Introduction to Marketing Automation
A brief introduction to what Marketing Automation is and what it is not.
Marketing automation is so ubiquitous today that it’s almost impossible not to do any marketing automation if you run an online business.
What is marketing automation?
The use of marketing automation makes processes that would have otherwise been performed manually much more efficient and makes new processes possible. – SearchCRM
In a nutshell, marketing automation helps you:
What? Deliver personalized messages.
Where? On multiple channels: email, SMS, push, social media, paid media, direct mail.
Who? To a targeted audience.
When? At the right time.
How? Using software.
Why? To attract, convert and retain more customers with fewer resources, more efficiently.
What are the benefits of using marketing automation?
Here are some insightful statistics about marketing automation:
70% of people find improved targeting of messages to be the most important benefit of marketing automation.
Business owners and marketers asked to identify the biggest benefit of Marketing Automation for them, say it is:
- Saving time (30%)
- Lead Generation (22%)
- Increase in Revenue (17%)
- Increasing revenue.
- Improving the customer experience.
- Improving the targeting of messages.
- Getting more and better quality leads.
- Saving time
- It’s not just about being more efficient; marketing automation has a profound impact on your revenue.
What can you do with marketing automation?
- Capture leads and prospects with a lead magnet and send a nurturing email sequence.
- Remind a person to Download an eBook or report.
- Double the open rate of an email broadcast.
- Onboard trial users and help them reach the first moment of value.
- Convert trialing users with trigger-based email sequences.
- Push unfinished registrations to complete the signup process.
- Survey expired trialists.
- Engage important leads on Facebook with ads.
- Increase adoption of premium features.
- Revive dead product leads.
- Educate users about a recently activated feature.
- Prevent inactive customers from churning.
- Upsell long-term customers.
- Get Feedback from a recently churned customer.
- Capture leads from a Typeform, and segment based on value.
- Follow up on Pricing page visit.
- Streamline your sales process and orchestrate it along with your inbound marketing efforts.
- Add customers at risk of churning to your CRM to be proactively approached by your customer success department.
- Automate repetitive sales tasks like adding a new trial user to your sales pipeline.
- Change the deal stage of a potential lead in your CRM to "Booked a demo" when they book a Calendly call.
- Notify your team members in Slack each time you get a new customer.
What marketing automation is Not?
1. Blasting spam emails
2. Email marketing only
- Push notification
- Paid channels – Facebook ads and Google Ads
- Social media – Facebook, Twitter, Linkedin, etc.
- Direct physical mail.
3. Cold and impersonal
74% of marketers say targeted personalization increases customer engagement. – eConsultancy
With Encharge you can segment your customer base granularly in order to deliver custom-tailored messages and offers.