How to Use Marketing Automation Software
Lots of people make the mistake of thinking that marketing automation software is mainly for email marketing. While it clearly had its birth there, what we’re talking about is a far more sophisticated application.
According to Wikipedia, Marketing automation refers to software platforms designed for marketing departments and organizations to automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes that are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing.
So how does this benefit your small business?
Since some 93% of B2B buyers are using the search engines to begin their buying process, it was clear that to be successful businesses required an easier way to streamline the inbound marketing process, and make it easier to manage, at the same time decreasing the resources and time needed for day-to-day marketing activities. Marketing automation software can make this happen, enabling you to manage every part of the lead generation path. Good software of this type will entice people to your site, and launch them down the path of the buying process with offers and follow-up emails. It will also segment your leads as to source, product interests and any specific parameters.
How this works is the systems have set up a complex series of rules to trigger action items, whether it’s a particular offer, more content, email follow-up or some other action. This enables marketers to supply just what the visitor is looking to get at any given time. Deciding whether or not your small business can benefit from marketing automation software is really a question of resources and commitment. After the decision is made, a dedication to keeping the content funnel filled, in addition to managing the automation workflow is required.
If managing all the tasks you have to do in your business is becoming a challenge, or if you are seeking to scale your business, then marketing automation software could be right for you. Check into it today!