What is Marketing Automation?
Marketing automation is often described as technology that allows organisations to measure and automate marketing-related tasks or workflows while focusing on operational efficiency and revenue growth.
More and more companies worldwide are starting to adopt marketing automation technology with the market growth expected to reach $5.5 billion by 2019 at a CAGR of 8.55%* and a predicted stable growth until 2023.
The recent growth of Marketing Automation?
While positioned at $3.2 billion in 2010 and $4.8 billion in 2015 according to IDC, the marketing automation industry is growing rapidly and it is ready to change the world of communication as we know it.
Some of the factors influencing this growth are changes in consumer’s needs and the ease of adoption through the new SaaS subscription based pricing model.
During this time, more than a 50% adoption rate was predicted by 2015 (Sirius Decisions) with a lead in CRM applications and a double-digit annual growth throughout 2016 (Forbes.com).
How does Marketing Automation Work?
By adopting marketing automation, an organisation can collect customer-related data from a range of digital footprints such as website visits, emails engagement, application usage, social media and much more.
This data can then be used to create a complete 360-degree view of your customer’s interactions whilst gaining a deeper understanding into their needs and preferences.
Meanwhile, marketers can then use this data to create a more customised marketing campaign with personalised content that is delivered via the medium of their choice.
Ultimately, this can help to improve engagement with customers and prospects and often results in a more efficient campaign with a better return on investment (ROI).
Learn more about our 5 simple tricks to increase prospect engagement with marketing automation.
What are the main benefits of Marketing Automation?
1: Cost Reduction and Improved Productivity
By utilising automation technology, a marketing department can now get more work done without the need for hiring more staff.
Marketers can use marketing automation technology to create self-sufficient campaigns that can run for long periods of time without the need for constant modification.
By simply setting up a campaign workflow, your marketing campaigns will automatically identify and engage new prospects and customers as they enter your customer journey.
Even if the organisation employs a smaller-sized marketing team, a powerful technology such as marketing automation can make up for this loss whilst still helping to improve results.
2: Standardise Processes
Marketing automation can also be used to help standardise marketing and sales processes.
By introducing this standardised approach, this will not only help to eliminate human errors but it will also give you the ability to analyse and optimise processes over time so you can achieve a better performing marketing / sales function.
Ultimately, this technology helps marketers save time and introduces a more analytical approach in their sales and marketing processes.
Be Careful of Over-Automation:
Often enough businesses will “over automate” their marketing campaigns which can result in a robot communication that makes customers uncomfortable as they feel the lack of a human connection with the brand.
However, when starting to automate regular communications with prospects and customers, it is important to spend time planning to make sure the content and workflow is specific to the buyer stage the customer is in at that time. This can help to avoid any disconnect associated with marketing automation.
3: Multi-Channel Enablement
Marketing automation can also be used to combine all of your marketing channels into a single platform.
When creating a new marketing campaign, businesses can chose to use the most effective channel of communication for each prospect using marketing automation.
Whether the customer prefers to be contact via email, SMS or social media, you can use marketing automation to ensure your message is delivered via their preferred platform.
4: Easy-to-Use Interface
With an easy-to-use drag drop interface, most marketers can now design complex trigger-based campaigns without needing a technical background or skillset.
Marketers can simply drag and drop each step of the campaign into a workflow and link them together (as seen below).
This benefit means that marketers can save time and be more creative when creating new and innovative campaigns.
5: A/B Testing and Optimisation
Unlike traditional methods where you have to split a campaign into segments before A/B testing, marketing automation allows you to set up your campaign once with multiple versions and the system will automatically start A/B testing for you.
This system then runs the different versions until the best result is found, it will then automatically assign a winner and that version will be implemented for the on going future or until you decide to run another A/B test.
6: Social Media Scheduling
As we all know by now, a social media campaign can be quite time consuming in order to implement successfully.
Posting across different platforms and tracking feedback can turn into a regular job unless marketing automation tools are involved in the process.
While scheduling content posts is easy to do with tools such as Hootsuite or Buffer, having all your social media accounts connected to one big analytics platform allows marketers to analyse data efficiently and make the decision moving forwards.
What are some examples of Marketing Automation?
1: Lead Nurture Campaigns
Marketing automation can be used for email nurture campaigns whereby customers will receive frequent and relevant emails based on the context they have registered with.
Email nurture campaigns are one of the best ways to solidify a company’s brand in the market as an authority source by educating potential customers on the industry or products.
2: Welcome emails
One of the most common scenarios where email automation plays a part is sending personalised emails to welcome new members and customers.
Welcome emails are often a great starting point when starting a lead nurturing journey as mentioned above.
Where a customer registers on your website for a specific topic, marketing automation can automatically add them to an email campaign for that registered topic and provide relevant content over time.
3: Email course or Client Onboarding / Training
In this case, marketing automation can be used in email campaigns for client onboarding or product training for the purpose of educating customers.
A good example in this case would be a SaaS company educating their customers with the new functionality available in their product roadmap. This way, customers can constantly be updated with the latest functionality you have added to your product.
4: Reporting and performance
Reporting automation and dashboards are an essential tool for companies that require regular reports to be sent out.
By choosing to automate certain reporting or data analysis tasks, a company can create dashboards that will automatically send a snapshot of their data every day / week / month / quarter to the desired user.
This way each relevant team member will be able to obtain key reports on a regular basis without the need for compiling data in spreadsheets.
5: Automated retargeting
When combining your marketing automation or CRM tools with online advertising platforms, this allows businesses to automatically add prospects or customers to custom audiences that can be used for retargeting.
As a result, you can ensure your online advertising campaigns are specific to the correct users with the right products at the right stage of the customer journey.
This is a powerful feature that will have a huge impact improving conversion and ROI.
Is Marketing Automation Easy to Use?
Yes, platforms that provide Marketing Automation combine an easy-to-use system and a drag and drop functionality that make it easy for everyone, regardless of whether they have a technical background.
Email campaigns can be created with a single click while users are able to create all aspects of the marketing strategy in one place.
A few examples of marketing automation producing rapid results in a matter of seconds:
- Email scheduling
- Running A/B testing to find content that generates the best engagement
- Defining proper timing, channels, conversions, and more
- Process evaluation and optimisation on the go while using any device from anywhere in the world
- 360-view on customer behaviour with web analytics
Discover the perfect automation solution
The solutions available here at Agovo offer both Marketing Automation and Customer Relationship Management (CRM) capabilities. Our solutions are powered by a Business Process Management (BPM) engine, this means that your organisation will be able to power through manual daily tasks at lightning speed and have access to the complete 360-degree view of your customers.
Here at Agovo we understand that getting the right advice is vital to the success of any CRM / Marketing Automation project, that’s why each month we offer a limited number of free, 30-minute online consultations to our website visitors.
Our aim is to help you find 3 suitable solutions to match your current business processes. After you have registered your details on our registration page, an Agovo representative will be in touch to book you in.
Each consultation will be run by a highly experienced CRM / automation specialist, this will help to ensure you are taking the right approach, well informed within the decision-making process and aware of all the potential issues that could arise.
Our team of specialists have over 40 years of combined experience within the CRM industry and this allows us to provide an efficient and trustworthy consultancy service.
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