Digital insights, straight to your inbox
The days of pushing marketers to repeat the same mundane tasks in a less-than-timely manner are over. If you're not rolling out marketing automation in 2018, your competitors will have a distinct edge in 2019.
Marketing automation isn't reducing the need (or effectiveness) for your marketing team. Instead, it's freeing them from robotic tasks and giving them the power to make critical, creative decisions on a larger, more effective scale. This could be why 91% of marketers who have adopted marketing automation say that it's key to their marketing success.
Why Marketing Automation?
Marketing automation is all about getting customers to your marketing and sales teams effectively. In a sense, marketing automation grew out of a need to address rising customer demands for personalization and speed. Instead of relying on speedy marketers, marketing automation solutions deliver triggered content that activates at the right time (and place) for each customer. This creates a personalized experience that's adaptable and flexible, giving you the power to pivot and grow without the need for massive infrastructure changes.
5 Key Benefits of Marketing Automation
There are plenty of benefits of marketing automation. Not only does it empower your marketing team, personalize your customers' experience, and deliver flexible and critical solutions instantly, but it also impacts your bottom-line and positions your business's products/services in a meaningful and nurturing way.
Reduced Operational Costs
One of the main draws to marketing automation is that you can address key business concerns while lowering your overhead costs. Since you can create custom triggers, you can use automation software to address significant pain points without having to spend the resources on massive infrastructure changes and onboarding.
Does your business struggle with repeat business? Create some customer triggers that deliver case studies and bottom-of-the-funnel creatives to customers who perform doubt-based actions. Does your business want more customers? Of course, you do! You can set up some customer triggers that address those first phase buyer's journey concerns. In fact, those who have adopted marketing automation see an average 14.5% increase in productivity.
Capitalize on Data
We're sure that you've heard "data is the new oil!" being thrown around for the last few years. But, how do you capitalize on all of that delicious data? Well, marketing automation is one way to use all of that data in a meaningful way.
Use data collected by your marketing automation software to deliver content that appeals to customers on a deeper level. Did John watch your webinar? Send him an email thanking him and deliver supplemental materials to his email, moments after he watches the webinar.
Since John is now somewhat familiar with your product, change up the content that's displayed to him. Don't have him land on that landing page again; he's already filled that out. Deliver fresh content to John that will bring him value while bringing him closer to converting. Tools like Pardot’s Engagement Studio are effective ways of automating the delivery of tailored content to different user groups.
Utilize Multiple Channels
Not only does marketing automation reach customers in a personalized way, but it also reaches customers across channels. You can deliver emails, website content, and even postcards to customers at every stage in the buyer's journey. All of this can be done automatically with trigger behaviours.
At first glance, it may seem that marketing automation is impersonal and suffers from a lack of a human touch since it is a hands-off process conducted via triggers and other digital mechanisms.
I would argue the contrary: because of automation, marketing has never been more personalized. Let me explain.
Historically, marketing was conducted in a “sledgehammer” fashion, where promoting a company involved purchasing advertising on billboards and magazines with the hope that a prospective client would contact your business and make a purchase. Obviously, this method is still successfully employed today as a way to improve visibility for consumer brands, however, it tends to yield a lower ROI and is no longer the only approach.
With the introduction of digital platforms for delivering targeted content and detailed analytics tools to segment audiences, we have seen the introduction of the “scalpel approach”. Content can be produced for different user groups and distributed automatically based on their levels of interaction with your organization.
Every action comes with an opportunity cost. One must consider the opportunity cost of neglecting to automate marketing: time and money saved by an automated marketing workflow can be reallocated to making content more targeted and valuable, consistently tweaking delivery methods, narrowing down user groups as much as possible, and producing more content in general. This is not only good for the business goals of the organization, but it benefits everyone who interacts with the organization.
There's no denying that all marketing automation comes with a high initial time investment (which, admittedly, is the opportunity cost of marketing automation). This involves creating content, setting up triggers and automation rules, testing, performing analyses of user groups, enabling notifications, optimizing the software for your specific business needs, and preparing internally for the adoption of new software. Furthermore, automation requires an ongoing commitment to tweaking the process to ensure things continue to run smoothly and your marketing campaigns continue to get results.
That being said, once things are up and running the time and energy saved by automation is incredible. The ROI climbs the longer these methods are in effect, and we've experienced this firsthand here at OPIN. The opportunity cost of filling in spreadsheets or manually creating calendar appointments and follow-up reminders is too high to bear, especially for more lean organizations. If you endeavour to punch above your weight as an organization, automate as much as possible.
How Drupal Can Empower Your Marketing Automation Software
While marketing automation software alone can empower your sales strategy, combining marketing automation software with Drupal as your CMS can give you unparalleled flexibility and control. By combining the data that your marketing software generates with the high-end data from Drupal, you can create a better all-around experience for your customers. Combine this with the massive database of existing marketing automation support modules that Drupal has, and you have a profoundly powerful tool to engage and nurture your audience going forward.
If you would like to learn more about how marketing automation software and Drupal can take your customer experience to the next level, contact us.
Did you like this piece? If so, subscribe to our blog, the OPIN Mind for your free weekly updates!