One of the most challenging things about digital marketing is its sheer number of moving parts.
Considering the myriad of tasks a digital marketer performs across multiple platforms every day, it is no wonder that marketing automation has been gaining ground as an increasingly useful tool in recent years.
Automation has an undeniable appeal.
What marketing automation does
CMI's "15 Ways Marketing Automation Can Maximize Your Content's ROI" sums up the role of marketing automation nicely, stating:
"Marketing automation has the ability to expand the value and impact of your content, capture lead intelligence, improve lead-to-sale conversion rates, drive repeat purchasing, and enhance the overall customer experience."
"Generally speaking, marketing automation takes traditionally manual tasks and automates them. Activities such as contact management, list segmentation, lead scoring and nurturing, A/B testing of website pages and offers, email marketing, and performance measurement and reporting can all be done more efficiently through automation."
The benefits of marketing automation
Marketing automation, when done well, makes it easier to manage email campaigns, social media campaigns, and other website tasks that once required manual processing, all with a few simple clicks.
Benefit No. 1: Improved workflow
Face it. The less time you have to spend on repetitive marketing tasks, the more time you can spend on actually performing the marketing tasks that truly matter. Marketing automation improves workflow by providing a system for your marketing activities, business processes, and documentation. Improved workflows, in turn, lead to greater productivity, which leads to improved profitability.
Benefit No. 2: Improved lead scoring capability
Marketing automation allows you to prioritize leads so that only qualified leads get sent to your sales department. Using parameters you set, in terms of actions taken by web visitors, marketing automation triggers specific marketing campaigns to address customers based upon where they are in the sales funnel. This saves significant time and effort.
Benefit No. 3: Quicker response time
According to a Harvard Business Review article, companies that contact prospects within one hour of initial contact are seven times more likely to have a meaningful conversation with a decision maker than those who do not. Marketing automation makes a quick response possible, meaning that your lead is less likely to grow cold.
Benefit No. 4: Better lead nurturing
When you have a number of leads flowing in, follow-up is not a simple task. Marketing automation plays a huge role in nurturing your leads at every point of the sales funnel. Even better, marketing automation enables a more personalized user experience, making each interaction with your leads more effective in establishing your brand.
Marketing automation makes it easier to time the release of emails that are targeted to different segments in your sales pipeline. Because of this, fewer leads fall through the proverbial cracks.
Benefit No. 5: Improved measurement and monitoring
Marketing automation helps you track the success of your campaigns across multiple marketing platforms that include email, SEO, and social media. The more you measure, the more you can tweak your campaigns to achieve a positive ROI.
Marketing automation is a powerful tool for the digital marketer. It enables an improved workflow, better lead scoring, quicker response time, more in-depth lead nurturing, and improved measurement and monitoring of your campaigns.
Are you in a position to benefit from marketing automation? For more information about how to make marketing automation work for your organization, please contact us today. As digital marketing specialists, we can help you find the right automation tools to put you on the path to digital marketing success.
If you are interested in learning more about how automation can help you to create and deliver the personalized, highly targeted messages that convert prospects into customers, get your free copy of our eGuide: Mastering Marketing Automation.
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