Every day, marketers make decisions in the hopes of maximizing their Return on Investment (ROI) using technology and automation. Despite the numerous advantages of advanced technology, many firms fail to implement Machine Learning (ML) or Artificial Intelligence (AI) technologies properly.
Marketers have long developed innovative ways to contact potential consumers for everything from snake charm oil to sophisticated corporate services. People now have a baffling array of tools, strategies, and channels from which to pick and operate, thanks to the advent of the internet and social media. The savvy marketer is on the verge of being able to harness these techniques to respond at the speed of light to any scenario that can be envisioned due to the growth of marketing automation technologies.
When tools are correctly implemented, they produce a variety of major benefits, including a 30% increase in the effectiveness and efficacy of sales-related operations, according to the Harvard Business Review.
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Here are a few lessons to remember about marketing automation.
Everything is subject to change
While this may seem obvious, people often resort to automation to repair a problematic process. Prior to implementing marketing automation, firms must first participate in marketing transformation. Businesses must ensure that they are aware of the amount of change that will be required for this new way of working and that they are ready to implement and support it.
Automation needs a growing and engaged database to facilitate
The average email database is discarded at a rate of 25% each year. The most effective strategy to combat attrition is to continually supply the funnel with fresh leads at a faster pace than marketers are burning through them. Otherwise, they will experience declining returns.
“What are they actually doing to feed the top of the funnel?” marketers must ask themselves before they invest in marketing automation. To put it another way, automation is a terrific tool for further qualifying and nurturing prospects, but what good is it if marketers can’t even produce enough leads for sales?
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Engagement is critical
Marketers must ensure that all key stakeholders are on board with the goal and realize that marketing automation is more than simply a technological advancement. Marketing automation is an excellent tool for communicating with customers and increasing efficiency, and it allows a company to focus on clients rather than products and services.
The irony is that as the world becomes more hi-tech, clients seek a personal touch more. Clients like to be treated as individuals rather than as part of a group. As a result, the ultimate aim of any marketing automation program must be viewed as the ‘Return on Relationship.’ Marketers should use automated solutions to ensure that their interactions with customers are as close to one-on-one as feasible.
Finally, rather than replacing human engagement with clients and consumers, marketing automation should support it. There will never be a marketing automation solution that can replace the ‘human touch.’
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