The objective of most marketing teams is to increase brand visibility, generate leads, nurture prospects, and analyze traffic behavior and optimize campaign performance. Marketing automation software is designed to take on the manual labor of many of these tasks using advanced technology tools.
Marketing Automation capabilities intersect with automation capabilities of many of the processes like Email Marketing, Social Media Marketing, Lead Generation, Lead Management and Content Marketing. Many Marketing Automation tools provide one or more of the above capabilities built-in though there are specialized tools that are focused on specific processes.
Automated Campaign Creation
Marketing Automation tools provide flexible builder components to create targeted, dynamic and multi-faceted campaigns. This is done by leveraging the CRM data and taking into account the desired customer experience.
Visualization and Dashboards
By bringing together several critical tasks under one Marketing Automation software, marketing teams can have centralized control and visibility across channels, webpages, CMS and email tools. Providing visualization tools for marketing workflows, marketers can test their campaign flows, customer experience touchpoints and take necessary corrective action.
Most Marketing Automation tools come with the ability to generate different cuts of reports targeted for different stakeholders leveraging data generated across various activities and datasets. This helps marketers to make informed decisions. Analytics provide added strength to analyze the effectiveness of campaigns, measure ROI and make necessary adjustments.
Marketing automation software offers in-depth (and often real-time) customer-focused data that enables teams to micro-segment customers, design more personalized campaigns, and ultimately impact RoI.
Though Lead Scoring is part of Lead Generation tools, many Marketing Automation tools provide this ability. One of the key aspects of Lead Qualification is to do automated lead scoring using several parameters and data points. These could be using data from page views, form submission, email interactions along with getting source identity data. Lead Scoring helps in engaging with leads at the right time with the right content and assigning the right resources.
Marketing Automation tools need to leverage the various data points already available in different tools in the company like CRM, CDP, website. Hence they need to provide integration capability to leverage this. Preferably they should provide out of the box integration with popular CRM.
Marketing Automation and AI
The introduction of Artificial intelligence (AI) had a major impact on the efficiency of Marketing Automation software. While Marketing Automation made it simple to carry out repetitive tasks, it was AI that gave more meaning to the tasks using predictive analysis and personalization engines.
Therefore, you can expect to see several features of AI already being deployed in many Marketing Automation tools.
Intelligent Customer Data Analytics
AI tools that are integrated within Marketing Automation software enable marketers to find new customers whose profiles align with existing customer profiles. Based on data points such as interests, buying habits, and past interactions, the algorithm offers powerful capabilities to analyze and filter down potential audiences.
Enhanced Customer Interactions
By integrating AI technology with Marketing Automation, companies can also offer tailored content, personalized emails and landing pages. AI also powers chatbots and virtual assistants to help existing customers quickly find what they are looking for.
Voice and Visual Search
Recently voice-activated and visual search opportunities have begun trending. As a result, the savvy marketer who can integrate AI-powered visual and voice searches that leverage IoT enabled devices can expect to make an impact on their bottom-line.