Marketing automation is technology allowing businesses to streamline, automate, and measure marketing tasks and workflows, to increase operational efficiency. Moreover, would you like to have this consolidation through marketing automation for your marketing strategy?
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Some small businesses have maintained practices without MA software, but technology must be apart eventually at any scale. So with the many channels, marketers are required to manage,
So with that said, IOT and Big Data incorporate a central marketing database. A place for all your marketing data, including detailed prospect and customer interactions and behaviors.
You can name it an engagement marketing engine but the term used by most is IOT (Internet of Things). Managing an analytics engine. A way to test, measure and optimize marketing ROI and impact on revenue.
According to a new eMarketer report, “Marketing Automation (MA): Examining Users and Usage, and What’s Coming Next. As MA evolves, MA operations will have challenges on their own platforms.” Even with the challenges, there is still rapid and widespread growth for MA as shown by the above stat from IDC
The research firm MarketsandMarkets estimated that marketing automation software revenues worldwide would grow to $5.50 billion in 2019, up from $3.65 billion in 2014. And according to B2B Marketers Worldwide.
A March 2014 study by Regalix found an overwhelming percentage of business-to-business marketers polled worldwide saw benefits from marketing automation in the area of improved lead management and lead nurturing, measurable results and enhanced targeting and personalization.
Benefits of Marketing Automation
The benefits are better lead management, segmentation, and email campaign management. Automation of these categories will improve and streamline the marketing process. When you combine an MA strategy with your CRM platform. You will be able to measure how your prospects engage with better insight. Because of the analytical results provided by this combination, you will better know how to engage with prospects and customers.
Who Uses Marketing Automation?
Large enterprises have long found value in technology, but marketing automation isn’t just for big companies. In fact, Small and Mid-Sized Businesses (SMBs) make up the largest growing segment in space right now. And thousands of companies even smaller than that are using automation as well. Similarly, companies across all industries are using it.
The early adopters were primarily in “business-to-business” (B2B) industries such as high-tech/software, manufacturing, and business services. But increasingly companies across all categories–including “business-to-consumer” (B2C) industries such as healthcare, financial services, media and entertainment, and retail–are adopting the software for its real-time, engagement-oriented approach to maintaining and extending customer relationships throughout the customer lifecycle.
“A centralized, global platform like Marketo provides Citrix with a leveraged investment that dramatically reduces the time and resources spent on third parties to set up and execute marketing programs. The result has been lower costs and a substantially higher marketing ROI.”
– Eva Tsai, Director of Marketing Operations, Citrix
“Marketo is the fuel that powers Aconex’s marketing programs. In one recent thought leadership campaign, we achieved a 12-fold return on the original campaign investment. It gives our business unprecedented marketing agility.”
– Céline Stenson, Marketing Program Manager, EMEA Aconex
What Are The Common Features And Functions?
Email Marketing Automation?
Features include email marketing, landing pages and forms, campaign management, engagement marketing, prediction and scoring, customer lifecycle management, CRM integration, social marketing capabilities, mobile marketing capabilities, and marketing analytics.
In a benchmark study by eMarketer, the research found that B2C marketers who are using automation- including everything from birthday emails to cart abandonment programs – have seen conversion rates as high as 50%.
What it is not
It is not just email marketing: marketing automation includes a marketing strategy that covers all channels—on and offline, from mail to online, social and mobile campaigns.
And when incorporated with your CRM you get an analysis that will show you how better engage with your customers. It is not a solution that allows you to relax, it requires an understanding of the strategy so you can incorporate the right processes.
The fact that marketing automation software is so comprehensive is a blessing and a curse. While it can cause quite a few headaches in researching whether or not it’s right for you, you’ll be glad of it if you do end up biting the bullet.
Hopefully, this post has given you a better understanding of how you might be able to use automation software. If you’ve decided that it is something that will benefit your business, the next step is to choose which tool is the best fit for you –Don’t Be Late to Automate It Is More Than A Trend
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