That depends. Are you striving to grow revenue and maximize efficiencies within your organization? If you’re thinking, “of course, who isn’t?” then, yes, marketing automation could be a valuable solution for your business. Companies of all sizes — from small shops to large enterprises — and across all industries — including both B2B and B2C categories — are adopting marketing automation as a way to enhance the selling of goods and services.
But before you dive in, it’s important to understand what marketing automation is and, perhaps more importantly, what it isn’t.
Marketing automation is classified as a category of software. It’s the technology that companies use to simplify, automate and gauge their marketing efforts. In fact, it is central to some of today’s most popular marketing practices, including initiatives like: lead generation, relationship marketing, upselling and retention.
Essentially, an automated marketing platform gives users the tools they need to make these modern applications truly effective. For instance, within this type of software, you might find email marketing, landing pages with forms, campaign management, lead scoring and marketing analytics, among others.
Now, let’s discuss a few things marketing automation is not. First, it is not merely email marketing, and it certainly is not a fancy way to send spam. Marketing automation includes all media, not just online components. It uses insights to connect companies to their customers in meaningful ways. Sure, it can be used to send email, but that’s not its core goal.
This type of software isn’t just for the marketing department, either. It provides benefits to other areas of an organization as well, including sales and customer engagement. For instance, it provides the tools necessary to nurture relationships with leads that aren’t quite ready to buy. It can also help to retain and deepen customer relationships via strategies like cross-selling. You might say marketing automation helps companies increase revenue, which is important to all departments.
So marketing automation sounds like it could take your business to the next level, right? Well, only if you approach it with strategy. Like all software platforms, marketing automation will not deliver on its promises without effort. To truly capitalize on its value, your company must be willing to invest in a comprehensive implementation and support strategy. In other words, the technology isn’t magic, and it will fail, if your company does not establish a plan for using it.
GO2 Advertising knows the value of strategy and how it can positively impact any marketing effort. We believe in strategy empowering creative, so that creative generates results. And that same philosophy guides our approach to implementing software like marketing automation. Strategy should be at the core of all marketing initiatives.