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Marketing automation has been an indispensable part of the marketing machinery of many companies for years. However, there is still a distorted view of these software solutions. Many business owners see marketing automation as a glorified form of email marketing. Marketing automation tools such as HubSpot, ELOQUA, and Silverpop can do so much more than send periodic mass emails.
What you can achieve thanks to marketing automation, what exactly the term means, and where marketing automation can be usefully applied are the core topics of this blog post.
Marketing automation is performed by specific software solutions. They automate various marketing activities along the entire customer journey. The linchpin of marketing automation is generated leads. The software analyzes the data generated by each individual lead as well as the interaction of the lead with the company. Based on this, marketing automation supports the selection of the most effective lead nurturing each stage of the customer journey, among other things. When it comes to marketing automation, choosing the right tools is essential in any case. That's why you should choose one of the top MarTech tools for 2021.
Automated marketing starts with the initial contact between a visitor and the website and continues through to post-purchase support. For example, a customer purchases an e-bike from your online store. Thanks to marketing automation, she immediately receives a personalized message (SMS, mail, etc.) informing her that the order has been received. After delivery, the customer receives another mail with a discount code for a future purchase. On top of that, she is presented with various items that match her new e-bike and/or that she was interested in on your website.
In very rough summary, marketing automation saves you a lot of time and reduces your workload. This in turn has a positive impact on your sales figures and increases the success rate of your marketing department. Your team can reorganize itself as the new software platform takes over secondary tasks for the most part. These include:
The functional scope of any marketing automation software can of course be adapted to the unique needs of the company.
The general answer to this question is quite simple: for all companies - whether B2B or B2C - that want to increase both their competitiveness and the efficiency of their marketing and sales departments. Implementing marketing automation is worthwhile if:
Marketing automation software can be used in a variety of ways:
Before you implement marketing automation you should follow these six steps.
Most companies today need marketing automation. Marketing automation creates a lot of free capacity within your team. These software solutions also enable individualized, targeted, and real-time marketing strategies and higher sales figures.
Our empower® suite simplifies the necessary content creation and management for successful marketing automation. If you have any questions, please contact us for a free consultation.