As artificial intelligence (AI) becomes more accessible for small businesses,…
What Is Marketing Automation?
What is Marketing Automation?
Marketing Automation in a Nutshell
What are the marketing automation objectives? Marketing automation allows businesses to automate repetitive tasks such as sending emails, maintaining social media, tracking website interactions and handling various other tasks. Marketing automation centralizes all of the features and functions that make up the marketer’s role in an organization.
A marketing automation platform should have the ability to integrate with other sales and marketing tools (CMS, CRM, social media, meeting software and more) to provide a streamlined platform for data management and analysis.
What Marketing Automation is NOT
Spammy Email Marketing
Marketing automation is not meant to be used as a tool to spam your contacts. Not only is spamming bad marketing form, but it can also impair your general marketing efforts. Marketing automation is most rewarding when you’re using it to send customized relevant content to your contacts, not annoying, spammy emails.
A Tool with a Singular Function
Marketing automation isn’t just a fancy word for email marketing. It encompasses an entire suite of tools to help companies drive more leads, convert those leads to sales, and maximize spend. This includes features like landing page builder, built-in CRM, reporting capabilities, social media management and so much more.
A “Set it and Forget it” Solution
Marketing automation is an incredible tool that helps businesses achieve real results. But those results don’t occur without the right processes, strategies, and efforts set in place. Marketing automation objectives are meant to enhance and support marketing and sales, NOT become a one-size-fits-all substitute. So don’t sit back and expect marketing automation to magically reach your business goals without you.
What Does Marketing Automation Software Do?
Marketing automation brings three principal assets to the table:
Drive more leads
Convert leads into sales
Maximize marketing spend
There is considerable evidence supporting the value that marketing automation can bring to marketers. According to a report by VB Insight, 80% of automation users saw their amount of leads increase, and 77% saw their number of conversions increase. Furthermore, companies using marketing automation see 53% higher conversion rates from initial response-to-MQL and a revenue growth rate that is 3.1% higher than non-users.
For marketing agencies, marketing automation comes with a distinct set of benefits, including:
Create higher-value relationships
Prove value to your clients
Generate monthly recurring revenue
Agencies can take advantage of marketing automation as a service offering for their clients, while also being able to prove their results. According to SharpSpring’s research, 45% of agencies rely on marketing automation platforms to show ROI, with 42% of respondents noting client acquisition as a top objective in their marketing automation strategy.
Agencies Have Their Eye on ROI
What are the most important objectives of a marketing automation strategy?
Get the Free Marketing Automation Guide of Terms from A to Z
What are Common Marketing Automation Features?
Social Media Management
End-to-End Reporting & Analytics
Dynamic Form Builder
Landing Page Builder
Anonymous Visitor ID
Dynamic Emails & Landing Pages
End-to-End Reporting & Analytics
Free Marketing Automation Resources
Good Marketing Automation vs. Bad Marketing Automation
Marketing automation is all about how much effort you put into it. So there are techniques that work and ones that don’t.
Bad Marketing Automation
Bad marketing automation loses sight of your customers and prospects. Often, it involves sending non-targeted spammy messages. Bad marketing automation fails to utilize all the customer data it has collected to create meaningful relationships and therefore, loses out on many potential conversions. All the most advanced marketing technology can’t help a cold, disruptive, marketing strategy.
Good Marketing Automation
Good marketing automation reaches its full potential when it helps move leads through the inbound marketing funnel. Your strategy should be dedicated to one central focus: Your customers.
How does marketing automation work?
The best marketing automation works to snag leads and convert them through customization. By paying attention to your engaged leads and their behaviors, you can craft targeted campaigns that meet their needs, and ultimately, captures conversions.
How to Maximize Marketing Automation Success
Your success with marketing automation depends on several things.
Marketing automation can’t function alone. You need a strategy set in place. If you implement a marketing strategy supported by marketing automation, you will see results.
Without personalized messaging, you’ll miss out on a significant number of conversions. Leverage marketing automation’s tracking capabilities to tailor your conversations with your contacts. Personalization works: 88% of U.S. marketers reported seeing measurable improvements due to personalization — with more than half reporting a lift greater than 10%.
The beauty of marketing automation is its ability to inform you as to what’s working and what’s not. To maximize your success, be sure to make adjustments as needed based on the data you collect. This way, you can focus on the marketing tactics that work.
When is the Right Time to Invest in Marketing Automation?
When you think of adopting marketing automation for your business, it’s helpful to ask yourself these questions:
- Do I have an inbound marketing strategy set in place?
- Is my sales team having trouble keeping track of all our leads?
- Do the marketing and sales teams sometimes feel disjointed?
- Is it a challenge to discover hot prospects and quality leads?
- Do I have clear visibility into how effective my marketing and sales strategy is?
- Am I currently using a stack of disparate apps and software to help meet my marketing and sales goals?
- Could I benefit from driving more leads, converting more leads to sales and optimizing my spend?
These questions help highlight just a handful of the many ways marketing automation can help your business grow.
Frequently Asked Questions
Who can use marketing automation?
Marketing automation is truly for everyone. Companies of all sizes can benefit from a marketing automation platform, and marketing agencies in particular find value.
Marketing AgenciesBy offering marketing automation and related services, you’ll become an integrated and indispensable partner to your clients. This helps you move from unpredictable project work to retainer-based relationships, helping you grow your agency and boost your monthly recurring revenue. Marketing automation also provides you with comprehensive reporting and analytics, so you can prove the value of your services to your existing clients as well as prospective ones. Some marketing automation platforms are built specifically for marketing agencies, so there are some important things to look out for, including flexible agency pricing, a rebrandable interface and domain, and much more. Agency-focused features include agency support, joint sales calls, platform rebranding, white-labeling, shareable email templates, rebrandable sales materials, and a multi-client management console. The marketing automation console or dashboard is a platform interface to manage all of the agency’s marketing tasks in a single location. Other professional services that marketing automation offers to agencies include technical tasks such as HTML, CSS, development services, data restoration, import and sync services. Shareable email templates are pre-formatted with sample text for agency use. This eliminates the need to create new emails for each client communication.
- Hear how marketing automation helps agencies create more retainer-based relationships.
- Hear how marketing automation helps agencies have personalized conversations with prospective clients.