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Technology has shifted the way consumers are connecting with brands and the way they buy. With so much information available at our fingertips, we’re becoming more educated about the things that interest us faster, which is a good thing. However, it also means that savvy consumers can quickly sniff out those disengaged brands that don’t align with their personal beliefs and lifestyles. So how are companies working to keep pace with this high demand for greater connectedness? Essentially, they make it personal by using inbound and outbound marketing strategies that align with the buyer’s journey. In other words, they use marketing automation.

What is Marketing Automation, Again?

Marketing automation helps streamline marketing tasks by prioritizing and executing them for better efficiency. These tasks often include: emails, social media posts, and even website actions. Automation can help choreograph all of these touch points into a well-orchestrated campaign for a better customer experience. It also aggregates measurable data that will increase revenue as you deploy more calculated marketing efforts. Sounds a bit complex, but if done right marketing automation has big benefits that can turn into big returns. 

According to a report by Aberdeen Group, “77% of top-performing companies (defined as those where marketing contributes more than half of the sales pipeline) have adopted marketing automation.”

Earlier, we defined marketing automation as streamlining marketing tasks, however “Lead-to-Revenue Management” (L2RM) describes the procedure a bit differently. According to this group, marketing automation considers the buyer’s purchasing lifecycle (specifically attraction, conversion and retention) and can be personalized in a way that puts your brand in the right place at the right time with the right message.

Here’s What Marketing Automation Can Do for You.

• Increase sales productivity by 14.5%
• Reduce marketing overhead by 12.2%
• Generate sales-ready leads
• Re-engage customers
• Deliver rich customer intelligence reports
• Cross-Sell and Up-Sell existing customers
  
  

How Digital Marketing Has Changed

Most marketing automation tools can handle the most basic set of tasks, such as list segmentation, social media campaigns, basic reporting and automation features. But today, digital marketing now includes outbound and inbound tactics, lead generation and nurturing programs that effectively drive business and reach sales targets.

Here’s a list of features you should look for in a marketing automation platform before making the decision to go with a low-price newsletter system:

• Easy-to-use email composer
• List segmentation
• Lead/Contact insight
• Lead scoring and nurturing
• Website tracking
• Landing page creation
• Reporting and analytics
• Social media management
• CRM integration
• Inbound marketing tools
• Funnel reports
  
  
  
  

Our Top Benefits Recap

Marketing automation can help you create a more personal connection between you and your customer leading to a better overall consumer experience. The result is more qualified leads, more pitches and increased sales, which should result in more repeat purchases.

We should point out that “automation” does not mean “impersonal” or one-size-fits-all messaging. In fact, it’s quite the opposite. It can feel very intuitive if you understand your target’s intent and define where they are in the customer lifecycle. Think of it as more of a scalable marketing optimization tool that fosters better engagement... as opposed to a fire-and-forget email program.

Here at CultureSpan Marketing, we’ve implemented marketing automation campaigns for some of our strongest clients. Contact us today at (915) 581-7900 and see how we can put marketing automation to work for you.