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  1. Getting the most out of automation

With marketing spend predicted to more than double for marketing automation platforms by 2023[1], we take a look at what it is and how to get the most out of it.  

Marketing automation is the technology which allows organisations to improve engagement with their brand, whilst increasing business efficiency for the benefit of their bottom line.

It is carried out through a host of software platforms designed to facilitate marketing across multiple channels and can automate a variety of repetitive marketing tasks – from publishing social media posts, to sending out email communications.

Over the next two years, 21% of marketing leaders plan to use a marketing automation platform[2], but many marketers remain in the early stages of adopting this potentially transformative technology.

Marketing automation, if implemented correctly, has the ability to make a significant difference to a business – both in terms of increased efficiency and financial impact.

It brings with it an ability to produce better targeted messaging by making use of data mined through CRM software and social media tools, which help to better segment customers and produce more personalised content.

By making use of content in this way, marketing automation can nurture potential customers and clients, transforming them into potentially loyal, long term customers.

Indeed, many businesses that use automation report an improved customer experience as well as improved quality and volume of business leads[3] – so the benefits of automation speak for themselves.

But how do you get the most out of this tool?

Firstly, understand your automation aims before exploring a system to use. Once you’ve decided that, you can research the right system to deliver on these. Having lobbied for the budget and with the system is in place, be sure to educate your team on how best to use it.

Lastly, ensure that you have the resource in place to produce the amount of content necessary to make use of the potential that marketing automation can have.

Only then can you get cracking and develop all those amazing campaign ideas you’ve had in the closet but have never been armed to implement!

For more information or training around marketing automation, speak to your marketing membership association.

[1] https://martechtoday.com/first-forrester-forecast-for-marketing-automation-finds-it-is-still-early-innings-for-adoption-215493

 

[2] https://www.salesforce.com/blog/2017/06/fourth-annual-state-of-marketing-report.html

 

[3] https://www.lianatech.com/media/guides-whitepapers/the_benefits_and_challenges_of_marketing_automation_lianatech.pdf