Today, 75% of companies make use of some form of marketing automation. An 80 percent increase in customer conversions has been found by Forrester in these businesses. This shows that marketing automation is already having a positive impact on many businesses. What’s more, is marketing automation being used to its fullest potential? Is one platform’s data linked to another’s? In spite of the fact that marketing automation is helping the company succeed, there is always room for improvement. Find out how you can evaluate and expand your current marketing automation capabilities.
- What is the goal of marketing automation?
- What is the best way to plan for marketing automation?
- Is your marketing strategy ready to be automated?
What is the goal of marketing automation?
Marketing automation can be improved or implemented for a specific reason. According to Ascend2 research, 30% of marketers already use automation to manage repetitive tasks, such as sending email follow-ups based on user behavior. Marketing automation can also be used to better serve current and potential clients or customers. Over time, tracking a user’s unique buying path offers many possibilities to tailor the experience. Do you want to boost customer retention? Alternatively, why not shorten the final period of time? Depending on the strengths and needs of the company and its employees, any of these marketing automation roles could be a good fit. Determine your goals before searching for a tool that meets them.
What is the best way to plan for marketing automation?
Data and strategy must be collected and documented in order to prepare your company for a higher level of marketing automation. Here are a few more advanced preparation methods.
Collection of lead and customer data:
Lead and customer data, including contact information, transaction and purchase history, and buyer behavior and interest insights, will form the foundation for effective marketing automation. If you don’t already have it organized in a CRM platform, gather and organize this data. A single source of truth must be established if information is accessible but stored in multiple systems. Cleansing and consolidation are necessary.
Consider your audience and readers:
You can segment your audience based on demographic and behavioral data about your customers in addition to defining these segments. In what ways are the needs and concerns of the various groups different? How do you incorporate these differences into your content and strategy? A long-term benefit of marketing automation is the ability to test, analyze and modify your target audiences as you learn more about them..
Test your approaches:
To begin testing hypotheses and strategies, a small, targeted campaign may be more beneficial than contacting everyone on the contact list at once using marketing automation. By comparing the results of your new campaigns to those that are still based on traditional methods, you can determine how much progress has been made. It’s also a good idea to look up industry averages so you can see how your efforts stack up against the competition.
Is your marketing strategy ready to be automated?
It is possible to incorporate data into campaign design, lead scoring and more profitable sales by implementing advanced marketing automation. The use of advanced intelligence (AI) helps to identify the most engaged accounts and the next steps needed to close a deal.
A willingness to learn from customer data and apply that knowledge to improve business and customer outcomes is all you need to get started with marketing automation. The best next step is to look into email marketing platforms after gaining this perspective on your goal.