Business is changing at a rapid pace today. You no longer see large enterprises making huge profits unimpeded. Small and medium enterprises are fast adopting marketing automation and achieving better results with better customer response. Most employees in small businesses advocate automated campaign management platforms because they make blindfolded marketing a thing of the past. If you still wanted to know if the technology is right for you, you may not have known that automation makes extensive market research unnecessary to set proper strategies and fetch the responses. The best-performing small businesses have reported highest growth in revenue only after marketing automation hit the scene.
Outcomes observed after using automated campaign management:
- Small businesses that are performing well are reporting pipeline growth and better lead quality after investing in automation platforms. Companies say the improvements have been very sharp and distinct, and can be observed within the first six months of implementation.
- Most businesses still use email as their main communication channel with customers. Organizations find it the most effective and personalized mode of communication and are now using campaign automation for email marketing. It helps to understand individual customer behavior whenever required and send the right messages in a timely manner for higher effectiveness.
- Companies using marketing automation get seven times more traffic than the ones who don’t. However, that huge difference is true only if the companies had their content marketing strategies such as blogging and e-books in place.
Benefits small businesses can achieve through marketing automation
Small-business owners have doubts about growth, naturally. Automation is helping ease that familiar anxiety and replacing separate functional tools with campaign platforms to manage customer engagement in a pre-programmed way. It also helps in prioritizing leads between your marketing and sales departments. Integration and real-time features make the new set-up capable of applying marketing strategies across multiple channels. It uses customer-activity data across channels to understand the kind of communication required to attract customers towards relevant products – all automatically.
CRM was the manual way of doing the same job earlier. Although you could schedule emails back then, marketing automation is delivering higher degrees of accuracy in customer targeting and acquisition.
Dividing investments among landing pages, analytics, email writing and so on fails. But automation can buy, allocate, and target your ads in real time across millions of browsers. It can gather leads and they are of high quality. Leads can be critically qualified and provided to sales teams. With lead scoring, you have a systematic pattern to track prospect engagement.
With a campaign manager to control the rules for an automated marketing platform, you will enable one-on-one communication with the right kind of leads.
Although initial investment in campaign management automation is higher compared to standalone CRM or email marketing software, small businesses see the long-term impact of real-time visibility and automation. With a campaign manager, you can cut down on your manual resources drastically. It ultimately saves a lot more than what goes out in recurring expenditure, like infrastructure and staff appointments. Moreover, ROI is much greater!
Preethi Vagadia is currently a Senior Business architect with the Service operations practice at a well-known IT Industry in Bangalore. She has worked in several process improvement projects involving multi-national teams for global customers. She has over 8 years of experience in mortgage technology and has successfully executed several projects in logistics management, logistics integration, reverse logistics, campaign management software solutions, warranty software and programmatic solutions.