Marketing automation, marketing AI, customer analytics…
You can call it whatever you like but there’s no disputing the fact that tech in this sector is fast changing the way marketers do their jobs.
But how? And why do you need to use it?
Regardless of the size of your target audience, the days of lazy mass marketing have gone. We now live in an era of relevance. You can’t cut through the ‘noise’ and stand out from competitors without it. So, whilst personalisation may have been a key marketing strategy for some time, the level of big data now at marketers’ fingertips means the potential for relevance has reached a whole new scale.
Intuitive marketing automation software means you can target, segment, track and take action, on a granular level, with ease. By defining personalised yet automated journeys you can have thousands of seemingly one-to-one conversations at once, which will boost your sales and customer satisfaction levels.
In 2014, research carried out by Content Marketing Institute and MarketingProfs revealed that 69% of B2B marketers and 57% of B2C marketers feel time is their biggest work challenge. In fact, virtually every marketing department in the UK is working hard to improve efficiencies without experiencing a downturn in results.
That’s a problem that marketing automation is here to solve. Savvy tech can map reams of data from multiple sources to build a more complete picture of an individual, within seconds. It can take an otherwise incredibly time-consuming (if not impossible) task and make it simple. And it can focus marketers’ time so they’re not wasting effort or budget on campaigns that don’t work.
And on that note, if you know which campaigns are converting, via which channels and as a result of which keyword, you can refine your marketing spend, reduce budget slack and increase your ROI. The best marketing automation platforms present these findings, via easy-to-digest dashboards with real-time insight.
Your marketing activity needs to feed your sales team with ripe leads that they can convert. Nail the journey and your funnel will become packed with prospects that you can turn into revenue, with minimal effort. If your objective is retention or upselling, the same principle applies. Tech can do the groundwork, until it’s the perfect time for a customer service call.
Research shows that, if the message is meaningful, recipients aren’t averse to receiving comms from a brand. In fact they actively encourage it. So, a carefully timed email or an informative SMS may actually help educate your customers, and provide them with much-needed detail/insight into your brand.
This list could go on and on – there are actually many reasons why you should use marketing automation software. But still so many brands haven’t got their investment right. That’s perhaps why 76% of marketers don’t utilise any behavioural data in their segmentation and targeting. It’s a statistic we’re working hard to change.
If you’re ready to get started, contact us.