What is automated marketing?
WHAT IS AUTOMATED
It was whilst visiting a potato factory of all places that Henry Ford had the idea to create an assembly line for cars.
The repetitive processes involved are time consuming and expensive and automating them makes the cost lower and saves many labour-intensive hours.
Automated marketing takes the older, data driven processes of marketing and uses software to deliver campaigns according to certain criteria which is manually input.
These criteria make up the shape of the campaign and are adaptable according to the various touch-points and actions of the end users. Within campaigns you will find triggers, workflows, lead-scores and lifecycle stages. The automation of these once manual processes has made many efficiencies for companies worldwide.
This kind of software is becoming more affordable as new competition enters the market and most importantly, sales cycles are becoming shorter in many industries as more relevant information is being passed automatically sales teams.
One of the key outcomes of using automated marketing platforms is the powerful reporting that can be delivered across an ecosystem. Anyone who sees the pages of your website can be tracked in viewing time, forms, subscriptions. Once a cookie is installed on the user’s browser, workflows can take effect to create many campaigns that can drive your KSP to the people you want it to reach.
HOW TO IMPLEMENT AUTOMATED MARKETING SOFTWARE
With so many offers of software across this market it can be hard to choose, and this choice matters as many hours will be used in the implementation of automated marketing software. The low-budget option from Agile is great for SMEs or self-employed users. It is relatively easy to use with a good knowledge of CMS and some design coding experience, but it is limited in the advanced tools prevalent in higher priced CMS platforms (or COS as they are becoming known (Content Optimisation Systems))
Following the software, digital agencies are becoming the turnkey alternative to the setup of these platforms. The software providers are happy for agencies to recommend their platforms in return for fees, so agencies are becoming proficient in the use of automated software and delivering full-stack services in automated marketing from hosting right through to reporting. For business with over 100 employees this is usually the solution. New products are marketed using new platforms and project managers are placed to oversee production by dedicated agencies.
The first big step is the ability to attach tickets to the subscribers in a system depending on the amount of information we have. If say we have their name and email we can (and usually will) call them a “subscriber”. If we have their age, job-role, location and phone number, we can assume that they have released this information to us in the interest of contact from our company, so we will ticket them with “SQL”.
Though a user may have given us their phone number, they may have performed an action on our website telling us that they are not ready to be contacted or even not the right fit for our company. If they decline a form that we think would normally have been filled out, we can take one point away from them as a user in the lead-scoring framework. This may trigger a different workflow closer to the top of the funnel to give them more information about the product or services, an infographic, say, which is easier to digest and is not asking for purchases from a user who is not yet in a position to make a purchase.
As Hubspot likes to say it, “delight” your customers. Workflows are set up for customer retention post-sales. This moment is as important for the bottom-line as the conversion itself. Customer retention is more economical so time must be given to clever strategies for existing clients. These workflows may offer discounts for recommendations to friends or service support.
Users come to our website from many sources, social media posting can bring people to our site as they read and click on a piece of content we have created. Depending on the lifecycle stages of certain users we can provide different pieces of content closer to our product, starting with campaigns to inform in general sense about our field of business, and closing leads with campaigns targeted to specifics and KSPs about our products. According to the actions of users we can adjust the content they receive to nurture them through the funnel until they reach the SQL/MQL lifecycle stage and can be passed on to our colleagues in sales.
THE TIME IS RIPE
With only 9% of UK businesses currently using automated software, there is a clear gap for COS platforms to provide these tools to businesses across the UK. Marketing automation works in all areas of digital commerce, in both B2B and B2C. If you would like to know more please download our ebook here.