Over the years we've found our clients' marketing teams being asked to “do more with less”, so it’s perhaps no surprise that automating repetitive marketing tasks is appealing. Not only does it free up time to concentrate on the many other areas that need attention, it has significant benefits.
Well, we like to summarise it as:
- Software that streamlines, automates and measures marketing tasks and workflows
- A way of improving operational efficiency to achieve growth targets more rapidly and easily
Typically, we find that marketing automation is used:
- To automate tasks such as sending out relevant, personal and timely emails
- As an effective way to join sales and marketing efforts – e.g. don’t send a promotion to a customer who has just bought from you based on the last promotion
- To dynamically react to customer behaviour and automatically update profiles so you reach customers on a “one-to-one” basis, using the channel they respond to best
- Analyse what is or isn't working so marketers can make informed decisions on their next campaign, or how to tune existing campaigns.
Don’t think this is restricted to large corporates – in fact the fastest growing adopters of marketing automation are small and medium size enterprises, across all sectors.
Within B2B organisations, marketing automation can dramatically improve your lead nurturing, scoring of leads and managing the lifecycle of your leads. For B2C organisations you can realise the impact through improved cross-sell, up-sell and retention. For all types of organisations, marketing automation also provides excellent insights into your marketing return on investment.