Marketing automation is so ubiquitous today that it’s almost impossible not to do any marketing automation if you run an online business.
The use of marketing automation makes processes that would have otherwise been performed manually much more efficient, and makes new processes possible. – SearchCRM
In a nutshell, marketing automation helps you:
What? Deliver personalized messages.
Where? On multiple channels: email, SMS, push, social media, paid media, direct mail.
Who? To a targeted audience.
When? At the right time.
How? Using software.
Why? To attract, convert and retain more customers with fewer resources, more efficiently.
Here are some insightful statistics about marketing automation:
70% of people find improved targeting of messages to be the most important benefit of marketing automation.
Business owners and marketers asked to identify the biggest benefit of Marketing Automation for them, say it is:
Saving time (30%)
Lead Generation (22%)
Increase in Revenue (17%)
The most useful metrics for measuring marketing automation performance are Conversion Rate and Revenue Generated – say 58% of best in class Marketing Automation users.
Across all reports, high-performing marketers find marketing automation beneficial in:
Improving the customer experience.
Improving the targeting of messages.
Getting more and better quality leads.
It’s not just about being more efficient; marketing automation has a profound impact on your revenue.
With Encharge and marketing automation the use cases are endless.
Here are some examples:
Capture leads and prospects with a lead magnet and send a nurture Sequence.
Remind a person to Download an eBook or report.
Double the open rate of an email broadcast.
Onboard trial users and help them reach the first moment of value.
Convert trialing users with trigger-based email sequences.
Push unfinished registrations to complete the signup process.
Survey expired trialists.
Engage important leads on Facebook with ads
Increase adoption of premium features
Revive dead product leads
Educate users about a recently activated feature
Prevent inactive customers from churning
Upsell long-term customers
Get Feedback from a recently churned customer
Capture leads from a Typeform, and segment based on value
Follow up on Pricing page visit
Streamline your sales process and orchestrate it along your inbound marketing efforts.
Add customers at risk of churning to your CRM to be proactively approached by your customer success department.
If you start sending emails (or other messages) to a list full of prospects with a questionable quality you can expect high bounces, low open rates, and spam reports.
Instead focus on building solicited/inbound leads for your business and nurture them through your marketing funnel.
Marketing automation allows you to create holistic lifecycle flows that connect multiple touch points and channels, including but not limited to:
Paid channels – Facebook ads and Google Ads
Social media – Facebook, Twitter, Linkedin, etc.
Direct physical mail.
One of the main goals of marketing automation is to allow you to speak to an audience of one at a scale.
74% of marketers say targeted personalization increases customer engagement. – eConsultancy
With Encharge you can segment your customer base granularly in order to deliver custom-tailored messages and offers.
Marketing automation can benefit all of your departments.
Sales teams will get more Marketing Qualified Leads (MQLs) and close more deals.
Customer Success teams will be able to provide better value through the Onboarding and Upselling phases and retain more customers.
Support teams will be able to provide contextual education at the right time to the right customers => reduce support overhead.
Metrics tell you how effective your marketing automation is: Whether a user signs up, converts, ignores the message, flags it as spam, unsubscribes from your list or churns completely, that tells you something about how the recipient felt about your message.
With Encharge you can easily change and improve your marketing automation campaigns without worrying about messing up your live flows.
Additional resources to help you get the grasp of marketing automation.
Learn how to get from 0 to running a live marketing automation system that turns your leads into customers and your customers into forever-customers. Blueprint and “fill-in-the-blank” templates included.