Marketing Automation - Don’t “Set It and Forget It”

by Louie Beaupre
3/13/2017 1:15:54 PM

 

How to leverage marketing automation for all its worth

Marketing automation is a valuable tool for modern businesses, yet very few entrepreneurs use it effectively. To make sure you're getting the most from this innovative technology, learn how to leverage automation for all its worth.

What Is Marketing Automation?

Marketing automation is a class of technology that allows businesses to measure, automate and streamline marketing tasks and workflows. This allows for increased operational efficiency, lower costs and higher revenues.

Often called drip campaigns, marketing automation began with things like automated email campaigns, autoresponders and lifecycle emails. These days, however, the technology has developed into a multi-faceted system that allows companies such as Amazon to utilize real-time data to create personalized browsing experiences that present relevant product offerings based on previous interactions and patterns.

Through automation, businesses are able to streamline lead generation and segmentation, customer lifecycle marketing, lead scoring and nurturing, cross-sell and up-sell, customer retention, and marketing ROI measurements. Some of this is possible at small volumes without technology; however, software becomes essential for large-scale efforts, especially when multiple channels are involved.

In particular, these processes demand a central marketing database, which includes detailed customer/prospect interactions and behaviors; an engagement marketing engine for the creation, management and automation of processes and conversations; and an analytic engine to measure, test and optimize ROI.

Comprehensive Benefits

By leveraging marketing automation, companies enjoy a number of key benefits, including:

  • Saving time: Through automation, you can free up time for other activities by scheduling multiple campaigns and releasing each one according to your settings.

  • Increasing efficiency: You can save time, labor and costs by streamlining traditionally manual processes.

  • CRM integration: Leads no longer vanish from your radar after one or two unsuccessful contacts.

  • Multichannel management: Marketing automation makes it much easier to keep tabs on multiple channels.

  • Consistency: By incorporating every marketing effort into a single process, you can maintain a more unified brand tone-of-voice.

  • Personalization: Through automation, you can tailor a user's experience, creating a more inviting, relevant interaction that's more likely to result in a conversion.

  • Data collection: Automatic marketing offers touchpoints for customers that aren't always sales driven. It can also provide improved insight in the form of unique data that can help you improve future communications and campaigns.

Getting Your Money's Worth

Right now, marketing automation is dominated by well-established platforms such as Act-On, Eloqua, Marketo and HubSpot. Most of these services provide a robust collection of tools to create comprehensive automated campaigns. Still, while automation opens the door to seamless, cost-effective marketing, it won't help much if the campaign is flawed.

To effectively deploy and maintain an effective automated campaign, it's important to regularly analyze data and make changes to perfect your strategy. This is the best way to identify which tactics work best, so you can invest your limited budget accordingly. It's also important to choose an integrated platform, so you can get a complete perspective of how evolving tactics affect both conversions and engagement.

Additional Resources to Help Grow your Small Business

White Paper

How Mail Services and Professional Addresses Help Entrepreneurs Succeed

In today's mobile economy, digital entrepreneurs often work from varying locations. While this can help save money and increase agility, it comes with one big drawback:

Read More >
White Paper

Virtual Assistants Provide a Competitive Edge

Countless small business owners rely on remote assistants or offsite receptionists to help with critical organizational duties. While some are content to offload simple tasks to self-employed, stay-at-home support people, others demand more comprehensive services...NULL

Read More >
White Paper

Virtual Assistants & Remote Assistants: A Comparison

While the traditional virtual assistant is likely to work from home, an executive-level virtual assistant is part of a greater brick-and-mortar presence. This fundamental difference opens the door for extensive training opportunities that broaden the professional's support capabilities.

Read More >
White Paper

Overview of Virtual Offices, Executive Suites and Co-Working Spaces

Work has changed. In an age of instant communication, cloud-based applications, and workplace versatility, the era of the traditional office culture has come to an end. Providers of virtual offices, executive suites and co-working spaces have effectively liberated the nation’s work culture, adding dynamic and energizing new choices...

Read More >
White Paper

Part 1 of 4: Introducing the SBA

For entrepreneurs and small business owners, navigating the tricky terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a major challenge. Fortunately, American entrepreneurs and operators have access to one of the most effective resources in the worldwide market...

Read More >
White Paper

Part 2 of 4: Starting a Small Business

Navigating the complex terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a challenge for entrepreneurs and small business owners. Fortunately, American entrepreneurs have access to one of the most effective resources in the world via the Small Business Administration (SBA).
... Click to read more

Read More >
White Paper

Part 3 of 4: Managing a Small Business

Congratulations! You have gotten your small business up and running. Now what? This part of our four-part series on leveraging the Small Business Administration to help you launch and manage a small business will focus on the operational aspects of running a business. Whether you need leadership strategies, day-to-day decision making skills
... Click to read more

Read More >
White Paper

Part 4 of 4: Marketing, Sales and Contracting

Understanding marketing and sales as well as the technical complexity of our Internet-driven society gives entrepreneurs a distinct advantage over the competition. This final segment of our four-part report will take a deeper dive into the logistics and philosophy of marketing and sales and their impact on your business success.
... Click to read more

Read More >
White Paper

DIY Marketing Tools

If a business isn’t marketing, its potential customers are not finding it. Small to medium size businesses often struggle with spending hundreds of thousands of dollars on marketing. New DIY marketing tools, however, have eliminated the need to spend astronomical amounts on online and traditional marketing. These tools
... Click to read more

Read More >
White Paper

Virtual Office For Legal Professionals

Law firms (large and small) and solo legal practitioners alike can use virtual office services and spaces to run their entire legal operations or as a supplement to a home office or traditional brick-and-mortar offices. Virtual office services can be particularly useful during trial preparation
... Click to read more

Read More >
White Paper

Finance & Tax Professionals

Finance and tax professionals, whether they work solo or as part of a larger firm, can use virtual office spaces and services to stay on top of their workloads, especially during the busy tax season. Professional virtual office spaces can be particularly useful when back-to-back client meetings are necessary...

Read More >
White Paper

Traveling Entrepreneur

As business people and entrepreneurs continually strive to grow their business, doing so frequently involves traveling around the country to attend networking or tradeshow events, meeting clients and prospects on their own turf, and getting some face-time with colleagues, contractors or employees who may operate in a remote location. Preparation
... Click to read more

Read More >
White Paper

Virtual Office Eguide

Have you ever wondered why some small businesses are successful and others are not and what do these successful companies do to gain an edge over their competition? Through our years of experience
... Click to read more

Read More >