Marketing automation is inevitably on top of everyone’s minds. And why wouldn’t it be?
A recent infographic from Invesp shows that four out of every five users have increased their leads using marketing automation software and as many as 77% saw an increase in conversions.
Apart from saving time on repetitive, administrative tasks, marketing automation is empowering marketers and salespeople to lead potential consumers more naturally across the sales funnel. In fact, Nucleus Research reveals that marketing automation drives a 12.2 percent reduction in marketing overhead.
However, marketing automation is a ginormous industry that is constantly evolving. Keeping abreast with the dynamic field, filtering through millions of available tools and successfully implementing automation for your business is far from easy. Amidst the hustle of making choices and leading implementation, marketers often tend to overlook the basic truths about marketing automation. Which is why, even at the cost of sounding repetitive, for all the marketers helming automation within their organisations, we are reiterating the five truths about marketing automation that you mustn’t ignore.
- Marketing automation is about making your business more human.
While automation in itself can sound very cold and impersonal, it is, in reality, helping you create authentic and real-time interactions with your prospects. By learning their behaviour patterns and automating marketing processes, you are engaging with your consumers at a deeper level. This also means that you constantly need to ensure that the tone of your messaging is less robotic and more genuine, along with being timely, of course.
- Personalisation, personalisation and some more personalisation.
While the ‘one size fits all’ approach was long discarded, the most common practice of adding the prospect’s first name in an e-mail subject line, body, or an SMS as a means of personalisation also screams of impersonal marketing these days.
So what does real personalisation mean, then?
It means studying the prospect’s behaviour, tendencies and choices to deliver content and offers specifically designed for them.
And with 78% of consumers claiming to engage with offers only if they have been personalised to their previous engagements with the brand, personalisation has become an inescapable reality which can be facilitated only and only through efficient automation.
- Brand awareness first, sales next.
You can take a cue from the below statistics:
71% of the consumers report that it is somewhat or very important that they recognise a brand before they make a purchase.
Hence, before skip-hop-jumping into sending sales-related messages to your prospective customers, it is necessary for you to invest time and effort in building a presence for your brand. Preparing the ground for lead conversion by working on brand awareness campaigns is, therefore, your go-to step before bombarding your prospects with sales messages.
- A successful marketing automation is backed by a sound content plan.
There is no substitute for good content. Period.
Often, marketing automation fails due to mass messages that do not specifically answer the pain point of consumers. Worse, when a customer receives messages about a product that they had decided against or weren’t interested in, it can lead to instant disengagement.
Forrester reveals that 82% of consumers view five or more pieces of content from the winning vendor before making a purchase. Which is why churning out well-targeted, high-quality content is of utmost importance for the success of your automation efforts.
- Integrate the automation tools.
An average company invests in 16 separate marketing technology platforms. For larger ones, this number even goes up to 98! Which puts you at the risk of not being able to see the bigger picture due to silo-ed data distribution; in turn, contributing to inaccurate decision making.
How does all this affect your business?
A Gartner estimate suggests that the lack of full transparency in your data is costing your business 10% topline revenue growth annually.
Therefore, to fully utilise the potential of marketing automation, it is significantly important for brands to integrate their disparate platforms and fragmented data.
Lastly, the future of marketing automation is bright. It is, undoubtedly, a game changer for any and all businesses regardless of the industry or size. And with AI and Machine Learning advancing by leaps and bounds, the opportunities in automation are only expected to grow in the coming years.