Marketing Automation: Many marketing and sales departments automate repetitive tasks (like sending email marketing, posting to social media, and even advertising campaigns) not just for efficiency’s sake but so they can provide a more personalized experience for their customers.
Marketing automation helps with lead generation, nurturing, and scoring, as well as measuring the overall ROI of campaigns. In this article, we will present the top 10 benefits that marketing automation can bring to your business.
#1: Automatic Lead Generation
Marketing automation lets you find and nurture the right leads by creating personalized experiences for them. Technology helps salespeople focus on clear and viable sales opportunities, prioritized through Artificial Intelligence and predictive scoring. Technologies such as Microsoft Dynamics 365 allow the creation of automated campaigns based on aspects such as lead behavior, area of interest, level of engagement, demographics, and sales history.
#2: Lead Scoring Templates
Lead scoring is a method of determining the relative quality of one prospect compared to another, helping to identify leads that are ready to interact with the sales team, those that need more attention, and those that could be a better fit for the company. Technologies like Microsoft Dynamics 365 Marketing allow you to configure and assign lead-scoring models to meet your organization’s needs and priorities. Scored interactions include:
- Opening an email.
- Submitting a form on a landing page.
- Visiting a website.
- Attending an event.
#3: Develop Each Step Of The Customer Journey
Automation makes it possible to interpret how close a lead is to the moment of deciding to purchase. Solutions like Microsoft Customer Insights offer automated sales funnel reporting to identify roadblocks and opportunities to optimize the journey. With the help of these technologies, you can offer relevant content to prospects according to the stage they are in their buying cycle. Based on the engagement data analysis, marketing will only send leads ready to be approached by a salesperson to sales.
#4: Data Integration And 360º Customer View
Automation lets you connect your sales and marketing processes to a common platform to optimize efficiency and facilitate data transfer. Integrating real-time transactional, behavioral, and demographic data creates a 360-degree view of customers. Technology solutions like Microsoft Customer Insights connect data from multiple touchpoints, such as websites and mobile apps, and quickly deliver key metrics in interactive dashboards and reports.
#5: Nurturing Prospects
Marketing automation simulates the entire buying journey of a lead through a flow that feeds it through content. In other words, it means following a path for the person until they acquire their solution. Armed with a deep understanding of the customer, engaging them individually using personalized journeys triggered by interactions is possible. Based on AI recommendations, you can feed customers according to their email engagement, social media campaigns, and personalized contact channels.
#6: Personalized Email Sending Frequency
Use the customer journey and automated email push to promote your content. Automations allow you to create journeys from events triggered by the customer. Using technology solutions like Microsoft Dynamics 365, reach customers through digital channels and personal interactions across marketing, sales, and service, engaging them in their preferred channels and times.
#7: Create Landing Pages With Great Conversion Rates
There is a specific type of page to present your offers: landing pages. Today, several tools already help you create professional landing pages with excellent conversion rates. An example is Microsoft Dynamics 365 Marketing, which allows you to easily create web pages that serve as a point of contact between the customer and your marketing initiatives.
#8: Integrate Social Media With Automation Tools
Dynamics 365 Marketing allows users to create, schedule and publish social media posts. To use this feature, configure and authenticate each channel you want to sync. You can set up LinkedIn, Facebook, and Twitter accounts in the current version. It also allows you to add marketing campaigns to the customer journey, capture insights from interactions, and develop actions according to the level of engagement of each lead.
#9: Customer Segmentation And A/B Testing
Marketing automation can create dynamic customer segmentations based on any data set, supporting the personalization of marketing actions. There are also efficient tools for applying the so-called A/B test, which divides the traffic of a given email campaign into two versions: the current one and a “challenging” one, with modifications. Then, which of the versions has the highest conversion rate is measured.
#10: Automated Reports And Dashboards
Use interactive reports and dashboards to track the performance of your marketing actions and make data-driven decisions. Marketing automation provides real-time dashboards to track business goals, buyer journey performance, and content effectiveness.
Also Read: Digital Marketing Plan For 2023: The Time Is Now!
