The advantages of marketing automation

26 Jun 2024

The field of marketing plays an essential role in a company. Indeed, it helps to more easily achieve objectives as long as there is a good strategy. This also depends on the experience and expertise of the marketer. In this section, we will talk about the numerous advantages of marketing automation.

Time saving

Marketing automation consists of completely automated processes. The main objective of this system is to use all techniques for triggering a campaign and messages in an automatic manner. In other words, its operation no longer requires any human intervention. Everything related to campaign management, email marketing, leads, and customers is ensured by marketing automation.

Its first advantage is therefore time saving. In fact, this strategy uses automation to guide a lead automatically without the direct intervention of a person. It notably allows for analyzing consumer behavior to adapt to their actions. Thanks to this strategy, your marketing team can focus on other tasks that cannot be attributed to automation. Marketing automation also allows you to better structure your strategy.

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Reduction of Sales Cycles

Customer habits in the current market are no longer what they were for previous decision-makers. Indeed, in the past, it was simply necessary to contact them, provide well-prepared product proposals, and that was sufficient. Today, everything has changed; they have different needs and more demanding expectations. Making a purchase now involves personal reflection. Thus, before buying, they will first gather information, find solutions, and make comparisons, all without any contact with a marketer.

Marketing automation will therefore enter these different stages pursued by decision-makers. However, everything happens without your prospect being truly aware that they are dealing with your marketing service. This system will support your future client in their research and reflection. It will provide them with all the information they need to conclude a purchase. This tool therefore represents an excellent way to reduce the sales cycle. This strategy allows you to qualify your leads more easily with lead scoring. It is also possible to optimize your leads with lead nurturing.

A multi-channel marketing

Marketing automation is the best and simplest solution to directly reach the audience at their doorstep. Indeed, leads are found everywhere. Therefore, you must be present on all fronts. With this automated marketing strategy, it is easier for your business to go where the prospects are. Thanks to this multi-channel system, your leads can be contacted via a wide range of channels. Likewise, they can also contact you through the channel that suits them best.

Email remains a very good way to strengthen your relationship with your leads. You can create and send them to better track their behaviour.
SMS is also at the forefront. You can send short, personalised and relevant messages to improve your campaign.
Nowadays, social media represents enormous potential for a company's marketing. Thus, it is entirely possible to leverage them to increase the visibility of your brand.

Personalisation of communications

Thanks to marketing automation, you have the opportunity to know your prospects' profiles more easily. This allows you to segment your contacts into different segments and thus use personalised communication systems. You will thus benefit from even more satisfactory results. Indeed, in order for the sent content to be as personalised as possible, it is very important to have the maximum amount of information about your audiences.

The marketing automation strategy also allows you to define criteria in your database. As soon as the profile of a new entrant matches the various conditions you have defined in advance, the automated marketing scenario comes into action. Furthermore, there is also dynamic content that allows for advanced personalisation. You have two options at your disposal: substitute variables and insert content.

Better lead management

Marketing automation is also an effective system for generating and managing leads. It is most often used in B2B exchanges. However, it is perfectly suited for certain B2C campaigns. Moreover, this automated marketing strategy is also associated with an inbound marketing technique.

More concretely, marketing automation helps with the creation, organisation, and promotion of your content and events. It also optimises the lead generation that your content brings through landing pages. This strategy notably contributes to the qualification and sorting of the leads you have generated. This is lead scoring, which helps you manage your priorities to better tailor your sales approach according to your targets. Finally, lead management, that is, exploiting and maintaining the relationship you have established with your prospects.

Therefore, marketing automation allows you to benefit from numerous possibilities and enjoy multiple advantages. All you have to do is find a good platform that allows you to fully take advantage of these many assets. My Name is Bond is a leader in this field. With this platform, you will have no trouble discovering all the advantages of automated marketing.

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