This post will focus on the following topics.
- Increased conversions
- Faster lead targeting
- Improved customer retention
- Automation platforms available today
Marketing automation can do many things that positively impact your business, but how does it work? In this article, we'll shed light on automation and how your business can grow by utilizing its capabilities.
Scoring more conversions is the most important reason you should adopt automation.
Back in 2010, only 10 percent of B2B companies were using marketing automation software. Today, more than half of B2B companies have used the technology. Making the jump proved to be beneficial as up to 77 percent of businesses saw their number of conversions increase after using automation software.
So how can automation lead to more conversions? Let's take a look at automated audience segmentation.
By automatically segmenting your audience, you're able to group them based on factors like site visits, email opens, specific demographics, and many more. This will help you target your content better and allow you to create more tailored email marketing campaigns.
Segmented and targeted email campaigns can boost click-through rates by up to 100 percent compared to non-segmented campaigns. And you guessed it, the higher the click-through rate, the more customers you might be having.
Faster lead targeting
From identifying potential leads to getting your sales team to quickly follow up on them can be quite challenging. Luckily for you, there are marketing automation tools that'll make this process simpler.
Marketing automation can help you qualify leads by analyzing prospects' online activities. This can give you a better understanding of their needs and buying patterns even before the first contact is made.
This also allows you to personalize your lead nurturing efforts by providing them with only relevant content.
Once a lead has been passed on to your sales team, the team can dish out automated emails and automated alerts consistently to the lead, so your message is consistently sent.
Improved customer retention
Not many businesses are taking advantage of automation when it comes to retaining their clients. According to SiriusDecisions, only 8 percent of organizations are taking advantage of marketing automation to nurture their existing customers. Now's your chance to take advantage of this opportunity to get ahead of your competition.
With marketing automation, you can improve customer service, which in turn can boost customer retention. Here are some ways you can do this.
- Automate your responses - Your customers need an immediate response to their queries, so they know their concerns are being addressed. By sending them automated (and tailored) replies, they can receive responses right away.
- Have chatbots available - Humans cannot respond to the clients every time so it is good to have a robot to answer with its intelligence power.
- Automate incentives and rewards - When the same customer purchases a certain amount of goods within a set period, you can send automated rewards to their email. This not only increases customer delight, but it also incentivizes shopping, helping you boost your sales.
Automation platforms available today
Marketing automation can indeed change the future of digital marketing. Now you might be wondering, how can you automate your marketing efforts?
As technology keeps on evolving, you'll find a plethora of tools available for you. Here are some of them:
- Campaign management
- Scheduled content delivery
- Metrics/data reporting
- Customer list segmenting
- Strategic upsells & cross-promotion
- Lead scoring
So whether you're looking to automate your email campaign or your blog, you can now do so with the right tools.
Marketing automation poses many benefits to your business. It will help your marketing and sales teams work more productively. Also, you can increase your business's revenue and conversion rates, generate more quality leads and build stronger relationships with your customers.