Article

Chloe Basterfield
Chloe Basterfield 7 January 2014

5 Things You Need To Know About Marketing Automation

According to Eloqua Benchmark Data, automated campaigns are 200% more effective at converting sales. Here's how to recog

1. Targeting

 

In the marketing automation age, targeting is no longer a simple matter of demographics. Successful automation combines online behaviours with known information to create a complete picture of:

 

·       A person’s roles and responsibilities.

·       Specific business pains that need resolution.

·       Their position in the buying process.

·       Any previous interactions with your brand.
 

This information then helps marketers to craft highly effective messages tailored to the user, increasing the chances of a successful conversion.

 

Personalised email improves marketing campaign effectiveness by 32%.

Circle Research – B2B Email Marketing Trends
 

2. Engagement

 

Talking to customers is as old as the sales process itself. In the automated marketing arena, however, the focus has shifted away from your company and its products to the customer’s needs and preferences. Your customer engages you when they are ready – your team needs to know how to handle and act on that information.
 

Your business needs to collect relevant background data so that when your customer reaches out, you have the correct content with which to engage them. Finely targeted information will help convert that engagement into a sale.
 

Event-triggered marketing can potentially save 80% of your direct mail budget.”

Gartner Research
 

3. Conversion

 

Having engaged your customers with relevant content, by the time they reach out to your sales team, they will have almost certainly already made their purchasing decision. The marketer’s job now shifts from providing information that informs, to content that enables the customer to make a decision.
 

This means:

·       Identifying and addressing specific customer pain points.

·       Maintaining contact with leads through their chosen communications channel.

·       Using experience and knowledge gained from previous transactions to assist the customer.
 

4. Analytics
 

Each engagement and subsequent conversion yields information that can be recorded and analysed to yield additional insights and value. By automatically collecting data at each stage of the customer journey, your marketers can see:

 

·       Which assets used in a campaign were most effective.

·       Segmented figures to calculate performance according to position, geographic location, company turnover or any other metric you care to consider.

·       Whether certain actions were more effective than others in moving customers along the sales pipeline.
 

These analytics can then be applied to future campaigns to further increase conversions and return on automation investment. The data can also be funnelled into traditional CRM functions to provide both service and sales teams with a full relationship history to improve customer service.

“Only 21% of marketers say their current tools are even capable of measuring the right things. Furthermore, only 26% believe the data they collect is even accurate.”

BtoB Research – Defining the Modern Marketer: From Real to Ideal

 

5. Marketing technology
 

The magic behind marketing automation technology is the actual infrastructure that turns guidelines and triggers into actions. Technology is responsible for engaging with clients initially, then supplies them with the information they need in a format they choose.
 

Marketing automation technology should:
 

·       Complement existing systems to recognise maximum value.

·       Help unify sales and marketing departments for ‘joined-up’ selling.

·       Assist with achieving revenue goals.

·       Provide you with the tools you need to reach your customers in the ways they choose.
 

“Marketing automation platform users have a 53% higher conversion rate from marketing response to marketing-qualified lead than non-users.”

Aberdeen Group

 

Remember, marketing automation can help you:
 

1. Target – be relevant to your customers and leads.

2. Engage – provide your leads with the right information, at the right time, at their request.

3. Convert – close the deal with compelling decision-based content and conversations.

4. Use analytics – learn from previous experiences to create better campaigns in future and to provide your new client with higher levels of service.

5. Gain maximum benefit from technology – by using innovative tools to automate the marketing cycle in line with revenue goals.
 

To learn more about marketing automation and why it is the future for savvy businesses, download our free eGuide: Marketing Automation Simplified.

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more