Overview: What Is Marketing Automation?
The definition of marketing automation.
Marketing and sales departments use marketing automation to automate online marketing campaigns and sales activities to both increase revenue and maximise efficiency. When automation is used effectively to handle repetitive tasks, employees are free to tackle higher-order problems, and human error is reduced.
Marketing automation helps with lead generation, nurturing, and scoring, as well as with measuring overall ROI on campaigns. The time- and cost-saving effects of automation increase as an organisation grows in size and complexity. Good marketing automation systems are designed to scale alongside your business.
What does marketing automation do?
How does marketing automation work?
What does marketing automation mean for the customer journey?
Marketing automation creates relevant content and messaging at scale across many channels. Send email messages with dynamic content that personalised far beyond sticking a customer’s first name in the subject line. Integrate mobile messaging with your email and social campaigns through SMS/MMS, push notifications, and group messaging. Generate digital ads that appear for the right person at the right time. Plus, recommend the right products on your website for each individual user — automatically.
With marketing automation, you can reach customers along their journey no matter where they are in the customer lifecycle — from acquisition to advocacy. Deliver timely, relevant content that reaches customers when, where, and how they prefer — converting prospects into lifelong brand advocates.
What are some marketing automation best practices?
Here are some best practices to keep in mind when designing your marketing automation strategy:
- Define and present your goals. Use real numbers to justify the investment in a marketing automation platform to your stakeholders.
- Collaborate with other teams. Your marketing automation strategy will touch several teams in your company. Get their input and buy-in before you begin.
- Create process visualisations. Use detailed diagrams of your marketing automation workflow to relay your big picture objectives to your entire organisation — efficiently and effectively.
- Prepare for database segmentation. Consider your customer data. Think about who you’d like to engage, and why.
- Prepare your content strategy. Build your content library. Create interesting, engaging, and relevant messaging designed to reach all stages of the customer lifecycle.
- Plan for a slow rollout. The world’s most successful marketing automation firms stagger their launches. Test early and optimise the next block of programs to give yourself the best chance of success.
- Analyse as you go. See what’s working and what’s not. Use some of the time you get back from automation to dig into the analytics and make the changes that will grow your business.
Is marketing automation easy to use?
Yes! Marketing automation is all about ease of use. Create campaigns with a single click. Control all aspects of your digital marketing strategy in one place. Leverage simplified user interfaces and drag-and-drop functionality that’s familiar from other apps you use every day.
Automation makes it easier to manage every marketing task, from basic email sends to complex campaign management and data analysis. A few examples:
- Schedule email sends, create one-off campaigns, and manage your subscriber base, all from the same interface.
- Automatically run A/B tests of email campaigns to find the message that inspires the most engagement and conversation.
- Define goals and measure everything: click-through rates (CTRs), timing, channels, conversions, and more. Evaluate progress and optimise on the fly, from any device.
- Expand your view of customers beyond CRM into web analytics and ecommerce data.