all these tasks done from software, which consequently helps them in reducing administrative costs.
Analysis and Conversion in Real-Time
The monitoring of the actions and the analysis of results can be carried out in real-time since the automation process constantly updates the results in the form of conversions. Likewise, you can identify each action for each segment of lists in your database and then optimize them to achieve better results.
On the other hand, conversions can be achieved automatically through a workflow that is a predetermined sequence based on the behaviors of the potential clients.
Benefits of Marketing Automation in Other Areas
Marketing automation helps sales staff in an organization in Increasing the number of prospects (leads). It helps administrators in visualizing when a client should receive certain information according to the actions they take on the website. It helps small business owners in the in-depth segmentation of the clients and contacts they have in their databases.
Automation allows marketing to be a more personalized action for users, giving them the right message at the right time. It is a tool that allows you to automate several unrelated processes at the same time. It not only saves the cost of administration by reducing the need for manpower but also saves the cost of purchasing multiple software to execute multiple tasks. You can manage everything from the same platform.
Top Marketing Automation Providers in Digital Marketing and Sales
Some marketing automation platforms available at affordable prices for small and medium-sized businesses include:
ActiveCampaign is a marketing automation platform with specialized email marketing functionalities. It allows companies to customize email marketing campaigns based on contact preferences.A
Act-On provides a cloud-based platform that equips SME marketing teams with the effective ability to acquire new leads and build loyalty and relationships.
HubSpot, the pioneer platform in automated digital marketing, offers a powerful tool that allows you to create automatic workflows based on marketing objectives and customer characteristics. It is equipped with the functionality to personalize the site according to the interests and behaviors of the client.
Infusionsoft is an integrated sales and marketing software. Focused on SMEs, it integrates a CRM, contact management system, marketing automation tool, and e-commerce management system in a single tool.
Marketo offers small businesses and startups a simple marketing automation platform that includes all the necessary features to establish a relationship with the customer. Its platform offers multiple features that include multi-channel engagement and integrated social media marketing tools. Its main characteristic is its ease of use since it is designed and thought by and for marketers.
Marketing Automation Tools
Like most marketing automation software, one can also find powerful automation tools for lead generation, lead management, and ROI reporting and analysis. Some of these are:
Sales AutoPilot has an email marketing component, an e-commerce platform, a multi-channel communication module, and a customer management function.
It is a customer-oriented tool and is widely used by SMEs and digital marketing agencies. The most prominent feature of this platform is the robust ability to track visitors’ actions.
Therefore, in conclusion, marketing automation is a tool that has made the job of marketers quite easier. It has improved the way for businesses to reach out to a wider and more relevant audience. Sales and administrative staff also benefit from such automation in certain ways.