In its most basic form, marketing automation frees up your marketing team from monotonous tasks, such as sending emails, posting on social media, and adjusting ad campaigns.
But marketing automation can enable you to do so much more than that.
Fundamentally, marketing automation can help your organisation provide a personalised and memorable experience for customers, ensuring that the right message reaches them, via the right medium, at the right time.
Marketing automation essentially puts data to work, enabling you to streamline your workflows, and successfully segment customers with messaging and mediums that work specifically for them.
At Newpath, we have often observed organisations making a fatal mistake with marketing automation. Typically, most businesses use it as a middle-of-the-funnel tool only to automate email sequences.
Doing this, though, can lead to a confusing experience for prospects as they move from prospect to customer. They are forced through sales funnels and often have to see irrelevant content, leading to a sub-optimal experience. Many customers drop out at this point.
Instead, we help businesses to deploy marketing automation strategies throughout the entire customer lifecycle.
Doing so ensures that customers move seamlessly through their purchasing cycle, and creates a higher likelihood of longer-term relationships, ultimately delivering better ROI for your business.
Marketing automation enables you to manually track your customers’ behaviour, and use this information across multiple channels to deeply understand their needs, and deliver them with the right content, at the right time.
Based on this data, you can build workflows that help drive qualified prospects to the right content, and then nurture them throughout the purchasing cycle, using personalised content and an optimal experience.
Marketing automation enables your organisation to build processes that work across different functional teams. You can reduce customer effort at every stage, and create a unified customer experience that removes the need for hands-off procedures and manual effort.
Given the granular level of targeting that is possible with marketing automation, it’s almost impossible to not collect a myriad of helpful data.
Fortunately, marketing automation tools also enable you to understand what that data means, and to integrate it into all future marketing efforts.
All marketing departments are hamstrung when it comes to how they spend their time and where they put their effort.
Marketing automation enables them to automate the more mundane tasks and processes, and instead focus on what delivers optimal ROI.
Marketing automation is an efficiency tool, but it’s far more than that.
Partner with us to optimise your marketing automation to ensure that it delivers the best experience for all of your customers at every touchpoint.