3 Ways How Marketing Automation Drives Demand for your Business

Find out how you can drive brand engagement by using the right tools.

GuidesFor Team

As organizations recognize the importance of Marketing Automation, the global market for this solution is expected to grow by at least nine percent in the next six years.

Marketing Automation accomplishes more than what flesh-and-blood marketing specialists do and in less time. It assumes and implements the many tasks that were formerly done by the department staff. For example, prior to its invention, companies had interns, web developers, and copywriters regularly send tons of email messages, online newsletters, and other virtual campaign collaterals to customers whose names are already in the company database. Other creative work would be set aside temporarily to do these tasks. Manual intervention was also prone to small but significant errors like missing a scheduled task or failing to input several customer names.

Marketing Automation acts as a strong, smart arm to these marketers by placing all these marketing functions in multiple channels that are managed by one automation. Through Marketing Automation, staff can launch, monitor, and rate the results of a range of marketing tools like blogging and content management, email drip campaigns, direct mail management, and social marketing, just to name a few.

Another reason for this growth in demand is that Marketing Automation itself helps to drive demand for your product. It attracts visitors to your site and converts leads into enthusiastic customers who would actually make a purchase of your goods and leave their profiles and contact information in your database. Marketing Automation then keeps this information ‘on active file’ as  part of a consumer community who regularly receives your marketing campaigns. This aspect actually increases their chances of repeat business.

More important, addressing your customer’s needs through the content that your many online platforms deliver can make them customers for life. They will recognize your brand as the go-to authority or influencer who can answer their questions or alleviate their problems. In effect, Marketing Automation has turned the traditional advertising practice on its head. Instead of your sales force going out into the field to convince customers to buy your goods, your potential leads go to your site, make inquiries, and make the sale if they feel satisfied.

Drawing the customer in

Marketing Automation does this in the following stages:

First, it attracts more users to your website through automated tools that optimize its visibility to the greater web audience. It constantly audits how your landing page and other inner pages perform when it comes to Search Engine Optimization (SEO) rankings. It then makes the necessary recommendations to help ensure that your site does emerge in the top results of a search. Users who need your product or goods will find you. Marketing Automation also runs Adword programs automatically and efficiently on your web pages. Because there is no disruption, they will catch the attention of the target market who would be interested in your campaign. Clicking on those Adwords will land them on your site, specifically on the page with the content that can address their needs.

Next, Marketing Automation converts those thousands of visitors who were drawn into your site into potential leads. A large number of hits and clicks remains ineffectual if the traffic does not bring in actual engagement or revenue. The campaigns you have placed on those pages will contain forms, surveys, and promos that can capture the name and contact information of those visitors. For example, the 40-year-old soccer mom who downloaded your free e-book will fill in a form that asks for her name and email address. On another page, a twentysomething gym trainer will gladly input his name, email address, and place of work in return for discounts for his next purchase of your product.

All these accumulated data will be stored by Marketing Automation in one database where they will be profiled, categorized, and organized. The solution can even analyze which of these leads have a greater inclination of buying your product or responding to your campaign. It can also pinpoint those which may need still a bit of convincing.

Finally, your sales teams can access all these leads and determine which of the more promising prospects they will first pursue. Studying their profiles and responses to your website questions and other indicators can even give your sales team’s insights on how to get a positive response from them. Again by using data that the Marketing Automation has compiled, your team can devise ways how to nurture the colder leads and warm them up to becoming interested prospects.

One huge advantage that Marketing Automation gives is creating greater synergy between marketing and sales. Marketers and their executive leaders immediately see the impact of a campaign through the leads and prospects it has gathered. In a few more months, they can measure it further by determining the revenues that came in because of those prospects.

Marketing Automation itself shows it is worth its return on investment. One recent study shows that businesses who have installed and used it for their marketing campaigns have seen a whopping 451% increase in its acquisition of qualified leads.

 

 

Sources:
Global Marketing Automation Software Market 2016-2022 – Market has generated the revenue $ 3.86 Billion in 2016 and is anticipated to reach up to $ 6.58 Billion by 2022 – Research and Markets

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