Marketing teams of all sizes can benefit from incorporating automation into their workflows.
But what exactly is marketing automation? Marketing teams have many responsibilities and moving parts in their workflows, so they need a structured system that works in their favor. Marketing automation is a type of system or system used to automate daily tasks for marketing teams. It can streamline processes and ultimately help businesses grow.
Marketing automation can bring a variety of advantages to marketers’ daily workflows. Depending on the goals of specific teams, different marketers may hear some of these benefits more than others.
1. Increases efficiency and productivity
Marketing automation can increase overall productivity. Automation of any kind aims to streamline work, so adopting tools to automate tasks and collect data can free up time for salespeople to spend elsewhere.
Implementing automation also reduces the risk of human errors or mistakes that occur when completing tasks manually. Automation is like using a crockpot: Set it up once, then leave it alone.
Overall, marketers can save time with automation software. Instead of spending hours a day sifting through data, teams can focus on creative projects or brainstorming new ideas.
2. Alignment of marketing and sales teams
Sales and marketing teams often work cross-functionally, and often have similar goals. For example, businesses want to generate qualified marketing leads that eventually convert into sales leads. A marketing automation tool can help align business goals across multiple teams without duplication.
With automation, these teams can communicate better, because they can see data from both ends. Automation software makes information more accessible and enables both teams to work with current, up-to-date data.
3. Customize the content for the target audience
Most marketers know the importance of personalized content when interacting with audiences, as modern consumers want tailored experiences. From the moment they land on a website through the follow-up steps after they make a purchase, every step of the customer journey has the potential to nurture leads.
Marketing automation helps teams create customized content instead of offering a standard or one-size-fits-all solution. The software can collect specific data about a lead’s interests and behaviors, then push content to those leads that aligns with their interests. This strategy leads to more engagement and encourages leads to convert into customers.
Marketing teams can also vary content depending on where they find the leads — such as landing pages, search engines, ads, email campaigns or social media, each of which requires different types of content.
4. Improves lead conversion
A marketing automation system can improve lead conversion rates. When audiences feel that a brand is tailoring content to their needs and interests, they are more likely to engage to participate.
Then, the automation software tracks all the data itself. This means that teams can always revisit the information to change their strategy and improve future lead changes.
5. Helps organize data
Marketing teams collect a lot of data, so marketing automation software can sort and organize the information. The data will then automatically update and remain accessible to the entire team.
Also, people make mistakes. Automation tools can limit the errors that occur when organizing digital information manually.
All companies and businesses can benefit from marketing automation. No matter what stage a business is in or what their marketing goals are, automation helps teams focus on important work. Marketers who use automation software free up their time, improve productivity and increase lead conversion rates.
Zaida Marston is a freelance content writer with over 10 years of creative writing experience.