How Marketing Automation Benefits a Business

by AMarket Force Leader in B2B Marketing and Demand Generation Serv

Marketing automation has become a prevalent practice these days. However, it is not as new as you may think. Marketing automation began in the mid-80s when software was utilized to print out the names and addresses on various communications like letters and mail that were sent to customers with discount coupons and newsletters. Moreover, it is a mainstay in direct marketing even today highlighted by the presence of a number of B2B lead generation companies in California.

The only change is in the concept of real-time communication, and the amount of data that companies gather from their users from both digital and offline channels. Below are a few of the many benefits of using Marketing Automation:

Improved Personalization
Marketing automation services offer many personalization options that help in tailoring experiences with customers. You can personalize your campaign for marketing towards specific target audiences to channel your communication to the users using a particular type of medium like newsletters.

Saves Time
Having a planned out marketing campaign lets you schedule it ahead of time and track its progress in real time. It saves you a lot of time and enables you to focus on other business activities.

Improved Efficiency
The streamlining and automation of the process leads to a significant improvement in efficiency as compared to traditional manually carried out tasks. It reduces the sales cycle and aids in nurturing leads. As less number of people are required to run the processes, it reduces the maintenance costs also.

Improved Data Collection and Processing
Marketing automation allows you to collect a large amount of data based on consumer behavior and provides an insight into the factors that influence consumer buying decisions. It can help you modify and create a much better user experience and lower customer acquisition cost. Along with CRM integration, marketing automation has vast benefits for lead nurturing and customer lifetime value optimization.

Effective for Multi-Channel Management
Managing several marketing distribution channels can cause substantial budget leaks and poor targeting. With marketing automation and multi-channel distribution monitoring, businesses can enhance their campaign efficiency. Other than that, it helps in deciding on a single or multiple KPI to make it easier to communicate the performance to the stakeholders and shorten the decision sequence for business operations.

Improves Customer Retention
For a business to grow, it is required to focus both on customer acquisition and retention. It has to be a constant balancing act between them. Even though the idea of acquiring new customers and probing new markets is much more exciting, it costs a lot more in keeping the existing engaged customers to repeat their business. Marketing automation helps in maintaining customer engagement by presenting valuable insight into the user behavior and anomalies and to modify the customer retention strategy without much friction.

Marketing automation helps in providing valuable insight into customer acquisition and retention. It also provides much more control of the marketing distribution and gives a clarified view of the customer profile.