The Future of Marketing Automation: 3 Steps to Smarter Actions

The Future of Marketing Automation: 3 Steps to Smarter ActionsWhat’s the future of marketing automation? Instead of relying on a small marketing team to consistently execute campaigns and surpass quotas, enable the technology to work smarter for your business. The implementation of an automated marketing system will provide a more efficient allocation of your team’s time and resources. Use the data you gather for marketing automation to do more for your business through predictive analysis. Here’s how:

  1. Leverage your data. Know what’s worth promoting and what should be sacked. Using a predictive analysis program will enable a more productive use of the marketing and IT budgets. Use technology to enhance your move on target leads—don’t just follow up on “Lead A” because they had more clicks thus more ‘interest’ in a particular product, follow up on the right interests. Were the clicks here because they had a trial run product that recently expired? Did they inquire on a product because they own something similar or are having difficulties with another product your business offers? Understanding why the user interacts with your system will ultimately provide successful leads.

  2. Make the most of your leads. Cut your annual revenue loss by making smarter lead actions. In conjunction with leveraging the right data, use automation software to calculate lead scoring through efficient management of the marketing activity touchpoints.

  3. Integrate your sales and marketing teams. Keep the human touch of a good customer support system to pave the way for future upselling opportunities. Making personal telephone calls to keep direct contact with customers provides the most accurate feedback. Personalized marketing is successful marketing, but be sure to ‘personalize’ accurately. Use the information gathered by the sales team to better target and communicate with your leads.

In today’s marketing, a single channel of marketing isn’t enough. Utilizing a marketing automation system is more than email marketing. An effective system integrates sales prospecting, lead generation, and automation to leverage the data being gathered. What’s the best practice for executing a successful, comprehensive marketing campaign? Involve the sales team. The communication gap between customers, sales, and marketing is a huge shortcoming and often a cause for loss in revenue. Combining social media marketing, email marketing, smart landing pages, and promotions we can get a better grasp of the consumer base. These programs are ideal for companies large and small; a limited staff no longer means cutting channels. Marketing automation is a technology that will continue to grow and develop to improve the customer’s experience through targeted, analyzed marketing actions.

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