• Rucha Bajpai

Beyond the Business Data— How to Marketing Automation Improves Relationships...

Updated: Apr 6







What is marketing automation?


Marketing automation is all about using software to automate marketing activities. Many marketing departments automate repetitive tasks such as email marketing, social media posting, and even ad campaigns -- not just for the sake of efficiency, but so they can provide a more personalized experience for their customers.



The technology of marketing automation makes these tasks easier. Marketing automation allows businesses to save time and money, measure and optimize marketing investments, and grow revenue faster. According to our benchmark analysis, businesses that use marketing automation can grow their pipeline by 45%, enjoy 25% higher revenue, and allow sales reps to spend 22% more time selling.



Marketing automation is a must-have for modern marketing teams. It streamlines, automates, and measures marketing tasks and workflows to help you save time and money, measure investments, increase operational efficiency, and fast-track revenue growth.



A versatile marketing automation platform encompasses marketing campaigns across all channels, including email marketing, direct mail, landing pages and forms, social initiatives, and more. Marketing automation enables B2B and B2C marketing and sales teams to run campaigns across the entire customer lifecycle—from upselling and cross-sell to loyalty and retention—using personalization and cross-channel campaign management to deepen and expand customer relationships and improve the customer experience.




What are the different Categories of Marketing Automation?


There are three basic categories of marketing automation:


1. Marketing intelligence:

It refers to the use of tracking codes to monitor customers’ online behaviors. Marketers can then analyze and identify patterns they will ultimately use to create behavior-based market segments. Amazon was arguably the first large enterprise to do this well. Today, most Amazon customers admit that Amazon’s knowledge of their past behaviors improves the user experience by recommending additional items of interest, sending reminders, keeping you informed about price adjustments, and more.


2. Business development :

It is focused on moving potential customers from the top of the sales funnel (initial awareness) to the bottom of the funnel (ready to buy). Do this by segmenting and nurturing based on interests expressed, scoring or qualifying leads based on fit and intent, and attempting to close based on a combination of behavioral and attitudinal measures. Automated business development relies on email, social media, search engine optimization, and content marketing to make it work.


Before you deploy these tactics, however, you need to:

o Identify lead qualifications

o Develop a lead nurturing strategy



3. Workflow automation :


Generally, it refers to internal processes like budgeting, the marketing calendar, digital asset management, and everything else that large enterprises need to run sizable, complex marketing departments.


While the third category has been leveraged by mega-brands like Procter & Gamble, General Mills, and other giant marketers, workflow automation technology has become much more accessible to small businesses and midsize organizations. Still, the vast majority of businesses will derive the greatest impact from the tools and processes available from marketing intelligence and business development.







How can marketing automation benefit you?


Marketing automation allows businesses to save time and money, measure and optimize marketing investments, and grow revenue faster. According to our benchmark analysis, businesses that use marketing automation can grow their pipeline by 45%, enjoy 25% higher revenue, and allow sales reps to spend 22% more time selling.


Marketing automation is a must-have for modern marketing teams. It streamlines, automates, and measures marketing tasks and workflows to help you save time and money, measure investments, increase operational efficiency, and fast-track revenue growth.


A versatile marketing automation platform encompasses marketing campaigns across all channels, including email marketing, direct mail, landing pages and forms, social initiatives, and more. Marketing automation enables B2B and B2C marketing and sales teams to run campaigns across the entire customer lifecycle—from upselling and cross-sell to loyalty and retention—using personalization and cross-channel campaign management to deepen and expand customer relationships and improve the customer experience.



Marketing automation technology does to helps best engage customers and improve the business. Here are some examples:



  • Fully Automated Welcome Programs: One way a brand can begin to create a lasting relationship with a customer is through a simple welcome program. By reaching out with an initial email after a customer subscribes to an email newsletter or creates an account, marketers can let the customer know what to expect, share more about the brand, and encourage the new customer to begin shopping.


Welcome emails can also be an opportunity to gather even more information about new customers. If they ask for more information or trigger the customer to take a specific action, the data generated as a result can be used to trigger additional communication, customized on-page content, personalized incentives, and more.



  • Powerful Customer Retention Programs: Advanced lifecycle campaign automation, such as win-back and abandoned cart campaigns, can have a huge impact on a brand’s bottom line. No matter how great the brand, the product, or the website, life can occasionally get in the way of a customer making that final purchase Automating those retention programs, triggered by abandoned cart or a defined period of inactivity and constructed with timely and relevant messaging, can be just the thing to bring the customer back and re-engage them with the brand.


Thus, through marketing automation, a brand can potentially recoup lost revenue with minimal additional manual effort on behalf of the marketing team.



  • Coordinated Multi-Channel Campaign Automation: Most marketers understand the need to coordinate their campaigns across multiple platforms, channels, and devices because today’s shoppers often jump from one to another. When customers are everywhere, the brand should be as well. Using marketing automation can make this omnipresent status significantly easier for businesses to achieve.


Marketers can target customers with hyper-relevant product recommendations, conditional content, and smart segmentation, not just through email, but also through social interactions, SMS messaging, push notifications, targeted ads, and more.


All of these coordinated automated marketing tactics work together to help to make customer interactions easier for the marketer and, more importantly, more personal and effective for the customer.


  • Improved Customer Personalization: No one wants to feel like a number, particularly by their favorite retail brand. Marketing automation can help businesses create strong, fruitful, holistic customer profiles. Businesses can analyze these profiles and segment their customers into highly targeted audiences, ensuring the right message gets to the right person, on the right channel, at just the right time.


These profiles can be continuously and automatically updated through the marketing automation solution, ensuring that the information is always up-to-date without having to task marketing teams with sifting through massive amounts of data.



  • The Ability to Test, Optimize, and Test Again: While all of the above are great ways marketing automation can help businesses run better, this is by far one of the best. Marketing teams can instantly understand which messages best resonate with each target audience, as well as where, when, and how to send them for optimal results.


They can continuously test, optimize, and re-test different messages, creative executions, and even subject lines. This type of information is critical to optimize content, resulting in less time – and money – going to waste.







What are the different Marketing Automation_software?



The marketing automation providers are as follows:-


1. ActiveCampaign :

ActiveCampaign is an integrated email marketing, marketing automation, and small business CRM. The strongest point of ActiveCampaign is its powerful and flexible marketing automation functionality. It's one of the most comprehensive solutions on the market. Their deliverability is rated as one of the tops on the market, as well.


ActiveCampaign is used by over 90,000 small businesses and is one of the overall best marketing automation platforms. They were also the first to pioneer the visual automation sequence builder.



2. Autopilot :

Autopilot is one of the most visually appealing marketing automation solutions on the market. If you’ve ever built an email automation sequence, you know how quickly it can become confusing. Autopilot solves this in a rather quirky way, by allowing you to annotate your automation sequences with emojis, stickers, and explanations, making it easy for teams to collaborate on building sequences.


They make an email marketing, messaging, and automation platform and they bill themselves as the easiest marketing automation platform to use.

Autopilot’s reporting is also world-class. By default, Autopilot encourages you to set a goal for each automation sequence, so that you can later view reports around how that automation sequence is hitting its goal.


However, Autopilot is extremely intuitive and great for teams that need to collaborate on powerful email automation sequences. Their platform is typically used for more sophisticated messaging and targeting, but you can also create a simple autoresponder based on a time sequence.



3. SendinBlue :

SendInBlue started as a digital agency but ended up building quite a powerful email marketing tool, which, with time, transformed into a well-liked marketing automation software. They have some advanced features, such as reporting and lead scoring. Additionally, SendinBlue offers a pretty impressive free plan, which includes basic marketing automation functionality, phone support, and up to 300 emails per day. You can also run SMS campaigns from SendInBlue.


SendinBlue first became highly regarded as an underdog in the world of transactional email tools before they began to make waves with their marketing automation product in 2015-2016.


Granted, SendinBlue’s visual marketing automation builder may not be as beautiful as ActiveCampaign’s, but it’s no less powerful.


  • SendinBlue is one of the most affordable email marketing tools

  • Deliverability is rates are nowhere near as low as indicated.

  • SendinBlue is the limit they impose on how many emails you can send.

  • Unlike most marketing automation tools that limit the number of contacts you have, SendinBlue limits the number of emails you can send. While it appears to be a monthly limit, it’s actually a daily limit (the monthly limit is divided by 30).



4. HubSpot Marketing Automation :


HubSpot's marketing automation functionality is one of the most powerful tools in this list in terms of features. It's also one of the most popular in terms of customer sentiment, occupying the upper right portion of the G2 Crowd quadrant.



Of course, HubSpot has a full growth suite that includes sales software, marketing software, and support software, which all integrate automatically with HubSpot's CRM. The combined effect of having all of your data and growth activity in one place can unleash tons of creative automation possibilities that would be difficult or impossible if you use separate tools.



HubSpot's marketing automation functionality includes an easy-to-use visual board where you can craft simple or highly sophisticated conditional workflows. IT can be found elsewhere at a much lower cost. And yes, while it is true that Hubspot does offer a free version of their software,


But to give credit where it's due, their software is really intuitive and easy to get the hang of, which for a non-technical small business can make all of the difference. The analytics are incredibly good, which makes it dead easy for business owners to know what’s working and what’s not.



It can take time to master the tool (you'll scale up to more quickly with the help of HubSpot Academy), but once you get a grasp on it, the creative possibilities are endless. You can set up simple email list autoresponders, or build a smart and complex network of rules designed to target specific users with the exact right email, live chat, website experience, and more. Basically, the workflows tool is automation beyond email, so you can scale your growth and spend less time on repetitive tasks.



5. Moosend :


Moosend is an email marketing automation platform that caters to various industries, including e-commerce and SaaS. Moosend's automation uses advanced website tracking and triggers that allow you to send the right email campaign to those in your contacts who are interested in a specific product or service.


Customer data comes in handy, allowing you to create product recommendation campaigns based on product views. This data also allows you to create detailed reports of the campaign’s progress and the users’ activity so you can make smarter data-driven decisions.




6. GetResponse :


GetResponse is a marketing automation software that has many different layers and features. their more expensive plans include powerful features like:


  • Email marketing

  • CRM

  • Landing pages

  • Autoresponders

  • Ecommerce tools

  • List building tools


GetResponse is easy-to-use and you'll typically find good results from the tool, although it works best with the simpler features, like email newsletters. It can become trickier to work with the platform if you plan on implementing complicated conditional logic and marketing automation.




7. Omnisend :


Omnisend is an omnichannel marketing automation platform built for e-commerce. Offering powerful automation workflows, you can get started quickly with pre-built templates that keep online merchants in mind. With Omnisend, you can add several channels within the same automation workflow: email, SMS, Facebook Messenger, push notifications, and more.



Omnisend also uses a user-friendly WYSIWYG visual builder and templates which make creating workflows, forms, landing pages, popups, and emails quick and easy. Omnisend offers a free plan for basic email marketing, and three paid plans with various features that scale across them.


8. Ontraport :


Ontraport is a business automation software for entrepreneurs, solopreneurs, and small businesses. While they have a CRM and marketing automation functionality. They also have several other features to run and grow a small business, including but not limited to:

  • Email marketing

  • Landing pages

  • Reporting

  • Ecommerce


One of the most valuable things Ontraport offers is its focus on reporting and insights. While some tools can be a bit of a black box, Ontraport gives you a clear look at the performance of your campaigns.



9. Pardot :


Pardot, part of the SalesForce empire, is a cloud automation solution that mostly serves enterprise clients that have the technical resources and time to learn the platform. They have a ton of features to automate communication to existing contacts, from CRM integration to email marketing, lead nurturing, lead scoring, and an ROI reporting functionality to make sure your campaigns are working.


You can track all interactions on your website and build predictive lead scoring based on the parameters you set. All of this helps improve marketing efficiency and removes wasted time and effort from your sales team. It's important to note, Pardot is a powerful enterprise, but lacks lead generation functionality and may not be as accessible or affordable for smaller businesses, or entrepreneurs.



10. InfusionSoft :


InfusionSoft has helped thousands of marketers deliver on leads, revenue, and customer acquisition targets. They really flourish in the small business and solopreneur crowd, and in my experience.


You can set up relatively complex decision trees depending on which lead magnet someone signs up for, how many (and which) emails they open and click, or other contact property data.


11. Rejoiner :

Rejoiner is a managed marketing automation platform. Unlike most tools where you pay your subscription fee and must then figure out how to use the tool to grow your business, Rejoiner shares this accountability.


Their platform is intuitive and is particularly well-tailored to eCommerce and SaaS businesses, where incremental improvements can result in major uplifts in revenue.



12. Marketo :


Marketo has been around for a while and was recently acquired by Adobe and incorporated into its enterprise marketing cloud. The Adobe integration means that, if you use Adobe Analytics for data measurement and Adobe Target for experimentation and personalization, you'll have a powerful enterprise marketing automation and optimization suite.


The tool is typically geared towards enterprise customers -- it's a bit out of range for most small business owners.



13. ManyChat :


Marketing automation isn't just about email. Imagine automating some of the more repetitive conversations on other platforms. ManyChat functions as a chatbot that can do just that on Facebook Messenger and through SMS.

A bot can be built in minutes with its templates and easy-to-use interface with drag-and-drop capability. In addition, the information you learn about your users can be synced to your CRM and other tools.



14. Drip :


Drip is one of the few marketing automation tools in this list that is primarily focused on e-commerce marketing automation. They provide one of the more "open" platforms, claiming that they play well with "pretty much any marketing strategy you want to put in motion."


Additionally, email is one of their strengths. Some email marketing and automation features include:

  • Email Builders

  • Automation Workflows

  • Multi-channel Marketing

  • Email Campaigns

  • One-off Emails

They also excel in personalization and analytics. Overall, Drip is a powerful tool for e-commerce marketing automation.



15. ConvertKit :


ConvertKit is the simplest marketing automation tool in this guide. Designed primarily for bloggers and content creators, it’s a great tool for beginners looking for basic marketing automation software.


If you’re just starting out, ConvertKit is a decent option that’s also quite affordable, but it’s really only a viable option for individual content-based businesses.


16. Mautic :


Mautic is the only open-source marketing automation platform on this list. It's also a relatively new player, only founded in 2014. They've grown quickly, though, and are seemingly picking up steam with high-tech companies.

Currently, over 200,000 organizations use Mautic.




What are the Benefits of Using Marketing Automation Software?


There’s a lot of data to prove the benefits of marketing automation and lead generation. For example, companies that use automation to manage their leads can expect a 10% or more bump in revenue within 6-9 months. Likewise, businesses that nurture leads — say, with targeted email campaigns — make 50% more sales at a cost that’s 33% less than non-nurtured prospects.

Seriously.


In addition to the obvious financial impact, marketers say that the biggest benefit of automation is saving time. These benefits will only compound in the coming years since 67% of marketing leaders currently use a marketing automation platform and an additional 21% plan to implement one in the next two years.


In a nutshell, here are some of the most powerful marketing automation benefits that businesses can expect:


  • Increased qualified leads, at a lower cost per lead

  • Improved customer retention and relationships

  • Improved marketing and sales alignment

  • Demonstrated strength in marketing ROI






How do Marketing Automation and Content Marketing Drive More Sales?



Content marketing has become a much more collaborative process these days. Recent search engine updates and evolving customer expectations have forced brands to raise the bar on content creation, which a single marketer can’t reach on their own.


Effective content marketing teams depend on various members wearing different hats, including:


  • Content strategists

  • Consultants with specialized areas of expertise

  • Outreach experts

  • Opportunityprospectors


Using a sophisticated communication system for content marketing will increase sales by 32 percent. While their roles have become more complex, new automation tools have simplified them.


Here are some ways content marketing teams can incorporate automation technology into their project plan.


  • Using new content alerts for inspiration: A marketing automation tool like BuzzSumo can alert customers when content is published on related sites. These tools are beneficial for marketers that are struggling to develop topical ideas for their content. Content marketing leads can forward these alerts to their subject matter experts and ask them to vet them for relevancy and accuracy. If the topic seems on point, they can begin collaborating with the writer to generate content.


  • Facilitating communication with followers: Timely engagement with followers is a crucial part of any content marketing strategy. Social media automation tools like Hootsuite enable brands to listen for brand mentions across social media channels as well as follow their content on all major platforms and provide quick replies to customer comments and inquiries as part of their social media strategy.


  • Simplify outreach: Engaging with prospective customers needs to employ content marketing techniques to be effective even when the prospect is cold. Cold email outreach can be very effective but only when a brand isn’t spamming people. Providing value within each email in your sequence makes the prospect feel you can genuinely help them with a business challenge.


  • Using real-time alerts to identify content syndication opportunities: Finding related sites to syndicate content is one of the biggest challenges many marketers face, especially when they are focusing on a very tightly defined niche. Marketing automation tools can ping marketers when related content is published. They can reach out to publishers and offer to syndicate their own content on their sites.



  • Streamline collaboration between content writers and subject experts: Before the Google Panda update, brands could create generic content and expect to rank well in the SERPs. Customers had lower expectations, so they would be willing to tolerate reading content without much substance.


Attitudes have changed since and search engines punish brands that publish anemic content. Brands need the support of subject matter experts to rank well and engage with their customers.



This has fostered a more collaborative partnership between marketers and subject matter experts. Automation tools such as project management and email make collaboration easier. Slack is one of the top communication apps for marketing teams and can be integrated with project management tools that automate a lot of the processes between teams.



Marketing automation tools improve the quality of all content marketing campaigns. Content marketing is a more multi-disciplinary art than it used to be. Marketers depend on the support of four or more team members, which means they need a simplified system to communicate. New Marketing automation tools have made content marketing simpler and more efficient.








How to Beyond the Data — Automation Improves Relationships?


Some indirect benefits of marketing automation that we’ve witnessed with clients extend to the impact on their corporate culture and team attitudes. Sales professionals, for example, discover just how much more rewarding it is to work with warm qualified leads as opposed to cold calling from low-quality purchased lists. Plus, those leads can be integrated with customer relationship management (CRM) software and populate a lead’s record with relevant information.


For example, did a lead visit a landing page and download an eBook about the benefits of your product or service? Did they read a blog about how to choose a vendor? Having that kind of customer data is virtual gold to your sales team and can be the fuel that starts a conversation.



Another benefit to sales is that they get less pushback on pricing because the leads are of higher quality. Whether you’re new to marketing automation or looking to take your marketing automation efforts to the next level, this comprehensive, resource-packed guide will help you get the most out of marketing automation for your business.



1. Customer Value Marketing – the real challenge is to increase the customer value over time :



Customer Value Marketing is a marketing strategy designed for B2C marketers built around the concept of customer value and marketing automation. Customer Value Marketing aims at building the highest value of a customer over time.



Customer Value Marketing is redefining traditional outbound marketing by the deployment of advanced methods of dynamic customer segmentation based on RFM (Recency, Frequency, Monetary) analytics, supported by behavioral (Digital Body Language) analytics used to create the real-time multichannel structure of marketing automation processes along the whole customer lifecycle, from lead generation to bringing customer to most valuable segment and fostering long-term relationships.

Customer Value Marketing uses traditional outbound channels like email, website, online advertising, telemarketing as well as social media and mobile channel to create non-linear processes (as opposed to the linear processes present in the B2B context) of personalized, real-time offer delivery to the right person at the right time.



Customer Value Marketing is a marketing strategy standing in contradiction to inbound marketing, as designed for B2B marketers and primarily oriented on generating leads and serving to attract and educate customers through different stages of the purchase funnel and driving website traffic by means of creating interesting content.



The main marketing technique to achieve the results of Customer Value Marketing is RFM based Marketing Automation based on dynamic segmentation of customers depending on the transactional activity of customer over time supported by the behavioral data gathered about the single customer in the marketing automation platform.



This new, dynamic, RFM based 360 Degrees Customer View may be then used to create a totally new structure of marketing automation processes using email, dynamic website content, mobile, social media, advertising networks, POS, and direct sales to migrate the customer to the highest value segments of customers.




2. RFM based Marketing Automation at SALESmanago – look at the great features we got :



RFM based Marketing Automation feature segments, customers, according to purchases and transactions made by them. Transaction Analysis and segmentation go beyond the value of the purchase and takes into account two additional dimensions: the frequency and the time elapsed since the last purchase. Those automatically created segments can then be used for implementation of:


  • one-off marketing campaigns, such as sending emails, text messages, or the implementation of targeted advertising campaigns.

  • creating a completely new, non-linear model of automation rules, which aim to automatically migrate customers from the less valuable to most valuable customer segments


3. Advanced segmentation of customers :


RFM (Recency, Frequency, Monetary) is a module that enables the analysis of purchasing behaviors, segments customers, and automates marketing and sales processes based on transactional data. It analyzes every customer in terms of three basic information:


  • Recency – shows when was the last time a customer made a purchase order in the following dimensions: long, medium, short

  • Frequency – shows how regularly does this customer make a purchase in the following dimensions: regular, casual, often

  • Monetary – (the purchase value) shows how much money does this customer spend over a given period in the following dimensions: spender, average, saver


Such customer segmentation allows you to project a far more efficient marketing strategy, optimize your sales and marketing spendings, as well as think strategically about how to engage your customers.




4. RFM based Marketing Automation – a new approach to marketing automation for Online Stores and B2C companies :



RFM based Marketing Automation feature automatically segments contacts in your database depending on their transactional activity, which can be enhanced by behavioral data, and based on that you can run a complete range of marketing processes:


  • one-off marketing actions to selected segment or group of segments

  • fully automated marketing campaigns and processes run automatically depending on the customer migration between various segments.



It allows you to personalize real-time communications in all marketing channels, including:


  • Email Marketing and dynamic email messages

  • Dynamic and personalized website content

  • Social Media (via automatically created Facebook Custom Audiences)

  • Advertising networks

  • Mobile marketing (SMS messages, Mobile Applications)

  • Telemarketing campaigns for particular customer segments.


Automation of marketing processes allows for responding to both: desirable and negative contact behavior automatically, in real-time. In case premium customers lose interest in your offer, you can send them a personalized email in order to re-engage them.



In addition, it facilitates sales process management by placing your contacts on a particular sales funnel stage, thus supporting the identification of potential key customers.



New, dynamic, 360 Degree Customer View may be then used to create a totally new structure of marketing automation processes using email, SMS messages, dynamic website content, mobile, social media, advertising networks, and direct sales to bring the customer to the highest value segments of consumers.





Conclusion :



Marketing automation is all about nurturing not selling. We avoid the hard-sell approach in favor of content that is personalized, relevant, and aligns with what our customers and prospects are looking for. And what’s even better, by implementing marketing automation software, this process gets a whole lot easier.


Marketing automation plays a key role in the attract and convert user traffic. Marketing automation has helped streamline processes and gives greater visibility into what visitors and leads are actually doing.