Marketing Automation – All You Need To Know

marketing automation inbound

Marketing Automation – All You Need To Know

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By Uri Bishansky

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Marketing automation! You have heard about this expression, but you still don’t have a clear picture of what it is and how it functions. No worries, since this is something that has gained popularity over the past few years, many people still find it unfamiliar and are yet to be introduced with it.

This post will provide you with more information on marketing automation and how you can benefit from it. So, let’s start!

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What is actually marketing automation?

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Marketing automation is software and technologies that are used by marketers to help their leads as they move towards a purchase. It helps marketers reduce churn rate and keep their customers

How does it work its magic?

– Automation of repetitive marketing activities (sending emails, categorizing leads, arranging social media posts, etc),

– Adequate management of online marketing across channels,

– Data compiling across channels and integration of data with CRM to turn it into actionable insights.

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How does marketing automation work?

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A good marketing automation campaign is the one whose focus is on the prospects, with the aim of being as personal and as contextual as it can. Inbound marketing method, with its four stages, is one of the best methods to use in your marketing automation campaign. These four steps include:

1. Attracting strangers and converting them into visitors of your website or blog

2. Converting visitors into leads

3. Closing leads as customers

4. Having your customers delighted so they can become promoters

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inbound marketing steps

The inbound methodology

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With the inbound marketing automation, you use all the information you can gather to better understand the needs and challenges of the prospects. This helps you know what information they need and when you need to provide them with the information.

Marketing automation is not just about sending emails as it is usually thought. It’s much more than that; it’s about your buyer personas’ needs, behaviors and interactions with you across marketing channels (social media, pages they visit, what they read and download, etc).

Marketing automation helps you gather more information on what your prospects need, giving you a better insight on how to assist them on their journey. It helps you organize your messaging according to their behavior and your guidance down the marketing funnel.

This is a standard conversion path. Let’s take a closer look at it:

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marketing automation

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When it comes to the marketing funnel, there is a standard conversion path, where marketing automation helps you improve all of the funnel’s stages:

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Marketing automation > Top of the funnel

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One of the common mistakes CMOs make is that they purchase email databases online, and start targeting people who did not choose to be targeted. Consequently, CMOs end up getting blocked.

You need to know that your prospects are looking for information on social media or search engines. You need to push content that your prospects will find relevant to their problems and requirements, not “everyone on the internet”. Customize your content around the living, breathing humans at the other end of your campaigns, and make sure you “hit” the stage of the buyer’s journey they’re at:

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marketing automation

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Marketing automation helps you convert your visitors into leads, using forms, calls to action, and landing pages.

This is an example of one such automated lead generation path:

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marketing automation

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Marketing automation > Middle of the funnel

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When a visitor is converted into a lead, you can use workflows, personalized emails and lead scoring to further turn them into Marketing Qualified Leads (MQL) and Sales Qualified leads (SQLs). Marketing automation gives you better insight into the lead’s behavior which helps you know which triggered content you need to send.

Let’s check this example:

When a lead downloads an eBook, you can send an email that gives additional information to the lead about other content he/she might find useful. In order to get access to this new useful content, the lead needs to submit a form. Completing the forms, leads provide you with data. Knowing the content they have already consumed and the provided data, you can nurture your leads’ needs and challenges, making them progress down a personalized funnel.

Using this method, you help your prospects choose their own purchase path.

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Marketing automation > Bottom of the funnel

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Using the data gathered through marketing automation tools, you get to transfer SQLs to your sales team, after screening irrelevant leads and qualifying others. Your sales team will be able to leverage the knowledge of the leads’ journey to this point.

Also, they’ll be able to pick relevant leads, and have a personal conversation based on how ready they are to buy.

Do you need marketing automation?

To know whether you need marketing automation or not, pay attention to this:

– Is your marketing creating a steady flow of new, relevant leads?

– Does your sales team have difficulties attending to all of the generated leads?

– Did you develop a content strategy?

– Are your strategy and prospects’ buyer’s journey aligned?

– Do you track your leads on their journey?

– Did you create a strategy to nurture the leads?

Are your answers to these questions ‘’yes’’ answers? You are aware of the lack of a lead nurturing strategy and weak generating efforts? Then, it seems like you do need the marketing automation in your marketing strategy.

Be aware that the structures marketing automation provide need adjustment and supervising on a regular basis, in order to meet the needs of your prospects, the needs which are constantly increasing.

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Conclusion

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Employing marketing automation in your marketing strategy helps you gather all the data about your prospects. Having the right data (interests, challenges, and needs) means knowing the right action you need to take to help your prospects on their purchase path.

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Guest author: Uri Bishansky, Co-Founder and Co-CEO at BOLD Digital Architects

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