6 Reasons You Need 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 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 through segmentation. The software looks at your prospective customers’ contact information and engagement history to segment your lead list. This allows you to nurture them down the funnel by:
- Automating the flow of personalized messages via email, website content, and campaigns.
- Analyzing prospects’ responses/behaviors to messages and tweaking your approach in the next round of content accordingly.
For example, with email automation, you can track and collect data like open rates, responses, and even 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 the two-year 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 implemented marketing automation software, their lead conversion time dropped by 72% that brought 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 it is finding 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 effectively aligned, they’ll boost visibility, conversions, and revenue.