Pull off multichannel communication and benefit from an improved understanding of your customers by adopting unconventional best practices for efficient online marketing automation.
What does an online marketing automation platform do?
To rise above the hypercompetitive business environment and marketplaces, companies need to come up with innovative business strategies that make them stand out from their competition and attract new customers at a faster rate.
This puts your marketing team in a rather tight spot, as it’s their responsibility to generate as many high-quality business leads as possible for the sales team. What can help the marketing people to find success? Coordinated workflows. Marketing has become a more complex and broad area, and PR or brand awareness doesn’t even begin to cover it all.
To cope with such high expectations, marketers have adopted the practice of measuring the performance of their campaigns with respect to strict KPIs. They are also adopting more multitasking practices, as they have to fill multiple shoes like lead generation and lead nurturing. Keeping all this in mind, the best solution for any marketer today is an online marketing automation program.
When using marketing automation platforms like Marketo, marketers can make the best use of all available communication mediums to get in touch with their potential customers, keep potential customers engaged until they are ready to make a purchase and analyze the results and progress of all marketing campaigns. A technological tool, marketing automation platforms are developed to automate marketing operations, which can be rather time-consuming tasks when done manually. Hence, hiring a service provider that is a certified Marketo partner and can offer Marketo implementation support can be the best thing for a business. Here are some areas where a powerful marketing automation platform can really take the productivity up a notch:
- Marketing campaign automation
- Email marketing tools
- Lead generation and distribution
- Event management
- Customer database segmentation
- Integration capabilities
- Collaboration tools
- Knowledge/data management
Why should you use an online marketing automation platform?
An online marketing automation platform is a way for improving and optimizing marketing efforts by understanding and productively using your data. With Marketo, you can have a 360-degree view of how your campaign is progressing and performing. Don’t forget, you can send mass, segmented emails to your target market, increase the efficiency of marketing campaigns, minimize human errors, find new leads and nurture them to transform them into business opportunities by following step by step, out-of-box practices.
Marketo implementation enables businesses from all industries to streamline, automate and measure marketing activities including lead generation and lead management. Marketers can benefit from evaluating specific workflow values and results, which are stored and later executed by the marketing automation platform.
Let’s get a closer look at some of the most effective features that an online marketing automation platform has to offer.
- Website behavior tracking
This allows businesses to get a better understanding of who their potential customers are and who is just passing through their online properties.
- Lead management
This allows businesses to track their website visitors’ behavior and identify the channels and sources of lead generation. One can also build lead profiles and track the efficiency of lead generation sources, which will allow them to use the best performing sources and improve underperforming ones.
- Personalized email marketing
Customer satisfaction is one of the key indications of your success. Marketing automation programs allow you to target market groups appropriately and address leads personally, which allows you to personalize your communication and build a community of loyal customers.
- Automated lead nurturing campaigns
Lead nurturing focuses on educating your sales qualified leads (SQLs) who are not yet ready to make a purchase. Marketing automation programs enable you to better understand your target audiences’ needs and preferences, based on who they are and where they are in the buying cycle. You can nurture your leads and keep them engaged by providing the most relevant and engaging content to go with their specific situation.