Marketing automation involves uses software to streamline and automate some aspects of the marketing process. This method of increasing productivity and making these jobs easier is typically used with those tasks that are repetitive such as social media, emails and other actions performed on websites.
Marketing Automation Nurtures Prospects
Using marketing automation enables a business to provide useful content -- that is also highly personalized -- to consumers that will convert them into customers. Like all marketing strategies and technologies, marketing automation is an investment. Fortunately, adopting marketing automation tends to result in significant revenue for the companies that use it. It's a process that allows a business to nurture potential leads so they convert into customers who pay for their services and/or products. It is these two phases of the process -- the conversion of leads into customers and the closure of a paying deal -- that are most impacted by marketing automation.
Marketing Automation = A Personal Approach
Using marketing automation enables a company to send out an email blast to a targeted group of recipients. The first email could contain an ebook or white paper that addresses a pain point for that audience. That could be followed up by a "thank you" email that is sent a few days later to those people who downloaded this information.
The third point of contact via email could consist of another free resource, such as a case study, that directly relates to the topic at hand. By the time a potential buyer downloads this case study, it's likely that they are a great deal closer to making a purchase. This signals that the sales team can contact the consumer to follow up personally.
Effective Marketing Automation
One of the primary purposes of marketing automation is to make it easier for a business to provide consumers with a personalised experience. Developing clear goals -- and revisiting them often -- is a crucial step in marketing automation. While automating all the elements that encompass a particular marketing strategy could work with one audience segment, a closely-related group of consumers could respond better to a mix of techniques.