There is no doubting that the internet has changed the way marketing is done, and in a good way. However, until recently, a bit of manual labor was required to reach potential customers with digital marketing. Luckily, things have changed for the better in the past couple of years. Today, there is a new breed of marketing that robotizes monotonous tasks and makes it easier to identify and reach out to prospects. The breed of marketing I’m referring to is marketing automation. What is marketing automation and how can it benefit your business? Let’s take a look.
Automated technology has revolutionized how we live. Today, we have thermostats that save energy by automatically regulating temperatures, smart washing machines that do our laundry while we’re at work and refrigerators that tell us when we’re out of grocery. A group of people who’ve benefited from automation more than the others are marketers. Today, automation is an integral part of a business’s marketing function.
So, what exactly is marketing automation? If you’re looking for a hardcore definition of marketing automation then Marketo’s definition would be a good way to define this breed of marketing. According to Marketo, marketing automation is a technology that helps businesses to better their operational efficiency and gain quick profits by allowing them to robotize, streamline, and measure marketing activities and workflows. Now that you know what marketing automation refers to, it’s time to look at how marketing automation can benefit your business. Following are some of the benefits of marketing automation for your business.
A better understanding of your leads
One of the foremost benefits of marketing automation is gaining a better understanding of your leads. By keeping track of the emails your leads have opened, the Web pages they have viewed, the links they’ve clicked on and the forms they’ve filled out, the automation software will help you to get a better understanding of what your leads are looking for and what type of content appeals to them. Using this information, you can target your prospects with content that’s specific to their needs and wants.
marketing activitiesLet’s be honest: most businesses and marketers spend a good part of their day performing repetitive marketing tasks. As a result of this, they have little time left to perform the marketing activities that truly matter. By systematizing your documentation, business processes and , marketing automation improves your workflow. This is turn results in greater productivity and ultimately improved profitability.
Better monitoring and measurement
With marketing automation, you can monitor the success of your campaigns across multiple marketing platforms including social media, email, and SEO. The ability to monitor the success of your campaigns will help you to refine your campaigns to improve your return on investment or ROI.
Marketing automation helps your business in a number of ways. The aforementioned benefits are just a few of the many benefits offered by marketing automation.
April Salsbury, MBA is a strategist, an analyst, an operational guru, a recognized leader and C-suite global healthcare executive with drive and focus for competitive markets. Co-host of The Business Forum Show and regular contributor to various business journals, she possess multi-functional and multi-national competencies with more than 15 years experience in business and healthcare. Her expertise is in invigorating revenue growth and infusing value of lean practices in growing companies through improvements to cash flow and operations management.
Fueling revenue, growth and profit, Salsbury & Co. is a consultancy firm focused on helping businesses and healthcare organizations achieve excellency. Our specialists have executive experience combined with deep functional expertise to provide our clients with services that drive real impact and results.
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