Dear Marketers! While you are busy increasing your revenues by cleverly structuring marketing strategies, marketing automation is silently taking over the entire sphere of digital marketing. There are nearly 11 times more B2B organizations using marketing automation now than in 2011 and that speaks a lot about how marketing automation is rapidly expanding its reach. These numbers are meant to grow and within 2013, 25% of Fortune 500 companies had adopted marketing automation. It is an extremely useful tool, but more than its usefulness, it is proving to be extremely relevant for today’s marketing.
With so many definitions and explanations floating around the internet, it might get extremely confusing at times. Marketing automation is simply a software or a tool that automates your marketing tasks for you. Even though it automates all your tasks, you still require constant monitoring so that you can convert most leads and increase revenue. It makes your life as a marketer easier and effective at the same time.
Why is Marketing Automation growing so fast?
Consumers all over the world are evolving. With the rise of internet and its users, marketing is evolving fast and soon digital marketing will take over. Owing to this change, marketers too have no option but to adapt to the ever-changing consumer behavior. Consumers always craved for personalized content and with marketing automation on the rise, marketers will easily be able to personalize customers’ demands.
Marketing automation is also becoming popular because it is pleasing the customers and in turn it is providing more business for marketers. Apart from that it tends to make marketing increasingly interesting and personalized. When done correctly, marketers can even target specific audiences with personalized messages to improve the campaign outcomes.
Apart from getting extremely satisfying results, it also helps you to become an efficient marketer. It is so efficient that it drives a 14.5% increment in sales productivity and reduces marketing overhead by 12.2%.
Is Marketing Automation the Future?
It is effective, reliable and satisfying but here’s a few reasons why we believe marketing automation is the future of marketing:
1. Segmentation: An extremely important feature of any marketing automation tool is segmentation. It allows you to target a specific group of consumers and send them relevant information. Marketing automation tools help targeting and building these segments easily.
2. Optimization: A good marketing automation tool will help you automate and optimize a lot of your marketing tasks such as emails, social media posts, CRM etc. It will also help you cut down the time you previously needed to build a campaign. This will give you further insight and allow you to develop forecasts (ability to predict what customers will do based on previous behavior).
3. Leads: Marketing automation is a lead generator if optimized correctly. It has the ability to generate the maximum amount of leads possible for a B2B marketers and hence it improves revenue as well. In a 2013 study by Lenskold Group, 78% of marketers admitted that marketing automation has been responsible for improving their organization’s revenue.
4. Personalization: Customers want personalized messages from marketers. Marketing automation makes that a reality. Hence it satisfies both the marketers and the customers. Automation helps you deliver personalized campaigns and score more leads. Marketers are taking advantage of this ability and trying to improve their revenue all the time.
5. Different Mediums: With the advent of technology, various mediums have emerged and consumers want their information immediately. If they are using a mobile device they want it on the mobile device, if they are using a desktop, they want the information on a desktop. What marketers need to understand is that marketing automation helps them to deal with all platforms and makes viewing the same information on different platforms easy and hassle-free.
Marketing automation is still developing and it will take many more years to reach its peak. However, as times passes, it is becoming more powerful and soon every marketing team will start using marketing automation to grow their companies.
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