What's missing from marketing automation

5 reasons why you need marketing automation

Marketers have their hands full in their everyday life: planning campaigns, setting up e-mails, creating content, generating leads, qualifying and measuring success. Most of these tasks are associated with repetitive routines. However, doing the same task over and over again costs valuable time that would certainly be better invested elsewhere.

And this is where marketing automation comes in. With special software you can prioritize and automate tasks. We explain how these tools work and what they could mean for your company. Read more about the top 5 reasons why you need marketing automation below.

What is Marketing Automation? A definition

The calculation is simple: If you spend too many hours with routines, you will lack them at the end of the day in order to strategically and profitably advance your own area. But that is exactly what is becoming increasingly important in our fast-moving times - after all, the competition never sleeps.

The solution: marketing automation. This means the outsourcing of recurring marketing tasks to special software with a high degree of automation. Once the tool has been set up, it takes on many to-do's by itself.

A wide variety of tasks can be controlled with the systems. These for example:

  • Planning, implementation and evaluation of entire marketing campaigns
  • Generation and segmentation of leads
  • Publishing of postings on various social networks
  • Automated sending of personalized emails and newsletters

Marketing automation tools can do even more. They are an important tool to increase customer loyalty. Because they can be used to analyze user habits and user behavior. This provides you with valuable information that you need to create tailor-made content for your customers. This will be reflected in an increased satisfaction rate. Read in the following sections the 5 reasons for marketing automation.

5 reasons that speak for marketing automation

1. Increase in efficiency

Not every user who pays a visit to your website and subscribes to an e-mail service there or has filled out a contact form converts directly to the customer. You have only generated one lead at first. Congratulations: this is an important first step. Now, however, it is important to stay on the ball and gradually increase interest. In this way, sales success is within reach.

To do this, stay in contact with your prospects, for example by e-mail, and use a marketing automation tool to generate not only messages that are sent automatically, but also contain a personal address. This is how you stand out from the impersonal mass mailings of other providers.

Marketing automation tools can be used not only to send personalized newsletters, but also to implement entire campaigns that map the customer journey from A to Z. Within the software, users manage all campaigns at a central point and can specifically send them to different customer groups. Thanks to the multilingualism of many solutions, cross-border shipping can also be controlled in this way. Ideally, all of this takes just a few clicks.

Increase customer interest, message after message. Share useful updates on your products and relevant tips from your blog with your prospects. That creates a bond. In terms of content, there are no limits to your creativity. And thanks to the increased process automation, they also have enough time to concentrate fully on developing tailor-made content.

Gone are the days when you had to manually maintain subscriber lists, for example. The marketing automation tool automatically registers subscriptions and unsubscriptions, reliably adds new data and deletes obsolete data from the mailing list. This avoids file parts that make sending e-mails error-prone and slowing it down.

2. Generate more quality leads

The guarantee of success for successfully addressing customers: sharing content that is precisely tailored to a consumer's user profile. The more individual and relevant the content is for the individual recipient, the more they feel understood in their daily challenges or pain points. That increases the enthusiasm of potential customers immensely.

So far, so logical. But where do you get this information from? Marketing automation systems also help with this. They can be used to very efficiently turn cold leads into hot leads. After making contact through your website, search engine, or social media, offer your potential customers additional ways to interact with you.

For example, create a whitepaper and offer it in your e-mail campaigns in exchange for various customer information for downloading or create the option of registering for further services using contact forms or invite your prospects to participate in surveys. Each time the customer leaves data that makes it easier for you to send them individual content.

3. Real collaboration between marketing and sales

If the interest of potential customers is aroused, it should be a common practice to forward the leads to the sales colleagues for direct contact. Often times, however, sales reps ignore the leads generated by marketing. They simply don't see any added value in them. The reason: It is not uncommon for marketing and sales to set other priorities in lead generation due to a lack of prior agreements. As a result, marketing employees send leads that their colleagues in sales can't do anything with. Fatal! This is how companies lose potential customers every day.

The use of a marketing automation tool rules out this scenario from the outset. Before generating leads, marketing and sales can jointly define categories and criteria that are relevant for the successful sale of a product.

4. Increase in sales efficiency

Have you generated suitable leads and passed them on to your sales colleagues? Then they can now benefit from the usability of the marketing automation tool used. You automatically send follow-up e-mails to customers and thus bring yourself to their minds over and over again.

If certain tasks result from the communication, these can be assigned to the responsible colleague in the tool. The system notifies them that their expertise is required. If he does not process the request in a reasonable time, automatic reminders will remind him of this over and over again. Nothing is forgotten and the quality of customer service increases.

5. Reporting: measure and analyze results

All processes gain even more quality, as marketers recognize and eliminate weak points in their campaigns. To do this, they rely on KPIs. Thanks to an integrated reporting tool within marketing automation software, these are available at the push of a button. Define in the backend the parameters according to which you want to analyze the data. A push of a button and the reports are available.

On the basis of the determined KPIs such as bounce rates, reading times, the number of registrations or the purchases made, you can evaluate all communication measures: Which were particularly successful? Which rather not? Derive essential improvement measures for your next campaign from your insights. This is how you increase your success from time to time.

Marketing automation also provides insights into how seamless the collaboration between marketing and sales actually works. Coupled with a CRM system, marketing automation software creates what is known as closed-loop reporting, which makes the influence of each individual campaign on sales success measurable. In this way you leave nothing to chance in all of your marketing activities and you can see, cent for cent, whether the investment in your campaigns brings the desired return on investment (ROI).

Conclusion

Marketing automation is essential for the digitization of sales and marketing. The advantages of such a tool speak for themselves:

  • Efficiency gain
  • Improved campaign quality
  • Increased customer satisfaction
  • Better, integrated collaboration between marketing and sales
  • Increased transparency of all activities and measures
  • Increased sales success

The largest marketing automation study in Europe under the title “Digital Safety First Marketing Automation in DACH 2019” by Wob AG proves these effects. For 80 percent of those surveyed, for example, marketing automation software has improved the collaboration between sales and marketing. That is probably one of the reasons why the interest in the corresponding solutions is growing. In any case, 42 percent of companies in Germany are planning to introduce a marketing automation tool within the next two years.

Have you also come to the conclusion that marketing automation makes sense for you? Then all they have to do is find the right tool. However, the range of offers is large and it is not easy to get an overview. It's no secret that we recommend HubSpot. But not everywhere and in every scenario a complete changeover or the waiver of other software is possible, so that extensive adaptations and / or long-term introductions have to be planned and implemented.

Tip: Many companies seek advice on this from external partners, as can also be read from the study by Wob AG. Around 60 percent of the companies have had good experiences with a reliable service provider at their side.

How we can support you with the implementation of HubSpot and the introduction of marketing automation software in your company, we would be happy to discuss with you personally. In preparation, we recommend our Marketing Automation Whitepaper: