Marketing automation refers to any marketing software that automates marketing efforts and processes (specifically repetitive and tedious tasks and complex workflows) to help increase your marketing team’s operational efficiency. Marketing automation tools can be used to enhance your content promotion, social media engagement and email campaigns or carry out strategic sales methodologies like lead management and lead scoring.
However, marketing automation is not…
The most effective marketing teams automate only the most monotonous and highly technical aspects of their job so they can focus on building creative campaigns that address buyer personas’ key pain points and help them overcome their challenges human-to-human.
If you choose to adopt tools like those available through HubSpot marketing automation, you can expect the following benefits:
You may have heard marketing automation and inbound marketing are conflicting ideas because marketing automation perpetuates cold, robotic communication while inbound marketing focuses on human interaction and authentic engagement. However, they are not mutually exclusive. Inbound marketing is a method and marketing automation is a tool, and you can easily leverage marketing automation to help improve your inbound efforts through a process called marketing funnel automation.
Let’s take a look at an example:
Imagine a potential customer is scrolling through their social media feed when they see an ad for a free eBook that discusses a pain point they are experiencing from your company. Interested, they click through to the gated landing page and fill out the form to download the content. Because this new prospect did not immediately complete a purchase, they’re added to a nurture list and a workflow. Each email in the workflow has been carefully composed by the marketing team, and uses tokens to automatically personalize the messages as much as possible based on the information you have.
A few weeks later, the same contact engages with your brand on another social media platform, searches for reviews of your product on Google and navigates to a product page. Each of these interactions is taken into account so you can move the contact into a more appropriate bucket and ensure the messages you’re delivering are reflective of the contact’s stage in the buyer’s journey. It may make sense here to automatically provide (through email or ads) a buyer’s guide your team created to compare industry options.
In this case, the sophisticated contact lists, workflow and personalization are all possible because of tools like HubSpot marketing automation. You’re able to marry together the technology with inbound concepts to create a streamlined user experience.
Before you invest in a marketing automation platform and begin activating various tools, you first need to consider how automating aspects of your processes will impact your marketing goals. When marketing automation fails, it’s usually because the team was trying to automate too much, or not taking the time to determine how automation would impact the buyer’s experience.
Here are three things you need to do to ensure success with marketing automation:
Strategic use of marketing automation tools can help enhance your bottom line. By automating the right tasks, you can drive faster conversions and larger ROI, and create more memorable and meaningful experiences for your prospects. And as technology becomes more powerful, opportunities to automate elements of your marketing will only continue to grow. But while you should use tools that make your job easier and drive better outcomes, remember: they’re no substitute for genuine, human-to-human interaction.