Marketing Automation

What is marketing automation?

Marketing automation refers to all software platforms and all technologies designed for marketing experts and organizations to automate their repetitive tasks and to more efficiently market through various online channels, including emails, a website and social media.

According to InTouch CRM, marketing automation is widely used and providing results:

  • About 63% of companies that are outperforming their competitors use a marketing automation platform.
  • Businesses that make use of a marketing automation platform, such as Marketo, to nurture their prospects experience an increase of 451% in their qualified leads.
  • 75% of companies that use marketing automation for their marketing efforts see ROI (Return on Investment) within a year.

What makes marketing automation a solution for you?

When looking for a marketing automation solution, there are a number of elements you should ensure your marketing automation platform provides. Usually, these platforms provide a number of features, but not all of them are in the package you may purchase. You can always expand your features over time. A few of these features are listed below:

Data import

Data import allows you to automatically extract data from customer-related systems such as billing and support. The data can also further be augmented, segmented and filtered from your marketing automation campaigns.

Data export

There are many business systems, such as a CRM, helpdesk and billing department, that will require a data exporting feature to be triggered when a customer event takes place within a marketing automation campaign. An example could include setting a reminder for a follow-up in Salesforce.

API

Beyond the features of sending and receiving data, your business may need an API feature for externally triggered events and to update information within your marketing automation campaigns.

Drip campaigns

Drip campaigns allow you to align a series of messages to your customers across your choice of medium to keep them engaged and educated, as well as to push a conversion.

Triggered campaigns

Triggered campaigns allow your business to initiate new correspondence based on a certain customer action. For example, you may want to execute a campaign that nurtures a specific prospect to convert them into a lead.

Lead scoring

If you do customize your user activity with lead scoring, you can more effectively communicate with your users by understanding where they stand in the buying cycle.

Filtering and segmentation

The feature of filtering and segmenting your subscriber list for each campaign allows you to have a more results-orientated campaign. The option to filter your recipients and segment your offers will give you a higher level of customization and increased chances of a higher open rate and more conversions.

Social media integration

Today, engaging with your business audience through a brand’s social media channels is essential. Your brand’s social media behavior can help your leads to jump through the buyer’s cycle as they connect with you faster and on a more personal level.

Email marketing

Email marketing is more or less the foundation of marketing automation and therefore it is important to design and execute your campaigns to optimally reach your targeted audience. Your communications have to be mobile responsible as well. Integrating use of text messages and phone calls is absolutely a plus.

Unlimited, cross-channel campaigns

One-channel communication is not very effective any more. Hence, your marketing automation platform should allow you to run cross-channel campaigns that actually play a part in capturing leads, upselling existing customers and renewing customers with brand interaction.

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Account Based Marketing (ABM) is the alternative marketing strategy over a broad-reaching approach for B2B marketers. ABM is where sales and marketing efforts concentrate on well-defined, segmented groups of accounts within the market.

Marketo provides the following definition:

“Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.”

With ABM, your marketing efforts rely on the specific features and needs of separate targeted accounts. Where traditional marketing is based on forming a wide net, ABM works more like fishing with spears. ABM is more targeted, calculated and when performed properly, it can be highly effective.

  • 84% of marketers say that ABM strategies out-perform other marketing investments. (Source: ITSMA)
  • 97% of marketers achieved higher ROI with ABM than with any other marketing initiatives. (Source: Alterra Group)
  • 92% of B2B marketers worldwide consider ABM to be very important to their overall marketing efforts. (Source: Sirius Decisions)

To better and realistically understand the real-life practices of account based marketing by marketers, let’s have a step by step look into an ABM campaign by NX3.

 

Objective:

The objective for this campaign was to bring targeted traffic to the Zoetis booth during the North American Veterinary Conference, which would ultimately increase lead conversion.

 

Vision:

The target audience or the account for this individual campaign were the registrants of North American Veterinary Conference.

The vision behind this campaign was to use email and social media to promote engagement from the targeted accounts to interact with the Zoetis booth.

 

Execution:

A personalized email was sent to attract the conference registrants to come to the Zoetis booth during the event. This email included some relevant educational material and giveaways to promote participation.

 

Outcome:

This pre-event ABM campaign to nurture the target account showed impressive results, with an open rate of over 50%.

For more in-depth study of this ABM campaign of NX3, click here: http://nx3corp.com/navc.html

 

More about ABM campaigns:

Account-based marketing campaigns are perfect for marketers who want to go above and beyond to achieve optimum results from their marketing practices.

The best part is, ABM campaigns are simple and intuitive. Here is your ultimate guide for a successful ABM campaign.

 

  1. Identify your target accounts
  2. Research your accounts
  3. Create impactful content
  4. Pick your channel communication
  5. Run your campaign
  6. Measure your results and ROI

 

Most often, businesses today seek out digital marketing agencies that best understand their needs and who can design and run ABM campaigns for them using their experience, expertise and intuition in relevant matters.

 

Marketing Automation Platform

A tailored and effective marketing automation platform is a need for organizations of all sizes who are looking for opportunities to grow while sustaining their quality and brand position.

All organizations have different goals to meet in a certain period of time and they require realistic objectives to help them meet these goals. However, where business expansion is one of the most common business goals, it is essential that these businesses analyze and evaluate marketing automation platforms that can help them maintain and increase effectiveness of communication with leads, while expanding their operations.

No matter what industry you are from, today’s markets are exploding. Why would you go with a one-to-one method of communication when you could, more easily and effectively, go with a one-to-many method? This brings us to marketing automation platforms, like Marketo, that can make your operations easier and more efficient.

Here are four reasons to pick your marketing automation platform today:

  1. Reach more with less efforts

Unlike the old manual ways, the right marketing automation platform can very easily help you scale up your number of leads in hundreds, tens of thousands and even more. With your marketing automation platform you can reach out to your entire list of subscribers in one email blast, if need be, or you can segment and personalize your emails with ease.

  1. Connect more personally

Your marketing automation platform also allow you to keep adding information in your database that helps you to send more personalized and effective emails. You can not only use information like geographic location and industry type but you can keep track of behavior data that actually lets you know how many emails were opened, who clicked on a landing page and more.

That’s how marketing automation platforms allow businesses to see the rare sight of ‘personal’ and ‘automate’ work hand in hand. This feature help you stay relevant, personal and better cater to your prospects’ and customers’ expectations.

  1. Communicate through every stage of customer journey

With growing leads, sending relevant emails may be a hard task without your marketing automation platform, as every lead will have a unique journey. However, marketing automation platforms, like Marketo, allow you to track each buyer’s journey while also tracking their activities on your website, landing pages, social platforms and display ads as well as their email open and click through rate to help you provide the most effective communication.

  1. Get proof of everything with analytics

Getting a precise analysis from your marketing automation platform can be a great help before deciding to make any changes. You can test theories by implementing the change on a small group and evaluate its effect through analytic report.

Additionally, you can track the complete journey a lead makes from its creation to becoming a customer, which can help your business immensely with new leads. Furthermore, track and evaluate your team’s marketing efforts and how it impacts your ROI, or return on investment, with every new campaign.

With the modernization of human life, being around innovation, efficiency and sophisticated tools to operate your business simply makes sense.