With digital marketing, the consumer is under constant surveillance. As marketers, we juggle social media tools and channels like Meltwater, MailChimp, Google Analytics, Google Trends, and Google AdWords every day. Manual marketing has been replaced by more modern solutions. Today, to keep all the balls in the air and attract the right leads, you also need marketing automation.
Automation not only saves time and energy; software also helps you think ahead and communicate more effectively. All touchpoints – social media, websites, emails, CRMs – are gathered in one platform. So you know exactly what interests your contacts, so you can reach them exactly when and where they want to meet. This way, you respect their privacy. What are the results? Better insights, increased productivity, and higher quality leads. The main reasons why automation is now essential in marketing are...
More quality leads
Marketing automation works on the philosophy of inbound marketing, with scoring. Your contacts’ data and their behavior on your site are evaluated. Information such as when someone visits one of your main pages, clicks on an email or shares your page on social media is directed further into the marketing funnel. So you know exactly who is ready to sell and when.
Far-reaching segmentation
Effective communication requires segmentation. With marketing dominica business email list automation, you can create lists based on interests, sector, position, company size, company name… all on one and the same platform.
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Dynamic content
Dynamic content fully allows you to tailor your campaign content to your audience’s profile and behavior. This means you can approach your contacts as if you knew them personally: you can customize the main element of your newsletter to the pages they’ve previously visited, share events based on their location, announce a webinar based on their knowledge and interest level, and much more. Marketing automation allows you to use this content in forms, on web pages, on landing pages, and in emails.
Effective A/B testing
The effectiveness of a (email) campaign, landing page, or form is more dependent on the message itself. Marketing automation software lets you test two versions of the same campaign, then send the better version to the rest of your contact list. Try a different subject line, image, button text, or button color and see which version gets the most clicks. Learn how to A/B test in HubSpot in our article .
Dynamic campaigns
Campaigns are presented as processes (workflows) consisting of different stages. Each stage is activated by recipient behaviors (triggers). If they click on a link or button in your first email, they can be directed to the next stage. If they don’t open the email, there is a transition stage, where, for example, the subject line changes. If this doesn’t trigger a response, then the message is rewritten. You decide how your campaign progresses once you have the process mapped out. Campaigns can follow one after another until each contact follows an individual path.
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Stronger sales
Marketing automation bridges the gap between marketing and sales. For example, Eloqua can be connected to Salesforce CRM. Once contacts are defined as leads, your sales colleagues can be notified. They can see exactly what each lead is interested in.
Higher productivity
Because all marketing activities are managed and directed centrally, less time is spent on planning and coordination. Once you define the process, you can spend your time doing something else. Your marketing team can be faster, more flexible and more efficient, acquiring new customers almost in their sleep.
Better customer insight
With marketing automation, you know exactly what actions your customers take before they make a purchase. Every behavior on your website is captured in a personalized customer journey map: the pages your contacts visit; the forms they submit; the emails they click; the messages they follow… It all gives you better insight into your target audience, so you can choose the right time to reach out.
Measurable result
To measure is to know. The number of people you reached, the pages your customers visited and shared, the buttons or links that were clicked, the events they attended, the news they subscribed to… at the end of the campaign you have a detailed report of the results. You can link this data to other marketing activities, allowing you to analyze and predict behavior in context.
Marketing automation is a tool that allows you to leverage your marketing more. Its power lies in hyper-personalization and centralization: with the right platform, you can improve customer experiences, increase your team’s productivity, and generate more quality leads. Of course, it’s just technology – you still need (hybrid) marketing specialists to develop and analyze your processes. Our advice: think big, start small, grow fast.
