7 Benefits Marketing Automation can have on Your Business
What is marketing automation?
‘Marketing Automation’ describes a type of technology which is becoming an increasingly popular addition to many business marketing departments. The technology allows companies to streamline, automate and measure marketing tasks and workflows. Doing this allows an increase in performance efficiency as well as faster growth of revenue.
So what are the key benefits to using Marketing Automation and how can businesses benefit from it? See them below:
One important function of marketing automation is simplifying routine organisational and marketing tasks. It effectively eliminates repetitive manual processes by substituting automated solutions. This, in turn, increases productivity as marketing department personnel are able to put increased focus on tasks that require more stringent manual monitoring.
2. Workflow automation
A successful inbound marketing campaign will need a range of assets like forms, calls-to-action (CTAs), and conversion pages, but it’s the automated workflows that tie all these together.
When manually performing repetitive, routine tasks, human error can get in the way. Marketing automation systemises activities, processes, and documentation, allowing for a smoother marketing workflow. The more advanced software platforms include automation of internal marketing processes such as budgeting and planning, approval, workplace collaboration, and other related processes.
3. Channel agnosticism
Marketing automation tools are channel-agnostic in the sense that they can be used in different marketing platforms that include email, SEO, CRM tools, and social media. Additionally, the platform serves as a centralised hub for a variety of marketing activities, making the marketing professional’s life a whole lot easier.
4. Increase in revenue
Investing in marketing automation – or any software, for that matter – isn’t necessarily cheap. But the benefits of the tool, if properly utilised, can justify the upfront investment.
5. Customer retention
For a company to continually grow, there has to be a balancing act between customer acquisition and retention. While the prospect of acquiring new customers is an exciting one, it costs a lot less to keep existing customers.
One effective use of marketing automation in retaining customers comes in the form of marketing intelligence. It provides relevant insight into customer (both existing and prospective) intent. With this information, more and more companies are able to “predict” customer needs and decisions, enabling them to act accordingly without unnecessary waste of time.
6. Relationship marketing
Relationship marketing, in a nutshell, is a form of marketing with a focus on achieving high customer satisfaction scores, hence better retention rates. Customers’ lasting relationships with a brand engender repeat sales and word-of-mouth promotion, which, in itself, is a powerful marketing tool.
Marketing automation tools allow businesses to personalise their relationships with every customer, every prospect, and every lead through relevant strategies that include lead qualification, nurturing, trigger campaigns, digital footprint analysis, lead scoring models, and sales and marketing alignment.
7. Tracking and monitoring of marketing campaigns
Determining the success of any marketing campaign will have to be supported by measurable data, data gleaned through precise tracking and monitoring. Marketing automation software not only helps in tracking marketing expenditures but also in monitoring responses to marketing campaigns based on specific parameters of success or failure.
Marketing automation provides businesses with customer profile and data management capabilities to help them serve their markets better. Successful customer acquisition, conversion and retention are, for the most part, a product of a holistic marketing strategy, a strategy that most marketing automation solutions are fully equipped to support.
For more information regarding automating your day to day marketing activities please contact after.marketing.