Using a marketing automation platform makes it easier to schedule emails, segment contacts, automate social media posting, manage your content, and track the lifecycle of customers in your marketing funnel. This automation trend also highlights the growth of convergence, which allows you to stay lean, focused, and as profitable as possible without compromising on quality.
Properly utilizing your marketing automation tool requires integrating it into a complete inbound marketing strategy and using it as a support rather than a replacement. Here are 3 key ways to get the most out of your marketing automation.
By shaking loose from a single objective, you can garner engagement and get valuable information to help you shape future marketing efforts, improve the product, or prevent churn.
Typically, marketing automation is used to send customers automated emails based on their activity. But sometimes, a personal phone call or email is the better route. For those instances, think about also connecting your marketing automation tool to an internal system. Doing so will enable your team to get alerts when a highly qualified lead looks at the pricing page, for example, or when a valuable customer stops logging into your software as a service platform. Setting internal notifications for major events in the customer lifecycle lets your account managers and sales team make a better decision about whether a more personal kind of outreach is necessary.