How Marketing Automation Helps Marketers Cut Waste and Increase Sales

May 13, 2020

Marketers feel a greater responsibility today for using business resources efficiently than ever before. The world pandemic situation impacted everyone – consumers constantly change their behaviors, and marketers need to instantly adapt while generating business growth.

An agile marketing strategy is needed for businesses to quickly adjust to these changes.  Marketing automation helps marketers find more efficient ways to save time and budget for a positive impact on the business. 

What is Marketing Automation?

Marketing automation is a set of software tools and solutions that enable businesses to automate and simplify their omnichannel marketing activities. These activities may include online campaigns and email automation, social media posting, and sales automation. Repetitive tasks can be easily handled by marketing automation tools while enhancing the customer experience and reducing human errors, and therefore freeing up employee bandwidth to focus on more complex tasks. 

Marketing automation also helps with lead generation, lead nurturing, and campaign measurement, by optimizing tedious processes for maximized efficiency and increased sales. When marketers can spend less time implementing and launching a campaign, they can focus their time on analyzing marketing insights for a more efficient strategy instead.  Leveraging marketing automation software will have a long term positive impact on a brand’s development by preparing them for post-pandemic recovery by setting up time and resource-saving infrastructure, which, will ultimately help to drive higher ROI, faster.

How can marketers save time with marketing automation tools?

Marketing automation software enables marketing departments to save time on lead qualification in the initial stages of the conversion funnel. Marketing automation platforms, such as Google Analytics, facilitates quick and tailored messaging to prospects to provide them with necessary information on products or services they showed interested in, so they can convert faster. Shortening the conversion funnel is one guaranteed way marketers can drive net new revenue for their business. 

Marketing automation tools have audience creation capabilities for advertising campaigns, to improve targeted marketing initiatives and move prospects closer to conversion through a personalized experience. With this technology, marketers can dedicate more time to learning and analyzing an audience’s behavior and brand value to reach more of the same type of consumers who have a high propensity to convert. As a result, marketers can invest budgets wisely to boost high-value customer acquisition, increase sales, and, ultimately, drive better revenue.

How does marketing automation help marketers improve customer retention?

Marketing automation platforms give marketers the advanced analysis tools needed to learn and analyze existing customer behaviors, to build look-a-like audience segments based on shared characteristics. Current and potential customers can be segmented based on the interactions with particular email campaigns, social media, or web content, for example. Marketing automation provides marketers with the necessary insights to better understand their target audience, via customer segmentation analysis, and therefore improve marketing efficiency by minimizing wasted ad spend.

By knowing your customers’ needs and interests, brands can adjust their omnichannel marketing strategies to re-engage customers with their brands through personalized and relevant marketing messaging. This results in a more effective and improved customer experience because now you have the data to deliver tailored content to the right prospect at the right time and in the right way. This type of customer experience builds trust and loyalty in a brand, leafing to increased sales and higher ROI.

How does marketing automation help cut wasted ad spend and increase sales?

Constant optimization is key to delivering successful business results. Marketing automation platforms help brands test different marketing strategies to know which approach drives the most success for their business model.  Marketers can test creatives, marketing messages, and campaign attributes to understand what resonates best with highly engaged and most valuable consumers.

By taking action on this data, marketers can get meaningful insights into what’s working, what’s not, and what can be improved. With a marketing automation platform such as Google Analytics, marketers can shift their media spend to the most profitable advertising channels, campaigns, audiences, content, and touchpoints to turn wasted budget into increased ROAS.

Bottom Line

In the current circumstances, marketers aim to measure media dollars even more carefully to do more with less. Unquestionably, marketing automation platforms should be an essential attribute of a successful omnichannel marketing strategy. By saving time and resources with a marketing automation solution, marketers can focus on driving greater customer acquisition, customer retention, and improving the customer experience overall. 

Implementing a marketing automation tool provides businesses with the necessary support to instantly react to changes in consumers’ behavior and needs. All businesses are affected by the global pandemic crisis, so making wise investments in lasting and agile technologies and partnerships will enable businesses to increase marketing efficiency and assure success in the long run. 


Ready to take your ads, and your business, to the next level? Get in touch with the DELVE team today.

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