Marketing automation includes social media posting, email marketing, and also automated marketing campaigns. The truth is that automation technology made it easier for marketers to work, but it should be a combination of software and strategy at its core. After all, 95% of B2B buyers perform more than half of their searches online before contacting a company. Therefore, it's critical to match the content with their interests and behavior.
While you can track and measure performance, you can also perform a content audit to optimize the customer experience. Check out this post on how to perform a content audit with SEMrush. EngageBay is an excellent marketing automation platform for both small businesses and startups. With multi-channel marketing, audience segmentation, activity schedules, comprehensive customer insights, and more, you can easily automate your marketing processes.
Information about each stage of the buyer's journey can only help increase efficiency and generate better results with marketing automation. Recent research shows that 77% of marketing managers (CMOs) at the best-performing companies use marketing automation to increase business and revenues. Nearly all marketers (98%) say that effective marketing automation is crucial to a company's long-term success. Lincoln has consistently been named one of the best digital marketing companies in the industry and has received the coveted “Search Engine Land's of the Year” award from Search Engine Land.
You need to know where potential buyers are stagnating or not progressing in the buying process in order to create a successful marketing automation plan for the success of your company. This is particularly important when choosing the marketing automation systems and technologies that will support your initiatives. Marketing automation is best used to create a database of qualified leads and determine what type of communication will be most effective for your potential customer. For example, one customer could respond to your email marketing efforts and another to social media.
An efficient marketing automation strategy simplifies everything across the vertical, so you no longer have to shoot in the dark. To avoid these inefficiencies, companies must align their marketing automation objectives with the buyer's journey. By automating your marketing, you can expand your efforts and free up valuable time to focus on other areas of your business. Effective marketing automation platforms are designed to grow with your business without automating all your marketing efforts.
You can choose to automate anything from the process of identifying leads to nurturing your leads and converting them into customers. To ensure a good use of marketing automation, plan activities and programs that allow you to keep an eye on your buyers throughout the buying process. Understanding buyer preferences and using effective communication are the key first steps to ensuring that your marketing automation strategies align with the buyer's journey.