20Due to the scale of digital marketing, companies are required to leverage a greater range of channels in order to keep their visibility and competitive advantage in check. However, the challenge is in coordinating multiple digital marketing channels in a way that ensures marketing messages are uniform and accurate reflect the nature of their products and services.

More importantly, companies often have to devote a higher number of digital marketing resources to be able to meet their marketing objectives, and this not only drains their profitability due to higher costs, but also makes coordination among the resources a major challenge. This is where marketing automation systems are useful; it allows businesses to ensure all of its digital marketing efforts are consistent.

What is a marketing automation system?

A marketing automation system allows businesses to streamline all digital marketing channels under one roof, resulting in a coordinated digital marketing strategy. Through a marketing automation system, a company can synchronize channels, such as email, social media, web traffic, and SEO, and create a coherent digital marketing strategy.

It is most commonly used by sales organizations in order for maximizing lead generation efforts to customer acquisition and customer retention goals a lot more effectively. Some of the most popular marketing automation providers are HubSpot, Infusionsoft, Salesforce, Eloqua, and Marketo.

Features of marketing automation

Targeted emails

Unlike common email marketing tools, a marketing automation has the feature to let you send targeted emails to a specific list of customers at the right time using the right message. Sending an email blast to more than 300 contacts with the same message is not effective. There are bound to be many different types of customers with different preferences. With marketing automation software, however, a business can increase the click-through rate of your email-marketing campaigns and improve relationships with each customer that culminate in securing long-term growth prospects.

CRM and website integration

Marketing automation also helps companies collect and tap into relevant business insights which can easily be made use of in the form of data-driven strategies and campaigns. The CRM and website integration allows the company to collect data on web traffic and evaluate if all marketing efforts are conforming to strategic goals and objectives. Detailed ROI reports can be generated that can provide in-depth information on failures and areas of improvement. As a result, a business is able to benefit from greater control of its marketing efforts and ensure it is competing effectively with its rivals.

Lead nurturing

This maybe the most laborious of all aspects of marketing automation, but, if done right, companies can achieve significant benefits. Lead nurturing essentially involves helping customers move from the initial phase of the buying process to the next. It consists of a heavy use of content marketing, and marketers need to use innovative methods to ensure their techniques resonate best with their customers’ buyer personas. Effective lead nurturing can enable you to increase your conversion rates, through which you can achieve meet higher sales revenue and profitability targets.