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What is Marketing Automation?

What is Marketing Automation?

Marketing Automation enables businesses to more effectively manage multi-channel campaigns. By collecting and integrating customer data, captured from multiple sources, companies can plan, manage, and execute focused marketing campaigns across multiple channels (email, direct mail, messaging, Web, etc.). And with Marketing Automation software, companies are able to obtain real time metrics on all aspects of a campaign, thereby enhancing results and providing a greater return on marketing investments.

What can Marketing Automation software do?

  • Asset Management
  • Auto-response Email
  • Campaign Management (multi-channel)
  • Contact Management
  • Dashboards
  • Data Quality Management
  • Document Management
  • Email Marketing
  • Improves Cross-selling, Up-selling
  • Lead Management
  • Marketing Analytics
  • Sales & Marketing Collateral
  • Workflow Automation

What business problems can Marketing Automation software solve?

Marketing Automation streamlines planning activities, helps set marketing campaign objectives, and defines campaign success measurements. By applying a comprehensive Marketing Automation solution, companies can create integrated, highly-targeted campaigns and track results across all channels. It allows organizations to plan, develop, implement, analyze, and measure all marketing activities while facilitating cross-departmental collaboration (sales, marketing, etc.).

The primary focal point in any Marketing Automation solution is the data warehouse, an informational resource center used to store all data gathered from customer interactions, regardless of channel. Companies that have an ability to fine-tune customer profiles are better able to target and personalize marketing messages.

As part of an overall CRM solution, a Web portal can be a primary source for data collection. With in-depth analysis and reporting capabilities, this information can be used as a basis for every aspect of a marketing initiative, from lead generation to post-campaign emails, reviews, and analysis. And by having a centralized data warehouse, used by many disparate departments, information need be entered only once, reducing workload and lessening data entry errors.

Renewal dates, assets already purchased, inbound and outbound email, standardized email responses, imported third-party target lists, or customer channel preferences are just some of the informational pieces at your disposal. There are thousands more. To effectively implement a marketing strategy, companies must be able to not only collect data, but must be able to use it for optimal advantage.

Marketing Automation enables companies to manage vast volumes of data, parse it, apply it to company strategy, and increase the accuracy of all types of marketing initiatives. This type of predictive technology is the key to better comprehending customer needs while optimizing customer relationships across all channels. It also allows companies to improve team collaboration and coordinate marketing activities company-wide, increasing the speed and effectiveness of any marketing campaign.

Marketing Automation analytics and reporting leverages all the data collected from all channels and campaigns and provides insight to all customer interactions, along with extensive campaign performance metrics. This campaign ROI lets you understand what works and what doesn't, thereby optimizing future campaigns.

With Marketing Automation, companies can leverage a wide range of analytics to identify business challenges and opportunities, leading to profitable decisions and increasing the value of each customer.

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