What’s the secret behind top brand’s marketing campaigns that micro-targets their worldwide consumers with hyper-personalization? Well, the secret is – marketing automation. Recently, a F&B brand observed a 63% increase in click-through rates with deep personalization despite the complexities such as a large target group of around a billion consumers in 200+ countries.
This significant outcome shows that marketing automation is not just auto-running monotonous tasks, but creating a direct impact on the business growth. That’s why automation’s demand has increased by 91% among businesses, with 26% coming just from the marketing teams. As per a report, more than 75% companies reported using marketing automation in 2021 and the count is still increasing.
High CTR is not the only result that every business expects, because of the unique demands they all have. Some businesses have unique and complex problems to solve with MarTech. Before adopting automation, they all need a unique reason that not only puts an end to marketing and sales complexities but also boosts business growth. So, here are the four effective ways marketing automation can fuel business growth.
Marketing automation & its importance
Automation helps eliminate run-of-the-mill tasks from business operations and the case is the same within marketing. But the purpose of marketing automation is not just to automate, but to achieve sales goals and increase revenue for the business. Marketing automation takes up the charge from the early stages of marketing to conversion optimization and even up to the sales cycle. From enhanced customer experience, improved targeting, and lead generation to boosting return on investments, automation turns an average marketing strategy into an impactful one. It enhances the overall customer experience through personalized journeys, informs marketing teams with the data and analytics, supports cross-channel marketing, and empowers businesses to achieve high ROI.
4 ways automation can drive business growth
1. Personalized customer journeys
Not one size fits all is the truth when it comes to marketing at a scale. Leads at different stages of the sales funnel expect personalized messaging. That’s why businesses need to design personalized journeys to meet the unique demands of different segments of the target audience such as prospects, leads, and existing customers.
CMOs face the challenge of bringing deep personalization or hyper-personalization when targeting a larger user base through multiple marketing channels. Automation helps them keep the personalization close to individual expectations lying at different stages of the sales funnel.
2. Data allowing a bird’s-eye view
Marketing automation keeps pushing data at large that further gives CMOs a bird’s-eye view of holistic marketing strategy. Keeping a close eye on every aspect including audience, channels, traffic analysis, sales funnels, content, and so on, enhances decision-making capabilities of the marketing teams.
Data storytelling has also emerged as a robust marketing tactic that helped multinational businesses to gain a huge in revenue. It is important to consider that for any business, consumers are not just random people, but a set of data values. Factors like behaviors, interests, previous purchases, etc. act as real-time data that powers marketing and sales activities.
3. Optimized lead management
Quality of results decides the success of any marketing plan and results start the leads that go further to the next levels of any business such as conversion, sales, and revenue. Marketing automation can enhance the whole strategy that goes around lead management including lead generation, nurturing, and scoring, before heading toward conversion optimization. There is a lot to do within the lead process, from lead qualification to the classification of qualifying leads and disqualifying leads. Then the lead nurturing process includes a bunch of tasks from remarketing to personalized marketing. This whole process can be complex when you are handling thousands or even millions of leads, but marketing automation platforms provide you with the right tools for lead management.
4. Integrating marketing & sales
Marketing and sales alignment is very crucial for business success and marketing automation integrates both segments perfectly. As per a report, companies that had aligned sales and marketing witnessed around 58% improvement in retaining customers. This shows that gaps in marketing and sales strategy can lead a business toward losing huge growth opportunities. Automation brings marketing and sales teams together on the same boat rather than letting them work from their isolated islands. Success rate of marketing initiatives may drop, when there is a gap in marketing and sales teams and their strategies.
For example, leads generated by marketing teams at the ‘Awareness’ stage of the funnel can’t be immediately put into the ‘Action’ stage. This gap between both teams may lead to disqualification of leads. It’s crucial that marketers keep in mind sales goals and sales teams rework their strategies on the basis of data analytics provided by the marketers. This integration can be streamlined and scaled with the marketing automation tools provided by the top marketing automation platforms.
Conclusion
Automation saves time for marketers and enables businesses to increase productivity as well as efficiency in marketing and sales activity. Ultimately, it helps reduce costs significantly and gives attractive outcomes that increase revenue growth for the businesses. The use of data along with marketing and sales integration leads to informed decision-making that ensures optimum output from marketing campaigns. The best thing about automation is that it helps upscale the customer experience with personalization and supports brand loyalty.
Disclaimer
Views expressed above are the author’s own.
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