The complexity of the modern business dynamics coupled with the dog-eat-dog competition has virtually mandated that businesses must automate their marketing campaigns in order to stay afloat, or risk extinction.
Moreover, as an assertive marketer, you should strive to keep your business in front of the prospect in order for them to keep your brand in mind while traversing along the proverbial buyer’s journey.
Unlike the conventional marketing scenario, today, the consumers are savvier. They don’t necessarily buy impulsively all the time. In fact, many of them constantly consume information and make buying decisions which span across a long time period. Therefore, it’s vital for your brand to create informative content and influence their decision-making process in the long run.
While performing these tasks might seem like a herculean undertaking for a business, they are actually not, thanks to Marketing Automation.
Marketing Automation, by its very definition, is the process to “automate” the marketing process which typically comprises more than just marketing, i.e, customer segmentation, customer data integration, digital campaign creation, and campaign management.
Needless to say, marketing automation has evolved over the years, saving businesses tons of time, and boosting their ROI (Return on Investment).
Marketing Automation is a big hit among the B2B enterprises. But, why take my word for it when you hear it from the horse’s mouth!
According to State of Marketing (2017) by Salesforce, 67% of marketing leaders currently use a marketing automation platform. More importantly, an additional 21% of marketing leaders are planning on embracing a marketing automation platform over the next two years.
But it’s not just about the adoption — according to a marketing automation strategy survey by Marketo and Ascend2, 91% of the most successful users say marketing automation is "very important" to the overall success of their marketing programs.
Benefits of Marketing Automation
If you’ve been still sitting on the fence about marketing automation, the following benefits are compelling enough to embrace the popular platform right now.
One of the most striking benefits of marketing automation is that it directly helps you boost your productivity. Since marketing automation platforms are designed to simplify the routine tasks of your campaigns and organization, you’re available to focus on your core products and services. It also means you’re able to focus your attention on processes that cannot be automated and require stringent manual supervision.
Given the diversity of modern business operations and marketing campaigns, manual supervision of routine tasks can lead to human errors which can affect the workflow and the overall performance of your organization.
Thanks to the marketing automation platform, each and every process is systemized. Automating smaller and repetitive tasks through software help your entire organization achieve a better and more sophisticated workflow.
Businesses with their inbound marketing campaigns are also able to use their content assets (such as forms, CTAs, and conversion pages) more effectively as the automation software ties them all together seamlessly.
Moreover, with state-of-the-art marketing automation platforms, you can now automate your international marketing processes such as budgeting, planning, and approval.
Often, marketers hesitate to invest in automation software especially when it’s designed only for a specific kind of platform. However, the popularity of marketing automation software lies in the fact it’s channel agnostic, meaning it can be used across a wide range of platforms including email marketing, search engine optimization (SEO), CRM tools and social media campaign.
What’s more, it can act as a hub for all your marketing activities, helping you access your marketing data from one centralized hub. That’s a big win!
The most obvious reason why you would ever invest in a software is, of course, that it helps you boost your revenue. Marketing automation, in that respect, is no exception.
Granted embracing a marketing automation platform isn’t cheap, but it’s totally worth the investment if you factor in the potential growth in revenue. There are plenty of stats suggesting marketing automation justifies the upfront investment cost.
A staggering 78 percent of high-performing marketers have cited marketing automation software as the vital contributor to the revenue growth.
Considering the rapid adoption of marketing automation platforms, Gartner in their Gartner Customer 360 Summit, predicted nearly 85% of CRM operations will be managed without any human interaction by 2010.
Let that sink in for a moment!
Lead Acquisition and Customer Retention
For any business to stay profitable, they need to find an effective way to acquire new customers while retaining the existing ones.
However, that's much easier said than done.
In the face of the prevailing competition, prospects are hard to attract and customers are difficult to please.
So, how do you strike the balance between these two critical aspects?
The answer is marketing automation.
Marketing automation platforms are designed to process customer data in real time and offer intelligence and insights to help you predict their needs and challenges. Using this data and information, you can plan your next move to capture a prospect and surpass customer expectations.
Tracking Marketing Campaign
Apart from boosting revenue, marketing automation tools are can be effective in tracking and monitoring marketing campaigns as they offer critical performance metrics of your ongoing content marketing campaigns. With measurable and quantifiable data, you’re in a strong position to tweak your various marketing campaigns, improving their ROIs.
Modern businesses walk the tightrope, trying to strike the balance between optimizing their content marketing ROI and improving their customer experience. With the marketing automation tools, you can capture and nurture leads and build a healthy relationship with the existing customers.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: .