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The Ultimate Guide to Marketing Automation

How successful businesses are different from other not so successful businesses?  We know there can be many factors for this and one of them is marketing automation.  Marketing automation has proved to increase the conversion rate and also the revenues for most companies. Most companies prefer email marketing for increasing their conversions but there are chances that they may be marketing to people who are not interested in their product and services and consider these promotions emails as spam.

What is marketing automation?

Marketing automation is using software to make the marketing process automatic. Tools and tactics used for automating the marketing process help to perform the tasks quickly and effectively.  For marketing automation, the data is collected from various channels that have the ability to influence the decision of the buyers.

Marketing automation software are the platforms that allow automation of repetitive tasks in marketing departments.  The criteria are specified and the software interprets, stores and executes the process. Hubspot, Pardot, Marketo, Act-On, Lead Square, Real Magnet are few popular marketing automation software.

Marketing automation software selection does not require the person to have technological knowledge. Carefully research the market of marketing automation software. Identify your personal requirements.  Rank the software systems based on the live demonstrations and the price of them. Before finalizing the automation software, review the software license agreement.

Marketing automation tools

Marketing automation tools are designed to help handle the marketing processes and to understand the audience better.  Among the most popular tools are the HubSpot, HootSuite,  Pardot etc. There are many fans for HubSpot tool as it is an all in one platform. This helps in increasing website traffic, understanding the behavior of audience better etc.  The closed loop reporting helps to know the effective marketing activities and what times are most effective to use them. Hootsuite is another tool and  the marketers can use it to post their status update on multiple networks. HootSuite saves the time of the marketer and manages social media engagement well.

Pardot is another marketing tool and this helps in tracking the visitors to the site, increasing leads and content conversion etc. Marketo is another popular marketing automation tool which is loved by people as it can integrate well with other tools.  It can be used along with Google Analytics WordPress etc.

Marketing automation strategy 

Marketing automation strategy is said to be successful when it the key goals are reached. A well developed strategy should help in increasing leads, sales opportunities, revenue and also sale productivity. Marketing automation software is used to send client emails, automatic website updates and publishing social media posts. This helps in keeping regular contacts with the customers.

However a good marketing automation strategy should follow some tips.  Marketing automation must help us to save time. But that does not mean that you should not check it regularly to ensure there are no errors in the process. Regularly collect the insights and if required, lower the frequency of automatic messages you are delivering to your subscribers so that your messages are not considered spam. Create a high quality content and deliver it to your subscribers. The content can be any form such as videos, articles, guides etc. test the automation process regularly and try to improve the performance of it.

Marketing automation cannot be ignored by the businesses for improving conversions, productivity etc.  Irrespective of the size, every business is now taking advantage of marketing automation. However it is necessary to regularly check if the automated content is being delivered correctly to the right people at the right time or not.

Kiran Voleti

Kiran Voleti is an Entrepreneur , Digital Marketing Consultant , Social Media Strategist , Internet Marketing Consultant, Creative Designer and Growth Hacker.

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