At the beginning of each year, it’s fun to predict which cutting-edge technologies will become mainstream in the coming months. Marketing automation is one area of technology that has vastly improved the way companies stay in touch with customers, and the new developments around the corner are truly exciting.
As of now, about half of all companies use some form of marketing automation, and the rest are likely to follow suit in the coming years. Automation has such clear advantages that there are very few companies that don’t stand to benefit from deployed some type of marketing automation platform. There are even several robust automation systems available right now at very low cost for small startups and growing businesses.
Marketing automation, as the name implies, is a software tool that automates your marketing activities. In fact, it is as much a productivity tool as it is a marketing tool.
You get to automate repetitive, predictable, and boring tasks and in turn - save a lot of time; you can then use this time to focus on more important aspects of running a business such as strategy, and planning.
In fact, 49% of companies use marketing automation, according to Emailmonday.
The real problem, though, is that most marketers don’t realize the full potential of an automation tool. This is sometimes due to the mistakes and wrong assumptions we make when dealing with marketing automation in general.
Here are some such mistakes you should stay clear of in order to get the most of your tool:
Developing relationships with prospects at every stage of the sales funnel is an essential step in maximizing your number of buyers. Marketing automation can help with this process.
Lead nurturing is an essential part of marketing, but it also relies heavily on the sales team’s ability to turn leads into sales. Studies show that on average, half the leads any given company has are still on the fence about whether or not they want to buy, and 80% of new leads don’t turn into sales. With the right automation platform, you could see far better success than the norm.
We know that marketing automation can help a business reach its full potential. Streamlining and simplifying the more cumbersome tasks leaves your marketing team with more time to create effective campaigns. However, marketing automation helps more than just your marketing team.
It’s important to recognize how automated processes improve your productivity. Primarily, the marketing automation you create is going to save everyone time. Of course, your automated processes are going to require tweaking from time to time, but the time investment spent on manual responses is dramatically cut when you automate. This added productivity will reach just about every corner of your organization and improve your operational efficiency in various ways.
I’d like to talk about that one very significant, very special relationship in your life: the relationship your business has with its customers.
Do you know your customers? What do you know about the prospective customers who have filled out forms on your website or who are on your email list? How often does your sales or marketing team interact with them? Is your customer information compiled in a database that is up-to-date, as well as easy to access and navigate? If a possible investor wanted to see your sales growth throughout the past few years, how easy would it be for you to provide that information?
Throughout the history of mankind and our existence, humans have constantly been in the pursuit of making life easier. In most cases, this has been achieved by developing new tools and technologies that help achieve things faster, easier and more efficiently.
Today’s modern online marketing tools are no different, as they allow the modern digital marketer to achieve many tasks faster, with less effort and more efficiently overall. Let’s explore what Internet marketing automation is all about.
In today’s digital marketing world, marketing automation refers to the ability to program, schedule, or automate one or more tasks to make a marketer’s work more effective.
Marketing automation comes in various shapes and sizes. It can range from a task as small as scheduling a social media post, to a very complex automated marketing and sales funnel that includes web user tracking, e-mail sign-up forms, lead scoring, e-mail open & click rates that help trigger specific emails, printed mail pieces, scheduling a rep to call a lead, and much more.
As the Internet continues to evolve, there’s a constant flow of innovation that bring to life new, better and different types of online marketing automation tools. Some of these tools are stand-alone applications and work independent of other software, some work only as add-ons or extensions to other applications and some as a combination of both.
Within the various automation tools, some solutions target specific online marketing niches - such as E-mail or online ADs only, others offer a complete solution of various pre-integrated marketing tools, while others offer the ability to easily connect independent web-based tools with each other to add automation capabilities without the need of complex custom-made programming.