Shoot for the Stars! 4 Ways to Bring It with Your Marketing Automation Platform



Posted: May 18, 2015 | Marketing Automation

Companies are increasingly realizing the benefits of marketing automation tools. According to The SiriusDecisions B2B Marketing Automation Study, there are a whopping 11 times more B2B organizations using marketing automation than there were in 2011. (So, if you haven’t jumped on the marketing automation bandwagon by now, this is your chance!)

Surprisingly though, even with all the companies that are taking advantage of this super handy tool, many don’t realize that there are even more cool features of marketing automation beyond what they’re already using. A report from Ascend2 found that 36% of companies that use marketing automation make limited use of the lead generation tools. But, I’m here to fix that!

Let me get this engine revvin’ by saying that marketing automation is an all-in-one marketing powerhouse, allowing you to generate leads, follow up with consumers, and even demonstrate return on investment. Think of your marketing automation platform like it’s a video game. Lead scoring and personalized email campaigns are just the first level. As you move up through the levels, you access more gold coins, superpowers, and additional lives until you are a powerhouse marketing machine! Below are four ways to move on to the next plane of marketing automation…and you don’t even have to battle the boss to win the game!

1. Enhance Lead Nurturing

Seasoned marketers may be surprised to see lead nurturing on here. You’re probably thinking, “Lead nurture?! But we’ve been doing that for years!” Here’s the thing: you could be doing it better. (Did I really just say that?! Yes, yes I did). Let’s face it—we all have room for improvement. You may be sending emails to prospects who aren’t yet ready to buy, but what else are you doing? Are you integrating an ad targeting campaign to keep your brand top-of-mind? How about integrating live chat? Implementing new tactics with the help of marketing automation could breathe new life into your nurturing campaigns. You may also need more capabilities to segment your leads properly for maximum ROI. Marketing automation lets you do all that and more.

2. Smart Forms

After you bring in leads, how do you capture them? Most experienced marketers know data capture can be problematic. It seems like you have two choices: limit the number of forms for increased conversions, or increase the number of forms for fewer conversions, but better data. Actually, you can have your leads and get in touch with them, too. Progressive profiling enables you to ask for more information each time a lead returns to your website, allowing you to build your database over time. If you want to get extra fancy, you can implement smart forms that append data in real time. If the leads are already in your database, don’t gate the content—just let visitors have it and provide a seamless experience for your readers.

3. Real-time Personalization

Imagine this for a moment: what if everyone who visited your website received a personalized experience? Let’s say you serve a number of different industries. Using a marketing automation platform, you can set up your website so that when someone in the manufacturing industry visits, she sees a different set of content, calls-to-action, and web copy than a visitor in, say, the finance industry. Each visitor has different needs—period. So, giving each individual a targeted experience, whether that’s providing him an industry-specific case study or inviting him to an industry-specific event, makes the information more relevant and encourages conversion.


According to our data, customizing the web experience leads to a 30% increase in conversion rates. With stats like that, RTP is definitely making a name for itself. So go ahead and create those meaningful, real-time interactions with targeted individuals through dynamically generated, personalized communication and watch your success rate soar!

4. Go Mobile

Mobilization is becoming increasingly necessary. According to Nielsen, the average consumer spends more time online via mobile devices than she does via a desktop or laptop computer. And the majority of that time is spent on apps—not the mobile web. All-in-all, companies need to go mobile, but without the right tools, it can be difficult. Not only do you need a strategy, but you also need to work with much more data. But with the data from marketing automation platforms combined with mobilization strategies, companies can effectively implement mobile campaigns, whether that means a native app or an optimized page.


Mobile provides a wealth of new data for marketers to use for targeting and a way for them to become even more intimate with their customers. Delivering compelling mobile experiences is easy. Marketers can engage customers on mobile devices as part of a cross-channel journey. Marketers can also improve metrics across their entire app lifecycle, from acquiring mobile app users, engaging them, driving conversions and creating advocates. With a well-executed mobilization plan, marketers can create highly personalized campaigns that deliver compelling content without ever needing to rely on their app development team.

Moreover, when used to its fullest potential, a marketing automation platform can totally transform your capabilities, allowing you to gain access to more data and reach out to your customers in strategic and nuanced ways. But first, you have to take the next step. It’s time to level up and unlock all of the capabilities of your marketing automation platform. The best part? There are no battles required. Ready to begin?

Sesame Mish is a part of the Content Marketing team at Marketo. She is also pursuing an M.S. in Integrated Marketing Communications at Northwestern University. In her spare time, she loves to play volleyball, spend time with family, do volunteer work, and root for her favorite team, the San Francisco Giants!

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