As an organization you set certain goals you want to achieve. Then you make sure that your resources are used as efficiently as possible to achieve these goals. Technology doesn’t stand still and to take the next step towards digital transformation as an organization, there are many possibilities nowadays. Marketing Automation is one of them. It enables you to make a real change both within your marketing department and in the synergy between different departments such as IT, Sales, Business Development and Service Center.
Advantages Marketing Automation
A question you could ask yourself: what can Marketing Automation mean for my organization and how do I get my investment out of it?
Well, you can look at this in different ways. First of all, Marketing Automation does not just aim to automate marketing processes. With a good implementation of this technology, you as an organization will benefit enormously.
The 5 most important advantages:
- Employees are triggered to look at marketing from a new point of view and will deal with data more purposefully.
- It has a positive impact on many more departments outside of Marketing such as Sales, IT, Customer Interaction Center…
- It stimulates the thinking process towards a data-driven mindset.
- Within the IT ecosystem (E-commerce, CRM, customer portals…) data flows are automated.
- Customer profiles are created that get engaged in a personalized way. These will also give you more insights into the entire customer journey.
On the one hand, these benefits have a positive effect on the employees or communication with the customer. On the other hand, the long-term effects are also enormous. With good guidance you will get to work in a concrete way and you will develop specific trajectories on which your marketing strategy can be grafted. The use of Marketing Automation systems stands or falls with a clear vision that you have in mind.
Synergy within the organization through Marketing Automation
To create a good Marketing Automation machine, there must be a good synergy between the marketing department and the other departments in a company. For example, getting everyone within Marketing and Sales pointing in the same direction is not always obvious. Goals are presented differently and the attribution is often not unambiguous. From a marketing point of view, leads are created by campaign X or Y, but Sales finds these leads not qualitative enough. Conversely, it can also be said that Sales doesn’t pay enough attention to the leads that are handed over.
One of the most important things is that one speaks the same language in the different departments. Only then can the concept of “Marketing Automation” succeed. We don’t only talk about open rates or click-through rates, although these are also very important in the analysis of a marketing campaign. ROI, attribution & conversion rates are also very important drivers to determine the value of a campaign.
In addition, it is also necessary that there is a good synergy within the marketing department itself. A clear link between a company’s website, Marketing Automation and digital marketing is important. If these three parts of marketing are driven by the same strategy, Marketing Automation can be used optimally.
Process optimization via Marketing Automation
The implementation of Marketing Automation leads to process optimization. For example, lead qualification processes and data flows to and from the new system will be re-examined. The entire data model will be reviewed, whereby new opportunities arise. From the start you can think about your identity as an organization, how you want to implement that identity in your communication, how transparent you want to set up your preference center and all underlying processes. All this to better serve your customer or to bring your story to potential customers in the most efficient and effective way possible.
Marketing Automation can certainly act as a pillar or central element within the operational functioning of the organization. This for everything related to communication and data, but certainly also as a strategic anchor point for prospecting, retention and loyalty.
Marketing Automation techniques
Many Marketing Automation systems use lead scoring, progressive profiling, customer personas… Fancy words? Well, a marketer gets hereby more insights into who his customer is and what content should be offered. For example, enriching data and warming up the profile in such a way that he or she shows enough interest to request a trial version or demo are goals you want to achieve. The entire customer journey is seen as the central point to feed campaigns and make them successful. It creates a shift within the organization towards a data-driven mindset where the customer is central.
Why is Marketing Automation a catalyst?
In general, we can state that Marketing Automation is not a substitute for the company’s vision. However, it can serve as an extension to a more advanced and automated way of (digital) marketing and communication in which artificial intelligence (AI) and machine learning (ML) will play a major role.
On the other hand, we can conclude that Marketing Automation will bring about a change in the organization if properly implemented, transparent internal communication and follow-up. Both in the short term, but certainly in the long term, the use of such systems will have a major impact on your business.
Are you interested in the use of Marketing Automation within your organization? Or have you already made a platform choice and are you looking for a partner who can guide you further? Let us know, we would love to have a coffee with you!