What The Blueprint looks for in a great marketing automation solution
Marketing automation platforms are a natural evolution of CRM and channel marketing tools, matched with increased usability. They provide abundant tools that enable marketers to do more with less by automating personalized outreach.
We look for three critical features when examining marketing automation platforms. Here is a rundown of these three components.
Journey builders, experience builders, and workflows are the foundation of marketing automation tools. These features enable you to design outreach paths with email automations and other triggered communications.
These are essentially vast, well-programmed if/then-based journeys that respond to behaviors such as email opens, link clicks, offers, and other trackable engagements.
Journey builders let you set it and forget it, ensuring your leads are receiving persistent, optimized engagement at opportune times while you focus on other tasks at hand.
Attribution capabilities are table stakes for marketing teams of all shapes and sizes. Marketers scramble to accurately determine ROI, pinpoint successful campaigns and best practices, and showcase value.
Advances in analytics and tracking have enabled marketers to grab their fair share of value from the sales process, rather than having the salesperson who closes the sale get all the credit.
Marketing automation tools provide the capabilities, pre-built reports, and dashboards to easily monitor and pass performance up the ladder.
Predictive machine learning
Advances in machine learning are empowering marketers to take automations even further. Marketing automation platforms are beginning to introduce predictive machine learning tools that introduce valuable optimizations across your marketing team.
One optimization is real-time personalizations in content and design based on known information of an individual lead. Another is the ability to prioritize leads based on predictive scoring that provides the percentage chance that the lead will turn into a deal.
How your business can benefit from using marketing automation software
Marketing automation platforms offer features and benefits that are vast and highly impactful. Most of these tools offer integrations or on-board capabilities that bolster the relationship between sales and marketing teams.
And the increasing ease of use and varying price points have created a solution that fits nearly any business’ skill set and budget.
Optimizations across marketing efforts
One of marketing automation’s key benefits is the optimizations they provide. You can ensure your messaging is personalized and matched to the life cycle stage of the lead.
Other valuable marketing automation optimizations include behavior-based outreach, real-time response in the moments that matter, and more. These all work together to boost conversion rates and improve nurture tactics to turn more leads into sales.
Reporting and analytics
Reporting and analytics are critical for marketing tools. This is especially true with marketing automation tools given their vast nature and array of components.
Marketing automation reporting provides critical attribution capabilities so you can understand the performance and bottom-line impact of any campaign. This enables you to build best practices while identifying and investing in what works best.
Marketing automation empowers marketing teams to do more with less, do it better than before, and prove the impact of their work. Automations can be built and tested then left to run as programmed, with only minimal monitoring.
This ensures your contacts and leads are getting the levels of engagement with the right content they need without you and your team conducting outreach to all contacts. Think of the side projects, stretch goals, and other objectives you can complete with more time on your hands.