6 Reasons You Need to Use Marketing Automation
Customers are interacting with your company across different types of platforms/channels, so it’s crucial that you keep your fingers and toes dipped in all critical advantages. But we know it’s pretty tricky getting your work done when your extremities are occupied!
This is where marketing automation comes in handy. With a strong automation strategy, you can reap the full advantages of your software’s database capabilities for marketing and sales enablement. What do these benefits look like?
1. Saves Time & Money
Time is money, so you want to utilize your cash where it matters the most. Seventy-four percent of marketers have expressed that the biggest benefit of automation is saving time. And let’s be real, manually tracking each contact and sending catered messages to each is impossible.
With marketing automation, you can turn your contacts into loyal customers without having to spend long hours tracking them and pulling your hair. Not to mention, it minimizes human error. By automating these tasks, you’ll have more time to brainstorm and prioritize compelling content projects that contacts/leads need.
2. Nurtures Leads
Want to reach out to the people you haven’t heard from in a while? Or communicate with those who have shown consistent engagement and can become sales-qualified leads?
Marketing automation takes this stress off of segmentation. The software looks at your prospective customers’ contact information and engagement history to segment your lead list for you. This allows you to nurture leads down the funnel by:
- Automating the flow of personalized messages via email, website content, and campaigns
- Analyzing prospects’ responses and behaviors toward your messages and tweaking your approach accordingly in the next round of content
For example, with email automation, you can track and collect data like open rates, responses, and how well a certain subject line or layout worked. Not only does this provide you with real-time tracking, but also offers valuable insights to make data-driven decisions.
3. Boosts Customer Engagement
Seventy-seven percent of buyers want unique and targeted content while progressing through the sales funnel. By using a stage-based marketing approach, your marketing automation software can deliver specific content to people at the right time. For example, you can send incentive and rewards programs to visitors who have signed up for your newsletter or to your loyal customers who have hit their two-year anniversary mark.
Creating micro strategies for each stage builds consistency with your audience; and with consistency, you’ll have more awareness to predict and allocate future marketing spend.
4. Increases Conversions and Revenue
When Canadian multinational media conglomerate Thomson Reuters started using marketing automation software, their lead conversion time dropped by 72% to bring a 175% overall increase in revenue. By making your sales process more data-driven and personalized, you reduce the time it takes for a potential lead to become a customer.
5. Improves Customer Retention
Customer relationships are key to retention, and it’s easier and cheaper (about five times less) to retain customers than to find new ones. Through automating lead–nurturing activities, you can consistently fuel your existing relationships and maximize your ROI without increasing your output—and keep more customers.
6. Robust Sales and Marketing Partnership
Sales and marketing are two peas in a pod and, unfortunately, many companies fail to acknowledge this. Especially as technology continues to evolve and mold the buying cycle, sales and marketing must grow together through these shifting tides.
Marketing teams need to work with sales to determine what content should be created to support leads in the mid-to-late stages of the buying process. Marketing automation lays out a robust strategy that seamlessly integrates the roles of both teams. When strategies and tools are aligned, they’ll boost visibility, conversions, and revenue.
How to Start Using Marketing Automation
Now that you understand the fundamentals of marketing automation, it’s time to rig your marketing boat and launch into the marketing automation horizon. Here are 4 tips to get you started:
1. Collaborate with Your Sales Team
Relationships flourish with communication and collaboration. To really get the most out of marketing automation, you need to communicate your efforts with your sales team. So reach out to them and come up with innovative strategies that are custom-tailored to your business.
Some vital questions to hash out together are:
- Why aren’t our leads converting?
- Where in the funnel are the leads getting stuck?
- When is the appropriate time to hand off the nurtured lead to the sales team?
- Which group of leads are converting the most?
- Which CTAs are generating the most clicks?
- How can we produce accurate and consistent data to identify efforts that are actually working/driving leads?
- How should we follow up with cold leads?
- What is the potential customer lifetime value of a specific lead?
2. Optimize Your Database to Enhance Communication
U.S. firms believe “32% of their data is inaccurate,” leading to a 23% decrease in revenue. Data quality plays a huge role in making decisions regarding conversion strategy. Therefore, it should be kept in top shape. Not to mention, you want to make sure you’re handing off the right leads to your sales team. So be sure to:
- Clean your lead list – Email addresses are the usual identifier for each of your contacts, so this is a good place to start. Identify any unsubscribers or bogus email addresses that have bounced back. Check your engagement metrics—do these contacts deserve to stay in your database? It’s also good to check for and delete any duplicate email addresses. No one likes getting multiple messages about the same offer.
- Conduct consistent segmentation – Segmentation involves creating different customer/visitor profiles based on their interests and expectations. It’s a dynamic strategy that reflects a type of customer’s journey with your brand/product. So start by clearly defining your target market to appropriately personalize and craft quality content. Showing different content to different segments will encourage people to take the right step in the buyers’ journey.
3. Implement Lead Scoring
Marketing automation software like Hubspot allows you to create a lead-scoring model that assigns values to each lead. We know, no one likes to be graded! But rest assured, this process involves thought and analysis. With lead scoring, your team can prioritize leads and take appropriate action.
There are several different scoring models, such as:
- Demographic information – Analyze the demographics of your audience. If you only sell your product in a certain city, you might want to assign a lower score to those who are based outside of your city.
- Company information – Are you a B2B or B2C organization? Depending on what types of businesses you’re trying to target, you can allocate lead scores accordingly.
- Email engagement – Look at peoples’ click-through rates (CTR) to see how engaged your followers are with your promotional emails. You might want to give a higher score to those who explore your high-value emails like demo offers.
- Social engagement – How many times did they retweet or share your social posts? If your lead is an avid participant of your social platforms, you can assign them a positive score.
- Spam detection – Are the forms filled out in a way that indicates an alien submitted them? Maybe the name or company isn’t capitalized, or there’s a series of random letters. You might want to consider flagging these “leads” as spam and assigning them a negative score.
4. Keep Your Eye On the Prize—Human Relationships
We understand how marketing automation and human connection might seem like an oxymoron. The best way to think about this is that marketing automation is an extension of the human touch. It’s about being conscientious about the needs of your audience to provide the right information at the right time.
The human element should never be overlooked. It’s the heart and soul of marketing automation; without it, we as consumers would simply be another product in an assembly line. So as you’re collaborating with your sales team and fleshing out strategies, stay rooted in human connection by focusing on the journey. Map out all of the possible decisions someone could make and the ideal responses to any queries. How would you help a friend through the purchase process?
Does Marketing Automation Really Work?
Duh . . . yes, it works! Would we advocate for it if it didn’t? Plus, we already gave you six reasons why you should invest in this process.
Sure, there are always challenges that can minimize the effectiveness of a marketing automation campaign. BUT, there’s basically one big reason companies may not get the great results they expect: They silo their marketing automation efforts.
Siloing can take two forms. On one hand, your marketing automation efforts are undermined if your data sources aren’t connected. Just put yourself in the inbox of your customer to see what a disaster that can be. No one thinks highly of a company that sends them the same email multiple times. But if you don’t realize the same leads have contacted you through multiple channels, you might make that faux pas.
A more pervasive form of siloing occurs when your marketing automation efforts have nothing to do with your other marketing tactics. Don’t make the mistake of assuming that the “automation” in marketing automation means you can set it and forget it. The opposite is true.
When MA is part of an overall digital strategy, that’s where it can really flex its muscle and bring results worth much more than the little effort required to get it going. You’ll know it’s working when the results of the following metrics are in your favor:
- Email open rates
- Click-through rates
- Site traffic
- MQLs generated through lead nurturing
- Activity for each segment
- Sales-accepted leads
- Generated revenue
- Number of elbow bumps you get at the office
Get Personal & Start Automating Today—Contact Us
With the many components involved in marketing automation, it’s important that you find people who’ll have your back throughout the entire process. And that’s why we’re here. As a Hubspot Gold Partner and influential force in the dynamic digital landscape, Big Leap is ready to understand what success means to you and wants to help you launch personalized lead and nurture campaigns.
We know emailing us and asking for help is a big deal. That’s why we want to make sure you know, that we know, that you know how good we are at our job. How can we do that? By showing off a bit.
If you take a peek at our Roof Maxx case study, do you know what you’ll find?
- 38% average email open rate
- 14% average email click rate
- 200% increase in scheduled meetings.
Yeah . . . that’s right. Now that you know just how good we are, contact us today or click the Request a Quote button above.