What is Marketing Automation?


Do you face challenges around those time-consuming, trivial marketing tasks within your organisation? Are you struggling to nurture leads effectively ready to hand over to sales? Are you lacking customer data, which can help you segment your audience? If you recognise these challenges within your business, it could be time to invest in marketing automation software.  

By 2023, investment into marketing automation technology is expected to double from where it is now. This clearly demonstrates the growing rate of this technology and if chosen well, automation tools can streamline processes and deliver successful results for your business 

Within this article we will cover some key statistics, understand the signs to look out for to determine whether you require automation software and the overall benefits.  We’ll then look at ClickDimensions and Microsoft Dynamics 365 for Marketing; two Marketing Automation tools which integrate seamlessly with Dynamics CRM.  

 

So, what is marketing automation?

 

“Marketing automation enables businesses to automate tasks and workflows for the marketing and sales process, including customer profiling on landing pages, leadscoring, sending automated personalised emails and web recommendations to support lead nurturing and customer engagement” – SmartInsights.com

To put it simply, marketing automation software streamlines, automates and schedules tasks within an organisation, from lead-nurturing to campaign planning. As a result, businesses save time, have more sales-ready leads and increase revenue.  

marketing automation graphic

How do I know if my business should automate our marketing?

Marketing teams spend their days juggling multiple tasks and these automation tools have become a problem-solver when it comes to taking the time out of those time-consuming, trivial tasks.  

However, all the information out there can feel a bit overwhelming, and you may be wondering how you can tell if the software is right for your business. Below are seven signs it’s time to invest in a marketing automation tool: 

  1. You’re lacking customer data, making it hard to segment your audience 
  2. You’re struggling to reach your target audience 
  3. Sales and marketing teams are working in siloes  
  4. Unable to manage all channels from one, single application 
  5. You’re not currently nurturing your leads 
  6. Your marketing efforts aren’t working as well as you’d like  
  7. Many leads are falling through the cracks 

 

Benefits of marketing automation software

There are many benefits of marketing automation. Below, we have outlined five of the main ones: 

  • Enhanced customer insights  

Marketing automation software provides businesses with extra information alongside the standard name and email address, such as location data, behavioral insights and job titles; making segmentation much easier and allowing your marketing teams to communicate with your audience more effectively. If you’re lacking these customer insights, you may be missing out on customer data, which could be used to make your marketing efforts more successful. 

team reviewing customer journey based on marketing automation software data

  • Personalise the customer journey 

77% of buyers want unique and targeted content at each stage of their research according to a study by Pardot.  Marketing automation software simplifies the process of getting the right content and message to the right person, at the right time. Not only this, but the tools also capture the information following the distribution of the content; email clicks, conversion rates of social media posts, to website visits. This data can then be used to drive your overall marketing strategy and make it as effective as possible.  

email marketing via automation software

  • Generate better leads 

For any business, generating better quality leads is going to be beneficial. Marketing automation tools allow you to get a detailed view of a potential customer and their behaviour, allowing you to understand your audience more than ever. Tracking methods such as following a user’s journey through your website, allows your marketing team to understand the intent of your visitors and what stage of the funnel they are at. As a result, further communications can then be customised and the leads your business generate will be of a higher standard. 

  • Sales and marketing alignment 

Within many organisations, it’s not uncommon for sales and marketing teams to work in silos and on separate wavelengths, however, this means your business isn’t as effective as it could be. Automation software bridges the gap between teams and enables marketing to hand-over better-qualified and nurtured leads, to sales. Lead-scoring functionality within the software assists this process by evaluating the leads level of interest based on signals and ensuring theyare qualified, before you followup with them. As a result of this, teams are more productive and your organisation will see both an increase in efficiency and conversion rates. 

  • Gain a 360-degree of your business 

Most companies use multiple sources to generate leads; email, website, social media, surveys and more. It is critical the data from these is stored in one single application for immediate and easy access for all teams, however, this is a challenge with disparate systems. Marketing automation software manages these channels and provides you with a 360-degree view of your marketing efforts, meaning you’re able to be more productive and leverage the data much faster. 

 

A few key marketing automation statistics: 

In case you weren’t sold on marketing automation, here are a few statistics that might change your mind…  

      1. On average 49% of companies are currently using marketing automation, with more than half of B2B companies (55%) adopting the technology. (emailmonday, 2019)
      2. 91% of the most successful users agree that marketing automation is “very important” to the overall success of their marketing across channels. (Demand Gen Report, 2018
      3. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. (sessioncam, 2016)
      4. 74% of marketers say that “saving time” is the biggest benefit they see from automation. (Demand Gen Report, 2018)
      5. Marketing technology spend is now higher than the advertising spend for companies. (Gartner, 2016)

A look at ClickDimensions and Microsoft Dynamics 365 for Marketing… 

There are many marketing automation tools out there.  Here at PragmatiQ, the solutions we offer Microsoft Dynamics 365 for Marketing and ClickDimensions, due to their capability and seamless integration into Dynamics CRM. Below we will look at a high-level overview of the capabilities of both tools.  

ClickDimensions: 

ClickDimensions is an intuitive marketing platform which is natively built in Microsoft Dynamics 365. The software brings together the comfort and familiarity of Dynamics CRM and combines it with essential marketing tools to help companies attract more leads and close more sales.  

The following features are available in ClickDimensions, each providing unique functionality to help you achieve your marketing goals: 

ClickDimensions Capabilities List

You can find more information about ClickDimensions here. 

ClickDimensions Resources:  

Download ‘ClickDimensions: Bringing the human touch to marketing’  

Download ‘How email marketing works 

Download ‘Create & maintain effective marketing lists 

 

Dynamics 365 for Marketing: 

Similar to ClickDimensionsMicrosoft Dynamics 365 for Marketing has an extensive capabilities list. This marketing automation solution works seamlessly with Dynamics 365 for Sales, aligning teams across a mutual set of data and ensuring sales and marketing are always on the same page.  

Dynamics 365 for marketing capabilities

The pricing models vary slightly for both solutions. Microsoft Dynamics 365 for Marketing pricing is based on the number of contacts your business has, as opposed to the number of emails you send.

You can find more information about Microsoft Dynamics 365 for Marketing here.

Microsoft Dynamics 365 for Marketing Resources:  

Download the datasheet  

Download the key capabilities fact sheet 

 

In Summary… 

It is clear there is a lot to consider when looking at marketing automation software, however, it is well worth conducting the research in order to determine the right tools for your organisation 

Hopefully, this blog post has provided you with an insight to determine whether you need to automate your marketing and the benefits of this, alongside the tools available. 

Here at PragmatiQ Solutions, we are on hand to advise you on the best solution for you. If you have any questions please don’t hesitate to contact us on 01908 038110, or email [email protected].