If you’re marketing your business in any serious capacity, a marketing automation platform is a must-have.
A marketing automation platform is software that handles, automates, and tracks the results of multi-channel marketing campaigns. It streamlines processes and workflows for campaigns across multiple online channels, including email, social media, and websites. Platforms such as ActOn, Marketo, and Hubspot can make your marketing efforts far more effective and less time-consuming.
They automate repetitive tasks.Marketing automation software will handle youremail marketing to a surprising degree of complexity—sending different nurture campaigns to different prospects, depending on how you categorize them. It will also manage your social media posting and many other recurring marketing activities.
They track on-page behavior. The software tracks the behavior of visitors to your site, starting with how they found you, the search terms they used to find you, and even info like the links they clicked in an email you sent them, which can be extremely helpful in targeting interested leads.
It also shows what the visitor does once they get to your site, and tells you what they’re interested in—so you can send them targeted marketing messages. These tactics are especially useful when selling to businesses or in cases where your B2C efforts have a longer sales cycle, such as in insurance sales.
They sort and score your prospects. Based on a visitor’s on-page behavior, marketing automation software will categorize them based on their interests, intent, and likelihood to buy. From there, they can receive one of any number of email drip messages targeted especially to them.
They monitor the results of your campaigns. With marketing automation software, you can tell to a surprising degree of detail which emails perform best, which links in your emails attract the most clicks, and how effective the content on your website is. This can be instrumental in evaluating the effectiveness of your marketing efforts.
They handle your workflow. A marketing automation platform can be useful at all stages of your internal processes—automating your calendar, approval processes, collaboration between teams, budgeting and planning, and other tasks that support your marketing efforts. While it can be complex to set up, this level of automation boosts your ability to send the right message to the right person at the right time.
Marketing automation software can be hugely useful in managing every aspect of your marketing. If you’re already using email marketing, social media and content marketing to reach out to your prospects, it could increase how much you can do in the same amount of time—and improve the effectiveness of your campaigns.