What Can Marketing Automation Do for You?
Marketing automation can offer a wide range of benefits. There are some tasks that are plain old tedious and let’s face it, you’d rather automate it. With the right software in place, these processes can be taken over by marketing automation, freeing up your time and streamlining the marketing process.
Marketing automation can be used across channels, giving you the ability to tailor it to a specific marketing objective. Systems can be set up to align marketing efforts across email, as well as direct mail and phone.
Here are some of the main reasons you should consider incorporating automation in your future campaigns:
One of the biggest benefits of automation is the fact that you can reduce staffing costs. With marketing automation taking on a lot of the mundane and repetitive tasks, this means there doesn’t have to be a person fulfilling the same role.
If you don’t reduce staffing costs, employee who would previously have performed those tasks now taken on by automation software can focus on other areas. This leads to a better allocation of skills, which typically leads to better results.
Marketing automation gives you the ability to develop better campaigns, especially in the long-run. It means that you can create a sustainable connection with each of your prospects by simplifying the process of creating personalized content.
The right software can also mean you can run campaigns that cover the entire length of your prospect’s buying cycle, rather than requiring the production of individual campaigns for each stage. Not only does this lead to higher open rates, but it has also proven to increase leads.
The continued use of marketing automation is rewarded with a rise in the number of inbound leads your campaigns create.
Getting leads is good, engaging with leads is better. This is one area that marketing automation really shines.
With the right software you can automate drip email campaigns that are organized based on the interests and specific actions taken by leads. You can create separate email campaigns based on this information, loading them into your software to let it do the work of nurturing those leads for you.
You can also use marketing automation to create interest among older leads that have not engaged with you recently. For example: campaigns can be created with the objective of creating new interest in a product.
Collaborate with Sales
Using marketing automation can improve the alignment of your marketing and sales departments. The software can help to ensure that leads are passed along to sales at the right time in the buyer cycle.
Marketing automation lets you collect data that can help you create a criteria to define when leads are ready to be passed on. Data gives you the ability to set benchmarks that you can use as your lead grading process.
Ultimately, this can decrease the amount of time dedicated to leads that are not at the right stage in the cycle.
Map It Out
Of course, marketing automation does not happen immediately. Research and strategic preparation is essential to set up your marketing automation software and ensure it is functioning in the best possible way for your strategy. You probably will not see an enormous increase in the amount of leads immediately. However, putting the work in means that you’ll increase have a set process in place for standard marketing procedures that will free up time and resources for your company.