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AUTHOR

Pontus Börresen

Vice President & Managing Director Sweden

2017-05-19

| Pontus Börresen

INSIGHT

Put your marketing on auto pilot – basic tips & tricks

Simply put, marketing automation is the software that automates your marketing functions.

Simply put, marketing automation is the software that automates your marketing functions. This software is designed to help your company prioritize tasks and execute them in a more efficient and effective way. This does not mean that your marketing team will become obsolete, but quite the opposite – it will free up time for them to focus on more important functions that require a human touch and this, in turn, will allow your marketing efforts to more successfully reach the ultimate goal – creating revenue for your company. 

To achieve that goal, your inbound marketing strategy is set to drive traffic to your website, convert that traffic into leads and close those leads into customers. The real impact of marketing automation is most noticeable in the last chapter of the story – the conversion and closure stage of the process.

Marketing automation represents a subset of Customer Relationship Management and it consists of the following functions: 

  • e-mail marketing 
  • landing pages and forms 
  • social marketing capabilities 
  • mobile marketing 
  • campaign management 
  • customer lifecycle management 
  • marketing analytics 

The integration of all the afore-mentioned digital marketing functions results in an increase in click-through rates, conversion rates and sales as well. To illustrate this - companies using marketing automation arrived at a 53% higher conversion rate from marketing response to marketing qualified lead, a 9.3% higher sales quota achievement rate and 50% more sales ready leads at a 33% lower cost. 

Furthermore, 84 out of the 100 top performing companies are using marketing automation (read more here). Although it might seem that this type of software is more fitting for large enterprises, there is an increasing number of small- and medium-sized businesses (both B2B and B2C), from various industries - including financial services, healthcare, media and entertainment, and retail – that are using automation to maintain their contact with the customers and extend the customer lifecycle. 

One of the ways the software works, is by identifying users who have opened an email sent by the company. The software then automatically sends a follow-up email to those users with some content your marketing team has previously selected (a free e-book, for example). The software identifies which potential customers downloaded the content and goes on to send a third sales email or you decide to give the job to a real person from here on. This way, your company does not look like it is spamming people, the customers are more satisfied and you can very easily select high-quality leads - thus increasing the conversion rate as well. 

All this being said, marketing automation will not create leads out of thin air. Its function is to increase the efficiency and effectiveness of an already established inbound marketing strategy. It helps you send out highly-targeted and specific content to a narrowed audience, ensuring that you will reach new audiences in your niche and increase the engagement of your current users with your brand. 

Our trusted partner, Episerver, has many years of experience in e-commerce and digital marketing. By using their marketing automation platform, your company can create unique digital experiences for the customers, with measurable business results in the nearest possible future. Their Digital Experience Cloud™ combines content, commerce, multi-channel marketing and predictive analytics in a single platform to work full-circle for businesses online – from intelligent optimization and lead-generation through to conversion and repeat business - and all of that with an unprecedented ease of use. The best part about marketing automation is that it is a completely web-based solution, requiring no software installation by the client.

Using Episerver we can reach the right users with the right message, with robust content personalization out of the box we are providing greater value to our users.

If you want to learn more about how Episerver works – start here by requesting a demo and see it in action!

We believe that automation is an invaluable tool both customers and companies can benefit from and that it will become an essential part of the digital marketing strategy of most companies in the near future. It will help companies gain high-quality leads that can easily be converted into customers, while creating a more pleasant experience for the customers. 

Read next: How Adaptive Sourcing and Digital Transformation Will Put You In The Winner's Circle

Read previous: How does Content Management Relate to Your Digital Strategy?

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