Marketing automation is a term used to refer to the use of special software for automation of marketing processes such as customer segmentation where customers are divided into groups basing on certain criteria, data integration and managing projects and marketing campaigns. The use of this software has been adopted by many businesses around the world which need to improve demand generation. There are many types of marketing automation out there and each of them is used to satisfy varied consumer needs.
At its best, marketing automation is software and tactics that allow companies to buy and sell like Amazon — that is, to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. This type of marketing automation typically generates significant new revenue for companies, and provides an excellent return on the investment required.
Though it’s not the easiest marketing initiative to execute on, marketing automation is certainly not impossible. Imagine you’re trying to grow a plant. First you need fertile soil ripe for the growth of your plant. Next you need seeds themselves to care for, and last you need water and light in order to nurture those seeds into a lush, blooming plant. It’s not foolproof, but it’s not impossible. In our story, effective marketing automation looks just like nurturing this plant does. At the end of the day, we hope we’ve nurtured our leads (the seedlings) well enough to produce actual paying customers (a lush, full-grown plant.)
So why have businesses been investing in marketing automation software over the years? Investment in this software can improve many marketing process and thus increase productivity. Staffs no longer have to go through cumbersome repetitive processes which in the end waste a lot of useful time needed by the business. The automation software also helps in ensuring effectiveness when launching marketing campaigns.
You’re not a marketer if things aren’t hectic and your organization isn’t busy. In fact, it’s likely that you’ll encounter some resistance when you’re making a business case for marketing automation, whether stakeholders push back directly or simply get distracted.
But don’t let the delay go on too long. Once you’ve determined you’ll benefit from the investment, you stand to suffer the cost of lost opportunity.
The aspect of marketing automation also saves the business lots of money. The business expenses are lessened a great deal because there are no more cases of time wastage due to repetitive tasks. This program also gives businesses insight into the effectiveness of marketing campaigns and therefore business players can come up with the right marketing tools to achieve effectiveness and profitability in business. The use of marketing automation also helps the business to analyze projects that are not doing well and offer reasons why they should be halted before resources run out.
Now when people hear automation used in a marketing sense, they usually think of it as something negative such as spam. This is not the case at all. For the jack of all trades business owners out there, marketing automation is the goose that laid the golden egg. Don’t believe me? Let’s take a look!
Taking Care of the “Boring Stuff”
Let’s be honest, keeping up with things like email and social media with all of your clients can be tough (not to mention extremely tedious.) When you are trying to think of the next best idea for your business, the last thing you want to be doing is spending half your day responding to emails.
That’s where automation comes in. By creating a variety of templates and setting the perimeters in which they are sent out, you can create a highly efficient and effective process of contacting your clients with little to no effort throughout your day.