Top 5 Marketing Automation Scenarios to Choose From
About 51% of firms have implemented marketing automation, and 90% say they have greatly benefited from it. As digital marketing becomes more popular, the need for marketing automation increases. 91% of companies believe marketing automation is vital for their overall success in online marketing. Many believe that saving time is its greatest benefit.
Marketing automation can reduce marketing overheads by 12.2% and increase sales productivity by 14.5%. After implementing automation, 80% of marketers got more leads, while 77% increased conversions. The best thing about using marketing automation software is you can choose which tasks to automate.
Why Marketing Automation is Crucial for Growing Your Business
When you automate marketing processes, you get a clearer picture of which strategies work best and you can improve them to increase marketing ROI. 64% of firms believe a great marketing automation strategy boosts sales. About 74% report that marketing automation saves time and improves customer engagement. Automation makes your business more agile and helps it to grow.
You can effortlessly collect valuable data then use it to enhance your marketing efforts. And if you choose an enterprise solution, you get one platform for analytics, reporting, collecting data, and storing it. You can predict consumer behaviour and measure campaign results, even when you’re marketing on a budget.
36% of marketers who implemented marketing automation saw results within 6 months, while 54% realized benefits within a year. Automation can help you to communicate better with prospects, turning more leads and website visitors into customers. You can personalize the customer experience, drive sales, and increase customer loyalty. Automation can also improve employee performance because they spend more time on high-value work.
5 Applications of Automation in Marketing
1. Lead Nurturing
Companies that use marketing automation to nurture prospects see a 451% increase in qualified leads. These leads become customers and make 47% more purchases than their non-nurtured counterparts. Nurturing leads manually can be time-consuming, that’s why you need to automate business processes. The software can nurture the right leads, bringing in more customers. According to 58% of industry leaders, the most useful metrics to measure after automating marketing processes are conversion rate and generated revenue.
Groove, a customer service help-desk company, nurtures leads with a series of onboarding emails that convince trial users to become paying customers. The behaviour-driven emails help users struggling to complete tasks and have increased the response rate by 10%, turning 30% of new users into long-term customers.
2. Social Media Management
50% of the world is on social media, and internet users aged 16 to 64 spend about 2.25 hours every day on social media platforms. Any business that wants to sell more products needs to be visible on social media. Social media marketing can help your business generate more leads, increase brand awareness, and build strong customer relationships.
Automating social media management can increase response rates by 250%. The software can help you develop a content plan, schedule posts, generate performance reports, and formulate content ideas. Automation can help you save over 6 hours a week.
Buffer, a social media scheduling app, used marketing automation to beta-test its new features. The company sent emails asking active Pablo app users if they were interested in discussing their experience and what problems they encountered using the app. During the chat, users got access to exclusive, yet-to-be-released features and gave their feedback. This reduced churn rates and increased customer satisfaction.
3. Content Marketing Workflow
The key to nurturing leads is personalizing content. 51% of marketers believe personalized content improves conversion rates. And they are right. If you regularly produce content that’s unique and relevant to your leads, they will be more willing to buy from you than from competitors who don’t personalize their content.
77% of customers crave unique, targeted content at each stage of the buying journey. You can automate content marketing and create unique content, offering your site’s visitors content based on their search terms or their interests from previous visits.
Marketing automation software makes it easy for the right content to get to the right customers on time. It also makes the lead-qualification process more effective by capturing data that answers questions vital to your content marketing strategies. You can track customer behaviour regarding content and measure content effectiveness.
The Balanced Life Academy customizes its website copy and displays different call-to-actions based on the website visitors. It categorizes visitors into first-time visitors, paid users, and free-registered users. A free user sees a standard benefits-driven sign-up button that prompts them to register. Free users see a call-to-action button selling the Balanced Life Academy paid products and membership programs.
4. Customer Engagement and Retention
81% of marketers use automation to improve customer retention. Pairing marketing automation software with customer-relationship management (CRM) software gives your business even greater benefits. You can perform detailed behavioural tracking and understand where prospects are in the buying journey and what their interests are. You can see the pages prospects visit, the type of content they find interesting, and where they are in the buying cycle. The data you collect can help you to provide relevant solutions and customize follow-ups.
Dell computers noticed its website had plenty of visitors but not a lot of sales. The company leveraged behaviour analysis to identify the products specific visitors were interested in. To encourage customers to buy, Dell created remarketing ads based on visit history. These featured the products the customers had searched for, viewed, or put in their carts. This tripled conversion rates and resulted in 70% higher click-through rates.
5. Analytics and Reporting Workflow
Marketing reports can help you monitor your organization’s performance based on data collected from customers. They help you to understand customers better so you can make informed, strategic decisions. Manual data collection and reporting are time-consuming and often distract employees from high-value work.
52% of marketers believe analytics and reporting are among the top 3 most useful marketing automation features. According to 88% of them, automation reduces the time spent preparing reports, freeing up time for them to focus on customer engagement and company strategies.
With workflow management software, organizations can collect accurate and relevant data and create reports aligned with their business objectives. 91% of companies want a marketing automation tool that allows marketers to review, analyze, and make decisions based on customer and marketing data in real-time. Marketing automation software helps companies to make data-driven decisions, generate quality insights from data, and create insightful reports.
The Future is Marketing Automation
44% of leaders believe automation will become even more important in the future. Whether your aim is to build customer relationships, grow qualified leads, or increase productivity, there’s an automation solution to meet your needs. Marketing automation is here to stay. Between 2020 and 2027, the industry is expected to be worth 8.42 million. As automation systems become better, they will enhance marketing efforts.