What Is Marketing Automation?

WHAT IS MARKETING AUTOMATION?

This text is a quick guide to the world of marketing automation. What do we actually mean by marketing automation and what does it include? In Finland marketing automation is not that widely used but is becoming more and more popular. Marketing automation is one of the marketing trends in Finland in 2017.


Wikipedia’s definition of marketing automation is that “Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.”


Marketing automation is a diverse system which helps the tasks of marketing and sales. To start marketing automation you just need interesting content at your website (inbound) and in your outbound marketing. Marketing automation links content and customer data. Marketing automation’s customer database recognizes website visitor and automation provides relevant information for this unique visitor.


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MARKETING AUTOMATION PROVIDES THE RIGHT CONTENT FOR THE RIGHT CUSTOMER WITH A PERFECT TIMING.

 

 

RELATIONSHIP BETWEEN MARKETING AUTOMATION AND CONTENT MARKETING

When you’ve started marketing automation, all you need to do is to provide content. Content is the key for successful marketing automation. The corner stones for marketing automation are the cooperation between sales and marketing, content and automation technology of course.

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CORNER STONES IN MARKETING AUTOMATION: CONTENT + COOPERATION BETWEEN SALES AND MARKETING + AUTOMATION TECHNOLOGY

 

Digitalization is changing the customer buying process. Potential customer goes through great variety of different providers before contacting the firm. Event 70% of buying decision is made based on the content found from web. And then there is a question: How to get the best out of your content marketing? The answer is: With marketing automation. Marketing automation links content to customer data.


Content marketing has already been a great trend in marketing. Same time to succeed in marketing automation you need quality content. If you want leads from your content marketing, you need marketing automation. And if you want to start marketing automation, you need content. You need interesting content in your inbound and outbound marketing.

 

WHEN YOU’VE STARTED USING MARKETING AUTOMATION, YOUR ONLY TASK IS TO CREATE CONTENT.

 

WHAT IS MARKETING AUTOMATION MADE OF?

Marketing automation has multiple tools under one system. Marketing automation system is made of these seven feature (when simplified). They all affect to each other:


1. CUSTOMER DATA:
Marketing automation recognizes website visitors made on customer data it has. For example Vine uses Suomen Asiakastieto as a customer database system. Website visitors can be recognized through a newsletter you’ve sent or they can be recognized through CTA forms.


2. CTA FORMS:
You need CTA (call to action) forms to recognize website visitors. CTA forms can be for example newsletter subscribe, whitepaper download or trial registeration.

3. TRIGGERS:
Triggers start the right communication for the right person with thr right timing. Triggers can be for example visiting a certain website, whitepaper download or leaving the website. Trigger can be anything a person does at your website.

4. EMAIL MARKETING:
Triggers start certain email marketing for a person. Email marketing warms up a person who has just started his or hers buying process. You can also send newsletter for well targeted audience.

5. WEBSITE VISITORS' TRACKING:
Do you know what your website visitors are doing on your site? With marketing automation you'll know! You know what independent website visitors are doing on your site: which page he visited, how long time he stayed and what kind of action did he do. With website visitor tracking you can easily offer relevant content for the visitors with perfect timing.

6. LEAD POINTS:
When website visitor is tracked he or she is earning points of the action which are done. Action can for example be visiting a certain site which gives visitors a certain amount of points.

7. LEAD TRANSFER TO SALES:
Lead is transferred automatically to sales when a) it has a certain amount of lead points or b) he or she fills up a needed CTA form.

All these actions happen automatically and you just need to make sure that you offer interesting content. The goal of marketing automation is to convert website visitors into customers.

 

BENEFITS OF MARKETING AUTOMATION

- Well targeted and personalized marketing communication
- Creates a shared and updated marketing database
- Better customer experience
- Helps in routine tasks of marketing
- Increases the transparency of marketing with analytics
- Automates marketing communication (right person with right message on the right timing)
- Gives more and better leads
- Transfers warm leads automatically for sales
- Increases sales

 

Elisa Kalliola

Kirjoittaja on monissa markkinoinnin ja myynnin liemissä keitetty KTM, jonka Turun murre on jokseenkin siedettävää. Digitaalisuus, analytiikka ja läpinäkyvät tulokset ovat lähellä hänen kuitenkin lämmintä sydäntään. Elisa on kahvihifistelijä, jonka  mielestä elämässä tärkeää on tanssiminen, jatkuva muutos ja vapaus syödä aamupalaa mihin kellonaikaan tahansa.

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