The internet has been a boon to marketers. The web and its related technologies allow companies to reach prospects and customers in ways never before possible.
As the number of touchpoints has increased to include everything from email to social marketing to online webinars to whitepapers, so has the challenge of managing them.
For many companies, their digital marketing efforts are scattershot examples of quantity over quality. If only there were a way to put the emphasis on quality over quantity or, better yet, quality and quantity.
There is such a way. It is called Marketing Automation.
What is marketing automation?
The biggest challenge for marketers who need to engage a large number of leads or customers is how to deliver the right message at the right moment to every single contact. Marketing automation provides marketers with powerful tools to nurture leads, deliver complex campaigns, guide customers to purchase and engage clients with relevant content.
Features of marketing automation can include email marketing, landing pages and forms, campaign management, relationship marketing, prediction and scoring, lead lifecycle management, CRM integration, social marketing capabilities, and marketing analytics.
The goal of marketing automation is to provide repeatable marketing processes, automated multi-channel execution, customer segmentation and clearer analytics. And to make life easier in the process.
What marketing automation is NOT
Marketing automation is not simply lead generation, or email marketing, or automated Facebook postings, or maintaining a CRM database.
Marketing automation uses these tools, but combines them in a way that maximizes the potential of each of them. It’s a case where the whole truly is greater than the sum of the parts.
When marketing automation is combined with the right people and processes, it delivers sales-ready leads using a repeatable and automated process.
Why do you need marketing automation?
Marketing automation enables marketers to more fully develop and implement strategic marketing plans. And do so in a repeatable way. Marketing automation also provides information across all phases of the marketing process including demand generation, lead management, lead scoring, lead nurturing, lead generation, and campaign analysis.
What marketing automation can do
Marketing automation helps companies:
- Deliver key messages and valuable content based on a prospect’s attributes and behavior.
- Cultivate your leads with an automated drip program until they’re ready for sales.
- Improve usage and adoption during free trial periods to increase conversion.
- Create end-to-end invitations and reminders for your webinars and events.
Who is using marketing automation?
All types of companies — from business-to-business as well as business-to-consumer in industries such as healthcare, financial services, media and entertainment, and retail – are adopting marketing automation for its real-time, relationship-oriented approach to maintaining and extending customer relationships.
Within the past year, companies like Oracle and Salesforce.com have made significant investments in marketing automation companies and technology, highlighting the value they see marketing automation bringing to the lead generation and sales process.
Large enterprises have long found value in the technology, but marketing automation isn’t just for big companies. In fact, small and mid-sized businesses make up the largest growing marketing automation segment right now, as the tools and technology have become more affordable and attainable.
Biznet’s marketing automation offerings
As a Kentico Gold Partner, Biznet has all the tools at our disposal to help you create and implement an advanced marketing automation system.
Kentico is an Enterprise Marketing Solution (EMS) with an integrated Customer Experience Management (CXM) solution that empowers marketers to deliver and optimize real-time customer centric marketing across multiple channels.
As Gold Partners, we can leverage Kentico’s marketing automation tools to help you:
- Generate more qualified leads
- Generate high-profit sales
- With precision tracking and personalization
- While continuously optimizing the process
Over the course of 2014, we’ll be talking more about marketing automation and sharing with you examples of what it can do for you.
Meantime, if you have any questions or want to learn more about our Kentico-based marketing automation solutions, please get in touch with me 248.560.9000 or via email.