Marketing Automation
The power of Marketing Automation
It’s in the name, marketing automation is about automating marketing activities. This automation is not only done in the interest of efficiency, but mainly to be able to provide the customer with personalized content in the right place at the right time. This can be limited to firing off automated emails but can also extend to a fully integrated and digitized buyer journey of prospects.
The six benefits of marketing automation
1. User experience
One of the great benefits that marketing automation offers is the ability to reach customers in a personalized way through different channels. Through email, social media, landing pages and search engine marketing, a customer receives the right information at the right time.
2. Insight into customer behavior
Automation and digitalization of marketing activities make a lot of data readily available. After all, every interaction someone has with your company provides data that is automatically captured and analyzed. This data ensures that a good picture is already painted of the leads and a blank first sales call is a thing of the past.
3. Quality of leads
Want to deliver better quality leads to Sales? With marketing automation, you ensure that only the leads with a higher value end up in sales, so that sales can spend its time efficiently on following up the right leads.
4. Time-saving
Automating processes like reporting and email follow-ups save time. Additionally, reuse and smarter use of existing content is time-saving. Now, content creation becomes a result of the marketing process instead of a one-off solution.
5. Great measurability
By constantly monitoring campaign results, it will become clear what the effect of the campaign is and what does and does not work. Campaigns can be adjusted quickly in order to achieve the best results.
6. Better ROI
After closing the loop, it’s clear where your leads and sales come from. This way, for example, you can invest more in campaigns that yield a lot and hereby maximize your ROI.
The art of nurturing
By using marketing automation, lead generation not only becomes more efficient, the quality of the leads also increases. Monitoring leads at an early stage of the customer journey offers the opportunity to properly 'nurture' the lead, and thus guide them through the process towards possible conversion.
Content is king
Generating content and showing it in the right place at the right time will always be a huge challenge. Marketing automation will not make this challenge disappear completely, but it will make it manageable. By explicitly including the content strategy in the marketing automation process, content can be developed more efficiently and with more focus.
Efficiency Gains for the sales team
Where determining whether a lead was ready for sale might previously have been left to intuition, it can now be based on pre-defined results. In this way, a good picture of the lead is already established. For example, if a lead reads about a broad category of products, it might indicate that he is at the beginning of the customer journey. If this lead then downloads white papers about a specific product, there is a readiness to be approached by sales. This makes cold acquisition a thing of the past.