What is Marketing Automation?

By Chas Merino | Behaviour

Jun 13

We like to define marketing automation by splitting the two words out:

Marketing = everything you do to get and keep a customer

And automation = all the tools and processes you leverage to make everything you do to get and keep a customer, happen.

Broadly speaking, marketing automation is the process and technology that is used to automate and measure the customer journey.

It is the software used to automate tasks, workflow and create marketing campaigns. This is predominantly used to automate all the things you would need to do for your marketing as well as getting information out to your customers.

 Done correctly, this will;

  • Increase your conversion rates

  • Save valuable time

  • Save you money

Good marketing automation focuses on the customer journey and workflow automation, so this systemises things you would usually do manually.

This is not a fancy term for email marketing and it is not a way to send spam and it isn’t a tool that can be set up and forgotten about.

It isn’t only about marketing automation, it is also sales automation, engagement automation, fulfillment, admin and workflow automation, all of which compliment the customer journey.

Marketing automation is for both B2B and B2C companies, here are some examples of software used;

  • Marketo

  • Hubspot

  • Infusionsoft

You can’t just set your Marketing Automation up and expect it to do all the work.,  It needs time and effort to fully fulfill a customer journey.

Good Marketing Automation consists of;

  • Landing pages and Lead Captures - make your own landing pages or create sign up forms and integrate with your landing pages.

  • Email Marketing Automation - sending emails or “auto-responders”

  • Creating and Managing Campaigns

  • Prediction and Scoring - this is when you would predict good leads and keep scores on what is doing well.

  • Lead and Sales pipeline Management - all good software will have this!

  • CRM and Reporting Functionality - you would want to see what is happening, when it is happening and make suggestions and predictions based on that information you have collected

  • Customer Relationship Marketing - the approach to manage your company’s interaction with new or existing customers. Using that data about that customer to improve the business relationship with your customers focusing with keeping your customers and sales growth.

  • Referral Management and Affiliates - Rewarding referrals and managing affiliates to your campaign.  

  • E-commerce Functionality - this is a trigger automation, this is when someone has bought something and offers them products and services or it is a business that runs solely on larger contracts and manually triggers post-purchase automation so you are sending contacts the right information and the right time all the time!

If you are looking to automate your business these are the key points to look for, good marketing automation needs to do all of this but also it enables you to build relationships with your customers. You need to focus on what your customers want and focus on their experience to send relevant content out to them.

Buying the wrong software will cost you money, and you wouldn’t want that. Take your time researching your options so that you make the right choice for your business. It does take time, but with all this, the time and effort put into your Marketing strategy will leave you feeling fulfilled!

Thank you for reading my blog!

If you would like any more information or marketing automation get in touch with a ninja!

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