Marketing has not only become more complex but also perplexing than ever. Over the years marketing has evolved significantly. In order to stay up-to-date and gather data, consumers are now using multiple media platforms and making matters worse for marketers in the process. However, a business can streamline and optimize a variety of marketing tasks thanks to marketing automation features.
What is Marketing Automation and Marketing Automation Software?
Technology that lets you target customers with personalized campaigns by leveraging data is called Marketing Automation. You can streamline marketing activities, run effective campaigns, increase consumer engagement and drive high profits with the help of Marketing Automation.
Marketing automation software is focused on marketing and delivering personalized campaigns. This software is only limited to marketing. Your company can streamline marketing activities, automate marketing campaigns and gain insights based on data by using Marketing Automation software.
What is Customer Relationship Management Software or CRM?
Giving you a 360-degree view of your customers is what CRM software is all about. CRM is a customer centric software that is not limited to certain business operations. With the help of CRM software, you can use different apps from a single platform and mirror your business needs.
Key features and benefits of Marketing Automation and CRM
If Marketing Automation is customized according to the needs and requirements of the business, you are sure to get amazing results otherwise it may prove to be counterproductive. Here is a list of features that you need to look for in a Marketing Automation platform.
1. Email Marketing Automation :
The principal communication channels with potential leads are Emails. You can create email templates, test email content, preview emails and do advanced reporting with the help of automation tool. By customizing content interactions through logical workflows, CRM incorporates email marketing functionality and then expands on it. You can send messages like ‘Happy Birthday’ to loyal customers and ‘Thank You’ messages when someone makes a purchase. This will help you to differentiate happy customers from lost prospects. Marketing has become efficient and effective thanks to CRM platform. It is undoubtedly the best email automation software.
2. CRM and Marketing Automation Integration :
CRM platform can be a very powerful weapon when you integrate Marketing Automation platform along with it. Transferring lead information between marketing and sales is possible with CRM integrations. CRM integrations will also allow you to run effective and personalized marketing campaigns based on the data from interaction with the customers.
However, in order to improve the effectiveness of campaigns and help in marketing campaign automation, alignment between marketing and sales is needed. Marketing Automation platform and CRM platform must talk to each other.
3. Lead nurturing and Marketing funnel Automation :
Through marketing funnel automation can send the right information to the right prospects at the right time. Based on a person’s behavior, the process of sending automated emails is known as lead nurturing. A highly sought-after tool for marketers is being able to nurture leads based on various attributes like behavior, buying stage, demographics and much more. CRM allows you to leverage this.
4. Lead scoring and management :
Another fundamental feature of marketing automation software is lead scoring and management. Enabling marketers to concentrate on the most promising leads is what lead scoring is all about. Based on the activities of customers, they receive a score. In order to take appropriate action, leads that reaches a threshold are assigned to representatives.
Challenging tasks like moving leads through entire marketing funnel can be handled effectively by Marketing Automation platform.
5. Landing pages :
Landing page is also known as Call to action page. Traffic is sent to landing pages to prompt a certain action. Through targeted promotion, landing pages help to increase conversion rates. With very specific targeted content, you can market multiple products to audiences using customized landing pages. There are many marketing automation systems that have excellent landing page builders. You have to select a landing page builder that suits your needs best.
6. Social media marketing :
The way of communication to customers on social media channels has changed a lot thanks to automated social media marketing software. You have to incorporate valuable data to your marketing automation platform like customer feedback and their response to your products and services. You have to make sure that you select marketing automation platform that has social media marketing and management tools.
7. Customer journey automation :
You can give real time alerts to your representatives whenever a lead visits your website with the help of CRM software. Based on these tracked activities, visitor tracking should also help you segment your database. You will be able to segment your market accurately and increase your conversion rates with the help of CRM and marketing automation integration.