As consumer behaviors continue to grow more complex, spreading interactions across multiple touchpoints and prompting so many repetitive processes, the need for marketing automation has become more glaring.
Automation has established itself as a crucial part of the marketing industry, helping businesses of all sizes get better results with relatively less effort.
- A report by Business 2 Community revealed that organizations that leverage marketing automation for nurturing leads experience up to a 451% increase in qualified leads.
- A different study by Nucleus Research revealed that for every $1 invested in B2B marketing automation, companies report an average return of $6.66 (over 600% ROI).
This goes to show how useful automation has become in modern marketing. This guide will give you the basics of marketing automation and explain how you can leverage it to build a more productive revenue team.
What is Marketing Automation?
Marketing automation is the use of software systems for handling repetitive marketing tasks and completing workflows with minimal human involvement.
All organizations have an overarching objective: increase revenue and lower running costs. But to achieve this, maintaining a solid alignment between people, processes, and technologies is crucial. Marketing automation makes this attainable by helping companies to streamline, automate, and track marketing activities.
Due to rising complexities in consumer journeys, marketers are managing more channels, creating more personalized content, and generating more data than ever. They have become burdened with too many repetitive tasks, from emails and social media posts to behavioral tracking and user onboarding.
At its core, a marketing automation workflow is designed to streamline and simplify complex and time-consuming roles in modern marketing and sales departments. With marketing automation, you do not have to push a button every time you want to send an email, publish a social media post, or track your leads.
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How Can Marketing Automation Benefit Your Company?
The world of marketing is a fast-paced one. With technology on our side, a good chunk of the hard work can be automated, allowing marketers to focus more on being creative and producing better results.
But this is just the tip of the iceberg. Automated marketing can benefit your company in so many ways.
Eliminate Repetitive Tasks
This is arguably the most obvious benefit associated with automation, not only in marketing but also in all areas of its application. When marketers are always doing the same set of things, it can eventually get boring and lead to them burning out.
Harvard Business Review calls monotonous tasks and a lack of meaning when working in a fast-paced environment a recipe for burnout. However, with the implementation of marketing automation, these repetitive tasks become minimal. You can set up a system once and let it run almost independently.
Some of the things you can automate include email campaigns, lead scoring, performance tracking, social media posts, and more. By automating these processes, you have more time to focus on other areas, significantly boosting performance.
Generate More Qualified Leads
Marketing automation is instrumental in helping marketers generate more qualified leads for their organizations.
According to a study by VB Insights, 80% of companies that use marketing automation generate more leads, and 77% notice an increase in conversion rates.
How does marketing automation help you generate more qualified leads?
The answer lies in personalized co
