MARKETING AUTOMATION

1. DIGITAL MARKETING AUTOMATION

2. Meaning: Marketing automation is the process of using software to complete repetitive marketing tasks designed to nurture sales leads, personalize marketing messages and content and in the process, save marketers’ time and effort. By automating many of these tasks, users can more effectively send the right message, to the right user at the right time

3. How Marketing Automation Works • Marketers who use a marketing automation system specify criteria and outcomes for tasks and processes. • Marketers can track their visitors through the website pages, build scores for the prospect and trigger more profile data based on web actions. • Marketers use forms to collect contact information that allows them to qualify leads. Based on the information submitted, you can have automation set up to place leads in respective buckets depending on the initial data collected.

4. Marketing Automation Features • Tags and custom fields give users a way to group or segment their contacts, enabling them to communicate with different segments in a more effective, personal way • Emails, forms, site tracking and attribution enable users to communicate with and understand their customers’ behavior • Visual automation builders give users an easy way to create a complex flow to guide customers through a unique customer journey • Reporting brings in all of the data and allows users to measure the effectiveness of their marketing • Pipelines effectively manage the sales process as it allows marketing teams to efficiently “hand off” leads to sales to close a deal.

5. Visitor tracking: Track website visitors and which pages they went to, for how long, what their web visit pattern looked like • Hosted and tracked marketing files: Automatically generated tracking URLs allow for content tracking • Real-time sales alerts: Sales reps can set parameters on when to follow-up with leads • Lead scoring and grading: This can help improve the sales and marketing relationship dynamic by aligning scoring and grading on all prospects and customers. This allows scoring based on activity level and grades to see how likely they’ll be to buy a product or service

6. Good Vs Bad Marketing Automation: As efficient as automation is, it can't be the only marketing strategy. The worst thing a business can do is automate all of its marketing. “By over-automating your marketing, you end up managing a customer journey instead of optimizing it. Each business is different, but good marketing automation happens when a business is thoughtful about the personal relationships with its customers. True marketing automation allows you to track each touchpoint that a person has with your brand, take that in and adapt your messaging accordingly. It should enable you to not only automate processes, but anticipate your buyers' needs and accelerate their buying journey. Marketers need a solid marketing automation strategy, rather than just automating the same tasks they’ve been doing all along

7. Automation software collects and analyses data regarding leads, customers, sales, campaign success, and so on. This helps marketers to assess the effectiveness of past and current campaigns, and predict which strategies will work well in the future. The reporting from these auto-analytics allows each stage of your marketing process to learn and improve. Brands can also benefit from automated A/B testing, which allows them to optimize content in real time for maximum impact.

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