Marketing automation is a term that is used with high frequency in marketing meetings in most companies. But what does marketing automation actually cover? How does it fit with other marketing initiatives? And how do you get started?
Marketing Automation, in a nutshell, is a software and mindset that automates marketing efforts for you. The ultimate goal is to get customers into your business. It starts by getting visitors to your website, converting them into leads and then turning them into customers – who then need to be nurtured to become loyal to your business. And that’s exactly what Marketing Automation is a great tool for. It nurtures leads throughout the buying process by delivering targeted, personalized content to them at the right time and in the right context.
The message people receive is specified based on factors you choose. For example, their spending habits, where they are in the decision-making process and previous interactions with your website. With Marketing Automation, you have the ability to deliver the messages that potential customers need in a personalized and tailored way. This makes their buying decision easier and as a result, you’ll see your conversion rates increase. The whole process of making leads sales-ready is typically referred to as lead nurturing, which is a big part of Marketing Automation.
Although Marketing Automation is a software, the strategic framework should certainly not be overlooked. For marketing automation initiatives to be successful, it’s essential that you have a strategic plan that aligns with your digital marketing strategy. With a strategy in place, you’ll reap the benefits of Marketing Automation, such as effective customer relationship management, better lead processing in both sales and marketing, the ability to identify sales-ready leads and customers who are engaged with your business over a longer period of time. In addition, Email Automation is a much more resource-efficient way to send your messages.
Marketing Automation isn’t a new concept, but it has made its way into marketing departments with the shift in consumer behavior and consumer needs. Before digitalization became the way of life, the buying and selling process was largely controlled by companies. Businesses could control what information consumers needed – and when they needed it. With the “www” at their fingertips, customers have now taken that power away from businesses. They seek the information they want, when they want it. At the same time, they expect personalized communication from companies. Of course, this presents a whole new set of challenges for companies’ sales and marketing departments. How do you deliver relevant and personalized communication to so many people? Even 100 people can seem overwhelming and resource-intensive. This is where Marketing Automation comes in, which is why it has become so popular among all types of businesses.
Another part of this development is that companies have come into possession of large amounts of data. It is precisely this data and new tracking options that make Marketing Automation relevant. With marketing automation, you can communicate personalized and on the customer’s/lead’s terms – completely automatically and based on data. Premises such as where they are in the decision-making process, interests, job, geography, previous purchases, behavior and much more. In this way, it is possible to meet the high demands of customers.Â
Marketing automation can benefit both B2B and B2C companies – large and small and in all industries. The first adopters were typically B2B companies in high-tech, software and manufacturing. However, more and more B2C companies have followed suit and started using Marketing Automation due to an increasing focus on real-time and customer relationship management.
Whether there is a significant difference between B2B and B2C is debatable. Some would say that when you’re dealing with B2B, you’re simply communicating with digital consumers at work. But no matter how you look at it, the way you approach Marketing Automation will be different because the business model is different. This is also true from industry to industry. In general, B2B typically has a longer sales cycle than B2C. Therefore, B2B companies will often have a longer-term focus and deliver content that is more in-depth and informative, such as whitepapers, case studies and e-books.
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