Marketing automation: what it is, what it does and why you should care

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Is your business growing slower than you’d like?

Do you long for consistent and predictable sales from loyal, repeat customers?

Is the lack of time and resources needed to grow your business a constant frustration?

Then a well-designed marketing automation strategy could be the answer.

Marketing automation is the perfect solution when you need a profitable and measurable system for nurturing leads, maximising sales and building loyalty.

It enables you to target prospects and customers with personalised content and messages to help move them through the sales process and beyond, leading to repeat business and brand loyalty.

Marketing automation increases your revenue and profits by:

  1. Getting you more customers;
  2. Selling to your customers more often;
  3. Making more on each sale.

What is marketing automation?

Put simply, marketing automation is a data- and technology-driven solution for automating your sales funnel and customer journey. It helps you streamline your marketing efforts, making them more effective and more profitable.

How does it work?

First you need to understand your business, your brand, your customers and the journey they’re on. Then you can identify the processes and tools that are appropriate to use at each stage.

With marketing automation you can bring together multiple online and offline marketing channels – including email, SMS, social media, online advertising and web content – into one coordinated and centrally-managed communications ‘hub’. You’ll be targeting the right people at the right time with a consistent brand message and customer experience, and all of it managed automatically.

Marketing intelligence can be used to track the behaviour of anyone showing interest in a particular product or service. Prospects and customers can be scored and categorised, based on their activity, allowing you to send content and messaging that’s likely to be of greatest interest and value to them at each stage of the sales funnel.

Why should your business use marketing automation:

Marketing automation is the perfect solution when you need a profitable and measurable system for nurturing leads, maximising sales and building loyalty.

Targeting prospects and clients with personalised content and marketing messages leads to better customer relationships, more profitable sales and higher levels of customer satisfaction.

If you aren’t using marketing automation in your business, there’s a danger you’re simply handing customers to your competitors. And you probably don’t even know it.

Almost 40 % of those not yet using marketing automation are going to invest in it in the next 12 months (Credit: Liana “The Benefits and Challenges of Marketing Automation” 2017)

Top ten benefits of marketing automation:

  1. Get insights on the journey and behaviour of a prospect or customer
  2. Shorten the buying cycle, turning prospects into customers quicker
  3. Trigger immediate personalised follow-up to ensure no lead or enquiry is left to go cold
  4. Target messages and content based on someone’s behaviour on a website
  5. Deliver a seamless multi-channel onboarding experience to give customers the best experience of your business from the start
  6. Free up your time to focus on other business strategies
  7. Get visibility on critical numbers in your business and improve marketing ROI
  8. Improve the quality of customer and prospect data
  9. Convert more prospects into customers reliably and predictably
  10. Measure performance to allow for continuous improvement

You can’t manage what you don’t measure (Peter Drucker)

Marketing automation helps to align your marketing strategy with your sales process and track and measure every result, so you can clearly see what’s working and what’s not.

It equips both your marketing and your sales teams with the information they need to make better decisions, such as which marketing channels to use, which prospects to follow up and who your best customers are.

Plus it equips senior managers with much-needed visibility on key numbers in the business: sales conversion rates; customer retention rates; return on investment; and more.

With the right strategy and the right process in place, marketing automation delivers exponential results.

At Airbase we plan, design and implement marketing automation that works.

If you want to find out how to keep more customers and make more sales more easily, then get in touch today.


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