marketing automation is important //

Marketing automation is exactly that — automation of marketing tasks to make them more efficient and faster. This allows for the delivery of personalized and relevant messages on a large scale. This can lead to cost savings and a better experience for customers.

We will explain some of the basics of marketing automation, and how you can make the most of it.

Table Of Contents

• 
  What is marketing automation? Why is it important
  
• Benefits of Marketing Automation
• 
  How to use for marketing automation
  
• 
  Marketing automation best practices
  
• 
  Popular marketing automation vendors
  
• 
  Resources to learn more
  

What is marketing automation? Why is it important to your business?

Marketing automation platforms (MAPs), which automate marketing activities across multiple channels, are available. It is the goal to automate repetitive tasks, such as sending emails and posting on social media.

Marketing automation is used by marketing departments to generate the desired results quickly and efficiently. When automation works correctly, employees can concentrate on solving higher-level issues. Although it can take time to get started, the benefits can be significant once your system is in place.

Email marketing is often linked to marketing automation. Marketing automation was born in early 1990s with IBM’s Unica Email platform.

A system that automates the sending of emails to large audiences, or triggering them in response to certain user actions (such as cart abandonment), is useful. Marketing automation that is limited to emails can lead to a fragmented customer experience. Marketers must therefore consider using it across all channels.

Marketing automation: Key Benefits

Marketing automation offers several benefits to marketing organizations, including efficiency and effectiveness.

Save time, money and energy

Marketing automation has been responsible for increasing sales productivity by 14.5%, and reducing marketing overhead by 12.2%. Marketing automation tools that are intuitive can free up time for marketers to focus on other activities and initiatives that will boost the bottom line of a business.

Improved targeting of audiences

You can target your audience with a marketing automation platform and track their behavior on your campaigns. You can maximize personalized communication by tracking real-time data, monitoring engagement and monitoring real-time data. Communication that is consistent and relevant to your audience will result in a major ROI as well as a boost in loyalty.

Embed an omnichannel experience seamlessly

When done correctly, marketing automation will take over all repetitive tasks. This allows you to create a seamless, personalized experience for your customers. Emails that are tailored to your customer’s needs, forms pre-filled based on data from the user and anticipating their behavior will help you provide them with the same level of service every time.

What is marketing automation?

They may be able to automate certain workflows, but they also have some specific features. They allow us to automate our workflows by removing all of the sticky notes with reminders that we have on our desks.

Basic marketing automation campaigns send out content to a contact list based on their behavior or predetermined criteria in order to encourage them to perform a specific action.

Let’s say, for example, you are doing your final webinar before the year ends and you would like to generate some new leads to kick off January strong. What do you usually do when marketing automation is working for you?

• Send an email inviting all new leads to the webinar that is scheduled at a certain time.
• Include an incentive at the end of the year to encourage them to take part and invite their friends.
• These leads will automatically fill out a list based on whether they can attend the event or not.
• People on the “Yes’ list will receive an email or text nurturing cadence to keep your webinar in front of their minds in their inboxes, and on their phone.
• The webinar attendees are then sent to your sales team for a conversation about the product or service.

You did not do anything but create the content, and then inject it into the automation software. The tool took care of everything until the call with the customer, which is when people prefer to speak to people.

Marketing automation best practices

Marketing automation tools are available in many forms. Do your research to find out which marketing automation tool is best for you and your business. Following are some other best practices.

Understanding the buyer journey

You must know the journey your audience takes to use a marketing tool.

• What are they really after?
• What are the channels they use?
• What are the questions they ask?

Knowing this information will make it easier to create a workflow.

Make sure your content is engaging, relevant and consistent

You are likely bombarding your audience with endless content. Most of it is not very good. How will you cut through the clutter? Test your content first before you feed it into the automation tool.

Produce what the people want, not just what you want. Once you’ve found out what your audience finds engaging and relevant, make sure to deliver it consistently.

Avoid lengthy processes

Do not overwhelm your customers with long forms or intrusive pop-ups. Focus on a single asset, one chance, and one call-to-action in each piece of content. Keep it simple is the rule to follow.

Popular marketing automation vendors

Marketing automations are very popular in their use of marketing automation software. Many solutions are available.

As noted above, each platform has different capabilities. Some of the most well-known and popular platforms are:

• Acoustic
• ActiveCampaign
• Adobe Experience Cloud
• Adobe Marketo
• HubSpot
• Mautik
• Oracle Marketing Cloud
• Salesforce Pardot

Dig deeper

Marketing automation systems make it easier to reach your audience, while also being more cost-effective and time-efficient.

Follow the tips in this article to get the best results and let marketing automation improve your communication with your audience.

Please read on for more information:

• Learn if you company needs a platform for marketing automation to personalize your buyer’s experience.
• Do you need help selecting a marketing automation tool? You have 16 options to choose from.
• Here are fifteen questions to ask when you’re on a demo with a vendor of marketing automation before choosing them over others.
• Here are some things that you can expect of a B2B Marketing Automation Platform.

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