- According to Statista, the top three benefits of marketing automation, as ranked by sales and marketing professionals and executives, are as follows: time savings on repetitive work (49%), tailored communication (49%), and increased efficiency/ROI.
- Marketing automation can aid in attracting, engaging, and closing transactions and is, therefore, extensively used as an efficient digital marketing technique.
In an age where shoppers are bombarded with ads, it’s harder than ever to stand out. If you’re a marketer, you’ve probably heard about marketing automation and its benefits. This multifaceted business tool requires a deeper understanding to determine its suitability for your company.
According to Statista, the top three benefits of marketing automation, as ranked by sales and marketing professionals and executives, are as follows: time savings on repetitive work (49%), tailored communication (49%), and increased efficiency/ROI.
Marketing automation enables a 50% increase in sales leads and a 33% drop in cost per lead.
Do you see the potential of marketing automation in today’s business sales? You may have a well-defined strategy for achieving the desired objectives as a marketer. However, shifting markets and customer requirements can easily derail your plans. To overcome this difficulty, you must immediately adapt your ideas and devise new methods, which is challenging to do manually with a small workforce. Here, marketing automation comes to the rescue. With marketing automation, you can modify and adapt your programs quickly and efficiently and track their progress.
This blog will take you through the top reasons to consider marketing automation.
Top Issues for Marketing Teams
The below points highlight some of the significant concerns that marketers face today.
Doing more with less: Expectations from the performance are rising, but the budgets stay at the same level. Thus, your team will be under pressure to generate more leads, grow revenue, and close deals faster.
Repairing leaky sales funnels: Complex purchase processes cause leakage and missed leads. Since more consumers start online, the sales cycle is longer, giving marketers more chances to lose leads.
Gaining qualified leads: Marketers can’t only focus on lead generation and awareness. Their leads must match the company Because those that don’t convert are useless.
Aligning sales and marketing: Many firms struggle with sales and marketing alignment. Sales struggle to get qualified leads at the right moment.
Responding to the unexpected: COVID-19 has changed customer behavior, potentially permanently. Change your marketing plan quickly and agilely to survive this upheaval.
Marketing automation can help face these challenges as it allows you to scale programs, deliver personalized and targeted communications, align marketing with sales, and react to unforeseen events.
The right marketing automation solution enables you to:
- Operate more efficiently
- Introduce new strategies that drive business
- Scale programs as the business grow
- Deliver personalized and targeted communications
- Align marketing and sales
- Measure effectiveness
Now let’s dive into how marketing automation can help businesses in more detail.
Top Reasons to Consider Marketing Automation
Increase inbound traffic to your site
There are various options for driving activity at the top of the sales funnel, including social media, Pay-Per-Click (PPC), and events. However, your website is one of the primary areas of concentration for lead generation.
SEO is one of the helpful marketing strategies that can help your website achieve a higher ranking in organic search results. A higher position in search engine rankings results in increased online visibility. Higher rankings assist your organization in obtaining credibility and position it as an industry leader in the business world.
The SEO efforts tend to become more effective with three major components mentioned below:
- Website performance
However, while dealing with SEO, you must ensure that your content is produced for humans, not search engine robots.
SEO is a never-ending marketing endeavor, so employ marketing automation technology to evaluate your website and discover new keywords swiftly.
Personalize the experience for known and anonymous visitors
Personalization is crucial while discussing marketing in the present day. The material on your landing page and in your headlines should be as relevant to your visitors’ demands as feasible. With the use of marketing automation, it is possible to customize marketing strategies for individuals about whom you know nothing.
Real-time personalization: A marketing automation system backed by artificial intelligence helps you provide tailored content and offers it in real time.
Personalized retargeting: Once visitors begin to visit your website, you must next concentrate on luring them back. Therefore, retargeting occurs when a prospect enters your website, gets monitored, departs, sees your ad on other websites, and returns. Marketing automation offers tailored retargeting with highly targeted advertising based on demographics, purchase history, lead score, and other variables to make your ads more pertinent to unique visitors.
Improve social reach and influence
Social media is an additional channel that ranks first in awareness and demand. Marketing automation enables you to give your existing campaigns a social boost and generate more targeted paid advertising on social platforms fast and efficiently.
Add social sharing: Marketing automation enables you to swiftly expand your social reach by adding social buttons to your website, landing pages, ad campaigns, and more. Additionally, these features allow people to share your material with their networks.
Use polling and referral campaigns: Some marketing automation tools provide surveys and referrals. Polls are a rapid method for gathering lead information. Referral marketing motivates customers to share your content with others. Research has shown that it delivers three to five times more conversions.
Engage leads and build relationships: When you have qualified leads, the next step is to nurture them further down the sales funnel. The objective of lead nurturing is to cultivate relationships with your consumers, irrespective of when they make a purchase. Marketing automation software enables you to engage with prospective customers in a timely, relevant, and personalized manner.
Test and determine engaging emails
Marketing automation offers rapid testing of various email elements to determine the most successful strategy for engaging readers. In addition, marketing automation facilitates campaign testing and digital marketing initiatives’ ongoing measurement and improvement.
A/B testing: Marketing automation makes it simple to conduct tests to verify that emails are sent to the appropriate prospects. A/B testing examines which of two versions of an email has the highest conversion rate. Consistent testing assists in refining marketing strategy for optimal results.
Marketing automation can aid in attracting, engaging, and closing transactions and is, therefore, extensively used as an efficient digital marketing technique. It can boost lead generation and nurture leads with targeted, tailored, multichannel communications.
Marketing automation empowers marketers to –
- Grow to the top of the funnel
- Engage potential buyers
- Test and scale programs
- Deliver sales-ready leads
- Measure channels and programs
Marketing automation is no longer a luxury for the modern marketer but a necessity.