At its core, marketing automation is technology that automates, optimizes, and measures your marketing activities for you.
The three pillars of automation are housing lead records, automating marketing processes, and measuring ROI. Below, we break down what each pillar has to offer.
Marketing automation takes a lot of stress off of marketers. Once you get your campaigns set up, you can just sit back and watch it run—and check in to make improvements, of course. Marketing automation also allows you to:
Bottom line, marketing automation just makes life easier. See how marketing automation platforms can help you, below.
Marketing automation platforms keep track of all of your leads, including anonymous site visitors. Most platforms will record information like name, company name, geographic location, web pages visited, and how the lead came in contact with you—all valuable information for enhancing your marketing campaigns. Plus, you'll be able to study your site visitors' actions and define your audience's interests to enhance your web strategy.
If already have a CRM and are worried that a marketing automation platform will complicate things, have no fear. Automation platforms integrate with CRMs to ensure lead records are kept consistent across both systems. It's crucial that your automation platform have access to lead records so they can be put to use marketing activities, such as:
Learn more about these automated campaigns in the next section.
The guts of marketing automation is exactly what it sounds like—automating your marketing efforts. There are a ton of ways automation platforms can streamline processes for you. Below, we'll outline a few of the ones we use frequently.
The true power of marketing automation lies in triggering touches based on lead behavior, allowing you to reach leads at just the right time.
Schedule an email to send when a lead downloads a whitepaper or visits a certain page on your website.
Lead scoring is the process of assigning points to leads based on their behaviors and demographics in order to determine sales-readiness. By assigning points to leads and creating a threshold before they are sent to sales, you can ensure that only your most qualified leads are reaching sales.
A variety of factors can contribute to a lead’s score, such as downloading a whitepaper, visiting your website, and clicking on an email. You can even award leads negative points for actions like viewing your Careers page or unsubscribing from your emails. Each business’ scoring system is unique, so you’ll have to consider which actions say the most about your leads.
Not all leads have the same needs, or will end up purchasing the same products/services from you. Luckily, marketing automation can help you make your campaigns ultra personal, so your leads feel understood.
Create a campaign and then choose the recipients based on lead demographics or behaviors. This way, you can ensure your content speaks to your leads.
It's tough to tell when your marketing efforts are making a difference—but not with automation. Automation platforms give you plenty of different reporting options so you can track your marketing dollars all the way back to where a customer first came in contact with you.