Magazine article CRM Magazine

10 Reasons to Consider Marketing Automation

Magazine article CRM Magazine

10 Reasons to Consider Marketing Automation

Article excerpt

As a marketer, you face daunting expectations and goals. You are probably expected to generate successful outcomes in less time, and in a digital age where everything can be measured, you probably feel increased pressure to illustrate the impact you are driving. But without the right tools and processes in place, hitting your goals and demonstrating the results is difficult, time-consuming, and stressful!

As you know--and can probably relate-here are some of the top issues marketers face today:

* The Need to Do More

* Multiple Programs

* Preventing a Leaky Sales Funnel

* Gaining Qualified Leads

* Sales and Marketing Alignment

* Demonstrating ROI


You've probably heard a lot about marketing automation--but what is it exactly? Marketing automation is technology that allows companies to streamline, automate, and measure marketing tasks and workflows to increase operational efficiency and grow revenue faster. Marketing automation essentially acts as the following:

A Central Marketing Database: A place for all your marketing data, including detailed prospect and customer interactions and behaviors. You can segment and target the right message to each customer. Think of this as a "system of record" for all your marketing information.

An Engagement Marketing Engine: An

environment for the creation, management, and automation of marketing processes and conversations across online and offline channels. Think of this as the "orchestra conductor" for your customer interactions.

An Analytics Engine: A way to test, measure, and optimize marketing ROI and impact on revenue. Think of this as the place you go to understand what worked, what didn't, and where you can improve.

If you are doing these tasks manually you are simply at a disadvantage. Marketing automation technology is essential to scale, especially with the increasing number of channels marketers are required to manage.

Marketing automation can help you address many of these challenges. Marketing automation has the capabilities to help you scale your programs, deliver more personalized and targeted communications, align with sales, and measure which channels and programs are the most effective.

Marketing automation allows you to do what you're already doing--but more efficiently. Automation also helps you introduce new strategies that can help drive your business.


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