Marketing Automation is useful in helping sales and marketing teams do their jobs more effectively so they can reach their goals.
What is Marketing Automation?
Marketing automation is the use of software to deliver personalized messages to customers and leads. The software allows you to create a dynamic series of messages to send to your contacts. The factors you specify determine the message a person receives, such as what their spending habits are, where they are in the process of buying, and past interactions they have with your site.
Delivering content that suits an individual’s needs and interests helps build strong relationships, which, in turn, can help increase conversions and revenue. Marketing automation can help you accomplish all these things while streamlining your operations at the same time.
In the broader scope of things, marketing automation encompasses many different aspects of marketing and business development, including email marketing, content development, conversion rate optimization, and lead generation.
The Benefits of Using Marketing Automation
By far, the biggest advantage of marketing automation is that its use works more quickly for sales and marketing teams. People like personal content; Sending personal emails generates six times more revenue than sending non-personal emails. But manually sending customized messages to contacts is not practical. Marketing automation platforms handle the mundane and repetitive work of giving private content more time to sales and marketing professionals to focus on what is more interesting and challenging.
Not only does marketing automation make it easier to deliver messages, it also makes it easier to find where people are in the conversion process. Marketing automation programs typically have a lead scoring quality that helps users quickly identify which leads are ready for the most sales.
One of the most common reasons why businesses consider using marketing automation in the first place is because they want to improve their conversion rates and revenue. Marketing automation is a way to encourage customers to stay engaged longer, making it possible for them to last longer to convert. Companies using marketing automation have an average conversion rate of 53% and an annual revenue growth rate of 3.1%.
For products and services with long conversion cycles, marketing automation can also be used to speed up the process. In an example cited by Ventura Harbor, Thomson was able to reduce its conversion time by 72% using Reuters marketing automation software.
What Applications Are There for Marketing Automation?
While marketing automation has several different applications, email messaging and lead generation/nurturing are among the most common.
Yes, email is still relevant as a marketing tool. Although it is easy to say things like “everyone on Facebook / Twitter / Instagram”, this is not true. However, most Internet users have at least one email address. Email inboxes also tend to move slower than social media feeds, giving you the best chance of making a direct connection with your contacts. Several methods of marketing automation can be used with email:
- Welcome messages
- Product retargeting
- Abandoned cart reminders
- Personalized product recommendations
And that’s just to name a few.
Many companies use marketing automation to respond to their contacts, whether they change or not. Whether sending surveys or asking people to send comments directly to them, the information they provide can be extremely valuable in guiding changes that will help improve their revenue in the long run.
Given that personalized emails generate a lot more revenue than non-personalized emails, marketing automation can be an effective way to nurture your leads. According to Marketo, about 50% of leads in any system are not ready to buy and about 80% of all new leads will never make sales. With marketing automation, it aims to give people something of value when they need it so that they are more likely to convert. Effective lead nurturing generates 50% more sales-ready leads at 33% less cost. Nurtured lead also leads to larger purchases than non-nourished leads.
Marketing automation platforms are also often commonly used to supervise social media campaigns, create landing pages, and conduct ongoing A/B testing.