What Is Marketing Automation & Why Do You Need It Anyway?

What Is Marketing Automation & Why Do You Need It Anyway?
SHARE
THIS



In this guest post, newly minted CEO of TwoCents Worth, Samantha Brooks (pictured below), says it’s only natural marketers can get confused by automation but, she assures us, it’s actually easier than it looks…

There is a staggering amount of information online about marketing for business – and frankly, it can be overwhelming. Any business trying to get ahead in this over-saturated digital world is bombarded daily by marketing buzzwords like marketing automation, digital marketing strategy, email marketing, social media marketing, lead generation, campaign management, and so many more. Perhaps the most overwhelming fact is that they are actually all important areas to consider. Are your marketing platforms targeting all of these key areas? Would it be simpler to have them all integrated into one platform?

Sam_2.0

That’s where marketing automation comes in. Marketing automation platforms are used to to streamline sales and marketing processes through adopting automated solutions; resulting in more effective marketing across multiple online channels by removing the guesswork and extensive manual effort needed to manage platforms individually. Marketing automation allows you to plan, coordinate, manage and measure all of your campaigns, both online and offline.

In simple terms, it enables you to focus on your core business, knowing that this important, strategic aspect of generating leads and encouraging them through the lifestyle of your product or service, is taken care of.

HOW MARKETING AUTOMATION CAN BE USED FOR YOUR BENEFIT

If you are reading this blog, you already know about the importance of a digital marketing strategy; you’re no doubt already using email marketing, or at least thinking about it; you’re possibly doing some kind of marketing and/or advertising campaign; and are most certainly generating leads in some form. But are you monitoring performance, then tailoring your future marketing activities accordingly?

When talking to our clients, they have shared a common struggle in running their business’ marketing: they start one or more marketing initiatives but within a short amount of time their energy has waned, they’re not consistent, and they don’t monitor and report on results, follow-up on leads, or use the information to tweak their digital marketing strategy on an ongoing basis.

A simple marketing automation setup might include activating email workflows, integrating your digital strategy, continuous campaign management (which can include monitoring campaign performance), lead scoring, and finally, reporting and projection – and most importantly, leveraging all of this information for optimum results. Let me briefly explain how.

 INTEGRATE YOUR DIGITAL STRATEGY

Don’t work in silos. This applies for aspects of your digital marketing strategy as much as it does in general good business practice. By integrating your digital marketing strategy into an automated platform, you can ensure you hit your milestones, achieve your goals, and keep on track with your planned activities.

TwoCents’ Marketing Resource Management (MRM) platform as an example integrates multiple areas of digital marketing initiatives including Google Adwords, website tracking and clicks, end-to-end management of eNewsletter campaigns, and social media sharing and reporting. Combining this process into one system makes it easier to track results, identify trends and determine where your strengths and weaknesses lie, allowing you to strategically plan ongoing strategies.

ACTIVATE EMAIL WORKFLOWS

One of the best ways to drive business is email marketing to your existing contact database. The great news is that you can easily use marketing automation to achieve growth from both new and existing clients.

Automated email marketing doesn’t have to mean impersonal. Personalisation is the key to success in this arena, and it is totally possible to create email marketing messages to your target audience within marketing automation; you’re simply automating the process so that you are consistent and more effective.

Marketing Automation Times offer three great examples of how business’ should be using marketing automation across three great campaign ideas.

CONTINUOUS CAMPAIGN MANAGEMENT

You have an idea for a sales or marketing campaign–great! Realistically, good strategy counts for nothing if you lack the capability and capacity to put it into practice. Marketing automation tools have the ability to track campaigns from the word go, and offer end-to-end reporting throughout the process. When put into practice, this enables you to effectively develop and execute multi-channel, highly personalised campaigns.

Good campaign management will rapidly detect changes in your customer data and respond to it quickly, capturing opportunities as they occur. Up-to-date insights into how your campaign is developing gives you the ability to react faster to changing marketing conditions allowing to to further optimise your reach. You can also set up your campaigns to gain more control and flexibility over data manipulation without becoming IT experts, and redeploy team resources to more productive tasks. Who wouldn’t want that?!

LEAD SCORING

None of us would be in business if we were afraid of generating and following up leads. Still, a major flaw of many business models is that they don’t use lead scoring. Lead scoring is ranking prospects against a scale which represents the perceived value each lead represents to the organisation. The resulting score is used to determine which leads a receiving function (e.g. sales, partners, teleprospecting) will engage, in order of priority.

Salesmen from pre-internet days would simply have described it as the process they use to “determine quality leads”.

While generating new leads is a primary goal of most businesses, the old 80/20 rule applies: 80 per cent of your future income will come from 20 per cent of your existing clients, and many believe that it’s 50 per cent easier to sell to existing clients than to new clients.

Effective lead scoring enables you to increase sales efficiency and effectiveness by focusing attention on leads which you deem most valuable; increased marketing effectiveness by quantifying which types of leads or lead characteristics matter most; and tighter marketing and sales alignment, by strengthening the relationship between marketing and sales through establishing a common definition for which lead types are ready for teleprospecting or sales attention. If done correctly, and in conjunction with email marketing to new and existing clients, this should all lead to increased revenue. Hooray!

PROJECTION AND REPORTING

Finally, an often neglected but essential aspect of all digital marketing strategy is to track, monitor and report on your campaign performance, ensuring you tweak as needed, and tailor future digital marketing campaigns accordingly. Sometimes a digital marketing campaign might not go as well as hoped, or perhaps it seems to have yielded great results but you’re not actually sure where your customers came from. Sometimes you may have successfully sold a customer one product or service, but perhaps they could have easily been persuaded to buy more.

Marketing automation platforms generate reports which keep you informed on how your content campaigns are performing, where your leads are coming from and what they’re doing. Harnessing this information enables you to make sound business decisions for the direction of your digital marketing practices.

For more reading on marketing automation content and personalisation, check out these articles from Marketing Tech Blog and Content Marketing Institute.

Over to you…

What platforms do you currently use to manage your marketing campaigns? Would you say they are integrated, or would it be easier to see all results in one space?

Latest News

Quiip Announces Raft Of New Business Wins
  • Marketing
  • Media

Quiip Announces Raft Of New Business Wins

Australian social media and online community management firm Quiip has announced a raft of new business wins and contract renewals. Publicis Worldwide (Australia), Sydney Adventist Hospital and the Museum of Australian Democracy have all recently enlisted the services of Quiip. The company has also had contracts renewed with VicHealth and beyondblue. Quiip is providing a […]

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]