It's a buzzword, it's pretty famous and many marketers have been going nuts about it....But, do you really know what is marketing automation?
Let me explain...
As a brand, everybody wants to build a faithful, recurring relationship with it's customer. It does sound simple and easy, but, in reality, it's far more difficult, tedious and time consuming. So, how are we going to deal with this journey in the most efficient way?
How do other websites define marketing automation?
"Marketing automation is a category of software that streamlines, automates, and measures marketing tasks and workflows so that companies like yours can increase operational efficiency and grow revenue faster." Defined by Marketo.
"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. This type of marketing automation typically generates significant new revenue for companies, and provides an excellent return on the investment required." Defined by Hubspot
"Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management. The use of marketing automation makes processes that would have otherwise been performed manually much more efficient, and makes new processes possible. Marketing automation is an integral component of customer relationship management." Defined by SearchCRM
Still confused? Let me explain in simpler terms.
When a customer visits your website, you can split his/her behavior into 3 categories.
- Hot - Who is extremely interested in your products, explores through all the content and visits your site time and again.
- Warm - Who is satisfied with what he/she sees and leaves.
- Cold - Who simply leaves without any activity.
Not only do these categories identify how each customer behaves with your brand but also helps you decide how your approach should be tailored to convert every cold/warm customer to hot and establish a loyal relationship to your hot customers. This is precisely what marketing automation is all about!
In other words, marketing automation is a software tool that identifies how every inbound customer (lead) behaves with your site and how can you (as a brand) tailor your ideas to convert these customers into a life-long resource and increase your company's revenue!
Marketing Automation Is Driven by Psychology
Marketing, Sales and Technology always go hand in hand. Although many marketers, sales experts and technology specialist understand the value marketing automation, not many experts really tend to implement it. Most experts end up asking a similar question like - "What's in it for me?".
First and foremost, marketing automation is holistically value driven. It involves taking your customer through a journey, empathize with them before you give them a chance to get inspired!
Critical Aspects Of Marketing Automation
Today’s fast paced environment denominates an extremely challenging task - to get attracted by the majority! This is a major aspect of automation as well. Grab your customers attention and "attract" them to your site using platforms such as social media marketing & SEO to increase traffic on your website and display products/services upfront.
As said before, although customers are attracted to visit your website, not many turn out to be successful. What makes a vast difference is how you nurture them! Using a CRM module can help you bring your leads all the way down the sales funnel and result in a purchasing decision! CRM gives a better understanding of your leads and nurture your customized campaigns. Examples of nurture campaigns typically include email marketing, direct mail, phone calls, media content, blogs, workshops and many other aspects.
Nurture campaigns are meant to increase your lead conversion rates "only"! However, the conversion cycle is completed only through sales. An effective sales team that can put forth the best product to the customer when he's exactly looking for it is when the conversion takes place! Thus, marketing automation is comprised of a good CRM system, effective sales team & optimized marketing process.
Capitalize every sales opportunity that comes your way for a lucrative process. Adding upselling to your marketing automation processes hikes your potential customer’s interest. In short, upselling in marketing automation maximizes your marketing by minimizing your efforts.
Image Credits - Stocksnap.