A common mistake many people make is thinking that marketing automation software is essentially a tool for email marketing. While it’s true that its origins are form there, what we’re referring to is a completely different kind of animal.
Marketing automation software is defined by Wikipedia; Marketing automation refers to software platforms designed for marketing departments and organizations to automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes that are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing.
So how does this benefit your small business?
Since some 93% of B2B buyers are using the search engines to begin their buying process, it was clear that to be successful businesses needed an easier way to streamline the inbound marketing process, as well as make it easier to manage, all the while reducing the resources and time required for day-to-day marketing activities. Marketing automation software can make this happen, allowing you to manage every part of the lead generation path. Good software of this type will entice visitors to your site, and launch them down the path of the buying process with offers and follow-up emails. It will also segment your leads as to source, product interests and any specific parameters.
The way this works is the system relies on a complex series of rules to trigger action items; which can be either more content, a special offer, or follow-up email message. This gives the visitor just what they are seeking and frees up your staff for other tasks. One particularly important thing to note is that if you choose to opt for a marketing automation software, there will have to be a obligation keeping the content funnel filled, since this is what it runs on.
If your small business is struggling to stay up with all that you are tasked with, or you have the desire to bring your business to the next level, then you may need to take a hard look at marketing automation software.