What Does It Really Mean Series: Marketing Automation

Marketing AutomationThere are so many buzzwords being tossed around these days in the marketing world that it’s hard to keep up. It’s important that you understand what these terms mean so that you can make an informed decision on what’s right or wrong for your company. That’s why I’ve created this new series: What Does It Really Mean? I’ll take each of these confusing buzzwords, one by one, and explain them to you in “real people speak”. The first in our series is Marketing Automation.

What is marketing automation?

Although the term marketing automation makes it sound as though the art and science of marketing has become entirely automated, nothing could be further from the truth. There is much more involved than the click of a button. Marketing automation is a category of software that can automate certain repetitive tasks such as social media, lead management and tracking and monitoring campaigns. Marketers use marketing automation to help us keep up with the many platforms we’re often engaging with on a daily basis. It allows us to be more operationally efficient and help you to grow revenue faster.

How can marketing automation help your business?

  • Save time and money. Labour intensive process that traditionally have been done manually, such as scheduling social media, can now be automated, saving time and money and increasing productivity.
  • Increase efficiency. Multiple campaigns can be scheduled well in advance and fewer touch points reduces errors.
  • Simplify multiplatform management. Consumers can be found on any number of platforms and it seems that more are cropping up daily. It’s become increasingly difficult to keep up with the management of all of these platforms. Marketing automation can help monitor multiple platforms on a daily basis.
  • Improve lead management: Marketing automation systems can integrate with your CRM system so that you’ll be able to nurture your leads, not lose track of them.
  • Improve customer retention. Marketing automation collects data that provides relevant insight to your customers, allowing you to anticipate your customers’ needs.
  • Personalize the experience to the user. Marketing automation tools allow you to personalize your relationship with every customer with strategies like lead qualification.
  • Track and monitor. Marketing automation can help track your marketing expenditures and monitor the responses to your marketing campaigns.

What are the pitfalls of marketing automation?

The number one pitfall of marketing automation is not having the resources or training to make it work. This is why I strongly recommend that you engage with a reputable marketing agency. Left to your own devices, you may automate the wrong processes. In addition, many people are under the misconception that marketing automation does marketing and lead generation for you; but that’s not the case. You have to build a pipeline of targeted, pre-qualified leads before you engage marketing automation. Only then can it help you manage and nurture your leads.

How can you integrate marketing automation to complement your marketing activities?

I read an article recently that described marketing automation software as the “Swiss Army Knife” of the software world because it’s so versatile. Marketing automation software works with your marketing activities; it doesn’t replace them e.g. it can leverage your data to tell you which leads are your hottest prospects and give you greater visibility into which marketing campaigns are generating the best ROI. It can streamline manual processes, improving efficiencies, increasing productivity and saving time and money.

Marketing automation can provide many benefits for your company as long as you have a clear plan and a strategy to execute. In order to realize the benefits, you need a marketing automation expert on your team. CreativeWorks Marketing has the one-two punch – expertise in marketing and marketing automation. Take advantage of our 20+ years of marketing knowledge and contact us today.

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