How has marketing automation developed?

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
5 min read

Marketing may be the lifeblood of business. In the end, your service or product won’t promote itself!

There are many methods to market your products to your marketplace. Brands use anything from storytelling to price to be able to attract clients. Perhaps one of the most effective strategies is forging deep connections together with your potential prospects. This results in more engaged and more durable customer base.

The downside is creating and maintaining these deep customer relationships become a lot more difficult as your organization scales. Marketing to each customer on a 1:1 basis used to require building large teams who conduct labour-intensive duties.

That was before invention of marketing automation.

What is marketing automation?

Marketing automation identifies the tactics and software used to automate marketing tasks. Before, these tasks required staff to dig through large data pools and repeat tasks like creating email templates and reporting.

These repetitive and sometimes mundane tasks were extremely cost prohibitive and inefficient. Marketing automation gives teams the capability to accomplish complete these tasks with a click of a button gives them time and energy to concentrate on overall strategy and analysis to boost performance.

MailChimp paved just how for marketing automation

MailChimp began like any app in ’09 2009 — desperate to seek answers to probably the most prominent problems of its time. In cases like this, it is the challenge that SMBs had with existing e-mail marketing platforms. Competitors at that time like Constant Contact still required marketers to generate their HTML email templates, only had simple segmentation and minimal reporting.

While MailChimp didn’t yet offer automation just how it can today, the platform was revolutionizing e-mail marketing with an simple to use interface, mobile-ready templates, and integrations with disparate business systems.

This made MailChimp a staple for each entrepreneur and marketer a decade ago. Actually, MailChimp is recognized as the father of marketing automation, proof how influential it had been.

MailChimp opened plenty of opportunities for automation available sector. It organized the foundations for autonomous marketing. Other brands were quick to react, and the marketing automation revolution started from there.

Today’s sophisticated marketing automation

Marketing automation is continuing to grow from once as an “option” to now learning to be a staple of each business. In accordance with statistics, around 55% of B2B businesses use automation to boost their advertising campaign. Usage of marketing automation can be growing at an annual rate of 8.55%. By 2019, this can turn into a $5.5 billion-dollar industry because of its many uses.

marketing automation adoption

Image credit: EmailMonday.com

Data, data, data. Data has been the catalyst for marketing automation’s rise during the last few year. As more data is becoming available about individuals new marketing automation technology has been developed to leverage that data so marketers could personalize messaging predicated on demographics, geo-location and behavior. While MailChimp might have been among the first, automation tools like GetResponse have upped the ante by giving a completely integrated marketing automation suite.

Sales Funneling

Marketing automation is often used to build up a sales funnel. Segmentation is performed through data a brandname already is aware of a person. The expressed interests, qualifications, along with other behavioral cues inform you who the “profitable” clients are. It’s about focusing on the proper candidates that are most likely likely to purchase your offerings.

Paper Style, a retail invitation, and stationary shop creates a sales funnel that automatically sends out emails to customers who have been planning for a wedding. The shop followed customers through the entire wedding process and delivered emails that fit their needs. Because of this, Paper Style could increase its open rate and revenue by 224% and 300%, respectively.

These forms of sales funnels need a very integrated approach. Driving traffic to landing pages, converting that traffic to a contact subscriber and segmenting that subscriber to the correct e-mail marketing workflow offers you the building blocks for success. It’s this foundation that email platforms like GetResponse took to another level with automated workflows that send each email predicated on what sort of subscriber behaves on the prior email.

For example, let’s say Paper Style sends a greetings email to all or any new subscribers which include links to blogs about various ways people may use their service. This may incorporate party, wedding and baby shower celebration invitations. In case a person clicks on the infant shower invitation link then Paper Style may assume they’re planning for a baby shower celebration. Their email automation tool could possibly be create to automatically send see your face baby shower celebration specific content and will be offering within the next email.

Tip: Define your buyer persona is before you develop your sales funnel. Correctly identifying who your potential buyer is can help you create a sales funnel optimized for conversion.

Intelligence

Marketing automation is becoming smarter because of the recent developments in artificial intelligence. Among the developments of AI in marketing automation is lead scoring. Rather than manually reviewing whether a prospective buyer is warm enough, marketing automation tools nowadays provide capability of predicting whether a lead is on the verge to become a person without human intervention. After that you can focus on establishing triggers which will distribute emails to leads with high enough score in order to convert better.

ActiveTrail saw 25% more opportunities and 20% more sales after implementing lead scoring. The e-mail marketing platform could start to see the warm inbound leads from their various campaigns such as for example Adwords among others. No more do they need to guess which on the list of leads they generated were warm enough for the sale.

Tip: Apart from using lead scoring, you will need to find out which CRM platform you should employ. In the example above, ActiveTrail used Pipeline CRM to recognize their leads while another tool was used to score leads because they experienced their email funnel.

MailChimp was a pioneer in the technology but today options like GetResponse are taking what to another level. Automation is inevitable in today’s digital landscape but teams have to understand that engagement continues to be king in creating lasting customer relationships.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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