Let’s face it. As a marketer, your life is pretty great. You start the day at 10am greeted by a warm latte, a fruit basket, and your team singing ‘this is my fight’ song in acapella. Later in the day, there is a fresh grilled halibut lunch, engaging meetings, and then you are out of the office by 5pm to drink wine, work out, or chill with the fam. Oh, sorry…I guess I was dreaming.
Enter reality. A marketer’s job today is nuts, and complex, and it feels like any moment the wheels could spin off the car because you are moving so quickly. Your goals are growing, you need to illustrate ROI on your programs, support your sales organization, and in many cases you have less time and resources to get the job done. While there are many schools of thought on how best to approach marketing challenges, there is definitely one solution that can provide some order: marketing automation.
Here are four ways marketing automation can make your day-to-day marketing job easier, more impactful, and more rewarding (so you actually have time to eat your lunch!):
Instead of building programs from scratch each time, with marketing automation you can clone them. This is very similar to the ‘copy – paste’ function in Microsoft Word. Let’s use an example of creating a webinar program. Using standard tools to build a landing page, your emails, etc. can take around 22 steps and approximately 2 hours. With marketing automation, this same program can be completed by cloning elements of previous programs in about 3 minutes. You can use the extra time to work on improving campaigns and come up with new strategies to engage customers (or have a latte).
2. More Personalized and Meaningful Marketing
Most of us understand the value of segmenting our database when sending emails, so why would you only have one message on your website? Using marketing automation, you can personalize the experience for known and anonymous visitors to your website. By creating a more relevant user experience, you will increase engagement and conversions.
Additionally, because marketing automation helps marketers listen to their customers activities, behaviors and preferences, you can send relevant information to buyers in real-time based on their activities. These capabilities allow you to create more of a dialog with your customers, versus a one-way, mass-message based interaction.
3. Deliver Prioritized Leads to Sales
Marketing automation enables you to utilize key tools to deliver the ‘best bet’ leads to sales. One of these tools is lead scoring. It’s a personal favorite of mine because it helps identify the right people for your sales team to follow up with based on fit, interest, and buying stage. Marketing automation also integrates seamlessly with your customer relationship management platform (CRM), which means your sales team doesn’t have to log into yet another platform, but instead they will see lead information natively.
Last but not least, marketing automation makes my day easier by making measuring our marketing success simple and scalable. This enables marketers to understand how a particular channel or program has performed at different time points. You’re also able to visualize each touchpoint a buyer took from acquisition to purchase, even if there are multiple people who engaged with programs and content at different times.
These are just my four of the top reasons to consider marketing automation. For more great reasons, check out our eBook on 10 Reasons to Consider Marketing Automation. Do you have a different list of top reasons to consider marketing automation? I’d love to hear what you think in the comments below.