At this point, most marketers have heard the term “marketing automation” and the way it can positively impact businesses. But in case you’ve only overheard the benefits, here are three of the most basic ways that marketing automation adds something good to your business.
Marketing Automation Fuels Growth
Anyone running a company knows how there is always something that needs to be done, especially when you’re trying to grow your business. Marketing automation is one way to bring in new customers (and reengage old customers) without devoting too much time to those activities. Email marketing and nurturing campaigns? No problem. Automating those processes means you’re doing more for your marketing department but not doing more work. A couple interesting stats that back up the claim of business growth:
- 28% of marketers saw an increase in revenue per sale attributable to marketing automation. (Chief Marketer)
- 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months (Focus Research)
- Companies using marketing automation source 45% more pipeline than those who don’t use marketing automation. (Marketo)
- Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. (Nucleus Research)
Marketing Automation Helps You Keep in Touch With Your Customers
Lately, all I hear is “Your customer service isn’t service unless it’s customer obsessed” and I will be one of the first to agree. Studies continually show that we live in the Era of the Customer. Customers no longer take linear, easily influenced paths to buying; instead, it’s all about building relationships, with customers taking product research into their own hands. With marketing automation, you can send emails or integrate with direct mail for marketing, automate phone calls and voice broadcasts, and more. The customer’s pathway to buying is more varied than it once was, but our means of engaging with customers is also more varied. We have options when it comes to keeping in touch with customers, and automation helps you use all of them.
Marketing Automation Establishes Your Brand
This ties into keeping in touch with your customers, but it deserves a mention of its own. With marketing automation, you’re not just communicating with your customers with the hope that they’ll convert from a marketing email, etc. You’re doing it for the greater purpose of branding. Now, branding is a word that gets thrown around a lot, and people don’t always know what it means, but one thing is certain: effective branding is putting your company in front of your audience strategically and consistently, keeping your business at the front of their minds without overwhelming them. Staying in front of their eyes will eventually create an association with the product or service that you provide, and that is step one of branding. Marketing automation is today’s marketer’s version of running all around town plastering signs on walls. With this tool, you will always work smarter–not harder.
There are layers to this, of course: different marketing automation strategies and products that do the above three things and more. Want to keep learning? Download this huge guide that breaks down another kind of marketing automation from start to finish: The Definitive Guide to Voice-Based Marketing Automation.
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