Marketing Automation Matters
Marketing automation allows you to refine your marketing processes, fire up impactful brand awareness, save time managing your social media campaigns, and empower Customer Lifetime Value by taking advantage of up-sells and cross-sells.
But there are a plethora of different myths that promise to hinder the progress of those who want to take max advantage of this incredibly fruitful technique.
By reading this expanded article, you’ll get to know what is marketing automation, what are the advantages of marketing automation, and what are the myths that have lived for too long and will now be set aside.
What is Marketing Automation?
Marketing automation has to do with both technologies and software platforms that are designed for organizations and marketing departments on a wealth of different channels.
Their aim? To basically automate repetitive tasks. This type of marketing allows you to nurture prospects with some highly personalized and useful content that can help convert them into happy customers.
Marketing automation tends to generate awesome revenue for companies, providing remarkable ROI every single time. This set of tools is designed to streamline and simplify some of those awfully time-consuming responsibilities of the current sales and marketing models.
From crafting a hub for the creation of digital campaigns to actually automating the lead qualification process, automation is here to simplify the completion of routine tasks and help companies optimize their game. In fact, this technique can help you supercharge a digital marketing campaign strategy without needing to send every single email, post, and message you create manually.
The best automation tools allow you to design the perfect content, identify a specific audience, and trigger different actions based on both consumer behavior and schedules.
As soon as the campaign is live, you’ll get to have more time to focus on important tasks, later going through a thorough analysis of the campaign’s results to optimize to the max. At the end of the day, a perfectly automated marketing strategy will save resources and time, allowing businesses to grow in the process.
Marketing Automation Tools
Here are the best marketing automation tools you can take advantage of this year.
This is the most popular marketing automation tool. It’s mature, has a wealth of different features, helps you manage campaigns, and also offers sales teams amazing tools they can use. This tool has also launched a marketplace, called LaunchPoint.
Priced at $1,195 per month, Marketo is perfect for those who can actually take full advantage of all the features it can offer.
With a huge knowledge base and the ability to allow you to save precious data you can use for the rest of your marketing life, Marketo is the way to go for those who are in it for the long haul.
Which tool can get to provide extraordinary service, an array of informative lessons, and an awesome marketplace filled with umpteen integrations with third-party platforms? Eloqua!
At $2,000 a month, the pricing isn’t cheap.
However, Eloqua allows you to support best practices in the realm of automation, get super sophisticated targeting, develop new marketing approaches, improve registration management flows, go for progressive profiling, and get new scoring capabilities that actually allow for improved speed and lead quality.
This is the tool to go for if you’re serious about implementing automation in your marketing strategies.
While the aforementioned tools may be expensive, Customer.io is the perfect match for those who need to dive into automation without breaking the bank.
The pricing? $75 per month.
What do you get for that incredible price? You can dive into:
- A/B Testing
- A rich customer profile
- Custom design
- The ability to track conversions
- Liquid templating
If you’re looking to get started with automation, take advantage of a great UI, need flexibility and customization, and are ready to dedicate specific developer resources to implement this solution, you should definitely opt for Customer.io
Advantages of Marketing Automation
There are many different advantages when it comes to marketing automation. First and foremost, this marketing technique allows you to improve the customer experience. Indeed, since it lets you send behavior-triggered emails, it ensures you create a personalized customer experience every single time.
Another key advantage? It allows businesses to save money on staff.
How? By reducing the need to employ staff to go through awfully repetitive marketing tasks, this game allows companies to optimize their teams.
Here are some other advantages:
- Increases the average order value
- Helps you recover lost revenue
- Increases Customer Lifetime Value
- Predicts and shapes customer behavior
- Allows you to focus on the strategy
When it’s all said and done, automation is king and here’s why:
- 55% of corporations are now utilizing marketing automation
- Automated emails actually generate more profit than non-automated efforts
- This type of email increases conversion rates by 180%
Now that we’ve seen what marketing automation is all about and what are the main benefits of marketing automation, we’ll dive into a list of marketing automation myths that have been scaring marketers for too long.
Top 6 Marketing Automation Myths
1. Marketing Automation is Expensive
This myth has traveled far and wide. But the truth is that there are many easy-to-use and mighty affordable marketing automation tools designed for all types of businesses.
These solutions can offer great functionalities on a modular basis, which means you get to pay for and deploy whatever you need when you need it. With hundreds of different applications available and a super diversified offering that caters to different organizational needs, any business can now get to access this technology.
2. Marketing Automation is Overly Complex
What happens to you if you are a small business owner who can’t have a whole team that’s faithfully devoted to this type of marketing? What can you do in a world where this tech is so hard to implement and work with?
You can stop listening to the noise and focus on reality.
The truth? This type of marketing strategy doesn’t need to be complicated.
You can start by setting up a normal email sequence. Indeed, campaigns such as newsletter subscription follow-ups or document downloads are super easy to implement and quite effective. Once you get the hang of it, you’ll be able to dive into more complex matters which can include personalization and even behavioral variables.
What is the mantra you should always follow? Start slow, work on your automation skills, and go for complex initiatives once you make sure you’ve mastered the simpler processes.
3. It’s Only Useful for Email Marketing
What’s the point of learning how to deal with this wonderful new technique if it only works when it comes to a specific digital marketing process? There would be no point if this wasn’t a huge myth.
Marketing automation isn’t just for email marketing. Indeed, most marketing automation is all about email, social media, blogging, video, paid ads, and others.
It doesn’t matter which one of these platforms you choose to automate: you will always be able to have access to pithy data that will allow you to create new tests, optimize upon knowing the results, and create a more effective marketing automation strategy in the process.
4. It’s Anti-Creativity
This is an automated business, which means it limits the creativity of a cool marketing team. Another wrong answer!
This type of marketing can become the exact opposite. In fact, it can open up a brave new world of creative possibilities and enchanting marketing opportunities for both big and medium-sized businesses.
By automating a list of mundane tasks, this technique allows marketing teams to:
- Focus on the strategy
- Refine their core message
- Create better campaign structures to yield faster results
Moreover, these great tools can help small businesses take advantage of amazing features such as pre-built templates that allow messages to be efficiently customized.
Last but not least, this type of marketing allows you to get creative by using segmentation and dynamic content to devise customized marketing messages to the perfect target audience at the most suitable time of the day.
5. It Magically Takes Care of Marketing Problems
Marketing automation may sound like a perfect boon but let’s not get carried away: if you fail to have a decent marketing strategy to begin with, this won’t be the salvaging angel you need.
Just because it allows you to automate processes, this blessing won’t mean that you can pass on creating quality content, have a thoroughly researched social media strategy, and bet on creating effective email marketing campaigns.
Automation is here to make your life simpler but, if you fail to have great processes in place, automating low-quality efforts will never allow you to reap the rewards of this amazing technology.
6. It Promotes Spam Culture
Now here’s a myth that everyone still believes to be truthful: automating campaigns invariably means that there is a pending risk of spammy doom.
Spam has nothing to do with automation and it can happen even with non-automated emails. It’s all about that repetitive, annoying, and unending waterfall of emails that bother users every single day.
Marketing automation is not related with spam. It basically allows you to support your online marketing strategy, helping you reach your goals.
By enabling you to consistently deliver crucial info to your target audience, it helps you connect with them while guiding them through your specific sales funnel.
This is how you get qualified leads, establish meaningful customer relationship strategies, and become more successful.
What about spam? It’s universal, and it’s got nothing to do with automation.
It’s just annoying content, sent repeatedly, whether or not it happens to be automated.
Your Automated Move
Every marketer wants to ensure their life gets simplified. They want to guarantee processes become quicker so that they streamline their day-to-day, get better results, and promote the growth of their companies.
With marketing automation, everyone can be sure to have more time to focus on what really matters: creating, maintaining, and updating a digital marketing strategy that focuses on establishing a connection between companies and their preferred target audiences, setting all myths aside in the process.