Digital marketing automation is constantly growing in demand, and its global market size is expected to reach USD 8.42 billion by 2027. With the right approach, automated marketing can boost your company’s performance by optimizing workflow and providing consumers with better experiences. Nevertheless, you may face various challenges while deploying automation software. We gathered expert tips for you to discover when it’s possible to automate repetitive tasks and when it is better to do everything manually to avoid overspending and pointless work.
Before you start thinking about how to streamline your processes, it is vital to understand what marketing automation technology generally is. In the nutshell, marketing automation is the use of specific solutions to manage the company’s workflow efficiently. According to Lenskold, 78% of marketers state that it is vital for growing revenue.
Although applying marketing automation integration sounds fantastic, your company should be ready for it to grow in the market without losing in quality of the operations. Below, we provide the most critical points that show that you are ready to automate marketing processes.
When choosing what marketing automation integrations to apply, resource spending reduction should be the main KPI. You can automate your digital marketing to save time, money, avoid unnecessary efforts, expand the capacity of the business and influence revenue and lead conversion. Various features of marketing automation should be applied according to the specific case your business faces. Let’s take a look at the most widespread ones.
When applying marketing automation software to streamline your company’s processes, you shouldn’t wait for immediate results. Firstly, the quality of the workflow will get worse, and you will need to organize your marketing efforts according to the new reality. Then, gradually, the efficiency will improve and reach the same level as it had been before. Finally, your processes will get smoother, so you’ll be able to focus on other aspects of your business.
This is a common mistake to hope that automation software will be effective at once. However, if you do everything correctly, this will help you grow and scale. Let’s take a closer look at the key benefits of marketing automation.
Implementing marketing automation tools lets your company provide customers with relevant and handy information once they need it. This strategy allows you to reduce waiting time and deliver positive experiences about your company. Because of this, 77% of businesses have an increase in conversions after automating their marketing.
Look at the example of chatbot deployment, which is one of the best ways to use marketing automation. Companies that use chatbots or web chats can manage consumer queries 24/7 and lead users through the sales funnel almost without human intervention. Some bots can even accept payments, this way raising profits and increasing opportunities for cross-selling and upselling.
Using marketing automation to improve the regular flow of work can help your employees focus on more strategically important tasks. This allows them to concentrate on sales improvement and customer retention, increasing your revenue. Moreover, by applying automation solutions you can reduce the number of employees needed, and this way avoid unnecessary spending.
Consider an example of marketing automation CRM for ecommerce. Taking advantage of this digital solution lets companies manage all shipments, returns and exchanges easily. What’s more, this marketing automation platform allows employees to lead potential buyers through the sales funnel more effectively, as they can remember all the details about each customer.
The fact that 72% of customers only engage with personalized messaging proves the importance of tailored experiences. Consumers want to feel that they are a top priority for the brand, so retargeting emails and SMS, as well as advertisements with promo codes, work well. This way you can reach out to potential clients who searched through your website but haven’t bought from you.
For instance, email marketing software can be one of the best B2B marketing automation examples. By sending pre-scheduled emails, you can follow up with your clients and reach them out again without the need to organize this process manually. You can also launch trigger campaigns based on the behavior of each separate consumer.
Although most business owners consider applying a marketing automation strategy as an effective way to scale their business, there are still some drawbacks worth mentioning. Below, we describe what challenges you may face and how to overcome them.
61% of business owners and top managers state that the implementation of marketing automation was difficult for them. This is the first problem you may discover while trying to streamline your workflow. Even the best marketing automation software has limitations, and sometimes it is impossible to deal with them without the help of a specialist.
One more drawback is that system issues can occur when you already work with the automation tool. If you don’t notice them at once, this may lead to unpredictable results. So, it’s better to have a team member who will track the software’s performance.
Finally, different business strategies require various approaches. For example, tools applied for inbound marketing automation will work quite differently than the same programs for outbound marketing. Thus, it may be difficult to organize the flow directly as you want at once. Your team should be ready to adapt to new realities and change their process accordingly, in order for your company not to lose in metrics.
Although marketing automation seems to be a universal way to scale your business, there are still cases when it doesn’t work the way you expect it to. In this section, we explain when it is required to involve specialists and not rely entirely on the software.
There is a huge number of companies that provide personalized offers to clients. Usually, these are businesses working in the B2B field. There isn’t a reason to automate the sales funnel for them, as every customer requires a personalized approach. Marketers working in this industry can take advantage of a CRM system or a chatbot that answers FAQs, but there is always a necessity to combine marketing automation products with a human approach.
If you intend to automate any aspect of your business, all information you use should be reliable. Using an outdated contact base for email campaigns or providing unclear answers through your chatbots can harm your business. Thus, it’s better to verify all the data you are going to apply and update it regularly, not to confuse your customers and not to spoil the reputation of a trustworthy brand.
There are some marketing tasks that you simply cannot automate without a considerable loss in quality. As a rule, employees deal with creative tasks, like content writing, design and idea generation. You can take advantage of AI-based tools to make the process easier, but they still require specialist involvement, who will add something new to the pieces generated by artificial intelligence.
Although communicating with critics is not a pleasant thing, you can still turn them into satisfied customers. But how? This requires patience and a personalized approach. No automation tool is able to provide unsatisfied clients with the answers that will convince them to stay with your company. However, people can. Thus, it is critical to avoid applying marketing automation products to reduce churn rates and improve customer satisfaction.
It is difficult to overestimate the benefits of marketing automation. However, there are still some challenges and risks that should be taken into consideration. In the article, we’ve provided the main drawbacks for you to combine automation with a human approach to marketing and save time and resources, freeing up your employees from repetitive tasks.
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