Highlights:

  • Marketing automation goes beyond just helping your business. It creates a connected and smoother experience for your clients.
  • It backs sales teams with high-quality leads and significant insights.

According to the 2023 Deloitte Global Marketing Trends executive survey, CMOs are taking measures to safeguard their companies against current and anticipated economic instability.

Their top priorities are:

  • Accelerating the transition to new digital technologies and platforms (38%)
  • Expanding into new markets, segments, or geographies (36%)
  • Implementing systems or algorithms to enhance customer personalization (36%)

The above survey reveals businesses feel a pressing need to settle the unique challenges of the modern marketplace.

To conquer these challenges, marketers need an all-inclusive and transformative solution: Marketing automation.

Interestingly, according to PR Newswire, the global marketing automation market is estimated to reach USD 13.71 billion by 2030.

Why Do You Need a Marketing Automation Platform?

As per Nucleus Research, marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in overall marketing operating cost.

Let’s discuss a live customer success story:

Prudential, a 148-year-old financial organization, updated its marketing workflow. Their major challenges were content overload and outdated processes.

To fix this, they employed novel tools and an advanced team-focused approach. Also, they optimized tasks, enhanced collaboration, and focused majorly on data-driven proficiency.

Here’s what they achieved with Adobe’s marketing automation software:

  • Reduced workload: Automated tasks and self-service tools like Adobe Express freed up creatives for more strategic and priority work.
  • Improved collaboration: Standardized briefs and discovery calls guaranteed everyone was on the same page.
  • Data-driven decisions: Workfront tracked project progress and Adobe Experience Manager Assets centralized content.
  • Empowered workforce: The novel system led to successful campaigns.

Below are a few outcomes that Prudential achieved through the implementation of marketing automation:

ROI: Boosted by 1.24x

Yearly rise in engagement numbers: 365%

Media and social mentions: 94%

End-to-end marketing campaigns:

Considering the entire sales funnel, from initial inbound leads to final closed deals, is essential for effective marketing. By managing a full-funnel perspective on your marketing processes, you can streamline your marketing programs for maximum efficiency and impact.

Here are three major areas where marketing automation solutions can assist marketers throughout the entire sales cycle:

  • Attract

Enhance inbound web traffic and convert site visitors into potential leads.

  • Engage

Send the right message to the right person at the optimal time to speed up the sales process.

  • Close

Improve lead quality and help the sales team in closing more deals.

Hence, end-to-end marketing campaigns integrate with marketing automation services to improve customer experience and foster engagement.

How Does Marketing Automation Services Deliver a Better Experience for Your Customers?

Automation services are not only beneficial for your business, but they also hugely benefit your customers by resolving common pain points in this omnichannel era.

Customers often feel overwhelmed with data, making it challenging for them to search for the answers they need. When they come to your company, they usually experience a disconnected and frustrating journey across various teams, channels, and platforms.

To solve this, marketing automation connects teams, arranges data into a usable format, and manages behind-the-curtain tasks. The solution:

  • Surfaces more relevant content

With marketing automation, you can customize what each customer watches. You can cut down on irrelevant content and send only the essential information to each prospect or customer. Marketing automation tool helps you to leverage:

Since customers are often short on time, automation assists by highlighting the most suited content at the right moment by utilizing the data you already collect.

  • Offers better answers, faster

Marketing automation authorizes businesses to focus tasks and manage leads efficiently, ensuring that incoming questions are answered promptly.

With behavioral data stored in your CRM, front-line employees can provide more needed assistance without the need to search for data.

Moreover, it helps you understand your customers’ history and automate responses based on the following:

  • Previous purchases
  • In-product actions
  • Lifetime value

  • Furnishes omnichannel experiences

Nobody likes to repeat themselves, and this is where marketing automation solutions shine for customers.

By collecting, storing, and utilizing data within your marketing software, you can deliver a personalized experience through pre-filled forms, targeted emails that satisfy their expectations, and customer service that feels as friendly as a local store.

Finally, automation guarantees customers the same experience irrespective of the channel they use to connect with you.

Supercharge ROI Tracking with Marketing Automation Platforms

Assessing ROI and various metrics turns out to be a pivotal benefit of marketing automation, offering intricate methods to gauge campaign effectiveness.

Identifying the effectiveness of campaigns or their elements certifies strategy refinement and informed reporting to stakeholders.

Moreover, marketing automation reporting offers inputs into the active contribution of each campaign component to eventual sales. It empowers sales to:

  • Monitor all interactions across individuals: Dig into the complete buyer’s journey, including every marketing touchpoint, even if various individuals within a buyer’s organization engage with different content at different intervals.
  • View all marketing touchpoints: Understand the elements that attracted a buyer and every interaction they had in their whole journey. Marketing automation also depicts marketing touchpoints to illustrate how marketing makes its meaningful contribution to the ultimate sale.

Expand Your Capabilities with Profit-driven Marketing Automation Solutions

Automation in marketing facilitates the attraction, engagement, and closing of sales. It improves lead generation and leads nurturing with targeted and customized messages across channels.

Moreover, it backs sales teams with high-quality leads and significant insights. It makes teams measure the effectiveness of campaigns. It enables marketers to gain breakthrough results by:

Concluding Lines

ROI-centric marketing automation solutions guide you to conquer complex B2B buying journeys. This all-in-one lead management platform manages cooperation between marketing and sales teams.

Finally, these automated solutions offer both demand and account-based marketing, giving you a unified platform to manage leads from initial interest to loyal advocacy. Therefore, you can measure your business impact and prove the value of your marketing efforts.

Enhance your understanding by delving into various sales marketing-related whitepapers accessible through our resource center.