Is marketing automation a good investment?

Q: Is marketing automation truly worth the investment or is it just hype?

We get asked this a lot, and it really depends how you use it. Some businesses buy automation platforms expecting magic results and then never properly set them up. When it's done right, though-even simple automation, such as follow-up emails or lead tracking-it removes a lot of repetitive work and stops opportunities slipping through the cracks.

Q: Do I need a large marketing group before I invest in automation?

Not necessarily. In fact, a smaller team can benefit more from automation because it adds fewer burdens to stretched resources. One person might be juggling marketing, sales admin, and customer contact, and automation can take some of the background work pressure off to ensure they’re not frantically answering emails and reminders.

Q: What do companies typically do wrong when they first get into marketing automation?

The biggest problem isn't the software; it's expectations. Some companies just jump in feet-first, attempting to automate everything at once without knowing what their existing processes are. Typically, what we suggest is starting with one or two workflows, observing what works, and going from there. TBE's Dynamic Insights solution provides data consistency and quality to help business leaders make informed decisions.

Q: Is marketing automation simply sending emails?

No, although email is where it usually starts. If done correctly, automation can link together different aspects of your business, such as CRM, emails to your staff, customer experiences, report automation, and more. The end game here is not more emails, but rather better timing and reduced manual labor.

Q: How quickly do businesses normally see results?

You’ll likely see operational improvements pretty soon, such as reductions in manual work or greater visibility of leads. T Tangible marketing results like increased conversions happen over time because automated processes get better over time, not instantaneously.

Marketing Automation CRM

Posted on 13 May, 2021

It’s not common to find both marketing and IT working together in many businesses. They often tend to be two polarised functions, with very limited reason to collaborate. However, as organisations adopt digital marketing more, the gap is starting to close between marketing and IT.

Creating the partnership

To build a successful digital marketing toolbox, there needs to first be a genuine partnership between the strategic, the tactical and the technical business functions. By working collaboratively, they can plan, design, implement and use the powerful systems needed for marketing to support the business.

Marketing automation

The biggest piece of technology used by marketers – aside from the Customer Relationship Management – is the marketing automation system. This generally uses email as the main communication method, although most modern marketing automation tools now integrate web and social media channels.

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The key reasons you need marketing automation

Regardless of your industry, there are a number of major benefits to working with the marketing automation systems. Including:

Better customer management
- A good marketing platform gives you the ability to measure user behaviour and responses, helping you to understand what your customers are truly interested in. This knowledge enables you to shape your products and services to target your audience better.

Nurture leads until they are ready to buy
- The majority of the people visiting your website or downloading your content are just finding out more about your offerings and are not yet ready to buy anything. However, with the help of marketing automation system you are able to nurture those leads with tailored messages over time, to keep them engaged with suitable content.

Integration of various channels and platforms
- The modern marketing team uses a wide range of digital systems for speaking to different audiences and managing various types of data across websites, social media, etc etc. This can cause issues when more and more systems are being used, the complexity can become too much.

Helps marketing track attribution
- One major challenge for marketers is tracking their return on investment – and getting credit for the leads generated using marketing budgets. With the help of software that allows leads to be tracked across multiple channels over time, the attribution can become easier, and marketing can get more transparent reporting on their results.

Web Alliance provides dedicated Marketing Automation Consultant for a project to smoothly condust any analysis required for marketing automation strategy for development of custom software for your organisation.

Always busy in managing marketing staff and daily tasks, discuss your workflow and the custom Software for your company.

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Custom made or shelf CRM?

When it comes to choosing the right system for marketing, there is often a temptation to go directly to a ready-made packaged product. While this can be more than sufficient and much less time restrictive, there are many benefits for choosing to go custom made.

Paying for functionality you don’t need
- One of the biggest issues with off the shelf solutions is that they are designed for the average user. This means you will inevitably be paying for features you don’t need, or on the flipside, not have access to features that you do need that are specific to your business. The price will still be the same.

Avoid being locked into long-term subscriptions
- Most marketing automation systems on the market are available on a subscription basis. While this does give the business a predictable monthly or annual cost, it also means that you continue paying – as long as you use the software. Owning software, not only means you won’t have to pay monthly and additionally you own the software as an asset.

Adapt the software to your process, not the other way around.
- Your business is unique – and you have processes that may not look the same as those in another business. Rather than changing the way you operate it may be worthwhile designing your own marketing systems that are completely tailored to your organisation.

We all want good, dependable marketing efforts that show tangible results. The better tools your IT team can give your marketing teams, the better the performace would be.