What is Marketing Automation?
Marketing Automation comes in a lot of flavors, from basic email automations to entire site re-designs, and it’s built upon what you know about your customer and what you want them to do next. It helps businesses and marketers step away from the shotgun marketing approach of the past, and provide a more 1-to-1 communication with leads and customers.
At its best, marketing automation is software and tactics that allow companies to buy and sell like Amazon — that is, to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers.
How does it Work?
The MAP (Marketing Automation Program) tracks users as they navigate to and around your site. Depending on the actions they take (such as filling out a form), they will receive an automation (such as an email in their inbox). An action can be defined as visiting a certain number of pages, downloading files, filling out forms, providing a phone number or an address, visiting a landing page, or even opening an email. And a resulting automation can include such things as sending them an email, adding the visitor to a segment group, or even changing the look/content of the site.
The sky is the limit with how complex automations can be or how many of them can be created; however, it’s important to learn the capabilities of your marketing automation system. Not all have the same actions and automations, and all of them have their own strengths and weaknesses.
Why should you be using Marketing Automation?
A good MAP, that has been setup correctly, will serve as the hub of your marketing efforts. It will track, and be able to show ROI for, all inbound marketing efforts and it will enhance those efforts with targeted emails and content personalization.
A few years back, Marketing Automation was well out of reach of anyone who didn’t have tens of thousands of dollars to spend and an entire marketing team to manage the platform. Today, there are some excellent, cost-effective solutions available. If you’re curious about Marketing Automation, and want to discuss how it can best benefit your company, feel free to reach out to us, and we will be happy to discuss solutions.
See Also: The Importance of Marketing Automation