25 Mar Why Marketing Automation Makes Sense Right Now
The chances are high that you’re reading this at your home office. Given the spread of COVID-19, most businesses have been forced to adapt their workforces. Many organizations were forced to develop work from home policies almost overnight. Companies are now facing the challenges of ensuring their teams stay productive at home while scaling back on immediate and future spending
So if you’re thinking of innovative ways to meet these challenges, you’re certainly not alone. Out of all the ideas you have to help your company stay profitable, what should you focus on first? I’ll share one practical way that involves rethinking your marketing: marketing automation.
What is marketing automation?
Put simply, marketing automation is a tool or set of tools, that can help marketing teams automate processes and campaigns across multiple channels. Marketing automation streamlines your business, personalizes the customer experience and enhances business reporting.
One of my clients was experiencing low response rates to new leads. They tried phoning and emailing all new leads and had a response rate of only 30%. I built out a fully automated and custom text messaging solution that sent a message to all new leads asking them when would be a good time to call. Response rates increased drastically to 90%.
Marketing automation, broken down
Marketing automation solutions like HubSpot, SalesForce, or SharpSpring connect directly to digital ad platforms and your own web properties. Leads are collected in the system through available add-ons, integrations, or web forms. Once in your system, these potential customers can be nurtured automatically through a series of workflows. Workflows are typically custom-built nurturing sequences that drip content out to your leads, such as through emails or text messages. Workflows can be a couple of emails long or dozens of emails over the span of weeks and months depending on your typical sales process duration.
Workflows can be triggered by what stage of the purchase lifecycle someone is at, such as a lead, marketing qualified lead, sales qualified lead, opportunity, or customer stage. Other triggers are behavioral-based, such as engaged contacts, inactive leads, event registrants, or blog/email newsletter subscribers.
Why marketing automation is important
Marketing automation is fundamentally important for any business that spends money on generating leads and nurturing leads to sales, but even more important for those who spend money on advertising campaigns. Marketing automation allows them to make their campaigns more effective, and to empower their sales team with better leads and achieve greater ROI. Most businesses, however, don’t have the time to invest in building out a fully functioning system.
There is a lot of buzz in the marketing space about the latest trends and marketing automation (and automation in general) is currently right at the top of that list. The struggle that I’ve often seen with our clients is that no one person owns marketing automation in their role and therefore as individuals get caught in their own whirlwinds, marketing automation gets deprioritized.
And if you’re still not convinced why you need marketing automation…
Here’s why you should reconsider.
It saves time
As previously mentioned, it is easy for marketers to get caught in the whirlwind of their everyday job. By leveraging marketing automation to automate repetitive tasks, your marketing team can focus on bigger and more important strategic priorities.
It reduces human error
Defining your marketing process and building a framework for launching new campaigns and workflows will mean that errors or steps are less likely to be missed.
It improves measurement
With real-time data and reporting you will gain immediate insights on how you can improve the customer experience making your marketing campaigns more effective.
It reduces costs
No doubt you’ve visited the Hubspot pricing page. I bookmarked it and if I ever need a laugh (or a cry) I visit that page. It’s not cheap; I get it.
Marketing automation is often viewed as an added cost, and on the surface, that makes sense.
Empowering your existing marketing team with a marketing automation tool can rejuvenate your employees. It will allow them to take on new projects, focus on more important priorities, and scale the business in an entirely new way.
As an example, let’s say you send 10 emails per day at a minimum of 3 minutes each. That is 30 minutes a day, 2.5 hours per week or a whopping 120 hours per year.
Take the next step
With COVID-19 impacting business so directly, now is a great time to be thinking about systems and processes to implement.
We have just wrapped up a massive 3-month long marketing automation project for a client last week. There was no automation in place and so everything was built from the ground up. We built custom contact properties and tags, developed 20 different workflows, customized over 60 emails, and published multiple landing pages and web forms. We pressed “go” on the entire system last week because now is the perfect time to be thinking about the future of business. We’ve already seen firsthand the beginnings of major time savings for the client. We will continue to make hundreds of iterations, refine our systems and processes, learn what their customer needs and when they need it and ultimately make sure we deliver it to them.
With companies and leaders facing questions about how they plan to ramp back up in the coming weeks and months, now is the perfect time to invest in a system that will help your business scale.
Want to chat more about marketing automation? Book a 30-minute call with me.