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This article is letter (M) of our “Automation Brand" series where we write an article for each letter of the phrase. “Automation Brand" finds all the ways automation benefits marketing. Find links to more articles in the series below.
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By the end of this article, you’ll know exactly what marketing automation is, the worth behind marketing automation, and exactly what marketing automation looks like.
What Is Marketing Automation?
In business, the end-goal is to make a profit by helping people solve a problem. The definition of marketing automation shows how it fits into the bigger picture:
“Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.”
Another way to understand what marketing automation is, is to understand what marketing automation is not. It’s not CRM (Content Relationship Management) software. And it’s also not traditional marketing that’s only based on click data. Traditional marketing is only setup to automatically trigger based on behavior.
In contrast, marketing automation is a more holistic form of marketing “based on their unique needs, interests, and preferences — not just their click through data.”
As a result, you are better able to set up truly personalized systems that will provide relevant content to your leads.
Is Marketing Automation Worth It?
Yes. Extremely. Marketing automation is so useful that it “drives a 14.5-percent increase in sales productivity and a 12.2-percent reduction in marketing overhead.” That’s why it’s so shocking that more than half of brands don’t even send a personalized email.
Just look at these stats and let the numbers do the talking:
- Companies that use marketing automation to nurture prospects experience as much as a 451-percent increase in qualified leads.
- B2B marketers who implement marketing automation increase sales pipeline contribution by an average of 10 percent.
- In a benchmark study by eMarketer, 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%.
- According to Nuclear Research, 95% of companies reported some benefit from marketing automation. They found that companies can expect to achieve an increase in marketing staff productivity between 1.5 and 6.9% and increase sales productivity by an average of 4%.
What Does Marketing Automation Look Like?
So far, we’ve learned what marketing automation is and see the raw numbers show the powerful benefits. When it comes to what your user is interacting with and the mediums which marketing automation function through, marketing automation looks like:
- Email Marketing
- Landing Pages
- Campaign Management
- Lead Management
- CRM Integration
- Social Marketing
- Marketing Analytics
As another marketer experienced,“having an “automated” system is like having that 'clone of myself' who is willing to work every day, weekends too and never take a vacation for (drumroll please) less that $200 per month.”
In the eyes of your leads, all they see is a trustworthy, punctual brand that provides such personalized content and value to them. Marketing automation has your audience thinking, “It’s like they know me!”
Happy customers that have a strong relationship with you based on trust from personalized content sent to them.
There you have it. You’ve gone from marketing automation newbie to smarty pants in just a matter of minutes. Now that you know the basics, how do you feel about integrating marketing automation into your brand’s strategy?
This article is part of our “Automation Brand” series where we write an article for each letter of the phrase. “Automation Brand” finds all the ways automation benefits marketing.
Click below to read more articles in the “Automation Brand” series:
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