Marketo claim that Sales agents spend 22% more time selling when marketing automation is deployed.
Chief Marketer claim that 28% of marketers saw an increase in revenue per sale attributable to marketing automation.
According to The Aberdeen Group, marketing automation-generated personalized emails improve click-through rates by 14% and conversion rates over 10%.
What is Automation?
If you’ve heard the word ‘automation’ thrown around recently as if it’s the holy grail of marketing, but are unsure if you actually need it, or how you could implement it, you’ve come to the right place.
Automation simply refers to technology specifically designed to automate your marketing strategies, such as email marketing campaigns, social shares and any other marketing channels that you or your company use as part of your process.
The ultimate goal of marketing automation is to streamline and optimise lead generation and lead nurturing, as well as more effectively measuring the success of these actions.
Marketing automation focuses on moving sales prospects from the top of the marketing funnel to the point of sales-ready leads at the bottom of the funnel by automating different marketing channels.
For example, here are a few ways marketing channels can be optimised that match different stages of the funnel:
What are the Benefits/Disadvantages of Automation?
How Can Automation be Used as Part of a Marketing Strategy?
Automation can be used at virtually every stage of the marketing process. Here are some ideas to get you started:
Sites like IFTTT allow you to connect many automated features to your Twitter for marketing purposes, including automatically welcoming and thanking new followers, sharing any WordPress blog posts automatically on your twitter feed, and scheduling tweets via your Google calendar.
At Kaizen, we use Mailchimp to create and save email templates, which we then use to send out carefully curated blog post round-ups, case studies of our campaigns and event sign-ups for the seminars and talks that we host. One of the best features is that when scheduling your campaign, you can let Mailchimp select the time for maximum engagement, and it will generate the best time for that day. To stay updated on Kaizen’s activities, and for the first tickets to our next event, sign up here.
You can use a tool called Hootsuite (for FREE) to manage all your social channels on one platform, including tracking and scheduling. You can also shrink links through the posting tool, which is great for staying with the twitter character link. For the more advanced among you, look into introducing UTMs as part of your strategy, which you can do on Hootsuite, and will allow you to track the links you post in terms of conversions.
What are Some Good Automation Tools?
Are There Any Case Studies to Support Automation as an Effective Marketing Process?
Still unconvinced that marketing automation is for you?
In 2016, the invite and stationery specialist PaperStyle.com published the results of their use of marketing automation in the form of personalised emails and follow-ups as part of a case study.
From these results, we recommend A/B testing marketing automation as part of your marketing strategy, and seeing what results you can claim for your company!
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Robin L. Newnham
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