Marketing automation

Marketing automation has transformed the digital marketing space

Studies show that 91 per cent* of companies successfully using this technology believe it essential to their strategies—and that effective implementation of marketing automation can drive a 14.5 per cent** increase in sales productivity.

Those, right there, are great stats. But conversely, many companies have invested in marketing automation and been stuck with expensive software that they don’t know how to use. The best way to ensure this doesn’t happen to you is to learn as much as you can about marketing automation before you get started.

We can help with that.

What tech do you need for marketing automation?

You can’t automate your marketing without the right technology. There are way too many providers to choose from, but they aren’t all created equal. What you need is sophisticated software that gives you complete, accurate insights into how prospective customers are interacting with your digital presence. It’s also important that your software allows you to tailor automated communications: they need to be human. The leading platforms at the moment include:

  • HubSpot
  • Marketo
  • Eloqua
  • Pardot
  • Autopilot

We use HubSpot because it gives you the power to fully personalise every interaction with your prospects and customers, and rolls all your inbound marketing functions into one smart platform. It’s also set up to easily integrate with specialist technology like Salesforce, Slack, WordPress, Mailchimp, Facebook Ads and much more.

Even if you are one of the unlucky companies saddled with a less than stellar marketing automation platform, chances are it can be infused directly with HubSpot—no tough transfer procedures required.

And what happens if your to-do list is beginning to look a little un-doable? You can always partner with an agency that has the skills that you need to get the job done.

Strategise.

You should never implement a marketing automation platform without a strategy for what you are trying to achieve.

Your marketing strategy should define your requirements. Are are you looking to use content purely for engagement purposes or do you have specific lead generation and sales conversion targets that need to be met? A full-funnel Inbound Marketing strategy that touches cross-channel acquisition and retention touchpoints and needs to integrate with your CRM, will have very different technology requirements compared to a fast-touch FMCG marketing programme that uses content to drive in-store purchase.

If you’re looking to marketing automation to support lead generation and sales conversion activity then critically, both the Marketing and Sales teams should be invested in strategy development, platform selection and have shared goals in terms of what the programme is expected to deliver. We see time and time again the Marketing team delivering hard-earned, high quality leads, only to see them disappear into the void of the Sales department if the Sales team aren’t equal stakeholders in the program.

What can you automate?

HubSpot allows you to manage and automate the following marketing functions from one intuitive interface:

  • Blogging: speed up your content creation by using templates and automatically distribute your blog when a reader subscribes to your RSS feed
  • CMS (content management systems): make website design and content management easier with drag and drop, WYSIWIG functionality. Recreate landing pages instantly using templates and page cloning
  • Landing pages: ensure your landing pages are optimised on any device and set up “smart content” that adjusts to better suit the viewer based on previous behaviour, location and more
    SEO: automatically measure your SEO efforts with built-in analytics functionality and get optimisation tips in real time as you create content
  • Emails: automatically personalise all the details of your emails for each recipient, including subject lines and copy. Automate sending of personalised emails when a prospective customer performs a certain action through specialised workflows
  • Lead management: automatically store each contact’s information and record every interaction with prospective customers – use this information to create targeted campaigns
  • Social media: track brand mentions and engagements, schedule your posts for publishing at the most opportune times and automatically target consumers who perform certain actions on your website or with ads
  • CTAs: automatically record who clicks which CTAs on your website or social media posts and use this data to retarget campaigns, or optimise creative.

Need a holding hand to get your marketing automation project up and running? Need some advice on how you’re currently tracking and where you could improve? get in touch.