It is advisable to have 500 users visiting your website with 50 conversions than having 10,000 users visiting your website with only 20 conversions. Having said that, with the right Marketing automation tools, you can segment your audience, create the right kind of content and target locations that can impact your website sales
To understand how Marketing Automation is going to make your business smart, you need to know what is marketing automation and what can be automated and why?
What is Marketing Automation?
Marketing automation is a software platform that helps you to automate marketing and sales engagement to generate more leads, close more deals and measure marketing success. ~Salesforce
Marketing automation is the use of software and Web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance. ~Techopedia
In a Nutshell – What could be Automated?
- Email Campaigns
- Lead scoring
- Lead Nurturing
- Inbound Marketing
- Ads Management
- Social Marketing Management
- Marketing Analytics
- Landing Pages
- Closed-Loop Reporting
- CRM Integration
- Prospect Activity Tracking
Now that we know about Marketing Automation and what could be Automated, let’s understand if Marketing Automation is worth the hassle. Moving to a marketing automation tool is painful and expensive. You will have to migrate data, integrate with other softwares that being used. Results often don’t justify the investment. People who buy it rarely use it fully or build processes and get staff trained.
Most of all, can you imagine if you’ve picked up the wrong tool?
Let’s take Freshworks’ story for example.
They had to juggle between multiple tools to get the right data when acting on a Single Customer. E.g. CRM, Marketing Automation Tool, Mail, Calls, etc.
So, they ended up making a Single Software Freshsales which has all these features integrated in one Single Platform.
Likewise, what are the Tools you already have in place? Can this new Tool work in sync with the existing ones to make sense out of your investment? Will it reduce man hours? These are the things you need to check before putting those extra bucks out. It is best to contact a System Integration Consultant to do a thorough analysis and recommend the ideal product for you.
Let’s say we have chosen the right Software. Yet Marketing Automation can make the business smarter only if applied right at all the layers. Many of the marketers I speak with have mistakenly invested in marketing automation before building up a sufficient funnel of traffic and leads to automate. So, you need the below things in place before you sign the contract –
- Need a Marketing Process
- Having Enough leads to Nurture
- Right Content for Demand Generation
- Marketing Team that can use the tool
Once we get these basics right, marketing automation will empower your organization smarter by doing the following:
Check which part of your website has more views to help produce more of those contents and target similar customers. Segment Customers with common behaviors, Interests and Locations. Integrate cross-platform user experience, target offers based on website patterns, add dynamic content based on an individual’s specific user profile, track email send times, subject headings and ideas for personalization.
Conclusion
What is marketing automation and what can be automated are the two questions that we have tried answering above in a nutshell. But what comes next? Buying an Marketing automation software and requiring help to extract maximum benefits out of it? With Zivoke’s Salesforce, Pardot and Marketing Cloud QuickStart Solutions, we customize your CRM and Marketing Tool stacks to suit your marketing strategies, improve productivity and intelligence, management of leads and accounts, response rate tracking etc. Talk to us to take it forward.
