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  • April Standifer |The RiCH

The Core of Marketing Automation Platforms



What is Marketing Automation?


Marketing automation is a technology framework to manage multi-channel, multi-attribute, and multi-functional marketing campaigns automatically. Marketing automation enables businesses to run campaigns with automated communication and messages across email, social media, web, and other messaging channels.


Marketing automation platforms gives you the capability for lead generation, lead nurturing, lead scoring while saving your cost and time.


An ideal marketing platform should have tools for not only automating mundane marketing tasks along with sales management and customer relationship. If you have a platform that supports generating leads, nurturing leads, converting leads, managing sales, and building customer relationships from a single dashboard, it would increase your conversion rate and drive your business growth. 


The main idea behind such a platform is that you want to have all your data and analytics for a lead lifecycle in one place. By doing so, you will be able to analyze the end-to-end journey of your customer and make informed decisions for increased retention and target new leads. It will be an ideal situation for increased revenue and sustained growth.


Core Objectives of Marketing Automation


Boost Conversions


One of the most crucial objectives that leads a business to a successful marketing campaign is increasing conversion rate. Marketing automation results in the effective management of sales and leads and manages them with quality communication and periodic follow-ups.


From generating leads to converting them into revenue, marketing automation can result in your business's progressive outcomes. Moreover, the conversions will come more accurately and quickly with marketing automation. 


Optimize Email Marketing Performance


It would be an immense waste of time to manually write and send an email to each individual when they join. Instead, you could set up an automated email campaign that can be initialized and implemented anytime according to your objectives. 


That is the excellence of email automation - you can set up the email once and put it on autopilot. As more individuals keep on meeting the trigger you set, the email will be sent to them without you ever making the slightest effort.


Improve Lead Management


A reliable lead management framework will permit any business to assign its leads to the business team accurately. As there are many resources from which the leads can be caught up, lead conversion, distribution, and management framework can ease the process of handling them.


There will be minimum manual efforts as marketing automation software will provide all these services for the businesses. Leads result in conversions that further results in the success of the brand. And that’s why it is one of the significant objectives in marketing automation.


Enhance Sales Process Accountability


As the sales and conversions are part of the marketing process, utilizing the marketing automation platforms is the core objective for aligning sales funnel. Through various metrics like websites and social media platforms, sales can be pitched, managed, and converted to profitable customers.


Marketing automation tools can help in establishing and managing sales funnel for profitable outcomes. The effectiveness of campaigns can be seen once the system starts getting analytical data.


For marketing professionals, marketing automation possesses great significance in the industry. From automating branding activities to optimizing leads management systems, there are various operations that companies can efficiently perform using marketing automation.




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