By: Act! Blog | 6/20/2018
Marketing automation refers to the technology or software that allows business to harness the prowess of smart and automated workflows to enhance productivity and deliver better prospect and customer experience. Moreover, using state-of-the-art marketing automation software, you can get a panoramic view of prospect activity (by integrating it with your CRM), recognise the hottest leads and prioritise them, deliver a personalised customer experience and generate actionable insight from data to make prudent business decisions.
The aforementioned is precisely why around 49% of companies are using marketing automation with the numbers increasing with every passing day.
Unlike email automation systems which only offer basic/bulk emailing features, marketing automation tools offer a wide variety of advanced features. Let’s take a look at some of the most popular ones:
Aforementioned were some of the features of a modern marketing automation tool that can help businesses enhance levels of customer engagement and satisfaction. Additionally, these marketing automation features (among many others) also provide businesses with the following tangible benefits:
Modern CRM and marketing automation software give you the luxury of integrating them with each other. By having your contact information and all your marketing data in one central hub, you can have a more holistic view of customer relationships and engagement levels. This also paves the path for customer outreach; for example, if your marketing automation tool has access to all your contacts, you can send multiple emails via a few clicks as opposed to uploading your contacts to the marketing automation tool.
With a marketing automation tool, you can not only set up automated workflows, you can also gauge their performance and generate KPIs against them. For example, you can measure the rate of hot lead generation or the average spending of converted leads etc. By knowing your performance and effectiveness levels, you can find out best performing areas and the ones that are in need of serious revamping.
Marketing automation software allow you to personalise your outreach to your customers by creating buyer personas and customising sent emails depending on customer characteristics etc. In addition to this, they also allow you to track a customer’s journey and consolidate all the different channels via which a customer is interacting with the company. By doing all of the aforementioned, these sophisticated tools allow you to enhance your overall customer experience.
By personalising your customer outreach and enhancing customer experience, marketing automation tools can also help you in enhancing customer retention.
Saying that a marketing automation tool can help drive sales is an understatement. There are many ways a sales team can benefit from the marvels of automated marketing; here are a few:
Marketing automation can help eliminate the differences and bridge the metaphorical gap between the sales and marketing teams within a business. It can also make it easier for you to collect and use customer data by creating a holistic picture of your prospects, leads and customers. As we established in this article, if used correctly, using a marketing automation tool can enable a company to enhance its revenue and eventually help it grow.