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Marketing automation is the process of systematizing campaigns while simultaneously tailoring them to individual customers. The reason why it has become so popular is because it allows your marketing team to have personal interactions with more people than you have time or energy for, which translates into better relationships with your customers and more customer loyalty.

Instead of simply targeting a demographic and spamming them, your automated campaign will nurture leads throughout the process and keep track of how engaged they are with your product and website. Are they actually opening your emails? Are they clicking through to your website? These are things that marketing automation allows you to measure and respond to systematically in order to communicate more effectively with your leads and clients.

Marketing-generated leads – Inbound Marketing
Before the spread of the internet, businesses would have to advertise a lot more in order to reach their audience, but now customers are overwhelmed with advertisements everywhere they go so they stop paying attention to them. Using marketing-generated and nurtured leads, marketing automation ensures that a personalised message is being delivered at exactly the right time. Your communications are being targeted at every point through the sales funnel ensuring that you know when your leads are hot – because your marketing made them that way.

Companies using marketing automation experience conversion rates (from initial response to Marketing Qualified Lead) that are 53% higher than those not using a software. A simple automated campaign such as personalized birthday emails have seen conversion rates as high as 50%. Automation+Personalisation ensures meaningful, scalable communication with your targets.

Tracking prospects – Nurturing
By using marketing automation, you can create forms that make it easy to capture increasing amounts of personal information at different stages of the sales cycle. These forms can be tailored depending on whether the lead is discovering your product or if this is a hot lead who knows that this is the right product for them. Marketing automation lets you capture information and then nurture not just on a segmentation of who someone is but also what they are doing. Drip campaigns based on auto-responses to actions take out the daily grind and automate these processes.

By taking advantage of all these tools, you can nurture your leads from the first time they make contact until they become regular customers. Studies have shown that 80% of future revenue comes from 20% of existing customers and nurtured leads make 47% larger purchases than non-nurtured leads. This loyalty and trust could also translate into new business simply by word-of-mouth references.