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5 Business Uses of Marketing Automation

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QArea Team
QArea Team Marketing Manager
March 14, 2014
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The automation adoption reports are expected to reach 50% by 2015 which means more and more businesses are using marketing automation.

Let’s consider 5 ways your company should implement the techniques of marketing automation.

1. Defining long-term value, identifying prime up-sell and cross-sell opportunities

Effective targeting is achieved by a more profound understanding of your users in which techniques like customer profitability analysis, defining buyer personas, churn/retention analysis or behavior analysis can help.

Using marketing automation you have no need to be limited to simple demographics such as age and job title. Instead, you are able to target leads depending on how they responded in the previous campaigns or interacted with the web site.

With targeting you’ll be able to answer questions like:

  • Are your recruited customers high-value or low-value?
  • Which customers are right candidates for up-selling or cross-selling?
  • How can you quantify behavior shifts, foresee long-term value or identify prime up-sell and cross-sell opportunities?

2. Getting your leads ready to buy

According to the research, over 80% of qualified leads prove to be not ready for purchases. No doubt, your conversion rates also show that most people visiting your site are merely browsing and not ready for purchases, though down the line, they may be.

Capturing the users’ information with a bit of some gated content, for instance, you could set up a range of communications built to lead them through the process of buying. Based on user behavior you can also score the “cold” and “warm” prospects to let your sales team allocate some time to those leads which are ready to purchase.

3. Sending certain messages to your mass database

However big your target market is, it consists of individuals with their individual preferences and characteristics. That’s why the key to successful mass marketing is to avoid treating your customers like a mass. Thus, the success of your marketing campaigns directly depends on the level of the intelligence you are carrying out about individual users. Your task is to program certain messages to send as response to user actions like purchase confirmation, your website’s key pages, shopping cart abandonment etc.

4. Tracking the social media reach ROI

A 2012 study reported that almost 70% of companies fail to measure or quantify their social media engagement, while for B2B companies their number rises to 75%.

Today many software providers of marketing automation solve the mentioned problem by delivering integrated dashboards, providing analytics across all the platforms including as well social media campaigns. For example, consistency and accuracy can be found with the help of Google analytics and your marketing automation reports’ cross reference.

5. Improving relationships with the current customers

Getting detailed customer knowledge and integrating it effectively into the future marketing campaigns are two different things. With marketing automation it’s possible to measure a campaign’s effectiveness against the established goals and later use this information for improvement of future campaigns.

The information including if the customers responded, how they responded and if your objectives have been achieved, is critical to be captured, monitored and then incorporated into the future planning phases.

By means of this ongoing process, an ever more complete picture of your users’ wants and needs will be gained, leading to more successful campaigns over time. Subscribe to our blog to get the latest news!

Image from “Modern Times” by Charlie Chaplin

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