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Creating and sustaining a memorable customer experience is necessary for organizations to survive today’s competitive business world. Compared to yesteryears, an average buyer’s journey has drastically changed, with consumer expectations evolving steadily. Today, with the advent of technology, marketers have access to marketing automation tools that help automate repetitive tasks while augmenting the efficiency and output of marketing and sales teams.
What is Marketing Automation?
Marketing automation is the usage of the software that organizes the activities of a marketing campaign such as social media, emails, blog posts, and more, thereby making these tasks more manageable and less time-consuming. Marketing automation empowers marketers to create an ongoing, one-on-one cross-channel journey that provides a connected customer experience. One of its primary purposes is to deliver the right content, to the right customers, at the right time while nurturing their trust in the brand.
Apart from this, marketing automation helps in tracking and analyzing customers’ behavior, as well as their buying patterns. This data can then be leveraged to segment target audiences for delivering personalized messaging.
Benefits of Marketing Automation
There are several benefits of marketing automation for businesses. It helps organizations to stay relevant while keeping up with the demands of their customers. Benefits of marketing automation software include the following:
Improve the Efficiency of Marketing Team: Once your team gets introduced to marketing automation basics, it becomes easy for them to create and manage automation campaigns. In fact, sending targeted and relevant messages to their targeted audience becomes possible. This helps organizations to improve their customer experience.
Increased Customer Retention: Organizations can connect with buyers seamlessly through multiple channels by leveraging marketing automation tools. Organizations can keep their customers engaged all through their buying journey through relevant content. If a buyer gains an excellent shopping experience purchasing from a brand, they will likely become a brand loyalist.
Personalization: Marketing automation empowers brands to create a tailored and unique experience for every customer. This increases engagement and boosts sales.
Increase the Average Purchase: One of the significant benefits of marketing automation is growing the average purchase. This can be done by cross-selling and upselling after buyers have finished their purchase by recommending compatible products or offering some perks.
Find Bottlenecks: Marketing automation helps organizations to identify bottlenecks in the process, thereby making operations efficient.
Keep the CRM Active: Apart from gathering data from various sources, marketing automation works the other way by enriching the CRM data by adding its actions to their accounts. This makes operations more customer-oriented and improves customer management.
Convert Better: Prospects come to know about your brand through various sources. However, only a part of them turns into buying customers. However, with a marketing automation tool like HubSpot in place, the conversion rates increase significantly as a robust platform keeps customers constantly engaged.
Final Words:
Embracing marketing automation isn’t just about assuaging your marketing department from executing repetitive tasks. Instead, it is all about optimizing the customer experience, the efficiency of the campaign process, and the marketing team’s time. To make the most of a marketing automation tool like HubSpot, you must seek HubSpot Consulting from a reliable service provider.
About Author
Jaya is a content marketing professional with more than 10 years of experience into technical writing, creative content writing and digital content development. Her decade long experience lends her the ability to create content for multiple channels and across different technology verticals.
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