What is Marketing Automation?
Why Does Marketing Automation Fall Short? When there’s no top-of-the-funnel foundation put in place to support middle of the funnel marketing automation. Many marketers invest in marketing automation before they have fertile ground for advanced lead nurturing campaigns to blossom. Marketers won’t have the ingredients they need for effective marketing automation until they have both a steady flow of organic leads coming through the funnel. Even when they’ve invested the time and effort to master the art of “Amazon-like” marketing automation, without enough leads to work towards purchase many marketers end up unhappy with the ROI of their marketing automation investment. Understanding that a large database of leads is required for marketing automation to have any effect on their bottom line, many marketers end up buying lists of contacts to nurture with marketing automation. What does “Bad” or “Good” marketing automation look like? Marketing automation campaigns can run the gamut in terms of functionality and effectiveness. Let’s explore what it looks like when a marketing automation approach is ineffective, and which approaches produce the highest ROI for your marketing automation efforts. Good marketing automation takes into account the evolving needs of your leads, and the behaviors and interactions they have with you across all of your marketing channels. The most effective marketing automation not only collects data from multiple channels, but uses those various channels to send their marketing messages as well. How do you know if it’s time to invest in marketing automation? If you’re producing effective inbound marketing content, you’re generating a steady flow of new, organic leads, and you’re ready to scale your successful efforts, chances are it’s time to focus your efforts on a marketing automation strategy that will nurture those quality leads into paying customers. Has marketing and sales agreed on what conversations should happen with marketing and which with sales? The key here is understanding that marketing automation does not do marketing for you, but can help scale your successful efforts. What are the keys to successful marketing automation? Though there are many pieces that must be put in place to establish a successful marketing automation strategy, there are two extremely key principles to keep in mind when developing a strategy that scales and evolves with your customers. This is where inbound marketing becomes the building blocks of your marketing funnel. How do I choose the best marketing automation provider for my business? When considering a marketing automation provider, it’s important to choose the software and company that best suits your business and your unique goals.
A Beginner’s Guide to Marketing Automation
When used correctly, marketing automation can be useful in helping sales and marketing teams do their jobs more effectively so they can reach their goals. In the broad scope of things, marketing automation incorporates several different aspects of marketing and business development, including email marketing, content development, conversion rate optimization, and lead generation. By far, one of the biggest benefits of marketing automation is that it helps sales and marketing teams work more efficiently. Marketing automation platforms handle the mundane and repetitive work that goes into delivering personalized content, giving sales and marketing professionals more time to focus on things that are more interesting and challenging. Although many different aspects of marketing and business development come together in marketing automation, the whole process is ultimately driven by a few core concepts. Workflows are where the automation part of marketing automation comes into play. Marketing automation software lets you assign values to certain actions and interactions so that it can calculate a score for that lead. Marketing automation also lets you segment your database of contacts to a very high degree so you can deliver messages to very specific types of people. Many people use the A/B testing functionality of marketing automation software to run ongoing tests to see which sorts of content, subject lines, design variations, and CTAs people best respond to. Email is a significant part of marketing automation, but marketing automation isn’t just a new name for email marketing. First of all, the types of messages involved in basic email marketing and marketing automation are distinctly different. When most people think of email marketing, they’re thinking of broad email blasts that go out to an entire list of contacts, but that’s just what you’re trying to avoid doing with marketing automation. Although basic email marketing programs do allow for some list segmentation, marketing automation programs allow you to get much more hyper-segmented. Basic email marketing and marketing automation programs also offer different functionality and insights. While regular email marketing platforms give some basic information about how people interact with your message, marketing automation programs offer more measurable, in-depth insights. Studies have shown that marketers often feel like marketing automation software isn’t worth the investment, but many marketers also fail to use it to its full potential or businesses try using it before they have a large enough database of contacts to truly make it worthwhile.