You most likely know by now that “marketing automation” refers to software that measures marketing tasks, streamlines those tasks, and automates them – removing the manual need for doing so. This optimizes workflow for both your marketing and sales teams, increasing operational efficiency in these two departments. However, let’s go a bit more in-depth into the biggest benefits small businesses receive when they use marketing automation platforms.
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As a subset of customer relationship management (CRM), automation focuses on the tracking, segmentation and scheduling of campaigns you select. In other words, you will have more resources to automatically focus on each and every one of your customers, as individuals, thanks to this software. We live in a world now where personable marketing is instrumental for building profitable relationships with people.
In this age of digital marketing, appealing to people on a personal level is crucial. Gone are the days of being a sterile, cold “global company”. Taking a more human, personal communication approach (via 1:1 targeted messages) makes communication points stronger. By automating your marketing, via software, you can focus on the more tangible, real aspects of each of your customers by relating to them as if you two were friends in real life.
LTV of Customers
Automation increases the lifetime value of customers (LTV or LTVC). This is because, by targeting the right audience with personalized messaged (as discussed above), marketing automation helps you “prime” these people so they are more willing to buy from you. As a small business that may or may not have a huge expenditure budget, this fact is huge. Allowing you to be more receptive to customers, you inherently raise the loyalty of said customers, instead of rolling out bad marketing tactics and campaigns.
High-Quality Lead Identification
Scoring your high-quality leads, and transferring them to your sales department, is crucial. You can do this by creating an evidence-based set of benchmarks of certain criteria that each customer meets. Certain marketing software makes this process a breeze, allowing you to calculate and evaluate two sets of data. First, the data of personal titles and information given to you by your customer. The second set of data is the data collected from customers’ digital behaviours. This form of lead scoring is made easier than ever.
Identify and create a marketing campaign for segmenting customers (be they regional or otherwise). Once you’ve done this, you will be able to adapt it so that it will work for many other segmented customer lists – just as well as it did with the initial list. Marketing automation software removes the need for manually crunching the data and numbers and report creation. This allows you to scale your campaigns to a substantial amount of customers in half the time and effort.
Small businesses that use technology wisely save time. This saved time can then be used on other areas, such as by integrating marketing channels that benefit the overall user experience of your customers. Everything that your business does must be for the experience and enjoyment of your paying customers, potential prospects and clients. Doing so ultimately defines the success or failure of any business, in any sector or industry.