The Hidden Value of Marketing Automation Software

Marketing automation integrates and automates the scheduling and tracking of marketing campaigns. Marketing campaign automation helps businesses integrate processes that have previously been performed manually, allowing them to become much more efficient. In addition, marketing campaign automation also creates opportunities for numerous new marketing processes that boost the cost-effectiveness, efficiency and reach of overall marketing efforts.

VISIBLE BENEFITS OF MARKETING AUTOMATION. One of the biggest benefits of marketing campaign automation is that it reduces and eliminates a multitude of repetitive tasks associated with the marketing process. Marketing automation software can easily divide and classify customers, providing customer segmentation and subsequent campaign management. This type of automation simplifies identifying target audiences and measuring the efficiency of allocated resources.

Beyond segmentation, marketing automation software can be used to communicate with prospects in a variety of ways. An email management campaign can be developed to send pre-formatted messages and content about products and services. Marketing automation software can be used to generate responses that further segment the targeted audiences, and send additional nurturing communications geared to meet the needs of specific individuals within each group.

Even when prospects do not respond, marketing automation software can identify where prospects drop off, and help retain them with ongoing targeted messages. Marketing automation software is the best solution for developing and implementing email marketing, direct mail and other channels to manage sales campaigns that drive revenue. Sales benefits of marketing campaign automation include increased lead conversion rates, increased average sale, increased overall sales and better forecast accuracy.

HIDDEN BENEFITS OF MARKETING AUTOMATION. One of the biggest hidden benefits of marketing campaign automation is that it allows marketers to do less and be more. In recent years marketers and organizations have grappled with the challenge of needing to reach thousands, if not millions, of prospects utilizing integrated communications that reach across multiple channels at numerous times. Beyond the dizzying magnitude of this task alone, these prospects must be communicated with in a manner that is personalized and unique to their needs and preferences. Without marketing campaign automation, meeting these objectives would require an immense allocation of time and man hours. However, by automating these processes, marketers are able to focus more time and resources on fine-tuning existing campaigns for maximum efficiency and implementing additional marketing efforts.

Management Guru Peter Drucker once wrote “Marketing is the distinguishing unique function of the business.” OK, no pressure there. Yet, if you were to ask any marketer or their boss what marketing entails they will tell you that marketing encompasses much, much more. Marketing is responsible for defining the business identity and creating a need for the businesses products and services in the minds of the targeted audiences. While consistently remaining under budget and within deadlines. In addition to streamlining processes and maximizing budgets, marketing campaign automation takes the guess work out of many marketing functions and as a result can provide the reliable benefit of lasting stress relief.

Marketing campaign automation provides an additional hidden benefit, which is perhaps one of the most important objectives of any business, and that is to have happier, more satisfied customers. Marketing automation can eliminate frustrating communications that fail to meet customer needs, and it can also help marketers anticipate customer needs and respond accordingly. In addition, marketing automation programs can reward customers and keep them coming back for more. Marketing automation can help marketers respond to customer needs in real-time, unlike with manual systems where a time delay can often lead to an unhappy customer.