Marketing automation is getting a lot of attention these days, and for good reason. It not only helps to free up time for once repetitive, time-consuming marketing tasks, but it also allows for more personalization and a higher return on investment.
Most businesses now leverage marketing automation to enhance customer communications, increase conversions, and help marketers in sending the right message to the right person at the right time.
According to ReportLinker’s recent research “Worldwide Marketing Automation Industry”, the global marketing automation market, which was estimated at USD3.9 billion in 2020, is predicted to grow to USD6.3 billion by 2026.
The best marketing automation results are a combination of a well-thought-out plan that aims to meet a company’s goals and benchmarks. Here are four strategies that brands can adopt to achieve success:
Going beyond marketing efficiency
One of the primary motivations for implementing marketing automation is the prospect of efficiency savings. However, if there isn’t an accompanying focus on engagement and experience, marketers may end up reinvesting their cost savings in more mediocre marketing that doesn’t work.
The success of the marketing automation software is most likely to be boosted by sales and marketing alignment, quality data, and strategic execution. Marketers will not be able to offer the value and growth they desire unless they improve in these three areas.
It’s about the quality of the experience, not the quantity
Marketers frequently hear that marketing automation allows them to accomplish more with less effort. While this is true, it can also create false expectations that just doing more will automatically result in better outcomes.
It isn’t just about the number of campaigns that marketers run. All automation projects must prioritize the quality of their customer experience.
Customers’ expectations of the technologies they use on a daily basis are continually growing. They expect immediate access to the information they require. They expect that brands to remember the specifics of their recent interactions with them. They want messages that are tailored to their own requirements. They want to see that brands are aware of who they are and what they want.
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The quality of the data is what separates a good customer experience from a terrific customer experience.
Address the roadblocks to success
Is it possible to achieve a unique customer experience when marketing operations are scaled up via automation? The answer is yes.
Marketing automation software, however, can have a steep learning curve. There’s more to it than saturating social media with posts, automating a few email workflows, and waiting for a steady stream of qualified leads to convert.
Every piece of content must support the brand message and create a two-way experience that connects brands and the people they want to serve in order for marketing automation platforms to successfully work.
A lack of resources and training to get everything set up and correctly integrated is one of the most frequently stated impediments to automation success. As a result, some businesses never progress from marketing efficiency to marketing success.
Streamlining the processes
When it comes to marketing automation, it’s best to apply it in stages. Marketers, however, should avoid being stuck in phase one. Only when automation is used to integrate and utilize data from numerous sources and across the whole customer journey does it reach its full potential.
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Social media management, email marketing, and landing pages are the top three uses for marketing automation. Fewer businesses, however, are utilizing their automation platforms for lead scoring, sales funnel communications, content management across the entire customer experience, or ABM campaigns.
For projects like this to thrive, there needs to be a meeting of minds and increased collaboration between the sales team and marketing. It may be more difficult to break down internal silos and establish a culture of learning than it is to adopt new technologies, but it is well worth the effort to foster understanding, shared objectives, and processes.
Each team can learn from and benefit from the other, resulting in a stronger impact for the company as a whole and the customer.
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