Marketing automation: effective, but complex

Marketing automation is not just email workflows

A tool that can summarize and automate processes in order to support marketing goals and promote customer communication.

Table of Contents

Marketing automation- a work monster

Marketing is composed of a variety of measures. Each is a complex process in itself. Together, this quickly turns into a resource-consuming work monster that makes regular work processes practically impossible. The coordinated analysis of existing data makes marketing without any means of automation a demanding challenge in every sense.

So a tool is required here that can summarize and automate processes in order to support marketing goals and promote customer communication. The range of applications ranges from the customer journey to brand trust. Marketing automation can bring about decisive improvements here. The problem with this: Marketing automation itself is a challenge that requires extensive knowledge of technical processes and procedural relationships. Or to put it a little bluntly: The introduction of marketing automation can mean driving out the devil by Beelzebub.

The strategic importance of marketing automation

If you are considering using marketing automation for your operational processes, there are certainly valid reasons. As a rule, at the beginning of all considerations you might realise that things cannot go on as they are.

The friction losses in manually coordinated marketing are often so high that the question of meaning already arises. In addition, there are the high demands on time and manpower associated with it - and that without achieving a really satisfacturing result.

Efficient marketing, which ultimately leads to more customers and more sales, can no longer be achieved in this way in times of e-Commerce and network culture. Above all, the management of incoming information, in order to generate measures focused on it in real time, can no longer be achieved without automation of workflows and processes.

In addition to the frictional losses that manual marketing processes cause, there is the loss of one's own market position, which inevitably arises over time. Efficiency problems with your own marketing are one thing - the competitive disadvantages compared to competitors who consistently rely on marketing automation are the other. In order to be able to survive on the market, it is therefore essential to turn to automated processes.

Marketing automation - also a cultural change

As just mentioned, the decision to use Marketing Automation is based on constraints in various ways, often triggered by one of two statements - or both together:

  • Statement 1: manual marketing is insufficient, it has to be faster
  • Statement 2: Because competitors use it, I have to do it the same way

Although these statements are correct, they do not lead to optimal results when it comes to implementing marketing automation in your company. The first thing you need is a comprehensive needs analysis - in other words, the answer to the question: Why exactly do you need marketing automation?

At the beginning of the process, there should be a detailed inventory of the current situation. In which areas of your marketing do most friction losses occur? Which marketing goals are the biggest deficits? In which areas do you want to generate growth?

These are just a few questions to which you should first find satisfactory answers. Marketing automation tools are generally limited to a specific set of tools. However, it is important to optimally configure and combine them according to your own situation and objectives. You can only do this if you have gained an objective, detailed impression of your own situation.

A complex system under control

You may have postponed the decision to turn to marketing automation for some time. Admittedly, the topic is complex, the procedures technically demanding. In border areas, processes also play into the artificial intelligence sector. However, this should not stop you from approaching the topic, because you are not on your own in this field. Sophisticated e-Commerce software solutions prepare the technical infrastructure in such a way that it is easy to understand and operate.

All you have to do is get an idea of ​​what exactly you want to achieve. To give you an idea of ​​how marketing automation can support you, below you will get an insight into the basic functionalities that are available to help you automate your marketing tasks.

One system for many tasks

Marketing automation became necessary because there are a large number of independent processes in the area of ​​sales promotion, which not only have to be optimally handled individually, but should also be linked and coordinated in an efficient manner. In addition, there are the immense amounts of data that arise in e-Commerce and can only be processed in a meaningful way with big data processes. These are just a few areas that are relevant to marketing:

  • Lead management
  • Email marketing, for example with CleverReach or MailChimp
  • Newsletter marketing
  • Use of HubSpot
  • Cloud computing with Salesforce
  • Intercom

They all, and many others, support marketing tasks effectively - but only within their area and without interaction with other tools. Marketing Automation cuts across all relevant processes and coordinates them in the best possible way. In addition to the productivity gains in the individual processes, this creates synergetic effects through the cooperative approach. In other words, the total is more than the sum of its parts.

The introduction of marketing automation in a company that used to do traditional marketing is similar to the situation before building a house. There are tons of different tasks and work to do, but where to start?

This is at least partially obvious when building a house. Every layperson is also aware that it is not possible to cover the roof before the foundation has been laid. The situation at marketing automation is more difficult because the individual elements cannot be identified at first glance in terms of their importance for the whole.

Therefore, you should first get an overview of which elements are used within marketing automation systems and which role they play in each case. In this way you gain an overview of the functional methodology of automated processes and can get an impression of how you can optimally adapt such a system to your needs. The following chapters should help you with this.

The scope of marketing automation services

The central goal of software-based methods for automating marketing processes is the program-controlled execution of process steps. It is primarily about the analysis of customer profiles, in relation to user behavior. The goal is to achieve automated campaign processes by aggregating additional information. This is usually done by coordinating all processes on a process platform, as is the case with Aioma.

Merging on a common platform brings significant advantages. This makes it possible to manage and coordinate every aspect of a campaign from a central point - from email marketing and social networks to messaging and advertising management.

Marketing Automation proves its strengths particularly in the analysis of visitor behavior and in tracking. Findings obtained in this way represent an important information basis for exact customer journeys - and thus for optimal customer satisfaction. This means a significant gain in effectiveness, which also has a gentle impact on the available resources.

Extensive range of utility applications

The customer journey is the central element that marketing automation can influence. The more contact points (touchpoints) the prospect or customer touches, the more detailed and concrete the picture will be about them. Over time, more and more information about his research and consumer behavior as well as his product priorities arrive. This is exactly the ideal time to react quickly and precisely - the right entry point for marketing automation. At this point, targeted, self-running campaigns can be set up that are aimed precisely at the groups that have the highest response expectations. Since the processes run automatically, individual, previously defined groups can be supplied with precisely tailored content.

Marketing automation not only controls processes that run automatically, but also evaluates the reactions they trigger. If, for example, the incoming data indicate that customer interest is increasing, this means the birth of a qualified and precisely defined lead. In the next step, it can now be handed over to the marketing team via marketing automation, where the intensified support takes place.

Strategic thinking and creative design

Marketing teams and marketers are under enormous pressure. It is important to continuously develop extraordinary ideas and implement them in successful campaigns.

Advantages in different areas

As already mentioned, the consistent use of marketing automation means saving time and resources. But that's just one of the advantages that automation offers. In addition, the resulting database is particularly interesting, which leads to a better understanding of the customer. And that in turn forms the basis for precisely focused and formatted campaigns. The result is a series of useful applications for the company:

  • Development of a meaningful behavior profile of potential customers
  • Broad marketing campaigns
  • Targeted strategies by data obtained through marketing automation, adaptable to the associated work steps
  • Identification of leads for preferential treatment based on data obtained
  • Individualization of follow-up tasks
  • Precise forecasts for subsequent investments through automatically obtained data

Increase marketing ROI through higher data density and the optimization of processes.

Control workflows with strategies

Marketing teams and marketers are under enormous pressure to meet requirements. It is important to continuously develop extraordinary ideas and implement them in successful campaigns. This is a challenge that creates permanent pressure. The aim is to draw the customer's attention to yourself in a market with increasing levels of aggressiveness - and to keep it afterwards. This is the basic argument for using Marketing Automation: it is about exempting routine work. This creates strategically important time windows that are needed for the really relevant tasks: strategic thinking and creative design. This is the only way to keep an overview of the entire process.

The prioritization of leads is particularly important in this context. It is of little help to manually identify promising and high-quality leads if there are no resources afterwards to effectively expand and support them. Such resources are available for automatic prioritization of leads. Now the team can concentrate on high-quality leads and lead them to conversion through precise monitoring.

Don't know how to get started with Marketing Automation?

Let's talk and see if we can help.