In the age of omnichannel marketing and customer journey personalization, time is everything. It’s no longer enough to simply service leads and call it a day. Continuous marketing personalization, data analysis, and business growth is a must for companies who want to stay relevant in the global market. According to Medium, lead management automation has brought a 10% revenue increase for numerous companies, with 67% of marketing leaders using automation software regularly.
Whether you focus on email marketing, social media, or eCommerce, introducing marketing automation can significantly improve your business’ performance in regards to customer journey mapping. Data by 99 Firms indicates that 55.6% of companies don’t use automation due to a lack of expertise; however, 76% enjoyed ROI within a year. That being said, let’s take a closer look at the practical reasons why you should use marketing automation going into 2021.
1. High Focus on Personalization
As we’ve touched on, personalization is the new norm when it comes to advertisement. Based on Forbes, 71% of customers feel frustrated when the shopping experience is impersonal, with 91% stating they would likely show with more personalized brands.
Marketing automation effectively enables you to spend more time curating your SEO and content marketing, in addition to the value proposition, instead of parsing data manually. You can provide your customers with the care and attention they deserve while also having access to relevant data via a professional automated marketing platform. This will allow you to grow your business organically by automating a wide range of menial tasks which take the focus away from personalization.
2. Quality Lead Generation
One of the key elements of marketing automation lies in lead generation. More specifically, relevant leads which are likely to engage with your brand. Introducing marketing automation to your customer journey pipeline will allow you to extrapolate the exact leads worth pursuing further. This goes hand in hand with personalization, as two different demographics will naturally require a different approach to ensure their conversion.
Benedict Avery, Chief of Writing and Business Development at Supreme Dissertation, said that: “An easy way to understand lead generation is to imagine being a business which outsources content writing services. Some clients need blog articles, others need case studies written – you can’t cater to both with one type of marketing. This is what marketing automation can assist you with given that platforms designed with automation allow for quick and easy targeting of so-called quality leads.”
3. Lead Nurturing Opportunities
Lead nurturing is the natural continuation of lead generation, as acquired customers will have certain expectations from your brand. It’s also where personalization comes into play again, given the newly-acquired customers’ behavior data you will have access to. Judging by Smart Insight, 72% of customers will only ever engage with personalized marketing, with discounts and new product promotions as the most desired message types.
Using a marketing automation platform allows you to easily access the data regarding past customer interactions with your website or storefront. Subsequently, this data can be used to cater to the individual needs of each customer to ensure their brand loyalty and consecutive purchase.
4. Streamlined Data Processing
Given that your company will conduct business with customers and clients across the globe, you will inherently generate a lot of data. This data is highly valuable for your continued success on the market, but it is also time-consuming to process.
Enter marketing automation; as such a platform can streamline your data processing and extrapolation quite efficiently. You can relegate raw data processing to an automation platform while you and your coworkers focus on discerning analyzed data and create new content. Writing services such as Subjecto, as well as Hemingway Editor, can help you write personalized data-based content well.
5. Informed Decision-Making
It’s often difficult to make the right decision in regards to future business development, content marketing, or an advertisement campaign to pursue. With marketing automation, however, that process is slightly easier as you will have access to more objective customer data than otherwise.
A centralized marketing automation platform will allow your staff to determine whether any plan you’ve made makes sense, judging by past market performance. You can easily pilot new marketing strategies and test them in a safe environment without worry of resource loss, thanks to marketing automation.
6. Sales/Marketing Centralization
Speaking of centralization, depending on the size of your staff and company as a whole, cross-department collaboration may be an issue. However, marketing automation can help you amend those shortcomings by introducing a more centralized software solution into the mix.
Such a platform will allow your staff an overview of both marketing and sales data without the risk of confusion or misplacement of sensitive data. Likewise, your staff can collaborate on common personalization and marketing goals more easily, thanks to the cloud-based nature of marketing automation. This can significantly reduce your staff’s margin for error and ensure no loss of resources takes place due to poor communication among coworkers.
7. Higher Accountability & Ownership
Marketing automation goes beyond data extrapolation as it can give your staff more options when it comes to customer journey mapping. You can give your staff far more accountability and control over the customer journey by extending marketing automation into omnichannel integration.
Platforms such as LinkedIn, Facebook, and even Pinterest can become valuable sources of data for your marketing needs. The more varied your data pool becomes, the better odds you will have at targeting the right leads with your content marketing. Subsequently, lead nurturing and further data generation will become easier to manage and give your staff far more options to work with.
8. Less Downtime, Better Productivity
One of the prime reasons you should consider introducing marketing automation into your workflow is due to its ability to free up your staff’s time. Companies without any automation suffer due to abundant manual data processing, which is often prone to human error. No matter how well-versed you are with the data management software you use, you are likely to make a mistake today or in two months.
A marketing automation platform designed specifically with keeping tabs on data and extrapolating relevant strands of it will never do that. Furthermore, increased emphasis on automation will leave your staff with enough time during working hours to focus on customer servicing and brainstorming. This can present your business with significantly less downtime caused by data processing and improve your overall production pipeline going forward.
Automation as the New Norm (Conclusion)
As we move into 2021, the reasons to introduce marketing automation come down to survival on the open market. More and more companies are adopting automation as a means to stay competitive and ahead of other brands.
In this sense, automation becomes a modern necessity, not a luxury which may or may not improve your workflow. Draw the line and gauge how useful a marketing automation platform may be in your company, given your current marketing and personalization strategies. Rest assured that you will find a plethora of means to apply automation to data-related processes, which took far much out of your staff’s time.