You are not the only one who is having a problem with this, I was also surprised by the term “automation” a long time ago. I knew what is marketing, but automation made me feel confused a bit.
It could be anything, I thought at first that it was some software doing marketing for me, or that I needed some super extra programming knowledge to set it all up.
I hope I’m not the only one who thought that.
What is marketing automation
It is a process where by using technology we reduce physical effort in the field of marketing!
I don’t think it can be explained more simply.
Don’t run away right now because I revealed the magic formula to you, but read to the end, there are things that will mean something to you, and the text is not too long.
For automation we need some of the automation platforms or tools. We use it in order to manage all the activities related to a marketing campaign from the one exact place.
For example, when it comes to e-mail marketing and the use of software with which we will not lose 300 years by typing each mail separately.
How marketing automation helps teams
1) It saves and frees up their time to focus on developing a marketing strategy, instead of doing technical things.
2) It provides us with a rich, detailed picture of the behavior and profiles of potential customers.
3) It gives us the opportunity to create our custom lead heating scheme. When we form it, everything is done automatically step by step, which means that we can finally rest a little.
4) It allows us to expand the campaign because we will be able to deal with all the information when we organize it more easily.
5) It reduces human error, which means a lot because someone would have to read and review it all three times.
6) It puts leads (potential customers) first.
7) It helps us to determine the precised time units for publishing content.
8) It increases marketing ROI (return on investment).
9) It predicts future investments and steps more accurately than we do.
Automation in the B2B market?
Marketing automation is very suitable for Business to Business!
If we think about it carefully, B2B is known for longer sales cycles, complex decision-making dynamics, multi-stage procurement processes, and so on – so let’s not bother with nonsense.
B2B markets require a high level of focus and relationship management. Product education and awareness of the whole project is also very important. This is an area where it takes a long time to think and analyze before buying – it can take weeks, months or even years.
Yes, for years, because it requires debt from influential decision makers. Such clients change the entire sphere of work and it is worth the effort.
How to keep all the information for so long, how to maintain awareness of everything and remember the conversations, monitor progress?
Just marketing automation!
What about B2C marketing?
Automation here is a little different from B2B.
The goal here is to sell the product to the customer in the shortest possible time and with as little effort as possible. Everything is aimed at keeping the time spent by the sales team to a minimum, or none at all!
This means that we have well automated the whole process!
Business to Customer marketing automation is also about tracking potential customer behavior to decide what we will change in strategy. After some time of following the campaign, changing the details, it becomes perfect.
The consumer campaign (B2C) aims to gain the interest of customers very quickly, and the path to taking their money is short, simple, obvious, but also tempting.
Here is the explanation. This is important for us to understand now.
This does not mean that there is no place for long-term strategic approaches to the customer base, etc.… We are already talking about how to build loyalty and trust in the brand in the shortest possible time – which is of great importance for B2C.
Examples of marketing automation:
Welcome Emails – Let’s say you’ve got a new client and you
need to start building some trust in your relationship right away. While the
client is still excited, he will surely be happy when he sees your e-mail.
With E-mail workflow automation – Emails will be sent automatically, so you won’t spend a lot of time typing, and you won’t have to worry about typing – We’ve made things easier!
Consumer Quizzes – Today’s customers expect you to spend a lot of time with them. Let’s say you have 10,000 or 100,000 customers, you certainly can’t meet with each of them separately, even if it’s a video call – it would be physically impossible again without automation!
One very well-known method for learning about the needs and desires of your users is through quizzes. Their answers to your quiz questions will result in automated customized recommendations that really suit their needs.
Abandoned baskets and re-targeting – Use marketing automation to set up a set of actions to run if people leave a full shopping cart in a web store.
An email will be sent showing the products left by the customer in the basket. If the customer does not respond after a few days, an email is sent again and a discount coupon is added – When would you do all this without software to help us automate it?
Some of the software is AdRoll, or Rejoiner.
As you have had the opportunity to understand Marketing automation can and should be used for every business model.
Such systems in marketing are the key to increasing the income of companies, while ,on the other hand, they do not increase costs for employees.
This would be it for this blog, I hope I have brought this term at least a little closer to you, if you have any questions, I am willing to answer you in the comments.
If you liked the story and want to learn how to increase the number of customers using marketing automation, our team is here to help and advise you about everything.