Marketing Automation, also referred to a Marketing Technology or Martech, provides many benefits to the companies using it for their digital marketing programs. “Martech” is a catchall for the use of automation and systems to serve content and gain greater insight into your audience. It includes things like email marketing, and in recent years has become an integral part of the marketing function. Within the past 6 months it has taken on new and greater importance to many organizations. Here are three great reasons why you should consider using it – or using it more (and better) if you’re already using it:
Improved Customer Experience
Customers – and prospects – have less time to read through everything you might have to say, whether on your website or in your emails. By using the right marketing technology, you can zero in on their interests and provide a better experience for them overall. Your following will grow and brand will propagate better. Ultimately, this will lead to increased sales and shorter sales cycles – but that won’t happen overnight. Speaking to the interests of each prospect or customer will enable you to make them feel more valued – and customers that feel valued become loyal to your brand.
Customers don’t buy your products or services because you think they’re great. They buy from you because they know they’re effective, reliable, and priced right. But are there factors that will increase buying behavior, or make it happen sooner? Martech can provide greater insight into what your customers are looking for so you can steer them to the right products or solutions, and you can learn more about what they are thinking at the moment they decide to buy. In other words, using marketing automation in the right manner can help ensure your company is in the right place at the right time. You may even find that your product or service offerings development can be improved with the insights you’ll gain. Using martech to improve product development is a component of many of the strategies we create for our clients.
More Efficient Operations
Efficient operations are always necessary, but even more so when the economy is soft. With things as they are today, you likely are running leaner than before. Martech can eliminate a lot of wasted time and energy from your calendar, while maintaining contact and keeping you top of mind until the buying decision is closer. Some common uses of martech that help with organizational efficiency include reducing the number of in-person contacts that are needed while maintaining connections, automating renewals or reorders, and even enhancing appointment scheduling.
If you are not using marketing technology yet, you should start. And if you’re not sure where to start, give us a call. We’d be honored to help!