Marketing Automation and Data-Driven Marketing

Every business manager dreams of the day when they will just have to sit back and watch as their marketing is done for them. But they could outsource marketing, so you argue. It is not that easy. If it were that easy, marketing would not cause the buzz that it causes today.  By engaging in marketing automation, well, you are one-step towards watching the business market itself, but it’s just one-step among many.

The truth is that marketing is not easy at all. It is one thing to have a great product, and it is entirely another thing to convince people that you have a great product. Even with automation of marketing, many faculties of the business, from the customer service, marketing to IT will be involved.

What is marketing automation?

It means using software to execute your marketing strategies and needs in the order of their priority. This is one of the most important ways that businesses make marketing easier. Does it mean that the marketing team will not be needed anymore? Of course not, it just means that their work will be a lot easier, much more efficient and effective.

Technology is of course the fuel behind successful marketing automation. And just as technology has made production possible more effective and much easier, today, marketing has become more digital than manual and much of the business’ marketing resources are being directed to people who have a genuine interest in the products and services that a business has to offer rather than direct an expensive campaign to everyone.

There are so many things involved in automating marketing, mainly because the channels of marketing are many, fragmented and fluid, yet they must all be brought together on the automation platform as they are all designed to meet the end goals of marketing and that is to generate more revenue for the business.

Role of IT in marketing automation

So where does IT come in when automating marketing? Well, IT comes in everywhere. Remember, this is digital marketing that we are talking about and therefore the IT team will have to come in, either to set up the platform, analyze and process the data collected or to directly assist marketing with some of the processes.

The CRM is very important in the marketing automation process. The administrator of the CRM will be the IT team. It is from them that marketing will get actionable information that has already been processed from the raw data that is gathered from the network users. Remember, on the IT infrastructure, there will be many users accessing the network using different devices.

There will be logs for all devices, the number of times they have been used and so on. Not all information is useful to the business and therefore the analytics team, which is well versed in data, will know what information can be used.

The marketing automation administrator

In every automation process, there must be an automation administrator. This person must work hand in hand with the IT team to train the rest of marketing, and will not stop working until there has been 100 percent adoption. He must also make sure that everyone on the team will extract the full potential of the marketing automation from the systems.

The lead nurturer is also very important in the whole automation process. This person will be in constant communication with the customer from the time they express interest to the time they make the actual buy. And it doesn’t stop there since the customer can be converted into a repeat customer, many times over.

The content manager will develop content that is well optimized, offers valuable information to the website visitors. He/she uses analytics to measure the achievements of the content and collaborates with the IT, design and lead nurturing team for the overall goal of generating more revenue for the business.

Data-driven approach to marketing

There are so many benefits of automating marketing, but the most important of them all is the agility that allows them to build a data driven approach to marketing. The big question is; why market to people who do not need your products and services while you could use the same energy and resources to market to people who need your business?

When you are using a data-driven approach to marketing, it means that you involve everyone in finding the right decisions, including the customers themselves. the IT team will be playing the biggest role, but the other departments too will be involved in making decisions.

Data driven marketing has come of age. It is more targeted, more profitable and the full involvement of everyone is quite something. Remember, automation means that whatever processes took many people to complete can now be completed by very few people. This means that the business can save more money on human resource.

Posted on July 28, 2016 .