Marketing Automation Software

What is Marketing Automation Software

Marketing Automation Software allows to automate routine processes and help marketers to improve their efforts. This kind of software is able to analyze user behavior and target customers effectively with automated messages. Emails, sms, retargeting campaigns, setting tasks and other channels can be used in the most effective way to generate sales leads.

With the help of Marketing Automation Software you can create personalized communication processes within different customer segments.

For example:

• First ad campaign shows up for people who never visited your website;
• Second campaign for those, who visited your site, but didn't submit an application form;
• Third campaign for those, who submitted the application form, but didn't make a purchase;
• Forth ad campaign for those, who made a purchase and are willing to buy another product.

The entire customer journey must be created in advance. Every ad campaign can be run and controlled automatically. There are different communication channels in the various scenarios. You get started with Facebook and Google ads followed by emails and finally you reach a customer with text messages in chat-bot and sms. Scenarios can vary. The main thing to understand about it is that Marketing Automation is a pre-designed sale funnel that a user follows and every customer segment has its different way.

The difference between simple sale funnel and Marketing Automation

To some extent they are the same. "Classical sales funnel" is a part of Marketing Automation.
Most companies have linear sales processes. For example: User gets on your website by a search engine, looks through the information, gives you a call, reads your offer, makes a prepayment, gets a product or service.

But in fact, the customer way is much more difficult. The first step involves information search and using keywords on Google. That is the exact moment when you can run your first ad. After that, he clicks on your ad and visits your website without leaving his contact details. Next step is the moment to show retargeting campaign. The customer clicks on the retargeting ad and gets on your website again.

At this stage he is reading an interesting article or watching a video, which sells your product natively. Finally, he submits the form and leaves his email. Having received his contacts you start targeting him with helpful content via emails. It is important for a salesperson to give the customer a call and find out about his needs. He adds a tag and some notes to filter the customer In CRM.

Marketing Automation Software processes it and automatically launches another campaign, after terminating the previous one. Imagine, that you have a remote with button №1, №2, №3. When you press a button, the system launches the whole series of actions and communication chain with your leads.

Why you should use Marketing Automation

Marketing Automation helps you to improve sales due to automation of routine processes and personalized offers. This approach helps you to measure results and understand a pulse of your business. For instance, company specialises in selling goods for kids.Target customer is a young mom seeking some kid's stuff. You might send the following email: "Best Cribs! Hot sale! Last Day!".

It is always a good idea to ask customers to fill out the date of birth and sex information fields. That makes sense because parents who have boys and parents who have girls will get relevant personalized selling proposals. In this case the ultimate personalization boosts the conversion rate at least 3 times bigger.

Marketing Automation benefits

• Boost productivity
• Enhance sales
• Lower Customer acquisition cost (CAC)
• Replace humans in some processes
• Shorten Sales cycle
• Engage more customers
• Increase Conversion from enquiry to purchase
• Optimize average order value
• Automate Sales process

What companies should use
Marketing Automation

Marketing Automation is beneficial for every type of business. People often consider their business, customers and process to be "unique". They think that Marketing Automation is not for their business.

It is totally wrong. Every kind of business is the same. You have a product, you pitch it and some information encourages a person to buy. It is critical to understand which information makes people act. The next step is to realize how you can deliver this information into customer's mind. For this purpose there are a lot of technologies of content delivery: call making, sending email, sms, demonstrating videos and other.

Marketing Automation is the best fit for the companies which are aware of selling product via information. Being certain that content marketing is working results in article publishing, recording appropriate videos, blogging etc. Once, your customer started searching some information before a purchase you must implement Marketing Automation in your business.

Type of business where Marketing Automation really works

• Education business
• Selling of Expensive services (building, lawyer, consulting etc.)
• Selling high-priced products (real estate, yachts, professional equipment and tools)
• B2b business with a long selling cycle
• E-commerce
• Selling frequently recurring services (beauty salon, barbershop etc.)
• SaaS
• Business with recurring billing

Company size for implementing of
Marketing Automation

Small and midsized business are strongly afraid of word "Marketing Automation". There is a common thought it can be used only by enterprises. In fact, Marketing Automation is a great platform for a business of any size to leverage. It doesn't depend on the number of employees. For example, you are a psychologist and you have written a book. You don't have a sales force and other employees. In this case Marketing Automation will be of great help to notify people about you and sell other products like consulting, trainings, courses, lectures etc.

Another example, you work in an enterprise that sells turbines for power plants. Your goal is to email one of the C-level managers directly. You might think it's better to give your customer a call, but c-level managers are not the customers you can often call to.
Let's assume, deal value is 100$m and a billing cycle is 1 year.
It is not a good idea to give calls every week and ask annoying questions like: "How are you? What have you decided? Will you buy our product?"
To be more effective you can grasp your customers attention with retargeting ads, which show videos about you product work in a similar power factory.

Marketing Automation can be useful in all types of companies, From SMB to Enterprise.

Marketing Automation
Software segmentation

Segmentation includes two filters: features strategy and company size.
Below we consider the following features:

Trends in Marketing Automation applications

Marketing Automation Software price

The prices differ. They depend on various facts. You can get the same functionality for different price, because one company focuses on an enterprise customer and another on SMB.

Basically, billing is based on a number of contacts in your subscription base.
1000 contacts - one price, 20 000 contacts other price.

In SMB segment the price starts from 10$/month.
In Enterprise segment stars from 500$/month.

Issues with Marketing Automation Software

Many companies usually make a lot of mistakes when they implement Marketing Automation in their business. This mistake costs a lot of money and time. Different type of business have different mistakes. We list most common issues in Marketing Automation implementations.