Marketing automation enables you to run an unparalleled number of contextual campaigns in parallel across all your customer touchpoints – both digital and traditional. Communicate in a more meaningful way, more efficiently.
Marketing automation covers various facets of how you interact with your customers. Irrelevant of the size of your business or the industry you operate in, some of these problems probably sound familiar:
Data is crucial for proper targeting. However, problems typically start with access to the right kind of data: the information you need is either not recorded at all or resides in different databases, often in different parts of the business.
If you want to make data work for you, you need to be able to access it all centrally.
Many sections of the campaign management process can be done infinitely better with the right tools in place. Storing data, analyzing it, creating segments, orchestrating campaigns
Campaign management processes often suffer when ownership shifts between teams. As an example, if lead generation processes are not aligned with lead conversion, capacity and follow up issues are the logical consequence, which creates leakage points.
Automating communication will make it faster, but not better by definition – that only happens if clear segmentation and targeting guidelines are in place. Without sufficiently defined customer journeys indicating a series of triggers and scenarios, targeting will be random.
Performance is driven by KPIs, and campaign management is no exception. In order to have successful campaigns, you need to define what success is. It can be something major like a completed purchase or a micro-conversion like filling in a survey, but whatever it is, if it is not tracked – ideally in real time – your ability to take action will be limited.
Marketing automation and more broadly, interaction automation can grow out of specific departments, but works better if either e2e planning or execution responsibilities (or both!) for campaigns reside within a single unit. Without this – or a channel-independent campaign management team setting targets – wide-scale, truly omnichannel adoption will be slow and painful.
Internal IT processes typically optimized to support core systems often struggle when it comes to responding to commercial requirements quickly. Small, iterative changes necessary for running efficient campaigns have no place on traditional IT roadmaps – the more can be changed on the front end by commercial teams, the better.
The power of marketing automation can be harnessed in various ways, but the main objective is always to deliver measurable impact. Cutting edge marketing automation platforms combine a set of capabilities which typically focus on three distinct areas:
Generate leads in real time and manage conversion across contact channels through a single platform, while using powerful attribution modeling for transparency in measuring commercial impact. Revenue boost can be derived from various levers ranging from improved conversion rates to higher campaign frequency.
Customers churn for a variety of reasons, but a lack of interaction is often one of the root causes. AI powered churn prediction modeling and engagement allows you to to connect with customers at the right time with the right message to keep them on board.
Customer profiling allows you to create elaborate micro-segments based on behavioural, transactional or demographic data and launch targeted campaigns across a broad range of contact channels. Personalized experiences delivered in this way help you stand out and boost customer experience.
Successful marketing automation requires more than having the right tool, though that is a good start. Our marketing automation services are tailor made to help you identify the necessary adjustments and support you along the way to deliver maximum commercial impact in a sustainable way.
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