It gets talked about a lot, but what actually is marketing automation and how can it help you to meet your business goals?
First off, marketing automation can benefit all businesses, whether small, medium, or large. It’s an essential tool to improve the success of marketing campaigns, as it can quicken decision-making, help you understand the overall customer journey, generate qualified leads, and even increase sales.
Marketing automation does this by placing every part of a campaign in one place, streamlining everything and measuring marketing tasks and workflows more efficiently. With 75% of companies using at least one automation tool*, it has become a key and trusted solution for many businesses.
Marketing automation personalises the customer journey and user experience based on consumer behaviours, purchase activity, and more . So no, your phone isn’t listening to you, your digital imprint just accurately predicts what you like and want.
Statistics such as Epsilon outline that 80% of customers are more likely to buy from brands that offer customised experiences*. Another survey by Segment said 40% of customers say that personalised interactions made them more likely to buy from a company again*. The statistics are stacking up, it is no secret that personalisation is vital to gain and retain customers!
Sending out personalised messaging to the right audience, at the right time, keeps customers engaged and ultimately creates conversions. When customers remain engaged with your content, it can encourage repeat orders and increase a customer’s lifetime value.
Generating quality leads can be challenging and leaky leads can be frustrating. However, Annuitas Group’s study highlighted that companies using marketing automation to nurture prospects could encounter a 451% increase in qualified leads*. This increase results from marketing automation placing information they would be interested in across multiple channels until they are ready to buy.
Further to this marketing automations can identify and assess whether leads are likely to eventually convert, helping to understand which leads a company should focus more time and effort on.
Last, but far from least, marketing automation allows you to do more on a smaller budget, as it can collect data at scale and put it to work straight away. Also, once one stage of the campaign is finished, it automatically flows to the next. This frees up marketeers’ schedules to focus on other tasks.
Even though the evidence is stacked high with statistics supporting the benefits of marketing automation, why have some companies still not taken it up? According to Liana Technologies, over half of the companies who are yet to use automation say it is simply because they lack expertise and don’t know how to use it*. That’s where we come in!
At Nutshell, we are strong believers that an autonomous mix of marketing is the best way to reach any business goals. We work with marketing automation tools that can deliver a full multi-channel campaign with the most cost-effective and strategic approach. So, whether you want to work with us on a purely consultative level, or need a full ‘concept to market’ campaign, we would love to collaborate with you to achieve your goals.
But hey, let’s take a step back, and start with a simple hello…
*References:
- https://resources.industrydive.com/state-of-marketing-automation-2019-survey-report
- https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
- https://www.annuitas.com/
- https://www.business2community.com/infographics/marketing-automation-by-the-numbers-infographic-0342287#%21rFqTU
- https://www.lianatech.com/