Question 1

Who Really Uses Marketing Automation?

Accepted Answer

Any company of any size can use marketing automation, and many do. From startups to small businesses, mid-size companies (SMB marketing automation), larger brands, and even Fortune 500s, marketing automation has become rampant.

Business-to-business or B2B companies were among the first to take on this form of automation. Specifically, their B2B marketing automation included the business services, manufacturing, and software and tech industries. Now, more B2B companies have come aboard, as have business-to-consumer or B2C companies. In retail, entertainment, media, finances, and healthcare industries, B2C marketing automation provides valuable insights. For instance, these industries can study their average customer lifecycle, review the customer’s progress in the sales funnel, and track engagement per customer. Better yet, they can do all this in real time.

Whether you’re a company in the starting stages or one that’s better established, there’s no reason to avoid marketing automation.

Question 2

Do Small Businesses Need Marketing Automation?

Accepted Answer

Yes, you need marketing automation even as a small business or startup. Most small businesses pinch pennies until they can bring in consistent revenue. Extra expenses also often get put off until that time.

Investing in marketing automation in the early days can help your small business in several ways. For one, you’re strengthening your marketing approach from the get-go. That means more leads, fewer missed opportunities for conversions, and—hopefully—more sales.

Also, given that you’re a small business, you probably have only a handful of employees, right? That’s the standard for companies of this size, after all. You plan to hire more employees when you can afford to pay more people. In the meantime, automation can fill in the gaps. You can use it to send emails, start and manage campaigns, post to social media, and track campaign success, to name a few purposes.

Marketing automation makes you feel like you have more employees than you really do. It also simplifies the lives of the employees you do have. No longer do they have to sit in front of the computer to send that one email or post on social media at a specific time. They can schedule messages and then get back to other important tasks.

Question 3

Is Marketing Automation Useful for Growing My Business?

Accepted Answer

Absolutely, marketing automation can help you grow and succeed in your business ventures. There are three main areas in which you’ll benefit most from using marketing automation. These include the retention of customers, lead nurturing, and inbound lead generation.

The customers you do have make up the backbone of your business. That becomes especially truer if you’re a small business with an equally small audience base. You want each customer you do have to stick around while making new customers from lead conversions.

With marketing automation, you can create profiles for each of your customers. These offer you a comprehensive 360-degree view into all parts of your customer and who they are. That includes their behaviors, firmographics, and data like their gender, age, location, sometimes even their job title and income. From there, you have the freedom to organize your audience into buckets and then market towards them with targeted campaigns.

Marketing automation can also assist you in generating more leads for your small business. With inbound marketing, in which you rely on social media, websites, landing pages, blogs, and more, you can capture the attention of more leads. By personalizing these pages, you appeal to the interests of your lead segments.

After you gain their interest, you can use lead nurturing services through marketing automation to maintain it. Besides that, you may also open up lead communications, often through several channels. With lead scoring, you can determine which of your leads would make the most ideal customers and then gravitate towards them. It’s then up to you to convert them.

Question 4

What Is the Best Time to Invest in Marketing Automation?

Accepted Answer

You shouldn’t delay in getting good marketing automation systems going for your business, whether big or small. Here’s several points to sit down and seriously consider before you buy a marketing automation software:

If you’re already using lead nurturing but you’re considering increasing the size of your operations, you’re ready for marketing automation.
If you want more means of connecting with and tracking your leads, you need marketing automation.
If you want to more closely study your buyer’s journey from start to finish, you’re ready for marketing automation.
If you have a lot of leads but you’re not necessarily converting them all, then it’s time for marketing automation. The same applies if you’re getting a sudden influx of leads but you’re not sure how to manage them all.

Question 5

What Is the Purpose of Marketing Automation?

Accepted Answer

Marketing automation has many purposes, which we’ll talk about now. They include the following:

Preventing the need to hire more staff to take care of tasks that automation can do for you.
Reducing the need to sit in front of a computer to send emails or make posts on social media at optimal times for the most engagement.
Eliminating any reason for us people to do tasks that we deem too repetitive or time-consuming.
Providing proven methods for capturing and segmenting leads. For instance, you can score leads to find the best fit for your business’ products/services and then market towards them.
Understanding your customers’ respective journeys while nurturing relationships and boosting customer retention.
Linking a marketing and sales team together so they work in tandem rather than accidentally opposing each other.
Boosting open and click-through rates with emails as well as enjoying higher engagement rates, conversion rates, and sales.
Reporting and analytics on data like ROI and marketing campaign success rate that let you replicate your success or take a fresh approach for next time.

Question 6

How Can You Identify the Most Suitable Marketing Automation Platform for Your Business?

Accepted Answer

Almost countless marketing automation platforms exist, making it hard to narrow down your choices. We recommend you consider the following questions as you decide:

Does the automation service include features you’ll actually rely on or does it come with a bunch of stuff you can’t envision yourself trying?
How helpful and responsive is the marketing automation vendor?
What’s their customer service like? Do they have nine-to-five hours or can you reach out to them 24/7? Can you contact them online as well as by phone?
Is it an all-in-one software or do you have to use web services and outside tools to make the most of it?
How time-efficient is the software? Do you find yourself saving or losing time by using it?
Do you have to accommodate for delays if you transfer information and data from one system to another, such as to customer relationship management or CRM software?
Will the automation software provide detailed analytics with metrics that matter to you?
How simple is it to start and deploy a marketing campaign?
How easily can you add extra users if need be?
What’s the learning curve like? Can you and your staff quickly pick up the system and figure it out or does it take longer to fully understand?
How much will it cost you per month or per year to use the software?

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