The number of businesses and persons around the world taking advantage of Marketing Automation grows day in, day out. Does making brand new technologies available to marketers lets them work better and influences their performance? Essentially not, and that’s why it’s so important for a purchase of a new tool to go together with the revision of old habits and working out new ones.
Marketing Automation popularity is expanding at a high rate. By 2015 alone, adoption of such solutions in the market is to raise by 50% and 76% of businesses offering software in SaaS model, already benefit from them. It doesn’t come as a surprise, since companies using Marketing Automation gain 54% more contacts qualified for further contact with the business and 50% more are ready for a purchase.
Right. More and more companies invest in Marketing Automation, what converts into more e-Mail messages sent to potential clients. However, the address base doesn’t grow as fast as marketers ability to send more and more messages. At first glance, it seems that Marketing Automation implementation only causes an increase in the number of sent messages and more contacts resign from subscriptions.
But is this the reality? That is not necessarily the case. Since it’s true that companies send more messages with Marketing Automation, they can’t be called SPAM anymore. Why? Firstly, Marketing Automation allows for quick and effective response to each person interested, by sending content tailor-made message. Messages are sent to those, who want to receive them but may resign from receiving at any moment. Yet, they don’t, as they take in content they expect.
In fact, Marketing Automation is perfect solution for typical problems of every marketer. Each of them knows that he should not send mass-produced mailings to the whole base, say, every Wednesday at midday. Though, lack of time for A/B tests, contact base segmentation and message sending exactly the moment contact filled in the form, make most of us send such ineffective, mass emailing. Here, the system for marketing and sales automation can rescue us as it will automate base segmentation, automatically send welcome message and take care of other mechanical activities. Thanks to this, a marketer wins time for thorough data analysis, processes optimization and joining marketing-sales process.
In order to take advantage of Marketing Automation full potential, marketers need to get to know better the full spectrum of tools abilities. Marketing Automation allows to send messages to clients at much better moment, for each of them individually and with better, tailor-made content, dedicated to the receiver. Marketing and sales automation doesn’t have to base on increased number of emailing but on maintaining similar level of quantity but with much higher quality of communication.
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