Efficiency is built into automation. It’s what allows car companies to roll thousands of new vehicles off their assembly lines every day. Marketing automation is likewise efficient, and a better understanding of how it works will help you maximize efficiency and make your software work even harder for you.
How long does it take you to launch an email campaign? Before marketing automation, a complete rollout (including testing) could take days. Automated systems can accomplish the same tasks, start to finish, in minutes. The less time your sales and marketing teams spend with maintenance tasks and repetitive work, the more time they have to devote to creating new campaigns and connecting with prospects.
Keeping campaigns under budget while growing the business is a must for organizations of any size. Every email message that isn’t read, direct mail that isn’t opened, or ad that’s blocked is another missed opportunity. Make sure your communications get where they need to go and have high relevance to your audience, and you’ll dramatically increase your return on investments in marketing.
Improving Data Reliability
Marketing automation excels at cleaning and maintaining high-quality data. By improving forms and using data append services that constantly update and complete customer records, you eliminate wasted effort. Accurate data is efficient data, and only marketing automation can keep on top of the constantly shifting and growing mass of information every buyer generates.
What’s your true cost per lead? Are some leads costlier to nurture than others? Can you score leads based on their likelihood of making a purchase? These aren’t abstract questions to a marketing automation manager. They can be answered with accuracy, and once a marketing automation consultant plugs in the numbers, you get a detailed look at where your best buyers are and how to find more like them. You’ll also be able to cut away non-leads and step back from prioritizing low-yield prospects.
Understanding the basics of marketing automation improves efficiency, but now it’s time for a master class in optimizing marketing automation. Two tools will turn an already good marketing automation strategy into a great one:
- Behavioral tracking: Demographic and firmographic data have important stories to tell, but going deeper and gaining insight into customers through behavioral tracking puts all the facts into context. Marketing automation software records lead behavior throughout your site so you can follow along with the decision-making process.
- Testing: Along with complete tracking, testing can transform the effectiveness and efficiency of your marketing automation system. Identify the best content, the optimal time to launch, and other details to maximize the return on every campaign.