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Brittney Scarlett - 01.03.2018

Marketing Automation

Marketing automation has become a popular phrase in today's digital marketing ecosystem. You may find yourself wondering, "Why is marketing automation even important?" or, perhaps more importantly, "What exactly IS marketing automation?"

Marketing automation consists of software and technology that enables marketing departments to connect to their consumers in a highly personalized manner across multiple channels online. It acts as a kind of marketing hub, adding a high degree of efficiency and flexibility by automating workflows and repetitive tasks through channels as diverse as email, social media, SEO and more. It can also help with customer retention, increase customer satisfaction and even provide campaign tracking and monitoring.

How do you get the most out of your marketing automation? From lead scoring to engagement programs and email campaigns, Sagepath has you covered. Below are a few simple tips and best practices our experts follow to produce best-in-class, repeatable and productive marketing campaigns.

1. Define Your Process
First, you must understand your buyer’s journey in making a purchase. Once the journey is mapped, you can proceed to define the process you will use to guide potential customers into your  lead funnel and nurture them on their journey from there.

2. KISS – Keep it Super Simple
Don’t try and build a complex, robust, fully automated marketing campaign overnight. Start small and build from there. Develop a deployment plan for all attributes and marketing strategies you are interested in automating and grow each future campaign with an additional feature.

3. Test, Test, and Re-Test. And Then Test Again.
Before distributing an email campaign to a 10,000-email distribution list, ensure that your automation and triggers have been tested and verified for each target market segment you are delivering. It is imperative to leverage A/B testing to track open %, click through, conversion and other KPIs you are interested in capturing. Always remember, one test per email. Testing multiple scenarios and combinations of attributes in one campaign can lead to inaccurate results and undefined conclusions.

4. Don’t Set-it-and-Forget-it

Marketing campaign management is necessary. It is important to analyze previous marketing campaigns’ success and failures and tweak upcoming campaigns to drive and achieve maximized results.

5. Integration
It is very common to have different systems to assist sales, business development, account management and marketing; however, if these systems do not talk, little to nothing is added. Synchronizing your marketing automation tools with your CMS and CRM tools should be automated and occurring all day, every day.

6. Right Content, Right Time
Style and create the content you are distributing to your leads to be as relevant as possible to their specific needs, wants and desires. First and foremost, you must earn the lead’s trust. If your leads are not engaging with previously sent campaigns, do not continue to send them promotions or demo requests. Always keep in mind, the content must fuel the process.

We must be mindful that marketing automation does not do all the work for you; rather, it allows you to create automated, repeatable, reproducible tasks. Marketing automation has incredible potential to convert customers and increase overall ROI. Nurture your leads and continually tweak your campaigns to maximize your results. Make 2018 the year you harness the power of marketing automation to take your business to new heights.