Marketing Automation: What it is and Why You Need it


Marketing automation is now a must-have for any business. It’s everywhere.

It can be difficult to juggle everything that you need to do at the best of times, but on top of that, you need to make sure that your marketing is getting out to the right people, at the right time, with the right message.

Sound like hard work? Yeah, we agree.

That’s where marketing automation comes in.

No matter the size of your business, marketing automation can do so much more for you than just sending your emails.

What is marketing automation, anyway?

In a nutshell, marketing automation is a software platform that automatically manages your marketing for you across multiple channels.

Marketing automation can help you to prioritise and execute your tasks in a more efficient and streamlined way. It can help you with lead generation, nurturing and scoring, as well as measuring the effectiveness of your campaigns.

It will free up a lot of your time, without compromising the authenticity of your content.  Plus, you’ll reach your goals much quicker. Not bad, hey?

Marketers everywhere know that they need to get comfortable with marketing automation because it’s quickly becoming the norm.

Is marketing automation really worth it?

Marketing automation is basically all about optimisation.

It optimises your staff’s time, it optimises which customers that you focus your efforts on, and it optimises which leads you need to nurture.

The concept of marketing automation goes way beyond simply helping you with your repetitive tasks and making your life a little easier.

By automating marketing processes, you can provide the prospect with relevant and personalised information across all of the different marketing channels that they use, such as email, social media and landing pages.

5 reasons to automate

Still not convinced that marketing automation is right for you? Here are the main things that marketing automation can help you with.

1. It saves you time

Marketing automation is really, really efficient.

Most marketing automation platforms have a drag-and-drop interface, so you can design email campaigns, landing pages, and social campaigns in minutes.

Loads of campaigns can be scheduled way ahead of time to different segments of your consumers, so you can get ahead of yourself and you can use your extra time for other tasks.

2. You can integrate it with your CRM

Marketing automation systems and CRM systems go hand-in-hand.

Integrating them both will cut costs and increase productivity.  The two will work together, which will bring your sales and your marketing teams closer together. It will provide a unified platform for both teams to track and analyse customer activities and behaviour.

By having your contact information and your marketing data in one place, you can have a full, 360-degree view of customer relationships and how much they engage with your communications.

3. You can create smarter content

People love relevant, personalised content.

Businesses who provide personalised content based on their consumers’ shopping and browsing history generate a higher conversion rate. According to a study by Marketing Land, personalised emails deliver 6 x higher transaction rates.

Marketing automation helps you to tailor the experience to the consumer. It creates a unique experience that’s entirely relevant. It’s a great way to make your audience pay attention to your marketing, which will likely lead to more conversions.

Everyone’s a winner!

4. You can prioritise your leads

Getting a message across at the right time can make all the difference when you want to close a sale.

Segmentation is key. Depending on what stage of the buyer journey that your prospect is in, you can send them targeted email campaigns that will move them further down the sales funnel.

Lead scoring lets you assign points to your hottest leads. Marketing automation can determine which leads engage most with your brand, which will tell your sales team who your qualified leads are.

With automated workflows, you can send triggered emails based on what lead score they have. Automated, lead nurturing emails will help you to build rapport at every stage of your customer’s buying journey.

Automated marketing will ensure that no leads are forgotten, and no opportunities are missed.

5. You can improve your email marketing

Email marketing is still one of the most effective marketing channels today (if not the most).

Marketing automation can help you to create awesome emails using pre-designed templates or a simple, drag-and-drop editor. You can do as much A/B testing as you want, as well as viewing your reports and tracking a campaign’s success.  Send them straight away, or schedule them for a later date.

Types of automated emails include: a series of welcome campaigns , order confirmations, delivery updates, personalised product recommendations, and cart abandonment emails. The list goes on!

Marketing automation could transform your business

Marketing automation takes the hassle out of everyday marketing tasks, as well as giving you the tools to help you keep hold of more customers and build stronger relationships with them.

When used in the right way, a marketing automation platform can help you to increase your revenue. Just sit back and watch your business grow!

No matter the size of your company, automated marketing can help you to accomplish your marketing goals.

Want to find out more? You can get in touch with the Wired Plus team here. We’re always up for a chat about all things marketing automation!

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