By Tomi Saikkonen.
As the lifeblood of any business, marketing is integral to attracting and retaining the desired target audiences and driving the growth of business revenue. With the marketing landscape becoming ever-increasingly competitive, businesses must do what they can to generate new leads, quickly preparing them for a sales-ready status. In this regard, marketing efforts must strive to build effective campaigns that drive further success for the business.
Marketing automation is the ideal tool to enable businesses to support their campaigns to get to achieve the desired goals. Marketing automation can be utilized to accomplish the primary goals of any campaign. That can be generating leads, brand awareness, a sales promotion to boost revenue, or even rebranding the company or a set of products.
Marketing Automation Benefits
Marketing automation technology offers businesses numerous benefits. If your business has yet to engage through marketing automation, here are several reasons to convince you to get off the fence and try it for yourself.
1. Offers a personalized experience
Today’s customer is more sophisticated than ever. Traditional methods of attracting and retaining a customer base will no longer cut it. Nowadays, customers are looking beyond the cookie-cutter experience. And with titans of the industry like Amazon and Netflix creating an expectation of personalization, customers expect such individualization from all businesses.
With a cultivated expectation for a personalized approach, businesses can benefit from employing marketing automation to provide such an experience. By integrating a marketing automation platform into your CRM system, you can segment the clients depending on their position in the customer journey.
This enables your business to target the most interested, potential customers with personalized offers at the same time, nurturing customers who have yet to make a decision.
Creating such a personalized experience enables customers to engage with more meaningful, personal content while your business maximizes its potential sales targets.
2. Enhances customer experience
Along the lines of personalization, customers expect an enhanced process for interacting with your business.
Marketing automation fills the gap when there are not enough members of the sales team to successfully continue the nurturing program post-sale. Even if a customer is not ready to buy immediately, the cultivated expectation is there for a steady form of engagement. This is where marketing automation can help create a successful campaign.
Whether it’s a series of informative emails or predicting, upselling, and cross-selling, marketing automation can monitor user behavior to respond to actions appropriate for the corresponding user. This may include proactively sending automated emails or alerts to customer service and sales teams to service customer needs before they arise. Not only will this enhance customer satisfaction, it will also create pathways to customer retention.
3. Makes marketing measurable
Marketing automation eliminates the guesswork in any marketing campaign. Measuring the impact of marketing efforts is effectively done with marketing automation. As a result, you can identify the most effective marketing channels and leverage them in your marketing efforts.
Actionable reports ensure the measurement of accountability across all departments. Employing marketing automation enables businesses to measure important metrics relevant to their campaigns.
This includes, but may not be limited to:
- Content performance measurements
- Customer data enrichment
- A campaign’s impact on the sales cycle
4. Improves time management
Today’s businesses must compete in an ever-changing marketplace. This creates a competitive landscape where those businesses that can engage with customers first often get to convert leads faster. Such commonality means businesses must manage their time more effectively than before to avoid losing customers to their competitors.
Marketing automation revolutionizes how businesses manage time and targets. By employing marketing automation tools, businesses can focus on potential prospects ready to be converted. This saves time and energy, and creates new opportunities to engage with future prospects.
By being able to effectively improve processes and sales funnels, businesses allow their team members to focus on what’s important – engaging customers – thus increasing the chances of a sale.
The future of any successful campaign lies in its ability to deliver personalized and engaging experiences for a company’s desired audience. Knowing this, marketing campaigns will need to adapt and make extensive use of marketing automation.
As marketing automation platforms evolve to increase features and capabilities, now is the time to invest in it to ensure channel optimization and integration. In doing so, you ensure your business is fully equipped to deliver successful campaigns to your customers.