The Value of Marketing Automation in 2020

As your organization expands, so will your marketing needs. Trying to keep up with all of your marketing tasks can be challenging. Common tasks include emailing leads, posting content on a regular schedule, responding to questions, and more. Many of these tasks are time-consuming, which can make getting everything done in an efficient manner can be tricky. Because of this very reason, you should consider the value of marketing automation.

The Benefits of Using Marketing Automation

Marketing automation refers to a software solution that automatically completes certain tasks based on your instructions. One thing that’s important to understand is that the value of marketing automation goes beyond saving time. As such, the following are a few examples of why you should consider implementing marketing automation tools:

  • Improve productivity

The amount of time that automation can save will help increase productivity. For example, you can use automation tools to trigger emails based on a lead’s actions. Such actions can include downloading something from your site or filling out a form. Since your marketing team doesn’t have to do these tasks, they can use their time to address more important tasks.

  • Reduce human errors

Requiring individuals to perform repetitive tasks over and over again will increase the likelihood that they will make an error. Such errors are natural when the task is mundane and time-consuming.  Automating such tasks can help remove human error from the equation.

  • Improve scalability

If you’re using automation, then your ability to handle a larger workload won’t be affected. Without automation, your team would have trouble handling a bigger workload (which could require you to hire more personnel).

  • Nurture leads more successfully

Using automation, you can make sure that your customer profiles are kept up-to-date. Automation tools can also help you score leads, thereby improving your sales enablement. Finally, automation can help you personalize engagement more, resulting in more effective lead nurturing.

  • Measure success more effectively

Measuring success is important to ensuring that your marketing efforts result in a high ROI. Automation allows you to monitor important KPIs in real-time. As a result, you can make adjustments to your strategy whenever you need to.

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Marketing Automation Tools You Should Use

There are many types of marketing automation solutions that are available.  The best way to choose an automation tool is to identify what your automation needs are. With that in mind, the following are some of the most popular automation tools currently on the market:

  • HubSpot

HubSpot is a CRM platform that you can leverage for its content marketing automation tools. For example, HubSpot has a workflow tool that lets you create highly customizable conditional workflows. Using HubSpot, you can set up automated email drip campaigns, segment your contact lists, score leads, and more.

  • Marketo

Marketo uses a Lifecycle Modeler tool that lets you automatically source and organize your leads. If you integrate Marketo with your existing CRM, it will use all of your contact data to automatically move your leads through the sales funnel. Additional features include precision targeting with smart campaigns, streamlined lead nurturing, and email marketing automation capabilities.

  • Customer.io

Customer.io is an email automation solution that you can use to create targeted messages based on how your customers interact with your business. The tool also lets you set up trigger actions using a set of predefined rules. Additional features include conversion tracking, customer profiles, in-context conversations, and A/B testing.

  • Userfox

Owned by AdRoll, Userfox is a SaaS automation solution focusing on email automation. The tool lets users set up triggers based on certain events to automatically send emails to their leads. It’s worth noting that the tool is primarily for tech companies.

  • Pardot

Pardot is a B2B marketing automation solution that belongs to the Salesforce ecosystem. Some of its many automation features include progressive profiling, email marketing, lead assignment, lead scoring, and more.

  • Ontraport

Ontraport is an all-in-one marketing and sales automation platform. The solution provides in-depth insight through its Campaign Performance Mode. Additional automation features include email automation, list segmentation, SMS messaging automation, appointment scheduling, trigger campaigns, and more.

  • InfusionSoft

InfusionSoft is a small business automation tool offered by Keap. It allows you to automatically capture and tag new leads, score leads, assign tasks, invoice clients, set up recurring payments, and schedule appointments.

Implement Marketing Automation Tools to Improve Your Marketing Success

Marketing automation tools not only help to improve the productivity of your marketing efforts, but they can also significantly improve their effectiveness. The value of marketing automation simply cannot be overstated. Because of this, you should strongly consider adopting one or more automation tools if you haven’t done so already.

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Marketing Automation Benefits During Covid-19

COVID-19 has been a difficult time for everyone, including small to mid-sized businesses. However, just because your business may have slowed down doesn’t mean that you should stop marketing. In fact, you could argue that now is the best time to reach out to clients and prospects alike. Although you may not be closing deals, you can still nurture leads and build your brand authority. Of course, you will have to adapt your existing strategy to the current situation. One of the most effective ways to do this is to take advantage of marketing automation tools, such as HubSpot.

Ways Marketing Automation Can Benefit Your Business

Marketing automation is a process of using various tools to automate certain tasks. These tasks are repetitive and not difficult to perform. There are many different types of automation tools available that allow you to automate various tasks. You can use automation for email marketing, analytics, chatbots, blog posting, and social media posting. The following are a few of the main reasons you should lean more heavily on marketing automation during COVID-19:

  • Maximize your budget

Because business might be a little slower than usual, maximizing your marketing budget is critical. Marketing automation can help you do just that. By automating your budget, you can allocate money towards marketing efforts that are performing well. As a result, you won’t be wasting money on marketing efforts that are performing poorly. Additionally, you’ll avoid missing out on areas of your campaign that are thriving.

  • Maintain engagement

Many leads are going to have more time on their hands than normal. This means that they may try to engage with your brand at a rate you’re not used to. To ensure a quick response to your leads, you can implement chatbots. Chatbots are a form of marketing automation that allows you to respond to basic questions your leads may have. Without chatbots, you may not have the ability to engage with all of your leads in a timely manner.

  • Save time

Automation allows you to automate repetitive tasks that take a lot of time to complete manually. For example, publishing content at specific times of the day during the week. You can use automation to schedule your content to be published automatically weeks ahead of time. Another example is email automation, which lets you send emails automatically based on trigger actions. The time your team saves on these tasks can be focused on more important marketing efforts.

Tips For Leveraging Marketing Automation Successfully

As you now realize, there are major benefits to using marketing automation, especially during COVID-19. However, the success of your marketing automation efforts depends on how you use the tools at your disposal. The following are a few tips to keep in mind that will help you use marketing automation effectively:

  • Don’t overuse email automation

There’s a temptation to use automation to ramp up your email messaging. While you do want to engage leads during the pandemic, you have to remember that everyone is doing the same thing. Don’t try to take advantage of the pandemic as a marketing trend. If you’re constantly sending emails to your audience, they may grow tired of you. Perform an audit to determine how often your audience actually wants to hear from you. And segment your email list so that when you do send automated emails, they’ll be relevant.

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  • Use automation to encourage online shopping

In-store visits are down for obvious reasons. Many stores aren’t allowed to be open. Not to mention that customers aren’t visiting stores nearly as often even if they are open. Because of this, consider creating automated campaigns that encourage offline shoppers to shop online. For example, you can target offline customers with a special online shopping reward program.

  • Take advantage of real-time data

Because of how new the pandemic environment is, new search trends are bound to emerge every day. Use data analysis and reporting to keep track of what customers are searching for and what pages they’re visiting. Use your data to adjust your marketing efforts whenever appropriate to make the most of your budget.

Implement Marketing Automation Solutions Today

COVID-19 has everyone on edge. The pandemic is causing significant business disruptions as well. While it may not be business as normal, you can still have an impact if you can adjust your marketing efforts accordingly. As a result of social distancing and state-wide lockdown, now is the time to engage with leads and to nurture them. You’ll find that your ability to do so will dramatically improve through the use of marketing automation. By successfully leveraging marketing automation tools like HubSpot, you can save time, maximize your marketing budget, and continue to build your brand reputation.

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Marketing Automation And Trigger Words

When it comes to content marketing, quality is obviously the most important element. You need to write content that is helpful and relevant to your audience. On top of that, your content needs to be well written. This means making sure that there are no spelling or grammatical errors, and that it is easy to read and understand. While the quality of your content is critical to its success, there are other tactics you should employ as well. For example, the use of marketing automation and trigger words can help to improve the impact of your content.

Ways to Use Marketing Automation

Marketing automation is the use of certain software tools to automate repetitive tasks. Content marketing involves a lot of repetitive tasks that can be very time-consuming. By effectively leveraging marketing automation tools, you can save a significant amount of time. You can also improve the effectiveness of your content marketing in a variety of ways as well. The following are a few examples of how you can successfully use automation to improve your content marketing:

1. Automate Publishing Times

It’s important that you publish your content (specifically, your blog content) on the same days every week. This helps ensure that regular readers know when to visit your website for new content. However, manually publishing new content at specific times on specific days can be time-consuming. Not to mention that keeping such deadlines adds unneeded stress. Automation allows you to schedule when content will be published ahead of time. Then, when its scheduled publishing date comes around, your content will automatically be posted to your blog.

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2. Deliver Content Based On Trigger Events

The success of a lot of your content depends on timing. For example, if someone makes a purchase on your e-commerce page, you may want to send them a thank you email. However, that email isn’t going to have much of an impact if it comes a week after the purchase was made. You can automate certain content to be delivered based on specific actions that your leads and customers take. For instance, if someone finalizes a purchase online, that action can trigger an automated welcome email to be sent to that customer immediately. Automating content delivery using trigger events will help to improve your customer experience significantly.

3. Segment Email ListMarketing Automation2

Not all of your content will be relevant to your entire audience. For example, if you run a pet food company, then an article about dog food isn’t going to be relevant for cat owners. If you’re constantly emailing your audience content that’s not relevant to them, they will be more likely to unsubscribe. You can use automation to segment your email list. Use the information you have from your opt-in forms to segment your list effectively. You can then send different emails to different segments of your email list to ensure that the content you’re sending is relevant.

How To Use Trigger Words

Attracting your audience is one thing, getting them to read your content is another. One of the most effective methods for pulling an audience in is by using trigger words. Trigger words are words or phrases that immediately establish an emotional connection and that provide a sense of urgency. They are particularly effective when used in titles and calls-to-action (CTAs). The following are a few examples of trigger words you might want to use:

  • New – People are always looking for the most up-to-date solution or product. This is because we live in a forward-thinking society. As a result, the word “new” tends to attract a lot of attention.
  • Free – Free is an incredibly effective trigger word. This is because a consumer is more willing to give something a chance if it’s at no additional cost. They know that if they decide against the solution, it won’t cost them anything.
  • Discover – Prospects who are searching for specific solutions will be drawn to the word “discover” as it hints that the content or offer may contain the solution they are looking for.
  • Easy – If someone is searching for a solution, the last thing they want is one that will be difficult to implement. The word “easy” will draw their eye right away since they will be searching for a painless solution.

A good content marketing strategy consists of many different elements. Two important tactics that you should be sure to leverage include the use of marketing automation and trigger words. Using automation can help you to deliver relevant content to your audience at the right time. Trigger words can help improve the chances that your audience will take the time to read your content. If you aren’t using automation or trigger words yet, then you should make it a point to implement both.

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How Professional Service Marketers use Marketing Automation Strategies to Succeed

A comprehensive professional service marketing strategy can be time-consuming to not just develop and implement, but to monitor and maintain as well. A successful strategy requires that many tasks be performed repeatedly over time. These tasks are often mundane. It’s why many professional services use automation tools. Automation tools help automate certain tasks, which can reduce the time that needs to be spent manually performing tasks, can help reduce human error, and can make your marketing efforts much more efficient (and therefore, effective) in general. Keeping that in mind, the following are a few examples of how you can use professional service marketing automation.

1. Qualifying New Leads

A lot of time is wasted trying to engage leads who aren’t qualified, whether it’s by your marketing team or by your sales team. Using lead scoring automation tools, you can assign points to every lead you capture based on the actions they take or the information that they provide. You can then determine thresholds for qualifying them as MQL (marketing qualified lead) or SQL (sales qualified lead). Using lead scoring automation helps ensure that you can identify leads that are ready to be engaged, thereby preventing qualified leads from falling through the cracks and avoiding wasting time on leads that aren’t qualified.

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2. Nurturing Leads 

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Captured leads can’t be engaged right away if they’re not MQL or SQL qualified. You’ll need to nurture your leads through the sales funnel. You can do this using automated email drip campaigns towards the middle of the funnel. Drip campaigns involve a series of emails sent at specific times after a conversion. Or when certain actions have taken place. They allow you to automate a significant part of your nurturing process.

3. Publishing New Content 

Content marketing requires that you create and publish new content on a regular basis. For example, many professional service firms publish three to four blog posts a week. However, it’s a little bit inefficient to create new content every day and then publishing it at a specific time each week. Using automation, you can create numerous pieces of content at once. As soon as you do, you can then schedule them to be automatically sent out at specific times and dates in the future.

4. Improving Targeting And Personalization 

Automation is a conceivable way to automatically segment your prospects and customers into separate lists based on customized criteria. This will make it easier to target your marketing efforts to more relevant prospects or customers. As a result, your engagement with them will seem much more personalized. Without segmentation, many of your prospects may end up being emailed content that has nothing to do with them, which will hurt your chances of being able to close a sale.

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5. Reducing Customer Churn

One of the big challenges businesses face is that of customer churn, which refers to the number of customers that you lose over time. Existing customers are important to keep as they are who you will get the majority of your revenue from. Using automation, you can notify marketing or sales personnel if an existing customer in your system hasn’t been engaged with for a specific period of time. This will allow you to reach out to them in an effort to reduce customer churn. Using automation in such a way can help keep you from losing customers.

6. Monitoring  Analytics

Tracking the performance of your marketing efforts as well as of your marketing and sales teams is essential to being able to improve your marketing and sales strategies. Using automation, you can ensure that your teams have access to dashboards that display up-to-date metrics and KPIs. You can even automate the creation of and distribution of reports on specific dates for your stakeholders.

7. Improving Customer Service And Engagement

Both prospects and customers are constantly providing new data to your business, requiring you to update your customer profiles regularly. Unfortunately, doing so can be a challenge, which can lead to subpar customer service and engagement. For example, if a customer has an issue with a service and contacts customer support several times, a lack of an updated profile will require that customer to go over their issue over and over again, which will frustrate them greatly. Through CRM automation, you are able to unite the customer data from all your channels to one location. You can even automate the creation of new customer profiles the moment a new lead is available.

Professional service marketing automation isn’t just about improving productivity and efficiency, although automation tools do help in this manner. Automation can also help to improve your ability to engage and nurture your leads. As a result, it can help make your marketing strategy more cost-effective as well. These are seven examples of how you can use professional service marketing automation to enhance your marketing efforts.