Marketing automation is the action of placing technology in a strategic and staggered way to increase conversions and results in a company’s marketing sector. Identifying, impacting, captivating and winning over your target audience is possible through this practice. Therefore, you need to understand its use and benefits well.
Which company does not wish to have, day after day, not only assertiveness in its marketing processes, but increasingly delighted customers?
In the midst of so much content, a large amount of information, standing out is fundamental.
More than doing – and doing it well – you need to be clear when communicating and showing the value that your company has.
Customers have great – and growing – bargaining power. Competition grows and, therefore, the requirement that the market also imposes.
Therefore, good practices are necessary for those who want to impact more people to, of course, sell.
Within this reality, the use of marketing automation is undoubtedly essential. But, it is mistaken that this is, today, a competitive differential.
It has long been a necessity to stay active and in search of survival (at first) and growth.
In this article, we will talk about what marketing automation is, what types and also how to use and choose the right one.
In addition, we will address the benefits this brings to the company and how it impacts not only one sector, but the entire organization.
Let’s check it out?
What is marketing automation?
Marketing automation is the act of using technology to automate practices and processes within the marketing industry.
It is the practice of reducing manual labor and seeking to increase the effectiveness and efficiency of the proposed actions.
Without a doubt, this is an indispensable tool for generating leads, nurturing them and passing the baton to the sales team.
Thinking about the routine of the marketing team, we began to better understand the concept and also the importance it brings to companies.
Within inbound marketing strategies, for example, the team needs to produce blog posts weekly to attract visitors.
Disclosure of them is equally important – whether by social network or by email. The objective is to show itself as a reference in the sector and, of course, relate to its target audience.
Continue capturing leads for the newsletter, sending content to this audience. Make them advance within the customer journey and become more interested in the company.
Send rich materials (eBook, infographics, etc.) that move that prospect forward through the sales funnel.
Nurture him to the point that he has an interest in the product or service that the company sells… whew!
How much the marketing team needs to do. Allied to all this, performance indicators are important to assess the success of the actions.
The volume of activities to make the company grow is huge. Marketing is vital for sales to take place. And when technology is present, everything is easier.
Therefore, it is essential that the team is able to reduce manual labor to the maximum.
Digital transformation through marketing automation increases the efficiency and effectiveness of work and reduces the time spent on each action.
Thus, people can be much more strategic and contribute to an even greater assertiveness in attracting customers.
Marketing automation: why is this a necessary transformation?
You may have already understood the need to transform the marketing industry.
But, understanding 3 specific points, it may be even clearer the importance of technology present in everyday life.
One is sending emails. With marketing automation software you accelerate processes.
For example, it automatically sends emails after an action has taken place – such as filling out a form on the website or landing page.
Social networks are the second point of attention. Automating the distribution of your content is important for building the reference image that your company wants to have.
This will give tremendous agility to the undertaking and can more quickly impact the right people at the right times and days.
A good marketing automation tool will be able to measure audience spikes so that you are assertive in distributing this content.
The third important point that we want to highlight here is the creation of landing pages, something fundamental to understand how to attract customers.
Without this tool for automation, it is necessary to carry out this design and coding work manually.
However, with ready-made templates, you only need to copy and paste the design as many times as necessary. Making, of course, any adaptations that make sense.
Examples of marketing automation tools
Within these 3 fundamental pillars, you can start prospecting for marketing automation software for your business.
Take into account the points we mentioned above, yes, but also many others that we will still address in this article.
However, we have listed some platforms that automate your company’s marketing.
And, of course, they have important integrations with your website, social networks, sales system, among others.
Try, of course, to know the one that makes the most sense with what your business needs and also how intuitive it is to use the tool.
Good practices for efficient marketing automation
Let it be clear: the tools that automate marketing actions do not work miracles.
What does that mean? You need to have structured processes, a trained team and capable of producing good content.
You need to give the conditions – of time and demand – so that the strategies are put in place in the best way.
Therefore, some good practices are necessary for the technology to really positively impact the company.
Focus on delivering value
There is no point in using technology if you do not focus on the success of the client, on delivering value to him.
This is done by producing really good content that will be distributed through your platform. Content that educates and that shows that your company is a reference in the area of operation.
This is the first item.
The second is to align your tactics. Make a flow of nutrition from this lead that downloaded some of its materials that is directed towards its empowerment.
In other words, giving more and more in-depth, diversified materials with a language that is inviting, close to the reality of this person.
The intention here is not only to lead this prospect to buy but to charm him with the brand, making him an evangelizer of the brand.
Do a close management
With marketing automation this, of course, remains true.
The software, as we said, will not work miracles. It is a strategic ally, yes, but it will depend on supervision and monitoring to deliver the desired results.
So it is a correct marketing management: attentive to performance indicators, especially with integrated dashboards, in real time and everyone’s access.
Always be ready to act, if necessary, and review your strategies – or even some positions on your team.
Analyze, measure and adapt
It is part of a close management, not maintaining the same practices always within its strategies.
That is, it is not because you have configured your automations that you no longer need to touch them.
Analyze and measure the success of your actions to always find what can impact more customers.
Leaving the tool to act “alone” is not something that will guarantee the company the best results.
Try to innovate, adapt the language and always make what you deliver to the market “fresh”.
Make organized use of the tool
Organization is fundamental within a work environment, of course. And for the use of the tool, too.
Standardize the name of lists, flows, email templates, landing pages, for example. Use tags for each segment or types of customers.
Create rules and standards for everything. This will help you find what you need more quickly.
It will also avoid confusion and doubts among your team, in addition to facilitating understanding for new employees.
4 Benefits of marketing automation
To help you choose the right tool, you need to better understand the impact that marketing automation has.
Companies that want to be big, must deal with thousands of contacts and also customers.
Therefore, correct management is obviously important. And when technology is an ally, the mission becomes easier.
Even in smaller companies, organization remains important.
Although not so many resources are needed, the impact of technology remains positive and similar to large organizations.
Below, we have separated 4 benefits of software combined with this very important sector within any business.
1 – Larger lead generation
The first benefit – and even the most logical one – is the increase in leads that are generated.
And this is due to landing pages in the materials you create, with automation of social networks for content distribution, integration with the website, etc.
Marketing automation, in fact, according to a 2017 survey, can increase 2x the increase in leads.
2 – Focus on persona, relationship and better opportunities
Knowing your business’s ideal customer profile (ICP) is important – and you know it very well.
That is one of the points. The other is to really focus on the customer and what he needs.
Read: as much as he has no interest in buying today, the relationship needs to remain active.
The decision to buy can come in a few months and, having an occasional relationship with him, is not something that will make him decide for you – not for the competition.
The intention is to prepare him for the purchase, right? And when you follow his evolution on your journey, you create better opportunities for the sales industry to work.
3 – minor CAC
First of all: do you know what CAC is? CAC is the Cost of Customer Acquisition.
It is a metric that shows how much you have spent, in the entire operation of your company (taking into account all expenses), to reach a new consumer.
If you do, for example, a promotional campaign to generate leads.
And it manages to generate.
Can you imagine having to deal with a huge volume of stakeholders manually, via spreadsheet?
The time will be longer, of course, to check if the lead has grip. If it does, it will obviously have cooled down, losing some interest.
Now add up the hours worked on your team. At this rate, how many opportunities will be won?
The marketing automation tool helps to automate these processes.
Robotic tasks are in charge of technology. The relevant information about the potential customer’s profile is clear and organized.
So, see: it’s a ripple effect.
4 – Reduction in the sales cycle
CAC can reduce the sales cycle, yes, but that is not necessarily what will weigh.
To shorten the time for a sale, you need to educate your prospect well. Deliver him good content that shows that your product or service really makes sense.
The tool will help you to track the evolution of lead maturity. And it will facilitate the work of the sales team.
It will be less time explaining how the solution sold didactically works.
When the SDR contacts him, that person will have a much greater maturity and will be closer to deciding to purchase.
What should good marketing automation have?
We have separated some important aspects and features for your routine.
By understanding how technology collaborates with you, it will be much easier to make the decision for A or B.
So, choose those tools you have:
Integration with social networks
So, perform actions like:
- schedule posts on social networks;
- monitor shares, clicks, likes, comments, etc;
- identify hours of higher audience;
- measure user interaction, among others.
In addition to simply sending emails, choose a platform that:
- have ready email templates;
- being able to send emails in large quantities;
- allow creating custom fields for contact registration;
- allow to create several lists with segmentation and tags;
- have “drag and drop” functionality for agility;
- have a friendly layout;
- have complete reports on the open rate, bounce, among others.
Create nutrition flows
Nutrition streams are the path that emails will take. They are fired in sequence after a person fills out a form and becomes a lead.
The aim is to improve the relationship. Therefore, it is necessary to be able to:
- schedule emails at specific times and dates;
- create tags and lists easily;
- trigger email whenever a specific action is performed by the lead;
- upload similar content after downloading material you’ve created, among others.
Create landing pages in a practical way
Landing pages are an excellent way to convert those who visit your page into leads.
To do this, offer good rich materials. And, when choosing your marketing tool, choose those that:
- have ready and customizable layouts;
- have forms with customizable fields;
- CTAs of different types;
- that has the “drag and drop” function to provide agility, among others.
Create attractive CTAs
CTA, in English, means “call to action”. Translating: call to action. These are the buttons that draw attention and you can say “click here”, “learn more”, among others.
Use CTAs to:
- call the user to click on your offer on a landing page;
- ask for registration in some form on the website;
- to contact any sector of the company;
- take the visitor to another section of the site, among others.
Set up a lead scoring
Within the consumer’s journey, each action taken for the same is worth points for knowing how close or how far he is from buying.
This will help you to know if the passing of the baton for sales can occur. Assign points for each action, type:
- opening email;
- material download;
- complete / partial form filling;
- specific segment;
- visit on the price page, among others.
Integrate with CRM
Another important and indispensable point concerns the digital transformation as a whole that the company needs to go through.
Automating only marketing and leaving the sales sector aside will cause many opportunities to be missed.
With increasing competition, it takes agility in the processes, especially when passing the lead to the pre-sales team to qualify.
Therefore, the integration with the CRM is the guarantee of success of the strategies carried out, bringing a qualified contact to the commercial sector.
Thus, and only in this way, it will be possible to grow by selling more and better. If this happens, you will undoubtedly consider continually delighting and retaining your customers.
So, how can we help you?
If you were in doubt about the article or want to know more about the integration between marketing automation tool and CRM, talk to a consultant today.
Enjoy and read two articles that will help you positively impact more customers on a daily basis.
The first brings 30 marketing tips for companies of all sizes.
Some strategies for you to understand how to enchant the client in a more assertive way have already been addressed.
A hug from CWT, your CRM. #RunCWT