Marketers constantly search for new approaches to achieve better and better results of their campaigns and this way gain higher ROI ratings. Businesses have been evolving and expanding day in, day out. Accomplishing desired goals becomes real challenge for marketing departments. Fortunately, there is something that grants them coherent and efficient processes and at the same time allow to gather precious information about their potential clients.
‘Marketing Automation’ is regarded as a sort of software, equipped with particular tools. It’s also form of strategy targeted on contact acquisition, which at a later time are educated and nurtured by specifically tailored and personalized form of communication. The final goal is to make visitors become our clients. Marketing Automation is to be perceived comprehensively and not only as an element supporting the purchase moment. Leads should be monitored on every stage of sales funnel – including post-purchase stage, in regard to clients’ retention and maintenance. Without Marketing Automation class system, it’s hardly possible to pick up individual clients, with their specific needs, particularly in the case of big businesses with extensive contact base.
Four key components you have to remember about if you want to build efficient marketing strategy
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Focus on full base of contact data
Incomplete data can be a real curse when it comes to targeted marketing campaigns development. Building such actions, aimed at consumers of particular segment or industry, may result in a real failure, when basing on incomplete and out of date internal data. However, thanks to Marketing Automation, marketers are able to create precise profiles of the clients, for instance as a contact card including all relevant details from marketing and sales perspective.
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Take advantage of accessible ratings and analyze
Marketing Automation system also means precise reports and statistics presented, for example, on main dashboard. They allow for a quick-view of a current situation so that marketers can follow on-line the conversion and present data. ‘Real time’ module types are designed to give us detailed quick-view of the current visitor on our website and what he/she is interested in. In the beginning, it’s worth to make sure what type of indicators will be applicable in our situation. They usually vary from business to business. However, it’s good to get to know with terms like CLP (Cost Per Lead) or cost of lead generation, number of leads, conversion, quality and lead preparation for the following stage of sales process. The indicators mentioned above, will allow for precise and what’s most important calculable evaluation of performed activities and their planning in the future.
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Take advantage of social media potential
Present-day Marketing Automation combines multiple activities, including social media. Here we have ready to use plug-ins or special applications integrated with the system which allow to pick up data collected in other channels, directly to our CRM base. In the package we receive space dedicated to planning and emailing, modules helping to engage client into the dialog, potential client education and then campaign results analysis. Social media is a great help to share content. Marketers share information they choose, which later appear in the form of generated links, redirecting to particular subpages devoted to precise information we know we want to share. This way, using single system, we merge features and capabilities of a few others.
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Monitor potential customers
Some businesses deal with a longer sales cycle than others. Unfortunately, the long process may mean greater probability of loosing clients when going through another stages of sales funnel. Marketing Automation prevents loosing leads because it allows to keep an eye on what happens with potential clients, whatever the length of sales cycle is. The system is able to help ‘carry’ the client through elements of sales campaign in a fast track mode, offering relevant content at a suitable time.
Summary
In the last few years or even months, permanent growth in Marketing Automation systems usage has been reported. It is estimated that in 2015 automation software implementation will increase by another 50%. Now that we live in the world of constant technological progress, no one should be surprised that taking advantage of Marketing Automation will in fact be norm and a common fact. Even for this simple reason it’s worth to go in for this today!
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