Your competitors are vying for your customers’ attention as much as you are. It means your audience is getting inundated with tons of messages that sound similar at the same time. Adding to the noise won’t make your marketing effective.
It’s easy to talk about creativity, and it’s hard to choose that approach when you’re spread too thin. With a plethora of marketing activities consuming your day, standing out needs something more. Let’s dive into digital marketing automation and how it can just be what you need-
How Marketing Automation drives value
Marketing isn’t about immediate conversions; it’s about sparking genuine engagement. Today, marketing needs to be on an individual level. You have to communicate with each customer/prospect with a personal touch.
Digital marketing automation can help you make smarter marketing decisions and serve content relevant to your audience.
For instance, with lead nurturing automation- you send content to people as per their engagement and stage in the buyer’s journey.
Marketing automation makes demand generation super effective. Behavioral tracking software helps you understand where the prospect is in buying lifecycle, integrating data from each touchpoint into one place.
It’s all about building trust. The question to ask here is- are you seeing the complete picture, or resorting to a narrow approach to marketing?
How to Use Marketing Automation
The first thing to note here is you don’t have to automate everything. Evaluate which marketing tasks and activities are repetitive and consuming heaps of time and effort.
What are the challenges your customers face while interacting with your brand digitally? Can you make the brand experience seamless if you automate certain marketing flows?
With different channels and devices, brand experience tends to become incoherent. Marketing automation can help you solve this problem. But, when should you invest in marketing automation software?
If you have a steady flow of inbound leads, it’s the right time to have a nurturing tool in place. The automation at this time can swiftly increase your conversion rate. In case you’re already struggling with lead generation- it’s better to fix that part first before jumping into automation.
The Nitty-Gritty
Your marketing automation tools work in cohort with your CRMs and data platforms. The automation tools help you to not only personalize but also scale your marketing efforts.
Email is one of the best channels to generate demand in the B2B industry. If you want to take your email marketing strategy to the next level, you can’t rely on sending individual emails. And, with the large numbers of inquiries coming in, you need to set automated responses and segregation to prioritize accounts.
Adobe acquired the marketing automation platform Marketo for nearly 5 billion in 2018. There have been crazy investments and acquisitions in this industry in the last few years. What’s spurring this change?
Marketing automation helps you track the right metrics as well as key market trends. It helps you fine-tune your campaigns and offer a relevant and smooth experience to your customers. You can even converge ABM with marketing automation- in this way, you can recognize the key target accounts and improve ROI.
In the end
Most marketers are frustrated with marketing efforts that fall flat. As per a B2B marketing report, the quality of leads is a big issue for almost 70 percent of marketers. And undoubtedly, digital marketing automation tools are essential to improve lead quality and volume.
Setting up marketing automation will help you draw a clear map of your customer lifecycle, behavior, relevant interactions, and data granularity. Marketing is getting more time-sensitive; you need to eliminate the bottlenecks for better results. Isn’t it time to focus on conversions?