Let’s define marketing automation first. Customer relationship management (CRM) includes a component called marketing automation that deals with prospect definitions, segmentation, and the execution and tracking of marketing campaigns throughout the whole customer experience. Teams can plan, carry out, and report on marketing campaigns more accurately and efficiently at scale using marketing automation, and it also allows them to track performance.
More specifically, operations and procedures that marketers would typically perform manually or not at all are streamlined and automated by marketing automation software. Users benefit from time savings, improved output, a decrease in human error, and the utilisation of data to focus marketing efforts on particular demographics. Just the tip of the iceberg, really.
In this RisePath article, we shall explore marketing automation and its benefits.
The demand for marketing automation is increasing as firms in all sectors continue to adapt to the new digital era and constantly shifting consumer behaviour.
According to a recent Google Trends analysis, the frequency of weekly searches for the term “marketing automation” has increased significantly over the previous five years.
According to Nucleus Research, marketing automation boosts business productivity by 20 percent on average, which is currently accepted as the gold standard for marketing automation success.
But how can you be certain that marketing automation will have a large return on investment (ROI)? Let’s examine the advantages of marketing automation in more detail.
Using marketing automation software has advantages
Automating time-consuming operations and tasks
Marketing professionals no longer need to perform multiple operations manually thanks to marketing automation tools. A good marketing automation solution can automate a tonne of processes, from lead generation to customer retention strategies. Additionally, automation is frequently flexible, enabling you to set up workflows for a variety of objectives.
Using marketing automation software, the following procedures and tasks can be automated:
- Campaigns for lead and demand generation
- Automated email campaigns and email blasts
- Based on their interactions with your business, content, and social media presence, lead scoring enables you to discover the hot leads.
- Automated alerts that would be sent to sales when a new lead meets marketing qualification
- Tracking of every lead activity, including webpage visits and content downloads
- Your customised dashboard contains automated reports that are provided to you and gives you quick access to the information you need to see.
You may safely concentrate on other duties, such as planning and creative work, when you can depend on certain actions automatically taking place at a specific moment.
If you have more time, you may concentrate more on creating a top-notch brand and fantastic customer experiences. This results in higher levels of customer satisfaction, a better reputation for the brand, greater levels of customer loyalty, and quicker expansion of the company’s total operations and revenue.
Increased sales and reduced expenses
Because marketers can deliver better outcomes, more effectively, and in less time, saving time alone results in higher income and expense savings. You can produce and convert more leads with marketing automation.
Additionally, the majority of marketing automation programmes come with email and landing page templates, which eliminates the need to hire an outside graphic designer or outsource your graphic design requirements. Simply expressed, almost all of the advantages relate to higher income and lower expenses.
Understanding your consumers and prospects and gathering information on their purchasing history, difficulties, goals, requirements, demographics, and interests are all part of marketing personalisation. You don’t have to do it manually because the marketing automation system gathers the information automatically through lead forms and by linking purchases to specific clients.
You can use marketing automation software to tailor your messaging because you have so much customer and prospect data at your disposal. When a product is on sale, for instance, and customer X has a history of buying it, you may immediately notify that customer about the discount.
The system can be set up to automatically insert data from predefined fields into emails. This gives the email a more personalised feel and demonstrates to your clients how attentive you are to their wants and preferences.
With that information in hand, you can give prospects and customers exactly what they want, when they want it. This fosters a sense of value in your clients and fosters their loyalty and trust.
It is impossible to dispute the popularity and significance of personalisation in marketing. In fact, 94 percent of senior executives believe that personalisation is essential for connecting with customers.
Greater understanding of outcomes
Any marketer’s success depends on their commitment to a cycle of ongoing self-improvement. This entails reviewing what has been accomplished, evaluating the effectiveness of each technique, and concentrating efforts on those that yield the best outcomes. Because there is so much manual data collecting and analysis involved, this is very challenging to execute manually.
In many ways, tracking certain KPIs is actually difficult without marketing automation. For instance, it is impossible to determine how many individuals opened or clicked on a specific email in the absence of a marketing automation solution.
A robust marketing automation system’s reporting and analysis can offer in-depth insight into a variety of topics, including sales performance, customer attrition, revenue growth, the number of leads in each stage of the lead lifecycle, and much more.
All of this results in more intelligent, perceptive, data-driven decision-making, which enables firms to expand more successfully and quickly.
Aligning sales and marketing
Teams in sales and marketing frequently operate in silos, which makes it difficult for them to collaborate to generate best-in-class outcomes. This has a detrimental effect on a business’s ability to generate long-term business growth by turning leads into new clients.
Many businesses struggle to decide how to best coordinate the activities of their marketing and sales staff. With marketing automation, you may facilitate the alignment of sales and marketing. Some examples of what you can do are given below.
- Put a customer relationship management system in place.
- Connect your CRM system with your marketing automation programme.
- Work together on messaging to include sales and benefit from their perspective.
- While developing your lead scoring strategy, implement lead scoring and consult with sales.
- Create a client journey map so you can send prospects stuff that is pertinent.
- Define the stages of the lead lifecycle so that sales and marketing can both see what stage a prospect is in.
- Create a lead disposition process to define the procedures by which sales moves a sales qualified lead (SQL) to an opportunity, rejects it as inappropriate, or sends it back to marketing for further nurturing.
- To collect sales reps’ perspectives on trends and material that help them land deals, hold monthly meetings with both teams.
- Share ideas for content.
- Utilize automatic notifications to inform sales when a certain issue requires their attention.
The integrated CRM
Today, many vendors like RisePath provide “all-in-one” CRM solutions that combine project management, marketing automation, and customer relationship management functions into a single platform. Faster and more dependable business growth is facilitated by CRM software that integrates many systems into a full powerhouse solution.
Software for marketing automation review
Different marketing automation solutions can be compared and evaluated in a variety of ways, but ultimately it boils down to your marketing objectives, top priorities, and available budget.
When you invest in marketing technology strategically, you’ll not only see a higher return on your investment (ROI), but you’ll also be better able to take advantage of new opportunities as your company grows.
Make sure you follow these steps when looking for the ideal solution for your company:
- Make a list of the system and business needs.
- Examine the technologies and skills you currently have.
- Visit the top software review websites to see customer testimonials.
- Make a shortlist after requesting demonstrations.
- To try out the system before buying, ask for a free trial.
Are you prepared to look around?
Don’t rush any decisions; instead, take your time. Don’t be afraid to ask specific suppliers if you have any questions. To witness RisePath‘s unified platform in action, get in touch with one of our representatives.
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