Marketing automation vastly improves the efficiency, and reduces the error rate, of repetitive tasks within marketing departments. This is specifically aimed at nurturing, qualifying and upselling site visitors, leads and users of a business or product to undertake the next desired action in their customer journey.
Originally a part of CRM (Customer Relations Management), marketing automation took the form of email marketing automation but with the proliferation of technical marketing products marketing and growth teams are able to integrate and automate large parts of their workflow. This means they are ‘always on’ and increasing the performance and ROI (return on investment) for the business.
More recently it has become possible for marketing automation to be driven by user behaviour to deliver automated interactions that are tailored to the actions a user has taken to date. This is made possible by linking the multiple data sources within a company wide Data Strategy, meaning that customer usage data can be transferred around the technical stack. Tailoring and personalising these journeys to the specific behaviour of users facilitates far higher engagement and therefore vastly improves the ROI of such campaigns. For example, whether a user opens an email, downloads a resource, visits a specific web page or simply fails to answer the phone, a range of marketing communications can occur - all of which are fully automated.
The result is that outreach from a business to its customer base feels far more personal and tailored to the needs of the specific client. With an innovative, multi-medium, smart segmented strategy, businesses of any size can deliver a personalised and robust communications system that pushes users to desired actions at conversion rates unmatched by a less dynamic approach.
Not only does this automation improve conversion and retention rates across a product or service but can also provide a business with a means of learning more about their customers. When combined with a robust data strategy it is possible to combine responses to surveys, Net Promoter Scores (NPS), and customer service contact points with behavioural information such as purchasing behaviour to help understand the true value of a customer segment to a business.
As customers now have multiple touch points with a business far beyond traditional email, enhanced personalisation in automated communication requires businesses to engage with their customers in the mediums that are most relevant to their lifestyles and preferences. The actions a user has undertaken will determine whether it is more appropriate to contact that user with email, a browser notification, an SMS, instant message, app notification or even by post and in what combination to increase the chance of moving them through to the next action in their customer journey.
Like all work central to growth, marketing automation is about improving conversion rates through improved user experience. Providing a relevant, tailored, and appropriately delivered communications strategy helps a business communicate the value they are adding to their customers in a way that resonates with their use case, whilst driving towards improving the bottom line through improved conversion, re-activation, and retention rates.
Key areas that are relevant for marketing automation include: