Over the last decade, customer expectations have increased on an exponential scale, resulting in digital channels transforming and evolving to become even more personalised. No longer are buyers interested in a purely transactional process (i.e., just buying a product), today audiences seek a customised connection and experience that goes along with that purchase.
The need for a customised experience has put an increasing amount of pressure on marketers to emphasise engaging the buyer at every step of their purchasing journey. This constant-contact challenge can be alleviated, streamlined, optimised and scaled with automation.
Marketing automation in 2019 and beyond holds the key to meeting the rising demands of customers. Here are some excellent reasons from our BBN partners to incorporate marketing automation into your omnichannel strategy:
Tracking the lifecycle of a lead throughout its journey
Any successful marketer knows not to underestimate the power of insightful, resourceful and actionable data. Without reliable information, marketing departments would be making uneducated guesses as to what decisions to make and what aspects of their campaigns to modify or optimise for the best results.
Data is mission-critical, and automation provides brands with the chance to capitalise on modern technology to track users’ behaviours and uncover a wealth of information.
The buyer journey is evolving at a quick pace, not to mention simultaneously becoming increasingly complex. We live in a data-centric age where those brands and marketing departments that fail to adapt will get left behind.
Delivering precise dynamic content when and where it’s needed
Managing multiple channels and each having their own sets of marketing campaigns and creatives is stressful enough. Now, add in the requirement of a streamlined narrative, voice, and journey for the audience, and you could get overwhelmed quickly.
Content that can be dynamically delivered to a target audience through those channels and facilitated through automation is paramount to successful execution, especially at scale.
Lead scoring and prioritisation of sales resources
A great deal of information gets revealed along a customer journey and their interaction with your content. Marketing automation allows you to capture, categorise, analyse and score this information to segment potential leads or customers. These segments then get moved through other channels for nurturing or directly to your sales teams for closing deals.
These insightful profiles are leveraged to provide marketing, service and sales departments with the information they need to personalise further sales, support and nurturing efforts.
By utilising automation of this process, you can streamline efforts across multiple departments, allocating resources to those leads that will benefit both your brand and the prospect the most.
Progressive profiling with dynamic fields
Your sales team is only as good as the leads you provide them. Up until recently, improving lead quality has been limited. Today, marketing automation enhances lead forms in a way that produces higher quality leads, giving sales teams the advantage.
Progressive profiling is a way to enhance lead forms without burdening a new lead with lots of questions on their first visit to your site. Instead, your forms will display questions based off of the information you already have about that lead, making the questioning process seem less invasive. Progressive profiling requires fewer forms and gets more info from visitors providing an immediate positive effect on your lead gen efforts.
Coordinate seamless campaigns when delivering the journey
Those brands that have implemented automation see an improvement in brand perception, engagement and loyalty. However, synchronisation and cohesiveness are becoming more complicated, with your target audience typically engaging with multiple “touchpoints” before becoming a customer.
For example, a prospect may conduct a Google search, check out your website and head over to your social media profile. In the process, they get distracted, but later that day, they see a retargeting advert and click on that. The ad takes them to a landing page where they opt into a newsletter and receive an email sequence. In that sequence, they click on email #5 and eventually make it to your sales page where they convert to a buyer.
The above is just one of a virtually endless set of possibilities, which makes coordinating and delivering a smooth and continuous campaign that much more important. Luckily for us, marketing automation and technology have made this endeavour more seamless than ever before.
Not only that, the narrative, tonality, messaging, beliefs, value propositions, unique positioning and more are all consistent, providing a unified message that builds trust and converts “browsers” to buyers.
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