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Your Guide to Marketing Automation

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The technology of marketing automation isn’t new. But the way it has evolved is something noteworthy. A marketing automation company will define marketing automation as software that helps streamline and automate a number of important marketing tasks. These tasks could include split testing landing pages, the automation of sending email, segmenting leads, and even upselling to existing customers. The software also helps ensure the right tasks are executed, optimized, and measured over time.

Goals

Any marketing automation company will tell you that there are three core benefits to marketing automation:

  • Saving time and money.
  • Measuring and optimizing marketing investments.
  • Increasing revenue growth.

The primary goal when it comes to marketing automation is to increase revenue growth and efficiencies. Oftentimes, companies expect the ability to:

*    Send time-release, relevant emails to segmented audiences.

*    Create and test landing pages for multiple campaigns effortlessly.

*    Filter leads and treat actions as priority which is based on levels of content engagement, roles, and the likelihood to buy.

*    Measure revenue attribution from touch points or multiple components within a campaign.

Marketing automation is the next big thing as they allow brands to use targeted marketing messages to help drive conversions and create a rich profile of their audience.

Elements of Marketing Automation

The main elements of the technology that a marketing automation company stresses on are:

  1. Email Marketing: Initial and scheduled delivery based on roles, buyer interests, personas, and actions.
  2. Landing Pages and Forms: This is available for every campaign.
  3. Campaign Management: Includes development or repurposing of content such as video, creative, short, and long-form.
  4. Marketing Programs: Offers associated content and offers to support sales.
  5. Lead Generation: Covers associated social media, advertising, word of mouth, and search engine visibility which drives participation.
  6. Lead Scoring / Lead Nurturing / Lifecycle Management: Includes prioritizing your customer types based on likelihood to buy and fit as well as filtering of leads by interest and engagement. It treats existing customers as potential leads and continuously delivers relevant content to them through the system.
  7. CRM Integration: Transfer of leads to sales and then follow-up.
  8. Social Marketing Capabilities: This includes the integration of different social media platforms like Hootsuite with which to achieve better attribution of social to sales and tracking.
  9. Resource management: This involved consultative services.
  10. Marketing Analytics: This includes the measurement of the revenue contribution of each campaign and the program element associated to it.

The Opportunities

Many people have the misconception that marketing automation companies only cater to B2B. While it is B2B companies that mainly use marketing automation, its success has resulted in many B2C companies following their lead as well. Getting the job done by marketing automation companies like Salesfusion will provide you an edge over your competition and this is critical during a recession.

When you talk to a marketing automation company, they will share case studies on how marketing automation systems have taken small businesses to new heights. 

Ted Mayer

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