The days of using CRM (Customer Relationship Management) in isolation are over. Today, Businesses possess the wealth of massive amounts of data, but most are unaware of what to do with it. This is where the role of Marketing Automation or data driven marketing becomes imperative.
So Essentially, what is data-driven marketing?
Data-driven marketing means more science and less of a guessing game. It's not spray and pray. With access to Big Data, Analytics, and metrics to optimize campaigns, improve customer experience, reduce customer churn, and make better decisions; It helps us communicate the right message, in front of the right audience, at the right time, to drive the right (desired) consumer behavior.
How Marketing Automation works?
It all starts with integration of a Marketing Automation system with a CRM. At its best, marketing automation allows you to nurture leads and have meaningful and customized interactions with prospects on an automatic basis, using workflows, programmatic logic, lead scoring, segmentation lists and other technology tools.
For example, let’s say a prospect visits your company’s website and clicks on a product, but doesn’t purchase it. Taking into account this prospect’s demographics and buying history, your software would deliver a personalized message or social media ad to influence their decision. Interacting with prospects in this way is less expensive and more scalable than following up with leads manually. And, when executed properly, it’s much more effective to drive conversions.
7 Step Marketing Automation Process
1) Outlining Goals and Objectives - basis which the most appropriate tools, techniques and resources are chosen
2) Connecting all online activities such as email marketing, social media marketing, etc - this is done with the help of technology and experts.
3) Create "Customer Personas" and personalize automated messages to your ideal customers.
4) Use Progressive Profiling to "Get to Know" your customers and build a database of qualified leads.
5) Create quality content to ensure your marketing automation strategy delivers
6) Ensure all departments, teams and stakeholders are united and collaborative in their approach to marketing automation
7) Frequently Revisit your goals, budget and reports to map the performance
To conclude, we can say that when it’s done correctly, marketing automation gives you the best of both worlds: quality and quantity. It allows you to have quality interactions with a large quantity of prospects, resulting in more sales, conversions, and leads. The most important lesson you must remember is to never make assumptions because you are not your customer. It's always better to A/B test different marketing campaigns and see what works best.