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What is Marketing Automation and Why Should Your Business Use It?

Marketing campaigns are imperative in running a business — especially in a cluttered market. But running different marketing initiatives involves several time-consuming and repetitive tasks.

In such cases, efficient marketing automation solutions can ease your efforts. From tailoring smooth customer journeys to multi-channel campaigns, marketing automation can help you streamline repetitive tasks. Moreover, you can measure the results at each stage and improve the process.

The popularity of marketing automation is rising for all the right reasons. According to reports, analysts expect the global marketing automation market to grow from $5.45 billion in 2021 to $8.58 billion in 2026.

In today’s article, we will discuss the benefits of marketing automation and how companies can use it.

What is Marketing Automation?

Marketing automation refers to using software to automate repetitive marketing tasks. It builds a sequence of actions according to predefined trigger conditions.

Marketing automation helps businesses streamline campaigns across multiple channels simultaneously. It handles tasks like sending personalized emails, leading segmentation, scheduling social media posts, etc.

  • Marketing automation tools eliminate manual recurring tasks, automating processes like email marketing and social media marketing. This saves time, increasing productivity and efficiency.
  • It lets companies run cross-channel campaigns consistently. This way, they reach a wider audience, increasing lead generation and chances of conversion.
  • Marketing automation solutions customize customer journeys, resulting in better engagement and retention.
  • Marketing automation tools also evaluate large data sets, helping companies track customer preferences, market needs, etc., and optimize the process. They may even use it for SEO and content marketing processes for keyword research, competitor analysis, and content distribution.

Types of Marketing Automation

Marketing automation covers several marketing areas, like:

1. Email marketing automation

Companies use email marketing to nurture potential leads and keep existing customers engaged and informed about their brand. This demands accurate personalization of emails.

With email automation, you can send targeted emails based on customer preferences and product interactions. With pre-defined rules, you can trigger emails and control frequency, accurately using every stage of the customer journey.

Leveraging data from the customer journey allows businesses to gain insights into customer behavior, preferences, and pain points. This information can be used to optimize email automation strategies, making them more personalized and effective in engaging customers at every touchpoint. By understanding customer needs and interests, businesses can tailor their email communication to deliver the right message, at the right time, to the right audience, ultimately leading to higher customer satisfaction and loyalty.

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For example, you can set up welcome emails to nurture new customers. You can also schedule promotional emails and share relevant offers. 

With relevant content, you can also re-engage customers who haven’t interacted with your business recently. Marketing automation tools nurture customer relationships and boost customer retention by targeting the leads at the right time.

Some of the best email marketing automation tools are Mailchimp, Moosend, and SendinBlue.

2. Social media marketing automation

Social media marketing is all the buzz currently and drives tangible results. But it demands consistency and regular monitoring, which can’t be executed perfectly with manual efforts.

Social media marketing automation tools do the heavy lifting and handle mundane tasks like posting and tracking metrics. You can schedule posts in advance, set up alerts for online conversations mentioning your brand, track competitors’ activity, and even identify relevant influencers. By saving time, it lets your team focus on the creative aspects of social media marketing, like designing appealing posts and producing informative content.

Buffer, Hootsuite, and Sprout Social are some of the best tools in the social media marketing space.

3. Lead generation and scoring automation

Automated lead generation is an AI-powered blend of inbound and outbound solutions. Instead of sourcing leads manually over emails and phone calls, automation brings the leads and data to you.

It collects leads and scores them based on their buying journey and how close they are to make a buying decision. This allows your team to use their time and resources well for most potential leads.

Lead generation and scoring platforms align with a company’s marketing and sales efforts. They help create a smooth customer journey, diagnose recurring issues in the funnel, and enhance B2C and B2B sales techniques for companies of any scale.

You can use HubSpot, Salesmate, Freshsales, and other lead generation and scoring tools.

4. Customer segmentation and profiling automation

Knowing your customers well and classifying them into accurate segments are key to successful marketing campaigns. Companies must create buyer personas to target the right customers with precise personalization.

But as your business scales, manually going through each customer’s buying patterns and preferences becomes a monumental and error-prone task. With customer segmentation and profiling automation, you can classify customers based on transactional, ordering, and behavioral patterns with less effort. This ultimately drives better customer engagement and retention.

Salesforce Einstein, Segment, and LeadMD are some of the best segmentation and profiling automation tools.

 Why your business should use marketing automation

The benefits of marketing automation are not limited to eliminating mundane tasks. You can target customers with personalized, enjoy better social media reach, and enhance the effectiveness of email campaigns.

Here’s why marketing automation should be every business’s priority:

1. Streamlined and efficient lead nurturing

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According to Salesforce’s State of the Connected Customers report, 73% of customers expect brands to understand their expectations and needs. To nurture leads, you need tailored efforts. But manually analyzing vast first-party and third-party data will not yield the expected results.

Marketing automation solutions capture the right customer data at the right time. The AI-powered features accurately analyze leads, gauge potential conversion, and examine customers’ behavior and purchase patterns. This lets you design customized campaigns, target the most searched keywords, and create pitches to nurture different leads. It also helps with timely follow-up to ensure conversions.

Such systems assist lead nurturing by:

  • Applying a lead scoring model to monitor customer behavior and other information like preferences, demographics, etc.
  • Sending the right emails at the right stages of the customer journey.
  • Creating drip email campaigns.
  • Helping you create dynamic content for omnichannel marketing.

2. Increased ROI and revenue generation

Marketing automation software streamlines lead generation and nurturing processes, making your marketing activities more scalable.

These tools let you track your audience and determine the best time to post content for maximum engagement. All you have to do is to schedule the content, and the system will post them automatically. This maintains consistent customer relationships, reaches a wider audience base, and boosts lead generation.

By taking care of the tedious tasks, marketing automation tools free up your team’s time, which they can invest in the strategic parts of marketing. This way, they design fresh and creative campaigns and drive better marketing results.

Effective lead nurturing, automated and consistent social media marketing, and eliminating repetitive tasks allow resource optimization and shorten the sales cycle, increasing ROI and revenue generation.

3. Better customer engagement and retention

Customer engagement is directly linked to retention. A satisfactory customer experience lowers the churn rate and builds a long-term relationship with your customers.

But as you scale your business, handling different customer preferences becomes tricky. By automating the process, you can use collected data to engage new customers and re-engage the existing ones.

Marketing automation solutions connect buyers through multiple channels, offering them a smooth, on-brand customer experience with relevant and targeted communication. Through personalized and engaging content, you retain customers and upsell and cross-sell your products.

4. Enhanced data tracking and analysis

Manually tracking customer journeys and buying patterns can be daunting. It takes up a significant chunk of your team’s time and produces inaccurate reports.

Marketing automation software examines every important KPI, tracks online conversations of your target audience, and runs competitor analysis in real time. For example, our tool lets you look for low competition, high ROI keywords to beat your competition.

The reports are accurate and insightful. You get a detailed overview of your marketing campaigns, helping you benchmark their success and identify friction points and complications. With real-time data reporting, you can monitor each customer journey stage and see where things go wrong.

Understanding the issues helps you strategize your campaigns better, resolve issues before losing the customer, and make more informed business decisions.

5. Improved Marketing and Sales Alignment

Marketing automation aligns a company’s sales and marketing efforts by bringing better-qualified leads and offering a seamless customer experience. With targeted and automated marketing operations, your sales team spends less time convincing prospects.

Disconnect between your sales and marketing departments can cause a disparity between your campaign’s message and your sales team’s pitch. Marketing automation tools allow the departments to collaborate and ensure consistent messaging as leads move down the funnel.

Conclusion

Your business’s sustenance depends on efficient marketing. It needs to be on-brand, consistent, and engaging. However, striking the right balance with frequency is also vital.

To supercharge your campaigns, you need creative minds and proper automation technology. By eliminating tedious tasks, marketing automation solutions give creative minds enough time to brainstorm and come up with new ideas.

The AI-powered technology collects and examines important customer data in real time, helps you create highly personalized campaigns, and fills the sales funnel with qualified leads.

Opt for marketing automation software today to maximize your marketing efforts and drive more sales. However, ensure your chosen platform is scalable, fits your budget, and suits your marketing needs.

GPT Law

Legal research and information assistant.