With the explosion of SMS marketing, social media marketing, email marketing, and the buyer’s newfound ability to research and self-educate on products and services, marketing automation has become increasingly important. Marketing automation allows marketers to target prospects and customers with the right messages at the right time, without the hassle of doing it manually. Using marketing automation, marketers can schedule ahead messages, posts, images, and any type of multimedia. However, in order to do this, marketers need a marketing automation platform in which they can customize content and automate marketing interaction and communication. This is what allows marketers to guide buyers through the research and purchase process.
These days, buyers are learning to use company and social media websites to research and analyze products and services themselves. Because of this, buyers have usually made their purchase decisions by the time they go to the store or pick up the phone to make a purchase. This is based off of information gathered by them from your company, your company’s competitors, and several third-party websites that offer reviews, analysis, and feedback.
Due to this transformation of the buying process, marketers have had to find new ways to reach out to consumers. Traditionally, marketers would send mass messages, usually in the form of outbound emails, to their consumers. However, today marketers need to be able to guide consumers through the buying process so that they can easily find the exact information they are looking for. Marketing automation software allows marketers to do this.
Through observation of prospective buyers’ processes and their digital behavior, marketing automation software can understand and take advantage of where they are in the buying process, and offer content that is of interest to them at that particular stage. Using lead scoring, which is a part of the automation platform, marketers can categorize buyers into different sectors based on their online behaviors and will know if a buyer is ready or not for a conversation with a sales representative. If they aren’t, then the platform will nurture the lead providing high quality content until they display behavior that signifies that they are ready, or close to being ready, to make a purchase.
Along with this, content needs to be very personalized to what type of buyer it is. Executive buyers are going to react differently to messages and content than their employees, and general consumers are going to react differently to different types of content and messages depending on their wants, needs, and desires. As a marketer, you need to trust the information in your database, because that is what is going to help you create the content you need. This means that you’ll need to cleanse it and standardize it on a regular basis. A majority of today’s marketing solutions give at least some type of data management as a part of the automation platform.
Marketing automation is the only type of software that is going to allow you to approach buyers and cater to their individual wants and needs based on targeting, timing, and content. Using lead scoring, lead nurturing, data management, and the underlying automation platform, marketers can effectively understand buyers and use this information to efficiently market to them. Marketing is all about delivering the right message at the right time to the right person. Marketing automation not only does this, but it makes the entire process much, much easier.
Certified Inbound Marketing Strategist | Content Marketing Specialist | Social Media Strategist | SEO