Basically, marketing automation is a tool that automates and measures all your digital marketing tasks. And as per the term ‘marketing’, one could easily understand that its main motto is that it automates some of your marketing work. Here you align marketing with sales without wasting time on manual drudgery.
This may automate your social media working, ads, email marketing, websites and most importantly lead generation which requires your extra time.
By automating all the monotonous processes, you enable your team to focus more effectively on bringing new customers and more sales. You may justify this as an assortment of software with strategy. Though it was introduced early in 1992, but people got to know its importance now (but it’s better late than never). As simple as technology meeting your marketing strategies and recoups your time.
Lead generation
Lead generation is an operation in marketing automation. It easily generates better quality leads by which you develop a relationship with customers as well as engage them in your business. It has the potential to generate more leads in a better way and saves more time than the traditional method of generating leads.
Brief for using marketing automation to generate leads
Most importantly keep your content simple and use specific content so that it would be easy to understand.
Below is a stepwise guide: –
- Capturing email and giving away content: –
Just capture email address by giving away content, attach pdfs, blog posts and most specifically a simple guide.
- Deliver: –
Now, ones who you think are opting your mails, you are ready to start a conversation and send them content related to the previous one which you offered.
- Spot highly interested subscribers: –
It’s an easy step, send the subscribers extra content i.e., ping them again by mailing them again for the 2nd time with some extra content, then check and have a record that who all opened and downloaded your pdfs and brochures.
- Create a new list: –
Use an automation function to move them in a new list. This is a very mandatory step because it’s outrageous to waste time on subscribers who are very least interested. So this will also save your time further by selecting the interested ones.
- Follow new leads: –
Now after the new list has been created, most often automatically, your sales team need to follow the ones who downloaded your stuff and are most interested ones.
- Try to increase interested subscribers: –
Finally, the subscribers who are left, try to get them engaged because, with less engaged subscribers, you won’t get many interested subscribers as they will not mind your 2nd mail if you have a less active audience.
Benefits
- It will automate your lead capture, email marketing, lead scoring and a lot of times it automates your social media campaigns.
- It requires fewer employees.
- You get 50% more leads.
- Save 15% on creative production.
- It improves lead conversion and ROI. You don’t need to hold or wait for a long time to find out which marketing efforts are not working.
- Gives a multichannel view on anticipation behaviour.
- Chances of human error differ and may drop to zero.
- Easy process of lead generation.
CRM
CRM is a kind of advantage and an important component. Email marketing automation enables you to focus more and understand client’s behaviour and their needs more efficiently. You can focus more effectively on customer relationship management because you save more time by automating your process.
Tools
The right tool should be chosen by understanding your work case and needs. Here are some of the top and leading tools: –
- Omnisend
- Marketo
- Eloqua
- HubSpot
- Act-On
- Keap
- Sendinblue
- Active campaign
- Mailchimp
- Paradot, etc.
Therefore, marketing automation is very effective and efficient for your business, it has its benefits, saves your time, and somehow reduces your workload. We may call it a modern solution adopted by most companies that do wonders for your business.
