AUTOMATION
Technology applications that minimize human input go faster, are more consistent and cost less. In the realm of Business Process Automation (BPA), we can set up systems in your organization that are triggered by timing, customer or prospect behavior or data flows.
Data Collection
Data Analysis
Data Verification
Data Integration
Data Visualization
Customer Services
Customer Data Capture
Message Routing
Behavior-Triggered Marketing
Training
SO WHAT IS MARKETING AUTOMATION?
Marketing Automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.).
Originally focused on email marketing, marketing automation refers to a broad range of automation and analytic tools for marketing, especially inbound marketing.
HOW DOES MARKETING AUTOMATION WORK?​
Marketing Automation…
Replaces high-touch, repetitive manual processes with automated solutions that marketers use to plan, coordinate, manage, and measure campaigns, both online and offline.
Streamlines processes by specifying criteria and outcomes for tasks which are then interpreted, stored, and executed by software, which increases efficiency and reduces human error.
Greatly facilitates:
Lead Generation
Relationship
Segmentation
Marketing
Lead Nurturing and Scoring
Cross-sell and Upsell
Retention and Marketing ROI Measurement
WHAT ARE MARKETING AUTOMATION'S CHIEF COMPONENTS?
Marketing Intelligence
Tracking codes in social media, email and webpages to analyze behavior of prospects and customers and understand intent to purchase products or services by identifying website, social property, email or search-term interaction. This allows more accurately targeted response and the development of nurturing programs specifically targeted toward interest.
Lead Nurturing​
Focuses on moving leads from the top of the marketing funnel through to becoming sales-ready leads at the bottom of the funnel. Prospects are scored, based on their activities, and receive targeted content and messaging, thus nurturing them from initial interest all the way to the sale. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles, lead nurturing involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.
Workflow Streamlining​
Encompasses automation of internal marketing processes. These include budgeting and planning, workflow and approvals, the marketing calendar, internal collaboration, digital asset creation and management and any other tasks that support the operational efficiency of the internal marketing function. Typically these systems require a CRM administrator to set up a complex series of rules to trigger marketing action items to use the right data to deliver the right messaging to the right prospects at the right time.
HOW DOES MARKETING AUTOMATION HELP ME?
In order to effectively aid marketers in fully understanding customers and subsequently developing a strategic marketing plan, marketing automation tools (MAT) are designed to perform four key tasks:
- Development and analysis of marketing campaigns and customers
- Management of marketing campaigns
- Effective customer data organization and storage
- Moving contacts from leads to customers through market intelligence, lead nurturing and workflow streamlining.
