What Is Marketing Automation?
Marketing Automation is the process of nurturing prospects and customers with highly personalised, content driven communications across the customer journey.
Think of big brands like Amazon, Apple, Google and others where you’ve been gradually nurtured or lead in to a position to buy because the digital communications helped education you through the buying decision. Marketing Automation is the both the software and science of that process.
Marketing Automation is particularly effective in considered or high engagement purchases where a buying time might last weeks, months or even years.
Leading software brands in this space are Salesforce Pardot, Hubspot and Marketo.
At Blirt, we’re big advocates and partners to Salesforce Pardot so our bias and preference is definitely for this software. We’ll explain why, a little later.
What Should Your Marketing Automation Do?
A great marketing automation platform (like Pardot! – nudge, nudge, wink, wink) should do this:
- Provide profiling and user segmentation
- Integrate closely with your CRM data
- Integrate content across the customer journey and automate the serving of this content
- Provide ROI insights around first touch, last touch and customer activities
- Make it easy to send personalised email
- Serve personal content to known prospects and customers
- Provide notifications to marketing and sales users around user behaviour
- Manage campaigns
- Allow collaboration across teams (client and agency side)
What Makes A Great Marketing Automation Process?
A great marketing automation process should do this:
- Integrate Paid, Earned and Owned Media; Content, AdWords, Display, Retargeting, Email, Social Media, Native Advertising
- Cover Top, Middle, Bottom and Post Transaction of the Sales Funnel
- Be “Always On”
- Built of customer research and insights
- Is scalable so it can grow over time and reinforce future campaigns
- Be harmonic – it works in harmony with offline activities
- Demonstrates ROI and shifts the needle on the business
How Does Marketing Automation Work?
Marketing Automation works by:
- Taking a click from a user where they may have clicked on a link, piece of content such as an ad or visited the website and then stores that information on a cookie.
- Future visits and activity are tracked providing intelligence through scoring and grading to a sales team
- As the anonymous visitor continues to engage with content across the site and throughout the customer journey, this activity is accumulated and added to that cookie profile.
- At some point the visitor converts and opts in to communication provide some personal or business information which is stored within the CRM.
- Past activity is now connected to the prospect and future activity continues to be added for better personalisation and communication.
- As the prospect continues through the customer journey, the prospect is supplied with email, content, ads and other useful information to support the decision making process.
- At some point the prospect purchases and the opportunity is closed and the revenue can be tracked backed to source campaigns and relevant journey activity providing insights for effective communication into the future.
At Blirt we talk about omnibound communication. What is this? Well, it’s about identifying the business goals and objectives and tying your omni-channel activities back to them.
For example, there is no point driving marketing automation campaigns for just clicks, leads or visitor activity. What matters more is knowing revenue per channel, sales per campaign or velocity of a sale.
That’s why we work with our clients to develop always on, customer centric, data building communication programs across paid, earned and owned media channels.
Need To Know More?
Talk to us, we’d be happy to show you how you can find, win and keep more customers with greater brand engagement through strong marketing automation programs.