Marketing Automation is the process of taking the leverage of software to automate the marketing process or the repetitive marketing tasks. Most of the time marketers use this software for nurturing leads, to integrate with Customer Relationship Management (CRM), and also Customer Data platform (CDP) software.
What is Marketing Automation
Most of the time marketing automation is used to automate and personalize the texts and responses to the customers. According to Andrea Lechner Becker who is the CMO of LeadMD. Marketing Automations are tools that increase the efficiency of the marketers.
There are various examples of marketing automation. Some of them include an automated email that is sent to a user according to his behavior triggers. This email can be personalized and will be set ahead of time by the marketers using a marketing automation platform.
Other than this the reminders you get when you leave an item in the shopping cart after visiting an e-commerce website, the emails you get regarding the feedbacks which will be personalized. All these are examples of marketing automation.
Features of Marketing Automation
Some of the features of marketing automation would include
Nurturing leads –
This is the process of sending a number of automated emails to the prospects so that you can engage with them by providing relevant information.
Personalized emails –
Personalizing your emails will help your business maintain a personal relationship with the customers.
Management of Campaigns –
Companies can also run Email campaigns to increase the leads with the increase of sales. It will let you send personalized or direct emails to a large number of people.
Forms and Landing Pages –
It is a tool that will help you collect various information and data from your customers. This can later be converted into the various system for storing or action according to the data received.
Ultimate Outcome of Marketing Automation
When you look at the pure practice of marketing automation the ultimate outcome of the efforts of marketing automation is to gain qualified leads, conversions, personalized messages, etc. Qualified leads are a collaboration of sales and marketing.
Sending the right messages to the prospects at the right time is the key to generating leads. Marketing automation will help you send the right messages at the right time to your customers. This will increase the chances of generating leads.
Future of Marketing Automation
The future of marketing automation looks bright. Marketing automation is very beneficial for small sized businesses, medium sized business and also fortune 500s. Marketing automation will benefit all the companies irrespective of their size.
A marketing agency named JMB Partnership has said that in the near future the marketing expenses can be reduced by 12.2 % and the productivity would increase by 14.5% because of the use of marketing automation. The sales are expected to increase by 50% in certain cases.
Another marketing agency named Fathom has said that there is an increase in the qualified leads to as much as 451%.
But still, many companies and businesses find marketing automation a difficult task. There was a survey conducted by the marketing technology insights company MarTech on how various marketers feel about the marketing automation challenges.
According to the survey, more than 15% of the marketers find it hard to create automation, more than 10% found it hard to integrate the automation with the software they use, around 10% of the marketers find that automation is still complicated and again around 10% of the marketers found it hard to create content.
Marketing Automation is expected to be one of the best choices and most common practices we will be able to find in 2021 and beyond. From emails to contact segmentation to contact management, it will be using marketing automation.
Since Marketing Automation is booming and since it is becoming a popular tool it is expected that it would be easy to use in the near future. The software is considered to become easier to use if Marketing Automation is growing at the same speed.
According to a survey conducted by an email marketing company Adestra, it was found that more than 64% of the marketers require a software that is easy to use rather than technical support or pricing.
What is marketing automation used for?
Marketing automation is used to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes.
What is the best marketing automation tool?
Marketo, Eloqua, Customer.io, Constant Contact, and HubSpot are some of the top marketing automation tools.
What are the benefits of marketing automation?
Few benefits of marketing automation are Increased marketing efficiency, Automate time-consuming, Enhanced ability to generate more and better qualified leads and Better alignment of sales and marketing goals.
Marketing Automation is expected to grow really fast and the growth of an organization would depend on how easily one will adapt to it. Most of the companies have already implemented Marketing Automations in their businesses. We can see a lot more companies doing it in the near future.
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