You should use marketing automation tools because you can scale your marketing efforts more efficiently as you grow. What is surprising is how many businesses get this wrong or choose the wrong tool. Read why you should use marketing automation tools to give you more freedom and we will explain how to get the most out of it.
What is marketing automation?
Marketing automation allows you to automate low-value, repetitive and administrative tasks using software tools. This allows you to scale more efficiently as your business grows to manage higher volumes of marketing activity across more channels.
You probably use automation in your everyday life and work without even realising it. For example, you set your alarm clock this morning. Your iPhone reminds you that you need to order food online. You scheduled some email marketing to start sending on Tuesday. Some even post to social media platforms simultaneously. Not every type of automation is created equal so let’s go into a little more depth.
How does marketing automation work?
In short, it involves software and technologies. The most common tools are Eloqua, Hubspot, Marketo and Salesforce but there are many more. These tools work by allowing you to create workflows for various marketing activities across multiple channels.
Ultimately, not all of these tools are created equal. Some allow you to send multiple emails to multiple audiences. Others allow you to configure an end-to-end nurture campaign to target personas with landing pages, automated follow-up and notifications. The list of possible solutions, workflows and integrations with digital platforms is endless. But here’s the crux of it, are you making the most out of it and do you know the reasons why you should use it?
Why should I use marketing automation tools?
You should use marketing automation tools for any one of the following 6 reasons:
- Your business is growing and you cannot keep up with the volume of activity;
- Your marketing plan includes more channels, personas and propositions than previously;
- You need to hire more people to scale your repetitive marketing tasks;
- Your team are snowed under and have become doers with scope to lose your best talent who could flee the nest;
- You are seeking greater marketing effectiveness to increase marketing contribution;
- Your b2b marketing investment in ABM, OBM, intent-based marketing or just plain old-fashioned good lead management requires it.
In summary, these tools allow you to scale with a level of control and efficiency that simply isn’t possible with a small team. Additionally, would you double a marketing team from 10 to 20 people with the new people all sending emails, posting on social and building landing pages? There comes a time when you have to bite the bullet and accept that automation requires investment in tools. Just imagine trying to manage multiple lead nurturing campaigns to thousands of contacts with all the associated engagement and follow up requirements.
Does it really give me more freedom and make my life easier?
It could and should make your life easier, giving you more freedom to work on value add and fulfilling activities. The main challenge we see is a combination of inappropriate tools, poor knowledge or lack of planning to leverage the benefits. There is no need to fret because we help with the last item in particular.
Although our founder is an Eloqua guru, the team also has experience with Hubspot, Marketo, Pardot and Salesforce. When combined with traditional marketing techniques such as strategic marketing planning and strong lead management, automation is your key to success.
There are many automation benefits available with the right tools and knowledge.
Where do I go for marketing automation advice?
If you need advice and support with automation, we offer a range of consulting options to leverage the benefits of your software. We have seen many clients use Hubspot and only schedule send emails with it. We have seen clients use Marketo and schedule groups of emails in a nurture flow. This is no criticism of these tools and it simply shows that the benefits felt are minimal in these examples. Also, in many cases the teams are so busy ‘doing’ emails and creating content that they cannot get the oxygen needed to change the approach.
In the b2b world, imagine running an omni-channel campaign to 10 different personas at various stages in the funnel whilst delivering 30 pieces of high-value content and 20 events.
In the b2c world, imagine trying to run twice daily email campaigns to different personas with hundreds of thousands of contacts and digital experiences linked to social media and landing pages.
Even if you already have automation in place, you may be able to increase the business benefit. If you would like to arrange a call with a marketing automation expert, simply call 01625 682110.
A marketing partner that offers so many options
Think Beyond believes in marketing as a profit centre. We specialise in marketing planning through to delivery of activities. The in-between part is how we can help you accelerate your plans, increase your effectiveness and make your life easier. In summary, think of us as a ‘boutique’ for a range of specialist marketing services. We give you more freedom to do what gives you a buzz in marketing.
We offer all prospective clients a one-hour initial meeting to see how we can support you.
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