A technology used to manage the whole marketing process and multifunctional campaigns across various channels without much human intervention is called marketing automation. Put simply, it is using some software to perform sales and marketing activities for your brand, while you lean on a couch. It majorly includes targeting appropriate audiences with auto-generated messages across the web, social platforms, old-school phone texts, or emails.
Evolving our business strategies and reverting to customers accordingly can be a painful task. But, with marketing automation tools, this pain is turned into sweet pleasure; Where you can focus more time on curating revenue and the tools keep on bidding the customers well in time. So now we can easily conclude the meaning of sales and marketing automation tools, okay. But, how to make it work? That’s another big query, addressed next.
Where do these Tools fit in Digital Marketing?
Some people feel marketing automation can shift their work domain, but it is not so. It’s just gonna make your work more relative and effective. If we talk practically, the ultimate aim of any business is to generate more revenue by the end of the day. Isn’t it?
In order to do so digitally, the prime purpose is driving more and more relevant people to our website. Why I used the term, “relevant people” because the next step is to convert those people to customers. Unnecessary traffic on the website is also of no use if those leads are not close-worthy. So, the main focus of marketing automation tools is to impact the conversion rate of your business, positively.
The usual digital marketing strategy which businesses follow comprises manually pressing “send” button to each email or post created. When we talk about using fine sales automation tools, we need not worry about-
- identifying the audience
- sometimes, designing the content
- pushing the content to various channels
- or, pushing the content to various people.
What does Marketing automation help you Save?
The list can be a long one, but let’s keep it short and simple.
- Time and resources
Oh, it went too short. But, if you got to save even 1 hour of your 5 employees who were earlier busy in those digital marketing tasks, which are now automated; then haven’t you saved your business from loss.
A study by The Annuitas Group claimed – “Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads”
How does sales and marketing automation work?
Collecting customer data is the first step via which we create a customer journey. Right from this step, marketing automation tools handle the tedious tasks of targeting the masses. Let’s understand the process by a small instance-
- You send an invitation about the launch of your latest product to your contact list via email, with a download/purchase link.
- Next, you send a thank you email to the people who made a purchase from the last step.
- Some days later, you send a follow-up email to those people, offering let’s say a free service or case study or book-read relevant to the previous product.
Now, if someone comes to read that relevant content, your sales team can know that this person is quite much interested or invested in the service/product being offered. Meaning, he/she can be a prospect retainer customer. But, what if these all emails are personalized? Right now, you’re just copy-pasting the same email to thousands of contact, but if somehow this message or email could be customized? Wouldn’t the customer feel special and their chance of converting to a buyer increase.
This is how marketing automation can be of much use for your business. Keep up with the blogs, soon we’ll guide on all the specific tools (like customer.io, Hubspot, etc) to be used for automating the marketing process of your brand. In order to explore more on how which marketing tool can be precious to your domain, just ping our team and we’ll provide you an in-depth marketing consultancy, Free of cost.