Marketing automation is a $1.65 billion dollar industry. Over 142,000 business use it to optimize their marketing efforts. Though marketing automation is a big part of marketing today, many marketers aren't taking full advantage of what it offers.
Johanna Rivard at PureB2B points out that the modern digital landscape gives marketers an advantage that lends itself to better automation:
The traditional channels of television, radio, and print media have seen a decline in usage as more users start looking at online platforms as their primary sources of media. This is great for marketers because online channels allow for better targeting, tracking, and analytics.
With the ability to target and track potential customers better than ever before, here are some ways to consider automating your efforts. Customer Relationship Management (CRM) software such as SalesForce is integral to most marketing teams' success. As is a marketing automation platform (MAP) and email marketing. In addition to traditional marketing automation platforms, a content marketing platform (CMP) will extend your efforts and support your CRM and MAP.
While these forms of marketing automation are important, they should be baseline for your organization. Other things to consider about marketing automation before implementing include:
- Find a way to ensure the data you're collecting is clean. Marketing automation databases typically contain up to 25 percent erroneous data.
- Consider the reporting and insights on top of what can be automated. Many automation platforms allow for A/B testing. Check to see what the resulting report looks like and if the software is capable of automatically serving the most successful option after testing a sample group.
- Look at templates. If your marketing automation software isn't allowing you to use visually appealing templates that convert, it might be better to choose a different option.
For more on various types of marketing automation software and how they make your marketing more effective, read Rivard's full article below.