What Is Marketing Automation?
Simply put, marketing automation is a way to make your life easier – and your marketing more efficient.
The amount of what we know about your customer is larger than ever. That can be good and bad – on the one hand, it’s easy to get lost or overwhelmed in all of the data. On the other hand, though, if you work inside of an efficient system, that data can help you to make very targeted, smart decisions about how you communicate with your customer.
That’s marketing automation: the process of using data to make smart decisions to automatically send communications to your customers based on what we know about them.
How Does Marketing Automation Work?
Here are a few ways we can help you put marketing automation to work for you.
1. Send emails automatically
One of the most commonly-used marketing automation tactics is the creation of automated email workflows. It’s a simple idea – emails are automatically sent to contacts based on characteristics or actions. For example, you could set up a series of emails to be sent to contacts who downloaded an ebook. It’s an incredibly efficient way of delivering targeted, relevant content.
2. Create lead scoring systems
One of the best uses of marketing automation for your sales team is the creation and optimization of automated lead scoring systems. Today, it’s possible to access hard data to inform your sales team how likely a contact is to become a customer. For example, it may be that people who view your service pages, then your pricing page, then download an ebook have a 70% chance of becoming a customer. You can assign lead scores based on characteristics and actions – and based on that data, your sales team can act more effectively, focusing on the opportunities that matter.
3. Manage your contact database
At the end of the day, marketing automation and lead scoring allow you to easily handle large contact databases. In today’s world, data can do a lot of things – so don’t leave it sitting unused in a database you look at once a year. Marketing automation can help you act.
Wondering if it really works? See the results below.