At this point, most of us have a decent understanding of what marketing automation is. But hidden behind the none-too-exciting terms “automation,” “greater efficiency,” and “increased ROI” are a lot of really cool things that you can do with such a powerful tool. I might be a little biased, but sometimes you just have to get past the mechanical-sounding name to really dig into these cool capabilities.
So what are these super cool things you can do with marketing automation, you ask?
An excellent question. Let’s take a look at the list below! Already using a marketing automation system? See if anything made the list that you hadn’t thought to try before.
1. Visitor Tracking
Want to see who is viewing your site? How long they’re spending on each page? What kind of content they’re engaging with? When they’re viewing your pricing page? Look no further, marketing automation can do all of that and more. One of the most powerful capabilities of marketing automation is its ability to track prospect and visitor activity.
2. Host and track marketing files.
Curious how your marketing collateral is performing? With marketing automation, you can host your files and automatically generate tracking URLs so that you can monitor your content more in depth. Get an idea of the kinds of content that resonate best with your audience by seeing who is clicking on your links, viewing your content, or downloading your files.
3. Get real-time sales alerts.
Tracking your prospects’ every move and trying to gauge their sales-readiness can be a pain in the behind. Luckily, marketing automation has the ability to provide real-time sales alerts to sales reps based on parameters that they set. No more guesswork for your sales team — real-time alerts allow your reps to strike while the iron is hot.
4. Automatically assign leads to sales reps.
Trying to figure out when your leads are ready to talk to a sales rep can be a difficult and time-consuming task. Save yourself time and energy by using marketing automation to automatically assign your leads to sales reps based on a minimum scoring threshold, determined by criteria that you set. Using lead grading in tandem with lead scoring will help ensure that leads are a good fit for your company.
5. Nurture leads with drip marketing.
Don’t waste time talking to and persuading prospects who aren’t sales-ready. Not only is this a waste of your time, it’s a waste of theirs as well. Using drip marketing to nurture your leads allows you to free up valuable marketing and sales resources to focus on leads who are further along in the buying cycle.
6. Use progressive profiling.
Landing pages and forms are an important part of lead generation. But hefty forms placed on crowded landing pages can easily dissuade leads from converting. Using a tool like progressive profiling allows you to shorten forms to just a few necessary fields. Once a lead has filled out one of your forms, they’ll be shown different fields on any additional forms they fill out, allowing you to build up a detailed prospect profile over time.
7. Create personalized experiences with dynamic content.
In today’s marketplace, consumers expect a personalized digital experience like the one provided by Amazon. Dynamic content gives you the ability to create these customized experiences by displaying content specific to prospect interests and needs. Tailoring your messaging to specific prospects can boost click through rates and increase response rates on your emails.
8. Let sales send emails from their preferred email client.
If your sales reps feel more comfortable sending emails from an email client like Gmail or Outlook, they can use an email plug-in to send tracked emails from within their preferred interface. They can then view these emails within their marketing automation platform to see open rates, whether or not any files were downloaded, or if any links were clicked.
9. Test emails against top SPAM filters.
You can use marketing automation to test your emails against all of the top SPAM filters, giving you an accurate idea of how your email will perform in most email clients. Use the detailed SPAM analysis to optimize the deliverability rates of your messages.
Now, this is by no means an exhaustive list of all of the cool things that you can do with marketing automation, but it is a start. Are there any other things you would add to the list? Let us know in the comments!