How Marketing Automation Will Work For You

By Adam Oldfield, CEO of Force24

No matter where you turn, most brands are telling you to adopt ‘this technology’ or invest in ‘that solution’ if you’re to stay ahead of the curve.

In many respects, they’re right. However, it all depends on the type of tool you put your trust in, and how it’ll benefit your brand’s specific needs. Because even if you have all the innovation in the world, you still might not be getting the results you want – it’s about what’s right for you.

Marketing automation helps you to save time, be relevant, and win customers – it works with you, not against you. It’s not there to steal your job or lead the charge for ‘robots taking over the world’ either… Far from it.

What martech offers is the chance for marketers to take back control of their time and budget. It helps by managing the mundane tasks – such as updating the organization’s CRM or sending emails – so the marketing department can get back to being creative. Here’s how to make the most of your automation…

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Saving you time

Helping you to build high-performing campaigns and landing pages in minutes – rather than hours – your automated system can also be set up so you’re automatically sending emails with the right message, to the right person, at the right time.

That means you’ll be increasing your engagement rate because you’re focused on relevant content that you know converts. And when it takes an average of six touchpoints before a consumer’s engaged in your brand, you need hyper-relevant content that consistently lands well.

With marketing automation, creating an engaging email nurture sequence – taking a recipient all the way from your organization’s introduction to a final conversion-rich piece of copy – provides killer competitive advantage. From that, you can build an integrated campaign in minutes too so you’re leveraging every drop of marketing effort and maximising your brand budget in the process.

Helping you segment your audience and hyper-personalise comms

There are so many articles out there stating that over 300 billion emails are sent by brands across the globe every single day. So, how can you and your marketing colleagues achieve the desired cut-through?

By ensuring you’re talking to people who want to receive your message, you’re speaking to the people who are hopefully going to become customers for life. And this type of recipient doesn’t want to receive irrelevant, bland, ‘batch and blast’ emails that everyone else gets, they want something that’s hyper-personalised and answers their specific pain-point.

And when you’re able to tailor your content using granular detail from your automated data, you’ll not only help to preserve your low unsubscriber rate but you’ll also increase your chances of having the majority of your emails engaged with in future because you’re becoming a trusted brand who listens to its audience.

And using automation, to drill down into your critical data and segment each audience member into a specific group, means you’re better able to hyper-personalise comms which reflect each individual’s of-the-moment interests.

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Ensuring you focus on the metrics that matter

Achieving above-average open and click rates are okay statistics, but they never really tell the full story as to how engaged each recipient was. So, while you shouldn’t ignore these figures, don’t rely on them completely.

A perfect metric is lead scoring. This is where you place a metaphorical figure above each person’s head, and the more interactive they are with your brand or message, the higher that number is. When you focus on the big numbers too, you’re likely to generate a greater conversion rate because you’re speaking to consumers who care about what you have to say.

Utilising data to drive ROI

Your brand is currently sat on millions of pieces of data. The trick for you now is to both unlock and interpret it so that you can maximise your marketing ROI.

Digital marketing continues to move at such a rapid pace that customers almost expect you to be present 24/7 – whether that means responding to them in real-time on social media, providing a web chat service to answer day-to-day questions, or utilising insight to your advantage so you know exactly what your audience wants to hear there and then.

Marketing automation provides the critical detail needed to truly get to know your customers on a deeper level. It doesn’t just stop there either, martech generates data that enables you to respond effectively, and proactively, to every recipient’s wants and needs.

Plus, if you were to compile all this insight manually, it’d take you forever and it’s impossible to sustain. That’s why many marketers are turning to automation to do the ‘heavy lifting’ for them so they can extract the detail that matters… and subsequently react accordingly. When they’re able to do that, their digital comms become more hyper-relevant and, as a result, drive positive ROI.

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