3 Reasons to Adopt a Scalable Marketing Automation Platform
In this age of highly-focused data and digital advancement, relying on traditional marketing processes can make your customer engagement approaches seem ineffective, slow, and less personal. With the major advancements in technology, the marketing industry has undergone a huge disruption in an attempt to automatize the marketing process as much as possible. As more customers are being generated in all industries more than ever, the inflow of data to be managed and processed is increasing at a tremendous rate. Also, with growing digitization, the changing customer behavior according to industry trends, and rising competition, you need to create a more persuasive, personalized, and perfectly-timed marketing strategy. It can get difficult for marketing professionals to offer equal value to every aspect in real-time, and thus marketing automation came to the rescue.
Marketers are integrating marketing automation systems to streamline all the data in minimal time, which otherwise consumes a huge amount of time on repetitive tasks. Incorporating marketing automation tools and techniques in your system will not only help you save time to focus on other crucial areas but will also boost your website’s conversion rate. Industry-leading marketing automation can enhance your brand’s value and impact by increasing your reach. To systematically improve your conversion rates marketing automation solutions capture lead intelligence, increase lead-to-sale conversion rates, drive repeat purchasing, and augment customer experience. Marketing automation solutions also help build strong customer relationships by offering your target market with automated follow-up messages.
Whatever your conversion objective, a well-planned and technologically supported marketing solution can manage contacts, segment email lists, and score and nurture leads. It also offers a scope to conduct A/B testing of the website and landing page that enables you to efficiently monitor your marketing performance. By leveraging the advantages of marketing automation in your system, you can create an automated workflow for your entire marketing system, which will add efficiency to your business growth plan. Moreover, this provides an automated customer journey to improve customer experience, increasing the chance of conversions.
Below are three reasons why you should adopt a scalable marketing automation platform:
Perfectly timed messages for higher open rate
If you intend to use the traditional marketing system to nurture thousands of potential customers, your marketing strategies will not only be super time-consuming, it will also be less effective. By manually building a list of the target audience in an Excel Sheet and then uploading it to your system, you marketers might be able to extract hundreds of leads, but with marketing automation, the number of potential customers can scale up to thousands! Marketing automation’s sophisticated engagement platform enables marketers to find the exact stage of each customer’s lifecycle based on their actions and behaviors. Further, they can draft relevant content to strike potential customers with messages at the right time.
Also, marketing automation helps you fix a specific time of a day or week to send messages to your customers. In this super-competitive world, your potential customers’ inboxes get flooded with numerous promotional messages. To help your precious content from getting lost in that sea of messages, marketing automation tools analyze the best time to send messages and automatically schedule the sending time of messages based on the apt time detected by the metrics. By informing your receivers when to expect an email will help them to remember opening your messages on time.
By installing marketing automation, you can reach your entire customer database with a blast message if needed, saving you the time of sending the same message to different accounts individually. It also gives you the ability to segment your target customer list based on the customer lifecycle and behavior and personalize it accordingly.
Get the right analytics to fix existing gaps
You can only improve yourself when you get a result for your effort. Traditional marketing never gave the marketers an option to check on how their strategy is working for the ultimate marketing objective. But with the invention of marketing automation, now you can. Its unified system helps you measure data reliably across marketing and sales teams by tracking the result of every digitized marketing stage. By analyzing every target audience’s response to your marketing strategies, you can measure ROI and optimize your strategies accordingly to meet and exceed the desired result.
Moreover, the A/B testing feature of marketing automation enables you to measure the impact of a new strategy through a test run, helping you decide if you want to incorporate the strategy in the final procedure or not. It helps you analyze the content that is creating the most engagement, the one which is failing, and how effective your entire marketing strategy is.
“Most importantly, we can truly track a lead from creation to the customer, and there’s nothing more valuable than that. With our new marketing automation platform, we can track how the marketing team’s efforts have impacted ROI for the company by identifying which marketing asset pushed a lead from “marketing engaged” all the way to “sales qualified” and then a closed-won deal,” states Marketo.
Better Communication across Multiple Stages
In this digitized world, your potential customers no longer just rely on emails to find more competitive brands. Modern customers use several platforms as a mode of communication and to evolve as a successful brand, you need to portray your image through multiple stages of the product life cycle through different channels. And that’s not it, you also need to keep in mind the multiple stages of a customer life cycle too. With people at all stages of the customer lifecycle in your target list, sending a bulk message irrespective of their readiness to buy your product, your marketing strategy might not be successful. Instead, find out the stage of the customer lifecycle first, and plan on a strategy to nurture those in their early stages. The traditional marketing method would limit you to the bottom-of-the-funnel, reaching out to only highly qualified leads who already love your brand. But to grow your business, you need to generate more such interest in potential clients, and to find them, marketing automation will guide you. It will enable you to keep track of lead scores and get a better understanding of whether a lead is matured enough to be sent to the sales team.
Marketing automation is replacing traditional marketing strategies at a fast rate due to its exceptional innovation levels to help organizations generate qualifying leads and match the dedication needed for a successful marketing campaign. And it looks like adopting a scalable marketing automation platform that can be upgraded with the rapidly changing technology and customer needs are what a flexible digital marketing system needs. In order to amplify productivity, organizations need to keep evolving and keep scaling.