Industry experts have been harkening the arrival of dynamic personalization and predictive personalization for years now. As machine learning and artificial intelligence integrate further into marketing software capabilities, this is indeed a distinct possibility. However, while email blasts might be a thing of the past, an entirely individualized outreach system is still a work in progress.
For the time being, marketers can explore automation analytics through enterprise-level CRM’s like Salesforce. Aside from just ‘keeping with the trends,’ here are five reasons why your business should use marketing automation in your customer outreach efforts:
1. It is scalable.
No matter the size of your business, you always want to optimize efficiency. If your marketing strategies are not efficient, then they are not scalable. Marketing automation tools are designed with scalability in mind. The programs you design are like building blocks in a marketing strategy that will grow stronger as your business expands. There is no limit to the number of touch points or customer data you can collect in a CRM program like Salesforce. In fact, more data only makes it more accurate. As marketing software continues to incorporate predictive analytics, the ability to collect and analyze millions of data points a day will be crucial to success. If you start building programs and journey maps today, your insight will only be more accurate tomorrow.
2. More accurate reporting.
When working from a central source, all your customer activities are recorded and interpreted. Think of it as the Google Analytics of your outreach efforts. Whether it’s tracking pain points on a landing page or monitoring the # of qualified leads from social channels, automated task reporting can shed light on all areas of the customer journey. The same goes for your optimization strategies. As you go about enacting changes to a customer journey map, you can see what works and what does not work. You will be able to tell, for example, which content assets have the best return on each platform. The accuracy in reporting KPI’s like customer engagement will ultimately save on operational cost and increase revenue.
3. Inter-departmental alignment.
A lot of marketers think of automation purely in terms of email segmentation. This is unfortunate because it prevents them from seamlessly integrating data from multiple touch points and using it to inform their content strategy. It also prevents them from sharing key insights across departments promptly. For example, a typical gripe amongst sales reps is the poor quality of leads they receive from marketing. With a little bit of optimization, a marketing rep can track the quality of leads they receive and automatically send A+ leads to sales.
4. Personal communication.
Put yourself in the customer’s shoes for a minute. What is more unappealing than a bunch of emails that seem ill-time or irrelevant? And yet, despite how problematic it is, you are probably guilty. An automated marketing software allows you to avoid this common pitfall by triggering messages based on behavior.
5. Cross-channel communication.
Most marketers communicate with their customers across multiple channels. Whether it’s through a website, email, social, or direct mail, you want all communication efforts (whether automated or not) to be integrated and sorted from a central source. CRMs allow you to run automated campaigns and track results all within the same platform.
Even if you have already implemented some automation strategies, there is undoubtedly more to be done to ensure cross-channel communication and one-to-one marketing. As illustrated by the five reasons mentioned above, it is finally possible to do away with A/B testing and embrace the dynamic insight of automated tasks.