For tech-minded marketers today, marketing automation strategies are a pivotal step to drive high-value leads into the sales funnel. A marketing automation strategy can be the key to boosting your company’s growth. With automated marketing methods, you can drive your company’s overall lead generation, quality of leads, and, ultimately, sales and conversions.
Developing a B2B marketing automation strategy, however, requires time and effort. The right tools and techniques make it much easier to bring those desired results to your sales pipeline.
Marketing automation streamlines processes for teams looking to engage consumers.
Marketing automation is the umbrella term for a wide array of technologies and software tools that help businesses streamline and automate repetitive marketing tasks. In most marketing environments, managers can automate just about any marketing process.
For example, many firms automate standard marketing activities like scheduled social media posts, email blasts, advertising campaigns, and other activities. These regular automation practices help identify prospects,nurture leads, and convert prospects into customers.
In a nutshell, marketing automation helps connect marketing and sales actions across multiple marketing channels and coordinate targeted campaigns.
Key marketing automation features include:
Automated marketing tools make many standard processes quick and efficient, freeing up time for teams to focus on other important and creative tasks. Specifically, marketers often seek to amp up their results while driving down costs where they can.
Some of the benefits of marketing automation include:
Marketing automation usually comes after you know your target audience, your marketing objectives, and why selling to the market is important to the growth of your organization.
The defined target audience is the foundation of any marketing strategy — and you can’t build the house of your automation strategy without it.
To define your target audience:
Next, you can define your goals:
Another tool in your marketing workbox is the customer journey. You can use marketing automation tools to reach them high in the marketing funnel when the prospect is just exploring your website or social media posts. Or zero in on them lower in the funnel when they are most likely to buy.
Knowing your points of contact with your target audience helps identify when to implement marketing automation:
You don’t want to send the same content to a consumer who just saw your site for the first time as someone who follows you on social media and has interacted with your brand before.
Create content for the different stages of your marketing process, including:
Forget the old, manual, repetitive tasks you once used to create and execute digital marketing campaigns.
Today, marketers are moving past email batch and blast, and they’re utilizing multiple channels to engage with customers on a more personal level and generate quality sales leads. With many vendors out in the market, it’s important to choose the right marketing automation platform for your business. For example, Astreca makes it easy to automate your marketing.
Making the right choice can help your marketing and sales team find prospects, engage them in your marketing activities, and drive conversions and sales.
When searching for a marketing automation platform, make sure it has:
In addition to key features, you’ll also want to consider any necessary integrations:
Marketing automation can help streamline and personalize a company’s marketing efforts. For example, when a person fills out a form to download a whitepaper or other free material, marketing automation automatically adds that sales prospect to an email campaign to receive follow-up emails with related content.
When you combine an email marketing automation strategy with a CRM that houses customer data, you gain the ability to automate and customize campaigns for a much richer 1:1 experience. In this manner, it’s a better overall customer experience and helps to drive better engagement and ROI.
When creating a personalized campaign, implement segmentation strategies with factors like:
You’re not limited to dull, generic emails and other content. Consider ways you can spark interest with dynamic content:
Lead nurturing is another benefit of using marketing automation tools. Lead nurturing via email drip campaigns can score leads for your business and automatically deliver the right content to the right prospects at the right time.
It can be helpful to rank prospects with lead scoring and qualification, so you focus efforts where they’ll be most successful:
Send a slow series of emails to keep prospective customers interested:
Marketing automation tools will continuously analyze your campaign’s performance and refine your automation strategy over time.
Key metrics will help you identify what’s most effective and where you should tailor your approach:
As you push content, you can continue to refine it over time so it’s most effective.
Compliance and data security are crucial areas for any business. Your marketing automation platform can help ensure you have appropriate security and compliance practices in place.
Meeting data privacy regulations is a non-negotiable, as it can lead to legal trouble if you don’t meet them:
In addition to following any regulations, it’s good practice to implement security across all areas:
Developing a smart marketing automation strategy can drive significant efficiency and ROI for your business. If you need help identifying your audience and executing personalized campaigns, reach out to Astreca.Astreca develops solutions and services to support businesses using Hubspot or Salesforce for sales and marketing automation.
Get started on your marketing automation journey and watch your business grow today!
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