Marketing Automation Can Improve Your Creative Team’s Workflow

Marketing automation facilitates measurable and ROI-driven customer engagement strategies by providing the capability to predict and measure response rates for proposed marketing initiatives by accessing and analyzing a company’s customer data.

Businesses are using Marketing Automation to Reach customers, Track customer journeys, Filter leads into Sales-ready opportunities, Nurture engagement, and close sales. Marketing Automation is the process of using software to automate marketing tasks. The goal is to improve efficiency and deliver better results than manual systems.

Marketing Automation can be used for lead generation, prospect management, email marketing, reporting, and analytics. It helps marketers to create more engaging content and automate the delivery of that content to prospects in order to drive more leads into the sales funnel.

Even if we may all improve by examining our mistakes, isn't it much more fun to build on our successes?

The marketing automation platform's historical and predictive customer data make sure that your teams are investing their time to engagement efforts that yield valuable outcomes. Morale improves when teams recognize that automation has significantly decreased the risk that their labor-intensive campaigns would provide subpar outcomes. Well-used creative energy acts as an energizer for upcoming projects.

Your team should be inspired by your company's marketing automation deployment, with the advantages of improved campaigns at the forefront. Why then don't they? Why aren't they all, at the very least? The majority of the time, your creative team finds it more difficult to embrace the advantages of automation.

MarTech’s article, “The marketing leader’s case for arming creative teams with technology” shares why this technology can be frustrating for some creative teams. "This (exasperation) is because the demand for innovative content has escalated in the new digital marketing environment." Alex Withers, the article's author, goes on to say that the increased production burden for your creative team is frequently a trade-off for the skill automation offers to campaign creation. Business has added sophisticated technology to sales and marketing, which has helped efficiency but also increased the demand for more content to match the proliferation of channels and nuanced buyer's journey stages.

It is crucial to assist your creative team in realising the potential of marketing automation to bring about more than just an increase in effort. In reality, when your automation system's workflows are properly implemented, they can really make life simpler for every member of your team. Here are three ways you can make it easier for your creative teams to realise how valuable marketing automation can be.

Workflow for your creative team might be enhanced by marketing automation.

Marketing automation can improve the workflow of your creative team.

In the MarTech article, Withers demonstrated how the pressure on overworked creatives is rising as a result of marketing teams' greater ability to produce successful campaigns more quickly. The creative staff, charged with meeting that demand, is frequently stuck handling exponentially expanding workloads by sifting through emails and spreadsheets to make sense of more requests on shorter deadlines, the author explains.

The ability to organize information and impose viewing restrictions is one advantage of marketing automation. This indicates that the right stakeholders are reviewing the same campaign materials—such as design, copy, and HTML mock-ups—in real-time and providing feedback. While the creative is being reviewed, cutting out several revisions and email reply chains is a tremendous stress reliever.

It is also possible to centralize design templates or themes, making it possible for your team to load pre-selected graphic assets as part of the campaign production process. While employing templates for continuing, high-volume email and mobile campaigns free up your talent's time, this is not practical for every campaign. 

Marketing automation results in more effective creative briefs.

Your campaign team has a structure to work inside during ideation sessions thanks to marketing automation. They can arrive at the table knowing exactly who they want to interact with as well as what the wants and preferences of the client are. When there is no guesswork involved before a brainstorming session, more of the information generated through group collaboration is useful. When your team starts the process with consumer engagement analytics in hand, expect to see briefs that are more complete because the feared, ambiguous creative brief can typically be traced back to a campaign idea that wasn't thoroughly evaluated.

The back-and-forth between campaign management and creative is also much less when the creative direction is on point. Content writers and graphic designers who need to grasp the target demographic are relieved of the guesswork by clearly specified creative briefs. Early, end-user data empowers web developers and UX specialists as well.

Marketing automation can take creativity to the next level

The Harvard Business Review’s article, “Selling the Brand Inside” does a great job of summing up how leadership can use change to fire up their organization. “At certain turning points, times when the company is experiencing some fundamental challenge or change, employees are seeking direction and are relatively receptive to these (new) initiatives. Such moments can create either positive or negative energy—enthusiasm for new programs or unproductive rumor-mongering.”

You can see the implementation—or relaunch—of marketing automation technologies within your company as a chance to spark innovation. To take their creativity to the next level, encourage your marketing and creative teams to research businesses that are already utilising this technology.

Check out the 5-step visual blueprint to learn how you can combine creativity and intelligence in your organization. Also, Check “The Future of Marketing Automation which covers how marketing looks in the upcoming days dealing with the intersection of EQ and AI, and an action plan to transform your organization.