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Marketing automation (MA) is a term used to describe the replacement of repetitive manual marketing processes and tasks with solutions that are automated, especially in regards to e-mail marketing.
Marketing automation nurtures sales prospects with personalized content that is designed to convert them into customers through drip campaigns and nurture campaigns that help educate prospects about your products.
Personalized, targeted messaging is critical for customer engagement, yet as companies scale, one-to-one marketing becomes less feasible.
Marketing automation makes it easy to send personalized targeted messages to your prospects (no matter how many there are) in a timely fashion, strengthening engagement.
Due to its focus on operational efficiency, marketing automation can offer an excellent ROI to your company.
Although different marketing automation platforms offer different features most offer the same core functionality. Below is a list of some typical features you can expect in a MA platform:
Step 1: Outline Your Goals
Begin by stating your end goals and desired outcomes. Which is more important to you: increased brand awareness, increased customer engagement or increased loyalty?
Identify and document desired goals to ensure that your marketing automation strategy maximizes all of your assets.
Step 2: Map the Customer Journey
The three basic customer stages are awareness, consideration and decision.
Identify the various stages of your customer journey, noting customer emotions and experiences during each stage and identifying how your product can help or solve problems.
Step 3: Define Your Customer Segments
Depending on the size and complexity of your content library, your segments should be various combinations of your buyer personas and customer life cycle segments. Don’t overcomplicate your segments; minimizing scope will allow you to get started sooner.
Step 4: Assess Your Content
Since good content is an integral part of successful marketing automation, an assessment of your existing content is a necessary step in the process.You may need to create new content if you find that there are gaps between what you have and what you need.
Step 5: Map Your Message Content to Specific Segments
The final step is to map your content (some of which may not yet exist) to your various customer segments so you can see the various pieces in your marketing automation. It may help to map this out with a flow chart for easier visualization.
Below are some examples of popular marketing automation software on the market:
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