What is marketing automation and, more importantly, why should you care about it?
In short, marketing automation is a process that takes elements from a marketing campaign and places them into a workflow capable of targeting prospects based on pre-defined actions and triggers.
Why should you care? Well, you should care because it is very likely the single most effective way of driving business from both new leads and established clients alike.
What are the benefits of marketing automation?
Higher lead generation conversion rates
Increased data accuracy and profiling options
Better visibility and control of all marketing communications
Improved metrics and reporting
Growth in both client breadth and depth
Lower overall costs
How can Clever Marketing help with marketing automation?
We have the understanding and technical expertise required to deliver a complete end-to-end solution for marketing automation
Workflow mapping and building
3 Top Tips on Marketing Automation
There’s no shortage of marketing automation systems on the market right now. Some are very good, others, not so much but they all have one thing in common; they will only work if you understand the principle behind marketing automation.
In one of our recent blogs we share our 3 top tips for consideration for effective marketing automation.
Marketing automation is here to stay and, with the economy finally on the upturn, businesses are getting busier and confidence is increasing. For many that means the “to-do” list is getting longer and, despite the extra daylight around, there still aren’t enough hours in the day.
Recently we have been helping a number of clients automate some of their marketing processes. Our work here focuses on using marketing technology to tackle a number of marketing administration-type functions. At the same time, we ensure the organisation’s communications remain “on brand”, friendly and personable. This creates the benefit of freeing up the marketing team or business owner to focus on the more strategic and revenue generating aspects.
So if you are currently struggling with the sheer volume of your marketing tasks, here are some examples of how technology is helping marketing automation:
Personalised direct mail campaigns
Linking your customer data to printed materials for eye-catching and personalised reminders, communications, event invites and promotions.
Personalised landing pages (PURLs)
Personalised URLs take a customer through to a page with a unique web address for them. It can contain offers, current orders, event booking buttons, reminders, data cleansing options and is all customised to specific customer data. These tend to achieve higher engagement levels than standard generic web pages.
Friendlier automated responses
Whether it is for event bookings, order acknowledgements, customer service enquiries etc, today’s marketing technology can create a personalised feel even though the response is automated.
Establishing a marketing collateral bank
So that resellers and sales teams in other territories can access the company’s branded communications in a secure online area – ordering supplies directly (web to print) but within carefully controlled parameters.
For more information on how marketing automation could improve your organisation’s effectiveness, please contact Clever Marketing, Hampshire’s premier digital marketing agency.