What is marketing automation?
Marketing automation can be defined as the use of software and various technologies to automate marketing processes and tasks , as the name suggests. In this way, the management of marketing campaigns is simplified and requires minimal human intervention . This increases efficiency and effectiveness.
The goal is to facilitate long and complex processes , optimize results, and obtain metrics that serve to analyze the scope of the actions performed. For example, marketing automation tools can be gambling data korea phone number used for repetitive tasks such as sending emails, posting on social networks, managing leads, and analyzing data. In addition, audiences can be segmented , interactions with customers can be personalized throughout their entire life cycle, and the impact of these campaigns can be measured in real time.
Benefits of marketing automation
There are many studies that have already been carried out to measure the impact of the application of marketing automation in different companies. Some of the most important benefits that have been identified are the following:
- Increased productivity by up to 20%.
- Reduction of marketing-related expenses by up to 12%.
- Increase in the generation of quality leads by up to 450%.
- Increase in ROI .
- Increase conversions by up to 77%.
- Generating more sales thanks to lead nurturing.
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How to choose the best marketing automation tool for your business
When choosing the best marketing automation tool, you have to keep in mind that what works for one company may not work for another . It is a choice that must be studied to determine which one is best for your needs. Otherwise, you could experience financial, productive and data losses.
The first step is to identify your goals within your digital marketing plan . Determine which processes you want to automate, such as lead management, email campaigns, audience segmentation, customer behavior tracking, and data analysis. Set goals that are clear and measurable, such as increasing lead conversion, improving customer retention, or optimizing campaign personalization.
Next, evaluate the features of each marketing automation tool. It should allow for segmentation and personalization of your audience, be able to integrate with your CRM and other platforms, and should have campaign automation capabilities such as automatic email sending, social media posting, and ad management.
Other interesting features include usability, with an intuitive and easy-to-use interface, and good customer service and training resources. Finally, compare the costs of each option – not just the price, but what the subscriptions include – and make sure it can scale with your business.
But in addition to the above, there are also four parameters that can help you choose your marketing automation tool. These are:
Attracting visitors and increasing website traffic . The tool should offer features that facilitate the generation of attractive and search engine optimized (SEO) content. For example, creating blogs, landing pages and keyword optimization will help increase the visibility of the site and attract qualified visitors. Integration with social media platforms for sharing content and the possibility of managing paid advertising campaigns are also interesting.
Converting visitors into leads . The software should have options to achieve this goal. Such as forms, calls to action or CTAs or optimized landing pages. Also customization options and A/B testing to identify the most effective strategies to increase the conversion rate.
Lead nurturing . This involves offering relevant and useful content to leads at each stage of the sales funnel, through automated email campaigns, lead nurturing, and content marketing. To do this, leads must be segmented and communication personalized according to their behavior and needs.
Customer loyalty . Marketing automation is also concerned with retaining existing customers. To do this, the tool must have follow-up email campaigns, loyalty programs, satisfaction surveys and personalized offers. It must allow continuous communication with customers, encourage new purchases and increase the customer's lifetime value.
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The 3 Most Popular Marketing Automation Tools
If you are looking for marketing automation tools, these three below are the most popular.
Active Campaign
ActiveCampaign is a tool that lacks the power of attraction, so it fails in the first criterion. However, it excels in education and loyalty. Its price is affordable for small and medium-sized businesses. Ideally, it should be combined with a good content marketing strategy that makes up for its deficiency in attraction.
Salesforce Marketing Cloud
Marketing Cloud is an excellent choice because it meets all four of the criteria we mentioned above. For this reason, it is worth noting that it is more expensive. It is recommended for large companies or organizations looking for a comprehensive management tool.
HubSpot
HubSpot is an all-in-one platform that covers all types of marketing , sales, and customer service. It can therefore be used to attract visitors, convert and educate leads, and retain customers. Its functionalities include CRM, email marketing, marketing automation, social media management, analytics, and content creation. These come at a higher price, but it's worth it.
Now you know what they are and how to choose the best marketing automation tool for your business. To continue learning about technological advances applied to companies, check out our training offer.
