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What is marketing automation and why you should invest in it?

What is marketing automation and why you should invest in it?



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Marketing automation refers to a technology solution that allows you to manage processes across multiple channels automatically.  In short, it’s software designed to help you spend less time on your marketing and see better results.

Marketing automation platform

It’s easy to consume valuable hours tracking potential customers on various platforms only to find that many of your leads disappeared into a digital abyss and failed to convert into tangible sales. Marketing automation platforms are designed to integrate your media channels and allow you to deliver more personalized messages while nurturing your prospects.

This way, you can create a more engaging customer experience, you’re empowered to promote the type of interaction needed that results in better-qualified leads and less efforts wasted.  


Marketing automation helps you see the big picture


In order to create an efficient system, you need to integrate your various marketing activities to one place. Some of the tools that might be integrated together include: email, a CRM system, social media scheduling and digital advertising.

With multiple tools in one place, you can get access to analytics that allow you to understand how you’re achieving your marketing goals. It’s easier to track overall marketing performance because you can measure and compare how multiple channels are performing. You just can measure marketing efforts.


Marketing automation is saving time


For many SMBs (small and medium-sized businesses) there’s not enough staff to do everything manually. For example, if you wanted to reach hundreds of customers by email it would take a long time to write and follow-upon each one separately.

With email automation, you can divide your email list into groups that have similar interests and personalize your emails based on that. You send the emails with one click and you can respond to the emails automatically based on a set of parameters such as who clicked what link.


Measure results and reach objectives


One of most compelling reasons to use marketing automation is the way it allows you to measure results. You can use functionalities such as A/B testing to see which messaging engages your customers the most. You can also use it to measure conversion rates which have a direct impact on your budget.

When you are able to see results quickly, you can react quickly and alter your marketing messaging accordingly. By being a reactive brand as well as proactive, you will connect with customers on a more personal level and increase brand loyalty.


It’s about nurturing, not just selling


According to Salesforce research, 84% of customers find the experience a business provides is just as important as the product or service. With the help of marketing automation you can track each interaction you have in the user journey to maximise on your customer experience.

You can use this software to make sure you’re sending the right messages at the right time. While some customers might be ready to purchase quickly, others can take a long time to consider their decision.

Lead nurturing means that you’re focusing on building meaningful relationships with your customers rather than just making a quick sale. In order to effectively build these relationships on a larger scale, you need to have well-defined and efficient processes.


With a small team it’s difficult to be in all places at once when interacting with your customers. Using automation allows you to make sure you’re not missing any critical interactions and makes it easier for you to respond. This is an easy way to do marketing campaigns.


Why you should invest in marketing automation?


The field of marketing automation is growing rapidly. Using software to reduce manual processes can save you both time and money. You’ll be able to integrate your marketing channels to get a better overall understanding of your customers and it can help you focus on refining your strategy so that you can reach your goals faster. There are a lot of marketing automation tools that can help you with this. It's simple!

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