How Specialized Automation Improves Return on Investment
Most businesses today are utilizing some degree of automation to make it easier to manage and scale their operations. But when it comes to marketing, businesses stick to using standard marketing automation practices (email follow-ups, order notifications, campaign tracking, etc.) that everyone else is already using. To really get an advantage over the competition and take your business to the next level, you need to utilize specialized automation strategies.
Here are some examples and reasons why you need to upgrade your marketing automation:
Reason #1: Dynamic Content Driven Personalization Accelerates Progress
When it comes to personalization, most businesses do not go beyond the customer profile. They’ll mention the customer’s name in their promotions, send offers based on previous purchases, and use other elements like birthdays or location for a targeted approach. But at the end of the day, prospects and customers will make their purchase decision based on their interests. And their interests are driven by the content they consume. Personalizing content dynamically based on past consumption provides a better connection with your audience and encourages movement further down the customer path.
Reason #2: Advanced Segmentation Leads to Better Targeting
Marketers are aware of the importance of segmentation to their prospect and customer lists. To really understand what an audience wants, go beyond commonly available data like age, gender, and location. Segmenting your audience based on actions they’ve taken, content consumed, survey/poll data, and past purchases are more reliable than superficial general data. Target-defined data drives future marketing decisions based on behavioral profiles of prospects and customers.
Reason #3: Improved Client and Customer Insights are a Must
The best marketing automation platforms and strategies will provide better client and customer insights. You’ll know where customers originated from and see every step in the buyer’s journey to a purchase. Additionally, having access to data from multiple sources including the sales department, offline print campaigns, different mediums (TV, apps, radio), and various digital marketing channels provides a 360-degree view of marketing campaign success and failures.
Reason #4: Sales and Marketing Alignment is Essential for Growth
Too many businesses separate their sales and marketing departments. Marketing analytics and data enhance sales and vice versa but integrating these two departments is difficult without the right marketing automation platform and strategy. Opening the communication channels, sharing in-depth analytics data, and synchronizing the overall progress made between sales and marketing empowers business for growth – cut costs, grow revenue faster, and increase sales conversions.
Reason #5: Measurable KPI Results Allows Targeted Campaign Optimization
While customer and analytics data provide a good picture of what’s going on, you also need to know how to improve your campaigns. It is necessary to set important KPIs with an automated marketing platform keeping track of the data. Now it’s easier to optimize multiple aspects of your marketing campaign, find relationships between different parts of the campaign, and identify key opportunities you can capitalize on. This leads to an optimized buyer’s journey and improved tracking of the customer lifecycle.
It is important to go beyond textbook automation systems and strategies to take your business to the next level. Still wondering if you need to make the jump to specialized automation? Think about how your business is currently using automation. How can it benefit from the examples laid out in this article?