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What is Marketing Automation? Learn More...

The new decade is here, it’s time for businesses to embrace Marketing Automation to deliver more personalised customer experiences.

2020 The Age of Marketing Automation. 

The age of Marketing Automation is not to be considered a thing for the future nor for large organisations. It’s here today and plays an ever increasing role in smaller businesses allowing them to compete with larger ones in reaching their audiences. The Marketing Automation industry has seen epic growth in terms of software services with new startups entering the market offering innovative technology to speed up what were once non-automated market activities. 

Marketing Automation has been proven to drive more than 15% extra in sales productivity and reduce marketing overheads by as much as 12%. Almost all B2B companies that have employed some sort of automation have seen an increase in lead generation and conversions with the biggest benefit for them being the time saved in marketing activities. 

Contents. 

  • What are the main goals of Implementing Marketing Automation?
  • What are the advantages of Marketing Automation? 
  • Most Important Objectives of Marketing Automation.
  • Industry Leading Tools to use in Marketing Automation. 
  • Investment Considerations.
  • Systems Selection Criteria. 

What are the main goals of Implementing Marketing Automation?

  • Most companies will implement a marketing automation strategy to improve the quality & quantity of the leads they generate in their sales pipeline, thus driving more revenue. 
  • As mentioned above the goal for many companies in introducing Marketing Automation is to optimise the marketing operation, making it more efficient and productive. 
  • In conjunction with the previous point another objective is to increase the ROI on marketing spend as artificial intelligence and machine learning play a significant part in assisting the effectiveness of Marketing Automation. 
  • Alignment of the sales and marketing function is one of the key objectives of companies in the last decade, traditionally these business units were silo-ed and rarely interacted unless at senior level. With the marketing function more closely aligned within the sales operation customer feedback can be easily looped back to the marketing team to help their strategy and communications. Also with these two business units working closely together strategies and customer acquisition targets can be clearly defined.
  • For some companies customer retention can be an ongoing issue, Marketing Automation can be effective in retaining customers with targeted and personalised reach out communication strategies.  
  • Finally marketing automation like most digital marketing strategies are highly measurable, which allows companies to conduct cost benefit analysis to evaluate if their investment in automation makes sense. 

What are the advantages of Marketing Automation?   

  • Improved marketing communications and messaging 
  • Improved targeting of marketing campaigns
  • Better quality and quantity of sales leads
  • Demand generation strategies are more aligned with sales objectives
  • Higher conversion rates
  • Improved customer retention
  • Opportunity to focus on effective lead nurturing for marketing qualified leads 
  • Increased website traffic 
  • More funnelled customer journeys, shortening the sales cycle

The Most Important Objectives of Marketing Automation.

What is Marketing Automation? Lead Generation

Lead Generation. 

What is Marketing Automation?

Improved Productivity & Measurability.

Customer retention

Customer Retention.

Industry Leading Tools to use in Marketing Automation. 

Here are six industry leading tools to consider when implementing your Marketing Automation strategy

Hubspot logo1. Hubspot’s Marketing  system allows you to automate your marketing activities with it’s workflow tools, it’s easy to use, efficient and allows for integration with many other marketing software tools.

 

Salesforce logo

2. Salesforces Automated marketing technology systems are industry leading and have the capability to manage multiple marketing processes and campaigns across different channels. 

 

Marketo logo3. Marketo has a number of enterprise marketing automation systems with one being for account based marketing so users can automate marketing activities to focus on their clients within specific industry segments. It’s perfect for large organisations or for smaller businesses that are scaling fast

 

infusionsoft logo

4. Infusionsoft by Keap is a marketing automation tool that features many tools to ease customer interaction and retention. Integrated automation within email lead nurturing campaigns, building workflows into SMS and email comms allows leads to be guided through the customer journey with ease to convert quicker. Even after leads become customers there are many features that assist for quicker payment processes to be developed improving overall efficiency.

 

Buffer logo5. Buffer is the perfect market leading tool for social media management and automation. It allows for scheduling and publication of social media posts across all your social media accounts simultaneously and provides in depth analysis on campaign performance. 

 

Omnisend

6. Omnisend has a specific purpose for automating the customer experience within an eCommerce platform. It’s email Marketing Automation features are built for fast scaling eCommerce brands. It has features like automated workflows that trigger personalised emails at specific timelines within the customer cycle. It’s very flexible and integrates with a wide variety of eCommerce platforms.  

Investment considerations.

1.Price: Most automation tools start at a low price point, some are even free for a trial period or with limited features on freemium versions. They do tend to get very expensive so would recommend you chose one that is very flexible and will allow for add-ons as your company scales.

2.Usability. When accessing what automation tools are best for you and your business give some thought to usability. Some Marketing Automation software is hugely complex so extra training needs are the norm…costing you more in integration. The more user friendly the system is the more your team will gain from it’s benefits and shorten the integration period. 

3.Integration Capabilities. This can be a deal-breaker in terms of how flexible the Marketing Automation systems are in integrating with your existing software systems i.e. email marketing, social media, eCommerce platforms and CRM systems. Be sure all your own systems can integrate with the one you pick. 

4. Consider the Size of your Organisation. Some systems are more suited to smaller and medium sized operations. It’s best to predict how your business will scale over 2-5 years, then do some research to see which system has the ability to scale with it. If considering systems within a large organisation then it’s best to look at enterprise level software that has the ability to integrate directly and cope with large volume automation requirements.

Systems Selection Criteria. 

  • CRM Systems: Some Marketing Automation tools have integrated CRM systems with advanced features like lead scoring.  This type of system will be useful if you don’t already have a CRM system in place.  

 

  • Email for eCommerce: Most Marketing Automation tools will allow for email marketing campaigns, do consider what capabilities you want your email marketing systems to have for example drip email campaigns, A/B testing and other targeting capabilities.

 

  • Customer Journey Experiences: Every digital journey for a customer should be enriching, marketing automation allows for enriching content pieces to pushed at different touch points along the customer journey. Select a system that allows you to create intuitive landing pages and middle funnel engagement sessions like webinars and podcasts.

 

  • Social Media Automation: There are an abundance of social media automation tools but when considering one, think about what features they offer. Some have advanced options with capabilities to monitor your brand through social listening, could be useful in managing your customer engagement responses.

what is marketing automation - marketing efficiencyThe new decade is here, it’s time for businesses of all sizes to embrace Marketing Automation tools that can deliver more personalised customer experiences. Marketing Automation offers many advantages in increasing lead volume and quality, improving your marketing efficiency and boosting your customer retention.

It might be hard to reach a decision on what Marketing Automation systems you need for your business. At izest Marketing Group we work with our clients on integrating the right automation software at the right time so they maximise the potential of these systems to achieve their commercial goals. Why not get in contact with us here to discuss how we can help automate your marketing activities to accelerate the growth of your business.