Technology is at the forefront of our daily lives.
Whether it is more accessible shopping, virtual social lives, or smart health tracking, technology has been considered a quick-fix solution.
Developing great marketing strategies is great but you need a solid marketing automation platform to see those strategies through. And for that very reason, the marketing industry bet its bottom dollar that emerging technologies can eliminate most obstacles, if not all.
But if you’ve ever felt like your marketing automation platform is not giving you the ROI you were hoping for or if you are just starting out and don’t know what to expect, you are not alone.
So, here is an overview of some tactics that can help you get the most out of your marketing automation investment, from how to make good use of promotions to how to track sales to multiple channels.
9 Smart Ways to Maximize the ROI of Your Marketing Automation Platform
1. Start From Scratch
A solid marketing campaign begins with effective priority setting. Once you have a set of marketing objectives and how much money you want to allocate for it, make sure that you are able to measure the results of your campaigns.
2. Align Sales and Marketing Teams for Success
For marketing automation to be effective, you must ensure that your sales and marketing teams are on the same page. Your marketing team should plant seeds that can help boost revenue so your sales reps can close deals much faster.
3. Anticipate Every Stage of Your Campaign
To build their lead nurture strategy, marketers tend to refer to the different stages of the customer journey. However, you should consider every phase of your campaign. For example, how do prospects/customers find information about your brand? What are the main messages you want them to see?
4. Keep Established Marketing Guidelines in Mind
There are many marketing practices that were made to make things faster and help bring results quicker. These practices revolve around form creation, CRM integration, segmentation, and compliance. For example, if your marketing automation platform can automatically follow up with visitors who landed on certain pages or segments of your website, then use it!
5. Personalize Your Marketing Strategy
You know your customers better than anyone and that’s why they trust you with their information.
Don’t make your prospect or customer get used to a generic email from your company. It’s the little things that make a big difference. So, adapt your marketing campaign to the individual preferences of customers and exceed their expectations.
6. Know the ‘Ins-and-Outs’ of Your Platform
Just like any other tool, your marketing automation platform should be used to its fullest capacity. Remember that it is a tool for you to market your organization in the most efficient way possible, so it should be used as such. Take the time to learn how to set up different campaigns and how to use the features that your marketing automation platform already has, in order to drive results.
7. Take the Time to Explore Your Marketing Automation Platform When You’re Just Starting Out
This strategy is quite simple but you will definitely see that it works! Nothing beats patience and putting in the time to cultivate your business’s image and make it more attractive to customers. For this, you need to adapt to your new marketing automation platform.
8. Focus on Lead Scoring
Even if your marketing automation platform allows you to segment your database and personalize the offer according to what interests your customer, this should not be done in the beginning. The first thing you should do is identify high-quality leads that can have a high potential to convert. Ranking leads on multiple attributes such as email engagement, online behavior, and personal information can help you track better leads so you don’t waste your time on unworthy prospects.
9. Try Multi-Channel Automation
Technology has given us many options when it comes to marketing and the best thing is that most of them do not require you to use one marketing automation platform. Whether you are using social media, mobile apps, customer service reps or email marketing, multi-channel automation is the way to go.
Creating different campaigns for each channel allows you to reach new audiences with different offers and can help your company reach those who are not yet familiar with your brand at all.
How Can Marketing Automation Improve Your Sales Funnel?
All in all, marketing automation improves your company’s sales funnel by making it more efficient and less time consuming. It also empowers you to send triggered emails to relevant leads and modify (highlight or hide) content depending on certain actions that are happening at any specific stage of the funnel, so your sales representatives can close deals faster.
The marketing automation industry, being one of the fastest-growing industries, is expected to grow by a CAGR of 9.8% by 2027.[i]
Generating good ROI from marketing automation is not rocket science. All you need to do is frequently experiment with your marketing strategies and cut out unnecessary distractions. On top of that, implementation, execution, and the success of marketing strategies require a systematic approach and logic.
With marketing automation, you can concentrate on what really matters and use your time much more efficiently. It is true that it might take some time, but if you are committed to succeeding, the right steps in your marketing automation strategy will get you there.
Want to Delight New-age Customers With a Solid Marketing Automation Strategy? Let’s Talk!