Marketing Automation- The tool for nex-gen marketing

Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.

Definition

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. - Hubspot

Marketing automation connects multiple touch points and marketing channels including social media, email marketing and content marketing. One of the core goals of marketing automation is to nurture for the long term, which means focusing on goals beyond direct sales. Marketing automation makes communication stronger. Marketing automation helps marketers streamline their lead generation, segmentation, lead nurturing and lead scoring, customer life cycle marketing, cross-sell and up-sell, customer retention, and marketing ROI measurement.


Studies and Facts

In a benchmark study by eMarketer, research found that B2C marketers who are using automation- including everything from birthday emails to cart abandonment programs – have seen conversion rates as high as 50%.

Furthermore, according to Nuclear Research, 95% of companies reported some benefit from marketing automation. They found that companies can expect to achieve an increase in marketing staff productivity between 1.5 and 6.9% and increase sales productivity by an average of 4%.

Marketing automation brings value and ROI to your numerous marketing efforts. The right marketing automation platform, combined with smart organizational and process alignment, makes it possible to connect the dots between that promotional email you sent last month, that webinar you hosted last year, and the revenue your CEO sees this week or can expect to see next quarter.


Features and Functions

Features include email marketing, landing pages and forms, campaign management, engagement marketing, prediction and scoring, customer lifecycle management, CRM integration, social marketing capabilities, mobile marketing capabilities and marketing analytics.

Marketing Automation helps us:

  • Generate more leads
  • Qualify and prioritize your leads
  • Nurture those leads to a sales-ready state
  • Manage all of your email marketing campaigns
  • Report on the success of your campaigns

Marketing departments save time and resources with an easy-to-use platform that makes it simple to manage all your campaigns in a single solution. Your campaigns run on autopilot while you spend time on all the other things you need to do to become more successful. With marketing automation you have a 360-degree view of how your prospects are interacting with you and the tools to turn them into customers.

In fact, marketing automation will empower your organization to do the following:

  • Add dynamic content based on an individual’s specific user profile. For instance, you can send targeted offers based on website patterns.
  • Categorize customers and prospects by common behaviors, interests, and demographic details. These will be dimensions for segmenting your customers.
  • Develop optimal marketing patterns. Marketing automation can help your company test different variables like email send times, subject headings, and ideas for personalization
  • Integrate marketing channels to deliver a comprehensive, cross-platform user experience. Make sure that every touch point is carefully planned for optimal conversion optimization

Different Automation options

Different marketing automation platforms are designed for different types of businesses. It’s critical that your business research marketing automation options—Hubspot, Act-On, GetResponse, Eloqua, MailChimp, and Marketo to figure out which one is the best fit.

Most of these companies have free-trial options, so take advantage of the opportunity to ‘try before you buy’ first hand.

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