This blog post covers the benefits you can expect to have from implementing marketing automation into your organization. Marketing automation is used to execute recurring actions. More or less complex technological tools are used, depending on the strategy you want to speed up, for example, email marketing or paid campaigns.
When a company is automating its marketing, it's often a response to the need to carry out its digital strategies effectively and agilely. New communication channels, such as social networks, require instant, personal and direct action with users. The so-called "marketing automation" aims to meet this objective in the shortest possible time.
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Marketing automation is usually referred to as a process where technology is used to automate repetitive tasks undertaken regularly. Marketing automation processes are based on software that monitors and adjusts its digital efforts; for example, it could handle target audience segmentation, email campaigns, or lead scoring. These systematic processes dealt with by the software improve the conversion rates by allowing the ability to follow up with customers in an unobtrusive way, saving costs while having better efficiency.
Keep in mind that the use of marketing automation software is of little use on its own. To achieve a successful implementation of "marketing automation," there must be a strategy behind, that is, a structured plan on which actions to take and their respective target.
An essential factor for marketing automation to gain results is the definition of the best buyer personas or clients. Once we know the profiles of those customers, it is necessary to identify your sales funnel to guide you towards conversion with those profiles in mind.
Automating these processes makes it possible to act on many users without neglecting the personal and close relationship they require. Automating should never be confused with depersonalizing.
Used well, automation is a powerful tool with which it is possible to carry out many actions that would be impossible to carry out manually.
Let's look at some examples:
Recommended readings on the topic:
Endless amounts of reports and articles explain the benefits of marketing automation. Some show wildly successful numbers, and one can question whether the author shows positive figures. Still, we know from having deployed such tactics for a decade that they work, and we have learned which benefits to expect after a successful implementation of marketing automation.
If you're interested in learning more about marketing automation, make sure to take a look at our in-depth automation guide. A more detailed version of the guide is also available to download below.
If you want to know how effective marketing automation is? Or which industry uses marketing automation the most? Check out our article Marketing automation statistics: What you need to know