Marketing Automation vs Behavioural Marketing Automation

Marketing Automation vs Behavioural Marketing Automation: What is the difference?

We’re pretty crazy about Behavioural Marketing Automation

And we know that used properly it has the potential to explode your business, making your life a whole lot easier in the process. 

Win! Win!

Are you still following up with all your emails manually?

Are you automatically following up with customers to buy more from you?

If these sounds familiar then the chances are that you need a little bit of automation in your business. 

Social Media’s Today 2019 State of Marketing Automation Survey report, states that 75% of companies are already implementing some sort of automation tool. 

At best, marketing automation combines software and strategy to nurture prospects with highly personalised and valuable content. However, a lack of understanding of customer behaviour can render your strategy ineffective. 

This is where behavioural marketing automation comes into play...

So, in this blog, we’ll explore the difference between traditional marketing automation and behavioural marketing automation. Coupled with, how you can use behavioural marketing automation to level up your business like never before.

What exactly is Marketing Automation?

Simply put, Marketing Automation is everything you do to get and keep a customer, leveraged through the power of automation.

It’s all about using software to automate your marketing activities to provide a more efficient and personalised experience.

It can be used for a wide range of business activities, and some of the most common workflows automation supports include: 

  • Email marketing
  • Landing pages
  • Cross-channel marketing campaigns
  • Lead generation
  • Segmentation
  • Lead nurturing and scoring
  • Cross-sells, up-sells, down-sells
  • Customer Retention
  • Measuring ROI
  • Website personalisation

(Thanks for this list decent list Marketo)

It is a very powerful process and can help you increase the quality and quantity of your leads. According to Invespcro, companies using automation see an 80% increase in leads and a 77% increase in conversions. 

Automation can also help you keep on top of new leads, not to mention engage existing ones and react in ways that would not be possible manually. 

Related content: What is marketing automation? 

What exactly is Behavioural Marketing Automation?

Behavioural Marketing Automation is in the name…

Generally speaking, it’s everything we’ve already mentioned with standard automation, but with a healthy dose of behavioural science added in for good measure. In short, it’s a way to automate but a little more intelligently. 

Behavioural marketing automation is about understanding human behaviour, as well as how this influences our customer’s purchase decisions. 

Behaviour is the thread we pull on to unravel the problem of customer experience. It allows you to quantify and understand how experience is perceived, increases value and rewards activation and ultimately allows you to create a better customer experience. 

And if we can quantify a problem, then we can design processes to solve it. 

Behavioural automation leads to better quality leads, higher conversion rates and longer customer lifetime value. In fact, McKinsey states "businesses that leverage data outperform their competitors by 85% in sales growth and more than 25% in gross margins".

So it’s something we are really keen to help people understand and utilise in their business. Because if used properly, it can help to transform a business. 

Related content: What is a data-driven content plan?

How do we apply it to our Marketing Strategy?

We are big fans of using data and information around an individual's behaviour to tailor the automation process. It makes for a much more targeted and personalised experience, and ultimately this builds trust and translates into increased revenue. 

We build out behavioural automation campaigns around the Customer Journey flywheel - with customer needs at the heart of it. 

Marketing Automation Customer Journey Flywheel

The book Leading on the Edge of Chaos, suggests that companies that prioritise customer experience generate 60% higher profits than their competitors. 

So how exactly do we place customers at the centre of the flywheel and use behaviour to inform each step of the process?

Using Lifecycle Marketing as a base structure...

Lifecycle Marketing is the secret sauce to good marketing. In particular, it allows any business, no matter their industry, to define and build a journey for their customers to continually delight them. 

Lifecycle marketing consists of four stages:

  • Attract
  • Engage
  • Sell
  • Wow

We structure our behavioural automation on the process of lifecycle marketing.

For instance, at each stage of the lifecycle, we use automated content to deliver the experience based on how the potential customers behave at each stage. 

You can find out more about how we do this here:  What is lifecycle marketing? 

Do you want some help with your Marketing Automation?

Marketing automation is great!

However, utilising a data and a behavioural driven approach allows you to increase leads, conversions and customer lifetime value. Therefore, it’s something that we really promote, and want to help our customers utilise in order to grow their business. 

Sign up for our MAD Project (Marketing Automation Domination) and we’ll help you set up automation that is driven by an understanding of buyer behaviour.  

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