We live in a digital age where our lives are enhanced by the luxury of automation. Automation – the substitution of manual tasks with technology – is everywhere. It influences our day-to-day lives usually in ways we barely notice, supermarket self-checkouts or the map app on your phone are examples of how automation is embedded in our lives. This technology handles laborious, technical and sometimes mundane activities, and then performs with exponential speed, accuracy and impact. In the world of marketing, this is the role of marketing automation software.
Marketing automation software and technology automates marketing tasks and actions across all digital platforms. At a fundamental level, marketing automation is about optimisation. Marketing automation software nurtures sales leads, publishes social media content, manages customer segmentation and email workflows and is a highly effective way for businesses to personalise their marketing communications to nurture prospects along the customer journey.
Most forward-thinking SMEs are exploring the myriad of marketing automation software options on the market and are looking to invest this year’s marketing budget to support this increasing necessity, however, some businesses are approaching with trepidation, not yet confident that this technology can handle the essence of growth for their business.
This blog post will explore 3 key reasons why here at PragmatiQ Solutions we believe an investment in a marketing automation software is no longer optional. We will explore how with the right tools and a solid inbound marketing strategy, your team will be empowered to drive results in line with your business objectives.
From optimising your team’s time to supporting your sales team to have laser-focus on targets, the scope of marketing automation goes way beyond simply automating your marketing department’s repetitive tasks. Let’s dive in.
Inspire Loyalty and Increase the Lifetime Value of each Customer.
Customer Lifetime Value (CLV) is the single most important metric for understanding your customers. CLV helps you make important business decisions about sales, marketing, product development, and customer support and improving your CLV can have a dramatic impact throughout your business.
Businesses who train their machines, metrics and minds to improve CLV are advocates for lasting customer relationships over “quick-wins” or one-off projects and transactions. Using marketing technology to drive efforts towards high-value customers to inspire repeat business is proven to drive ROI.
Marketing automation works by dividing and conquering. But in the most friendly, customer-centric way imaginable. Marketing automation allows businesses to target the right customers with the right messages, at the right time. From nurturing top of the funnel prospects to selling more and inspiring loyalty with the current client base, marketing automation tools support to generate more sales revenue from customers.
With your current customer base, you’re mostly going to be focused on upselling and cross-selling. With marketing automation software, businesses can lay the foundations and prime contacts for these deals by sending highly relevant communications to them based on their activity and interest, 24/7.
Marketing automation allows businesses to send pertinent communications to more receptive customers, and as a consequence, the average lifetime value of these customers grows with considerably less effort.
This is one of the key advantages of marketing automation for small businesses. This fundamental shift towards consistent upselling and cross-selling is engrained in the technology, and subsequently the entire culture of the business. Long gone are the days of client advocacy and sales teams chasing their tail and manually contacting clients and prospects.
Marketing automation handles the follow-ups and targeted, personalised communications, ensuring that messages target the right people, at the right time, and takes the manual pressure off the team.
Reduce Resource Costs.
Marketing automation software empowers single team member to compete with a 20-strong marketing and sales department! This sounds beyond belief, but with the knowledge, technology and initial upfront investment, lead nurturing campaigns powered by marketing automation drives both quality and quantity. These campaigns are always on and automatically trigger when leads meet certain criteria based on their interest and activity with your digital platforms.
After a few months of detailed setup and planning, highly personalised automated campaigns are created to target your segmented prospect base. Your business could be sending out personalised, relevant emails and social media messages each day to your customers.
These automated lead nurturing campaigns drive revenue and offer huge opportunity to enhance marketing team processes and improve the focus of sales teams. For marketing, marketing automation takes on the heavy lifting involved in many marketing activities – organising data and processes, lead nurturing and scoring, optimising and scaling campaigns – so the marketing team are free to focus on strategic insights and creative concepts (the skills you probably wanted to hire them for in the first place!)
For the sales team, these campaigns consistently drill down who on the lead database is a Sales Qualified Lead (SQL). The sales team is notified when this lead has met certain criteria e.g. viewed certain web pages, connected on LinkedIn, downloaded a case study, and can then take the reins and move the conversation offline. This saves sales teams significant time, ensuring they have a laser-focus on prospects that are likely to convert.
Marketing automation software bridges the gap between sales and marketing teams.These departments notoriously don’t always see eye-to-eye, however, this single platform for activity provides full transparency to enable both departments to work together, striving towards mutual objectives.
Marketing automation isn’t an autopilot function and it’s also not a cruise control which lets us relax and put our feet up while our business runs itself. Instead, it’s a platform and a facilitator which gives teams the additional time and resources required to grow the business and enhance its performance in every area.
Enhancing the Customer Experience through Personalisation.
Email reigns supreme when it comes to delivering ROI for businesses and the increased appetite for personalisation through marketing automation means that more companies are reaping the benefits of well-timed and highly personalised email communications with existing contacts. Marketing automation software had proven success in increasing revenue from existing clients through intelligent, well-administered email workflow campaigns that drive a positive experience with the brand.
The technology allows businesses to define the customer relationship detail in a centralised data source enabling marketing teams to segment contacts and create targeted lists for personalised messages that resonate.
ClickDimensions is a powerful marketing automation solution natively built inside Microsoft Dynamics 365 which allows powerful behavioural and transactional insight with campaigns, allowing advanced personalisation with messages that build positive brand exposure to drive revenue. The technology transforms every digital touchpoint into a marketing opportunity using contact data to personalise messages and gain actionable insights.
Marketing Automation and Your Business.
We could have easily continued with our reasons why marketing automation is no longer optional for businesses. A pertinent one being that as GDPR approaches this May, those businesses who have built their marketing strategy around automation software will have the tools at hand to respond to the regulation data challenges effectively (and protect themselves from hefty penalties!)
If this post has inspired you to take marketing automation seriously for your business, we’re on hand to advise on the best solution for you. Using Microsoft Dynamics 365 and ClickDimensions, you too can discover the power of automated marketing that will drive growth, forge deeper relationships with your customers and bring your team closer. Get in touch and start your marketing automation journey with PragmatiQ Solutions today.