Marketing automation powers many companies’ top marketing teams. It’s table stakes for high-performing marketing teams to launch, manage, and optimize campaigns.
It’s a great time to be a marketer and it’s mainly because of the benefits of marketing automation platforms. New channels are constantly emerging, providing opportunities to better reach existing customers while marketing to new audiences.
There is more creative potential for marketing and advertising than ever before. And attribution capabilities provide a direct line to ROI for marketing efforts.
Automation tools are at the heart of these trends. The increasing affordability and accessibility of these platforms is one of the main reasons why now is such a good time to be a marketer.
Marketing automation allows marketing teams to do more with less. Automation capabilities such as customer journeys, triggered emails, and nurturing campaigns provide much-needed efficiencies for inbound marketing strategies.
And the customization unlocked with automation tools simply cannot be replicated and scaled without them.
These are just a few of the many benefits of automation tools. Keep reading to learn more about the benefits of digital marketing automation tools and some digital marketing tips for optimizing automations for your marketing team.
Here are 7 benefits of using marketing automation for your small business:
- Boost lead acquisition
- Centralize marketing solutions
- Improve campaign effectiveness and execution
- Test and optimize content
- Offer a personalized engagement
- Nurture leads your funnel
- Attribute Marketing to ROI
1. Boost lead acquisition
Marketing automation tools provide tons of support for your lead generation. The ability to automate targeted outreach is key to acquiring more leads and integrating them into your marketing and sales pipelines.
Marketing automation allows you to identify and target qualified leads with the right message at the right time.
For example, if you sell mid-century furniture, you can use your marketing automation platform to break down audiences from those interested in furniture, to those interested in antique furniture, and then to those who are specifically interested in mid-century furniture.
The last segment is your main audience, but marketing automation tools allow you to market content to all three levels of customers.
This ability to automate targeted outreach is key to generating more qualified leads at every stage of your marketing funnel.
2. Centralize marketing solutions
Marketing automation platforms bring together various combinations of email automation, lead management, journey building, social media marketing, and more. The centralization of these typically disparate tools offers unequaled comfort of use.
Centralization brings new synergies that would otherwise require system integrations, APIs, and other ways to connect tools.
Centralized Marketing Tools gives you and your marketing team a simple solution to create, distribute and report on all types of marketing. This is especially beneficial for small business marketing teams who need to work quickly and efficiently.
A centralized solution allows marketers to switch between tasks without having to jump in and out of disparate marketing solutions.
3. Improve efficiency and execution
Small business marketing teams must compete with the marketing resources of their larger competitors. Marketing automation tools are a reliable solution to optimize resources and do more with less.
Whether it’s triggering email paths for automated behavior-based outreach or thank-you responses for newsletter signups, marketing automation tools improve effectiveness and efficiency.
You can trust marketing automation tools to improve your marketing performance at every level. Automation increases marketing productivity by ensuring emails and other outreach are delivered at the right time and with the optimal messaging.
And you can easily set up landing pages and forms so you can generate personalized marketing campaigns with matching landing pages to drive conversions.
4. Test and optimize content
Not all marketing automation solutions offer content optimization, but it’s a key benefit for those that do. This benefit of marketing automation ensures that the absolutely correct message is delivered to the right person at the right time.
These optimization tools use the lead information you have stored in your CRM to personalize reach. The tools automatically extract these details to personalize and personalize your messaging to the exact stage of each prospect’s lifecycle.
These platforms use personal and professional details and more actionable information, such as on-site behaviors, real-time message engagement, and more.
Content optimization and personalized outreach produce meaningful and actionable communications. Delivered at the right time, they drive the ideal next best action, whether it’s a conversion, purchase, renewal or something else.
These communications also help to deepen relationships and lengthen the customer lifecycle.
5. Offer personalized engagement
Personalization is an essential selling tactic for sales and marketing teams. Marketing automation platforms automate personalized outreach to deliver more meaningful engagement to leads, prospects, and customers.
Personalization techniques are simply addressing people by name in emails, optimizing email delivery times for people, and adjusting your site and messaging content to match the topics that interest each contact.
Most personalization components build on known contact information by adding tracked behaviors to your site.
For example, if a known prospect visits your site to review pricing for the services you offer, you can set up a triggered email to be sent to the prospect immediately regarding pricing options and even offer a 24-hour discount. . Then, if the prospect responds to the email, you can ask a sales rep to try to complete the deal.
Everything is based on known tracks. Some marketing automation platforms take personalization even further by de-anonymizing site visitors. This feature allows you to identify and track potential customers after their first visit to the site, conversion or not, personalizing their experience at any time.
6. Nurture leads your funnel
Lead nurturing is an essential part of marketing automation. Nurture, or drip, campaigns systematically engage with prospects to keep your business top of mind. Nurture campaigns inform and delight prospects to move them down the funnel and closer to making a purchase.
Development campaigns are the most common form of journey creation workflows. These workflows are programmed journeys that you and your team design for prospects. They are based on a prospect’s behavior and engagement with prior communications.
The main benefits of development campaigns include maintaining a steady stream of communication with prospects of all types. You can design development journeys that are industry-specific, personality-based, or even tailored to the topics the prospect is engaging with.
7. Attribute marketing to ROI
Attribution tools allow you to draw a direct line from individual marketing efforts and campaigns to actual revenue and ROI. You can use attribution and detailed analytics to identify your most effective revenue-generating marketing efforts.
Automation tools turn attribution capabilities into accurate reports measuring the direct impact of marketing efforts.
Attribution allows you to identify and prioritize successful marketing campaigns to generate revenue. Most tools come with predefined reports to articulate attribution. And you can often include attribution features in your dashboards.
Your marketing efforts should strike a balance between generating new leads and generating revenue through bottom-of-funnel leads. This balance is nearly impossible without knowledge of accurate attribution metrics.
Automation Levels the Playing Field for Marketers
The benefits of marketing automation tools have a huge impact on modern marketers. Their automation and attribution capabilities level the playing field and finally give marketers a seat at the table with sales, product, operations, and other enterprise teams.
Automations allow small business marketers to launch campaigns that compete with larger competitors. And the tools help businesses deliver more consistent and personalized experiences to all types of prospects.