Marketing Automation – the tracking of customer activity and behaviour over time, often leading to better leads, improved marketing productivity and increased conversion rates.
It’s lead nurturing gone mad as it grinds data to integrate it with CRM, social media, mobile platforms, analytics and all manner of digital marketing. 52% of all B2B marketers actively use some marketing automation tool.
On the upside, customer behaviour is recorded, score-rated and pre-set triggers alert you to the need to engage.
On the down-side, a Marketing Automation tool can never replace real-life, human interaction. Marketing Automation can’t grow loyal customers or generate repeat business.
Most importantly, Marketing Automation requires skilled staff to manage it. You’ll need a technician to set up and maintain the platform and a Campaign Manager to plan/develop content and to deliver and measure the results.
Finally, the old adage applies – “good data in means good data out”.
Marketing Automation isn’t a passing fantasy and it will deliver precise engagement. The IT Marketing people to manage the tool and the processes are available through Marketingmoves. Contact us at info@marketingmoves.com or on +44 1932253352
