The Importance of Using Marketing Automation

Marketing automation is a must-have tool for every modern marketing team. But, even though you may have heard this fact already or read about it, many marketers are still questioning its importance. What precisely is marketing automation and why does your business need it? Well, marketing automation is indeed evolving to be one of the greatest tools for marketers. When used correctly, it can provide a range of benefits to manage complex campaigns while saving both your time and money. Regardless of the size of a company, using marketing automation has the ability to connect with each of your customers in a personalized way that would otherwise be too difficult to do so manually.

Eventually, marketing automation takes it one step further by creating simple but effective campaigns that can target a particular demographic based on their age, gender or location. However, it can be quite difficult to balance everything you need to do while making sure your marketing is still hitting the right audience. If you are considering marketing automation, here are reasons why you should and decide whether or not marketing automation is the right fit for your business.

What Exactly is Marketing Automation?

Chances are you’ve never actually heard the term marketing automation before, and that’s ok. Marketing automation put simply, is a software platform that exists with the goal of executing marketing actions like publishing social media posts, sending out emails, and so on without using any manual effort. This allows you to be more productive, increase more revenue and develop into a more powerful marketing team. When used correctly, it nurtures prospects with personalized content that is meant to convert them into loyal customers.

In addition, here are some of the things that marketing automation allows you to do more effectively:

• Email marketing
• Lead generation
• Cross-sell and up-sell
• Segmentation
• Retention
• Measuring ROI
• Website personalization
• Cross-channel marketing campaigns

Benefits of Marketing Automation

Without the right equipment, your planned strategies will be quite difficult to accomplish. When your team is growing, there comes a point at which you can no longer maintain connections with your current customers using the manual tools you have available. That’s why using marketing automation is very important.

These are several reasons why businesses will embrace marketing automation:

• Saves Time – multiple campaigns can be planned way ahead of time and released at your own settings, therefore working hours can be utilized for other activities.
• Consistency – Incorporating all your marketing efforts into one process can help keep a unified brand tone-of-voice.
• Capability – it provides a streamlined automatic alternative to traditionally manual processes. Time and effort can be reduced, therefore costs can be reduced as well.
• Multichannel Management – before, it was possibly easy enough to manage a single email channel, now multiple channels can be used and tracked directly, Marketing automation can now help you keep tabs on any channel.
• Lead Generation – it can guarantee that your leads won’t disappear off the radar after a couple of unsuccessful contacts.
• Data Collection – offers a touch-point to clients or customers that aren’t necessarily sales-driven. It can help provide better insights and collect relevant data to improve future campaigns and communication.
• User Experience –it helps tailor the user experience, creating a fresh and more inviting experience that’s completely relevant and will more likely lead to conversion.

Why Marketing Automation?

A lot of marketing teams use marketing automation to make their campaigns more accurate and to enable their sales team with greater ROI and better leads. So what sets those companies apart from the others? It’s not that they’re smarter, better or more creative. They just simply have the right tools, tools that allow them to completely determine which leads are ready, tools that give them greater insight into the complete sales strategy. In the current marketing trend, these capabilities are becoming more and more essential.

With marketing automation, marketers are now able to qualify leads and transfer them onto sales, resulting in greater growth and higher revenue. In short, using marketing automation allows departments to show the ROI of their campaigns. The ability to prove the effectiveness of campaigns is helping marketing departments decide which move they will take on next. When marketing teams can prove how their campaigns make an impact, they will continue to gain more marketing and advertising programs. With more support for their marketing efforts, marketers are now able to try new things, get creative, and execute new campaigns that will better increase lead generation.