What else can you do with marketing automation?

Marketing automation- How to go beyond demand generation

Small business owners are starting to hear more that marketing automation is a benefit for their demand generation.

Marketing automation not only drives potential customer’s awareness and interest in a business’s product or service. It can do much more.

Some small business marketers use marketing automation only for demand generation. They are missing a significant benefit of marketing automation. Marketing automation makes it easy  extend to branding and customer awareness.

To create profitable relationships with prospects and customers, you need to deliver the value and information your prospects want at every touchpoint through their buyer’s journey. Marketing automation helps you archive this.

As stated earlier, marketing automation helps you improve your brand marketing, demand generation, and customers awareness. But how?

Brand awareness

Marketing automation helps you strategically communicate your brand’s voice.

Marketing automation helps you achieve this without seeming to send out form letters. Your brand awareness messages are tailored to what the customer has recently done on your website.

Demand generation

From lead generation to lead nurturing to lead scoring to sales alignment etc. marketing automation helps you achieve demand generation goals:

Use marketing automation to

  • Attract Potential Customers
  • Convert Website Visitors to Sales Leads
  • Prioritize and Nurture Leads
  • Enable Better Conversations
  • The reason marketing automation is effective at demand generation is precisely the same reason it is affective at brand awareness. Messages are relevant to action the person recently took on your website.

Customer marketing

Marketing automation helps you improve customer satisfaction scores in the following ways.

  • New Customer education
  • Customer Retention
  • Upsell and Cross-Sell
  • Advocacy & Loyalty 

In Closing

What makes marketing automation powerful is the messages you send are personalized to actions the person took on your website, or in response to messages you sent previously. As marketing automation systems track how people interact with the online profile of your business, you send them messages that are relevant to their CURRENT interest, whatever it may be.

 

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