Marketing automation is the use of software to automate marketing activities. Many marketing departments can automate repetitive tasks, such as email marketing, social media posting, and even advertising campaigns-not only to improve efficiency, but also to provide customers with a more personalized experience. Marketing automation technology makes these tasks easier.
Marketing automation is a combination of software and strategy
Best of all, marketing automation is a combination of software and strategy. It should enable you to use highly personalized, useful content to train potential customers and help them convert potential customers into satisfied customers.
Think of effective marketing automation as a garden. You need fertile soil that has matured to grow. You need to plant the seeds. You need water and light to grow these seeds into lush, flowering plants.
With good marketing automation, it is easier to cultivate potential customers (seedlings), enough to generate paying customers (lush, mature plants).
But it doesn’t stop there. Customers are not just the product of successful marketing automation. They should be the center of the work you do, which means marketing automation should continue to play an important role in your relationship with them.
This is why the most successful marketing automation strategy does not consider the customer’s ideas at the end of the traditional channel. Instead, the customer should be in the center of the flywheel, and when you add force to the flywheel and reduce customer friction, the flywheel will become more efficient.
A successful marketing automation strategy will reduce this friction and speed up the flywheel, helping you continue to nurture your customer relationships well after they pass on to sales and win deals.
Marketing automation: The Reality
Due to the popularity of marketing automation, people increasingly misunderstand that marketing automation software can solve the problem of slowing marketing growth, including the need for new potential customers.
This misunderstanding allows many marketers to use sophisticated tools to automate the middle of the channel, but in the first place there is no solution to generate new leads.
As a result, marketers started buying lists of email addresses for cultivation instead of generating inbound leads. Although this seems to be a quick solution, it is not a long-term solution, nor does it create fertile ground for building a healthy, long-term relationship with your customers.
Many marketers continue to consider marketing automation in the context of a funnel rather than a flywheel. Generate leads, put them in an automated email queue, and then hand over the human reporter to Sales.
When potential customers and customers move from marketing, sales to customer service, this brings them a disconnected experience. Marketing automation is no longer a way to build a contextually effective experience based on everyone’s needs, but a way to force people through channels with arbitrary touch points and irrelevant content.
When marketing automation operates in such a silo, friction points are introduced, which will hinder the pressure to maintain productive long-term partnerships.
How do you make marketing automation work?
Marketing automation is powerful, which also means that to make it work, you must understand all its components and nuances. This page brings together some of our important resources that will help you understand these nuances so that marketing automation can work in your company.
Why does marketing automation fail?
Because under normal circumstances, the top-level foundation of the channel to support marketing automation in the middle of the channel has not been established.
Only with a stable flow of potential customers can marketers have the necessary elements for effective marketing automation. Too many marketers who do not have an inward sales lead generation strategy spend time figuring out how to figure out a small part of the market already in the database and squeeze more time out of it.
While doing so, their competitors are studying how to get more from the 99.99% market that still exists.
Do you have all the existing potential customers needed to achieve your revenue goals in the database? Can you get your due share in the existing market?
Even if your database is currently flooded with high-quality potential customers, how effective is marketing automation when you convert all potential customers into customers, or when your database starts to decay at a rate of about 22.5% per year?
Knowing that for marketing automation to have any impact on their bottom line, they need a huge database of potential customers, so many marketers end up buying contact lists to use marketing automation to train them.
This spam strategy will produce a very low return on investment. In addition to the cost of purchasing these lists, sending unsolicited emails to people who have never asked you for any information can lead to lower engagement and damage your IP address reputation, thereby reducing email deliverability.
Don’t invest in marketing automation until you have fertile ground for nurturing activities to flourish.
What does “bad” or “good” marketing automation look like?
Traditional marketing automation usually refers to triggering emails based on time delays or actions such as opening emails and clicking emails. But is an email click alone enough to execute the data for a personalized lead development strategy?
Providing marketers with such limited data marketing automation strategies often leads to poor marketing automation. You need background information about who your potential customers are and what they are interested in in order to provide a good experience for potential customers.
Marketing automation supported by an inbound strategy is lead-centric. Inbound marketing automation uses all the information we know about people to inform automation strategies, so we will provide them with the information they need to make a purchase at the exact location of the information they need (where they are looking).
Good marketing automation takes into account the changing needs of potential customers and their behavior and interaction with you in all marketing channels.
Not just email. Using behavioral input from multiple channels such as social media, viewing pricing pages, or using specific content, can provide marketers with the environment they need to fully understand the challenges of potential customers.
The most effective marketing automation also uses various channels other than email for communication. This means that the success of your campaign depends on email and makes full use of various channels that influence buyer decisions.
When is the right time to invest in marketing automation?
If you want to publish high-quality content, steadily generate new organic potential customers, and are ready to expand your scope of work, now is the time to focus your energy on marketing automation strategies that will nurture those high-quality potentials Customers to attract customers.
When determining whether marketing automation is right for your business, there are some good questions to ask yourself:
- -Do you keep generating new qualified leads?
- -Do the marketing and sales staff agree to what dialogues with the marketing and sales staff?
- Have you developed a content strategy that corresponds to the buyer’s journey
- -Do you track the digital body language of sales leads at every touchpoint and marketing channel (not just email)?
- -Do you have an effective lead cultivation strategy that you want to expand?
These are good signs that marketing automation can serve your business. The key here is to understand that marketing automation will not do marketing for you, but can help you expand your efforts to succeed.
How do I choose the best marketing automation solution for my business?
When considering marketing automation solutions, don’t focus on a single function-focus on business results and long-term partnerships.
Here are some resources to help you make strategic decisions:
- -Clouds in confusion? How to choose a marketing automation provider (MyCustomer, November 2013)
- -Marketing automation software grid (G2Crowd)
- –HubSpot and Marketo (HubSpot) -HubSpot and Pardot (HubSpot)