If you’ve been around in the marketing world, you’ve probably heard of marketing automation, especially the big players in the game like Hubspot and Marketo. If you’re an old school marketer and just starting to dip your toes into the digital world, then we’re here to hold your hand as we wade into the waters of marketing automation.
When you think of marketing automation, what comes to mind? Well, automated marketing, is likely one thought. Marketo defines marketing automation as “a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.”
Put simply, marketing automation helps automate repetitive tasks that occur in the day to day of a marketing firm. These tasks can include sending emails, doing social media, qualifying leads. One of the tasks that marketing automation is best for is nurturing leads with personalized content.
It used to be that you could just call up a company or individual and get their business, no introduction needed. Nowadays this process is much more nuanced and that’s where marketing automation comes in handy.
Let’s run through an example of a company trying to qualify leads that isn’t using marketing automation. They have their spreadsheet (or notebook) full of potential leads, each column has a header describing things like whether they called or emailed that person, when did they call, do you need to call back, were they interested or not. Let’s say you had a lead named Jim and he had called your business with some questions. Without marketing automation, you’d likely put his contact info onto a post it note, or in a spreadsheet, or notes app on your phone. This information is easily lost and it’s hard to share with the rest of your team.
Marketing automation allows you to have all of your leads in one place. All of their contact information is there, how they are interacting on the site (visited 3 times last week, abandoned cart,etc.), and how far along the sales process they are. If you first contacted Jim, you can now hand off his information to your sales agent who can send him personalized emails based on his interactions on your site (which marketing automation software can see). Now Jim is in your sales funnel and you can keep track of him all the way until he makes a purchase.
A great tool with marketing automation is the power to use “triggers”. A trigger is an action you have defined that will cause an email to get sent out to that visitor. If you have a visitor’s email, and they went through the purchase process on your e-commerce site, but ended up not finishing the check out, marketing automation software can alert you to this. You can set up a trigger so that anytime a customer abandons their cart, a specific email gets sent out to them, maybe offering a discount or reminding them of the item.
Another powerful tool of marketing automation software is the ability to use drip email campaigns. Drip marketing means that you are sending out emails to different individuals or groups bit by bit. Maybe you send first time visitors a certain email, then a week later you send a follow up asking if they have questions, two weeks later you offer them a webinar or free download. A drip campaign can help keep a prospect engaged with your business for a while before you finally hit them with a sales pitch, and it’s all automated! No worrying about who got what email and when. They’re also great for sending out content like blogs, webinars, white papers in an even schedule. Many people who do online email courses will use drip marketing to send out their lessons.
Embedded from Pardot
Marketing Automation Resources
Is Marketing Automation Worth The Hassle – Hubspot
What is Drip Marketing? – Zapier
The Definitive Guide to Marketing Automation – Quicksprout