What is Marketing Automation and where is it going?

April 29, 2023
November 9, 2023
Demand Generation Strategy
 "What is marketing Automation"

Marketing Automation is a subject I talk about a lot. Because I love it. I love making workflows that automate a super high-touch process into nothing, with leads and customers getting an even better experience. I love translating a complicated sales process into something that is much more easily scalable.

What is Marketing Automation?

I understand that not everyone is as big of a marketing automation nerd as I am. Marketing Automation is when software is implemented to help solve repetitive tasks performed by sales and marketing. They often strengthen the relationship between sales and marketing teams, adding a greater level of detail to the lead journey and create actionable data that can be leveraged to service leads more effectively.

So, the next natural question to ask is what is this so-called software that solves all the problems in the marketing universe? There are plenty of options.

Marketing Automation evolved as technology and the internet has evolved. The first place where we saw software coming into play is with the birth of Client Relationship Management (CRM) software replacing good ol' rolodexes.

Historically, marketing automation was more reserved for larger corporations as they had the client base and frankly the budget to implement computer software. As this software evolved, you started to see customer servicing, sales management, forecasting and support being lumped in. Marketing Automation began to shape up through email marketing. Soon thereafter, this evolved further to encompass all marketing technology, namely web analytics, email and marketing resource management. The pioneers in this space were Eloqua, Salesforce, Marketo, Pardot, HubSpot...Now there are many to choose from in addition to built for purpose tools that just deal with things like Email or Landing Pages, etc. Over the last decade, the price of All-in-one platforms has come down significantly, levelling the playing field for more businesses. After years of living on MailChimp for email and Word Press for CMS, and HubSpot for CRM and Unbounce for landing pages, smaller businesses are now able to benefit from the power of an All-in-one solution.

How to choose your All-in-one Solution

All-in-One Marketing Automation platforms take marketing to the next level. They are easy to use with all of the marketing tools you need in one place.

When I say “all of the marketing tools you need,” I am referring to:

  • Email Management
  • Landing Page creation
  • CRM
  • Sales and Marketing workflow automation

After that, you get into some more fun and fancy features, like:

  • Content Management Systems
  • Chatbot integrations
  • Social media management
  • Ad management
  • SEO management
  • And the list goes on….

At the end of the day, the needs of your business will vary based on industry and regulations, but those are the main items you want to see boxes checked when considering an All-in-One Marketing Automation platform.

Marketing Automation in 2021

Everyone knows that consumer behaviour has changed in the last 2 years. Marketing trends that were predicted in 2019 are now practically obsolete. One thing that the pandemic has accelerated and emphasized is the importance of Customer Experience, ONLINE. Taking that in person experience into the digital world is not an easy task. Understanding how customers interact with brands and adapting is key.

Another huge trend going forward is investing in developing brand loyalty. According to Forrester, brands need to focus on delivering hyper-relevant, emotionally resonant brand experiences that foster loyalty across the journey.

The importance of chat functionality has skyrocketed in progressing both of those goals. For those who are at home, craving a level of human interaction, chat delivers. Whether you get really automated with an AI-driven chatbot, or have live people providing that personalized experience, Forrester predicts that chat will remain a top-10 engagement channel for a long time. At the end of the day, chat enables businesses to bring that in person experience to the digital space, allowing you to leverage technology and automation while continuing to focus on the customer experience.

As you can see, marketing automation is no longer just reserved for the large corporations. For every business, from a ‘mom and pop’ brick and mortar store to a multinational corporation, marketing automation is a must-have.

Click here to connect and discuss the future of your marketing automation.

OR you can always chat with me on my website! PS- It's really me! :)

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