Why Marketing Automation

Why Marketing Automation & Your Benefit

Trends keep life interesting. It’s always fun to see what sticks, and what fades away. Some recent trends garnering excitement include:

1. Juicing– not like apple or grape, but really green juice that looks like you scraped it off of a fish tank. I’ve heard if you start juicing, you will become totally awesome, 10 years younger, and gain IQ points.

Buzzfeed quizzes– which 80’s rock star are you? Which font are you ?! Comic Sans! … Um, just kidding.

3. Frozen (that song).

4. Game of Thrones– channeling Daenerys Targaryen in meetings just feels good.

 

If you’re in marketing, a “trend” you’ve probably heard about is marketing automation. What if it’s a trend, like juicing?

In a nutshell, what does marketing automation do, and why should you care? I first purchased marketing automation (TPNI Engage, specifically) while working at an another company several years ago.

Why Marketing Automation is More than a Trend

Scalability— Whether you are a startup company with a marketing team of one, or a larger enterprise, you always want to optimize your efficiency. Using TPNI Engage, you can clone whole programs (email, landing pages, etc.) so your team is not setting up programs from scratch each time, while still acheiving massive scale with your leads and sales…passively!

Closed-end reporting was the main reason I investigated marketing automation in the first place. In my current role, I use TPNI Engage daily to evaluate marketing programs and their performance.

I also look at which content assets perform best per program or channel. I check out first-touch and multi-touch pipeline-to-cost, so I know which programs and channels are best for creating a pipeline for the respective investment.

With marketing automation, I greatly improve the likelihood of providing qualified leads at the right time to my sales organization. I have the ability to use lead scoring (put simply, lead scoring assigns points based on desired demographics and behaviors). At my last company, I selected TPNI Engage because of how effectively I could measure campaigns and channels.

Communicating in a personal way– No one likes receiving an email that seems impersonal, ill-timed, or just completely irrelevant. Using marketing automation, you can use behavioral filters to target your audience or trigger messages based on behavior.

Through TPNI Engage’s nurturing capabilities, I can also easily schedule content to activate or deactivate (for example, I don’t want people to receive an analyst report that’s more than a year old, so I can set an end date for that asset). Automation allows me to communicate in a personal way.

Running programs across multiple channels– Lastly, many of us are using multiple channels to communicate with our audiences. With automation, I have the ability to run a multi-channel campaign (for example, I could run social, email, web, and direct mail programs, all within the platform) and I can measure each channel, but then I can also measure the entire effort.

Using marketing automation, I can scale a sophisticated program that involves multi-channel elements on email, social, and direct mail. I can easily 1) set up the entire program quickly, and 2) ask critical questions, which are immediately addressed.

I know most of you are busy, so I hope my perspective helps you understand why marketing automation can help your business– it can do a lot more then “send emails”. If you’re interested in learning more about marketing automation, our Definitive Guide to Marketing Automation is a good place to start.

Several months from now, we may not be drinking green juice or watching Game of Thrones, but I for one will still be using marketing automation (while eating locally sourced kale chips … justing kidding).

If you’re in marketing, a “trend” you’ve probably heard about is marketing automation. I first purchased marketing automation (TPNI Engage, specifically) while working at an another company several years ago. With marketing automation, I greatly improve the likelihood of providing qualified leads at the right time to my sales organization. Using marketing automation, you can use behavioral filters to target your audience or trigger messages based on behavior.

Using marketing automation, I can scale a sophisticated program that involves multi-channel elements on email, social, and direct mail.

If you want to learn how to achieve MASSIVE scale in your business through Marketing Automation, please sign up for our Marketing Automation webinar where we will walk you through the crucial components & steps needed to be securing passive leads & sales! 

Alex

About Alex

CMO & Co -FounderAlexander J. Kubicek is a University of Pittsburgh graduate with a focus in business marketing & communications within the digital space. He is a Certified Customer Acquisition Specialist (CCAS) providing cutting edge knowledge & insight in to paid advertising and traffic within the digital marketing realm to gain new customers for MPeMG & our clients. He was a Co-Foundering of this company while he was still in his undergraduate studies, Kubicek went on to help develop two state-of-the-art platforms for MPeMG, giving clients the opportunity to achieve all of their digital marketing needs in one convenient place. These platforms offer both complete DIY (Do It Yourself) & DFY (Done For You) services.

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