marketing automation marketing strategy planning
Digital Marketing | Marketing Automation | Marketing Trends

Marketing Automation & Growing Your Business

Using marketing automation can mean the difference between being overworked in your marketing efforts or seeing results. And with results, your business will grow.

Automation in no way means that your marketing goes on auto-pilot and/or is created by bots. The marketing materials and content? You create it. 

You automate its delivery to your prospects and customers.

Here’s how marketing automation works when it comes to different aspects of your marketing efforts.

  • Email marketing

Possibly the easiest marketing task to automate due to the many email automation programs and platforms available (Aweber, HubSpot, MailChimp, etc.), email marketing automation allows you to send:

  • Triggering emails based on prospect actions, such as downloading a free ebook, signing up for a webinar (sending the confirmation).
  • Drip workflows that send email content at set times.
  • Split testing (A/B testing content) and then automatically sending out the content that performs best.
  • Email personalization (personalizing EACH email sent).
  • Segmenting prospects based on data and automatically sending the right email to each group.
  • Internal marketing automation
  • Lead scoring and qualification
  • Notifying certain team members if contacts made certain actions or met certain conditions. (A sales person is notified when someone clicks a button asking for sales information, for example.)
  • Sending qualified leads to appropriate apps, such as your CRM sending a qualified lead to your email marketing platform,
  • Allowing marketing and sales departments to communicate more clearly – and quickly – with each other. 
  • The many processes of publishing content or setting up a new marketing pushes can easily be made more efficient.
  • Sales automation

This type of automation can help your sales pros and admins stay on top of pipelines, manage their calendars better, identify and then focus mostly leads that are sales-ready, collect data insights and act upon them, create a strong communication pipeline with marketing, sync the most recent data across all apps, pass new clients onto your onboarding process, and avoid time spent on leads that aren’t good fits,

  • Customer care automation

Automation is a wonderful way to optimize your prospect/customer experience by personalizing interactions. It also can automatically provide your customer care team with access to all available date on customers.

Automation, especially when it comes to ensuring the human element remains within one-to-one interactions, also allows more time for your customer service agents to provide better experience to your customers because they no longer need to perform repetitive tasks.

  • For example, instead of manually making an alarm regarding reaching out to a customer to ensure their issue was resolved, automation can tell the CSA it’s time to check in with the customer.
  • Automate satisfaction surveys so that CSAs know when a certain customer is unhappy so that they can reach out personally – and quickly – and thus potentially lower customer churn. 
  • Chatbots and other knowledge bases with built-in artificial intelligence (AI) can answer simple customer questions quickly, allowing CSAs to spend more time reaching out to customers (calling) and resolving more serious and/or complicated issues.

Marketing automation is making the human touch easy – not removing it

Marketing automation in no way removes the personal touch our prospects and clients crave. After all, automation doesn’t write an email series, blog posts, white papers, create videos, infographics or podcasts.

Instead, it automates their delivery to your prospects/clients, helps you know what type of content they want/what questions they need answered and how/when they want it .

Automating your content marketing, data collection and knowing when to reach out and connect gives you and your team members more time to create great content, personally interact with customers as needed, etc., all the while truly helping your business grow.

Learn more.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.