Make the Most of Marketing Automation

By Kyla Donato, 20 May, 2015, 12:00


The goal? Perfectly catering and curating customer content--including emails, touchpoints, and landing pages--to maximize conversions. Think big, like Amazon, Alibaba, or Staples. The problem? Even tracking just five of your leads is a logistical nightmare since each customer is at different parts of their unique customer journey.

Furthermore, as Oracle explains, "Over the past decade, the customer’s ability to self-educate has increased astronomically. Buyers can use websites and social media to learn their options and refine their preferences.” How do you shape all of these disparate customers into your marketing funnel? Well, the short answer is, you don’t. Enter Marketing Automation. Your new best friend and the latest and greatest force in increasing conversions.

What is Marketing Automation?

Techopedia explains it as, “... the use of software and Web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance.”

Marketing automation is both a specific type of software and a state of mind that informs marketing strategy and tactics. By automating routine and repetitive tasks, marketers are free to direct their energies towards more personalized, creative ways to connect with customers.

The Benefits of Marketing Automation

By standardizing routine marketing processes, there are numerous benefits to be had:

1. Synchronization - Marketing automation will connect the disparate touchpoints and channels that your company uses through automated updates and pushes.

2. Personalization - all of these touchpoints and communication events will become increasingly personalized to your customers and conversion goals. Since the routine leg work of emails and social media updates will be handled, your team can spend more time analyzing, crafting and creating personalized, higher quality messages to your different market segments.

3. Categorization - By analyzing the digital body language of your customers, you can categorize buyers by their interests and demographic details, track patterns, and create integrated, comprehensive, multi-platform experiences.

How to Get Started

Hubspot provides some helpful tips to see if it’s time that your company invested in Marketing Automation. Ask yourself the following questions:

-Do I have a steady flow of qualified leads?

-Am I overwhelmed with all of my leads?

-Do I have a solid content strategy to appeal to buyers?

-Am I tracking and analyzing leads’ digital behaviors and patterns?

If you answered “yes” to most of these questions, it may be time to look into software and technologies that allow your company to corner and capitalize on leads more efficiently with Marketing Automation software. However, always remember that Marketing Automation is only a way of automating routine work.

In the end, great marketing will come from the efforts of you and your team through relevant, optimized content and quality inbound marketing. Always make sure to focus on just who your customers are, and the connection that is created is sure to lead the way to increased sales and conversions.

Find out how xAmplifier’s automated tools, reports, and touchpoints can take the guesswork out of Marketing Automation and set you on the path to higher conversions today! Contact us at sales@xamplifier.com or call 866.363.6434!
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