How To Make Marketing Automation and Personalization Work Together
Introduction
In today’s world, brands investing in marketing automation and personalisation as part of their B2B lead generation strategies, including email drip campaigns and content personalization, build stronger relationships with their consumers than those who do not.
According to the State of Marketing Automation 2014, 66% of marketers reported that enhanced targeting and personalization were top benefits of B2B marketing automation.
This means that marketing automation and personalization are no longer a sales tactic, they’re your promise to simplify the user experience for your customers. In other words, marketing automation and personalization both must be in your digital strategy. Especially because customers expect it.
With more competition than ever before, it has become increasingly challenging to grow a business online without personalized automation. An active social media channel and a few pay-per-click (PPC) ads are no longer enough in your inbound marketing strategy.
How to do Marketing Automation Right?
For any brand that wants success in B2B marketing, they should know the world of marketing automation and personalization don’t stand still for long. Choosing a platform that can grow and adapt to the ever-changing demands of the marketing world is essential.
Before you begin searching for a new automation platform, write a clear list detailing what you need for marketing tomorrow and what you want to accomplish in upcoming months. Having a clear idea of your goals will help you choose a platform to meet current requirements and prepare for whatever the future may bring. First choose the tight vehicle.
To meet immediate needs, ensure that the your platform offers these features for personalization which may be integrated together for an omnichannel marketing approach:
- Email Marketing
- SMS
- Chatbots
- Web push notifications
- Enables sophisticated segmentation for targeting
- Includes pre-built automation workflows and the ability to create your own sequences
- Analyzes performance with data-rich reporting
Benefits of Marketing Automation and Personalization
Marketing automation has made customer personalization one of the most important tools a marketer can wield. Now, delivering a highly-personalized experience for customers is the standard for which most marketers strive. When marketers succeed, the results are impressive. Marketing automation and personalization delivers a better experience for customers and businesses. It increases visitor engagement and conversion rates.
A genuinely great personalized marketing strategy relies on data and the more data, the better. The type of data needed for personalized marketing automation goes beyond the traditional name, company, and title. Age, location, devices used, interests, and income are all valuable data insights that pave the way for intimate, personalized marketing. Website activity might be the most important type of marketing data utilized for personalization efforts. The more data you can collect, the greater the potential for marketing automation and personalization.
Why are the best marketing campaigns both Automated and Personalized?
Automation allows your company to engage in marketing at a greater scale, whereas personalisation enables you to connect individually with your customers and stay attuned to their spending habits.
Every good marketing campaign starts with an email list, which is generally derived from a solid landing page with a compelling CTA on your website. Take care to pay attention to your website and the data regarding user interactions with it so you can craft your marketing efforts accordingly.
One way to ensure that your marketing emails get read is to offer something to your leads for free: an email containing tips or valuable information is more likely to be read than a generic sales messages. Crafting an interesting subject line, (sometimes poised as a question) and coupled with a personalized greeting with the receiver’s name greatly increases the chances of it being opened.
You will inevitably have to try different approaches to find the right type of outreach marketing that works for your brand, and find a perfect personalisation formula along the way.
The good news is that personalized marketing efforts typically lead to an impressive ROI, which justifies any additional expense for any company. For example, consumers are now used to engaging with businesses via text messages and open up business texts 98% of the time, which simply is too big of an opportunity to pass up.
You see, you have many different marketing outlets for creating personalized messages besides email, including text messaging, phone messaging, and social media. Work on developing your campaign with each of these outlets in addition to email.
How are they helping each other?
Successful companies have been able to adapt to the crisis and already understood the power of an online presence and digital marketing, specifically email marketing campaigns, to maximize sales. Companies that wanted to stick to traditional methods and fumbled to adapt have been or will be left behind in the dust.
Many marketing experts are noticing that the ability to adapt and continue offering products and services to new types of customer types instilled confidence in their companies. Companies learn how to turn issues into opportunities to build relationships: companies like Amazon, Walmart, Target and Progressive quickly adapted to the “new normal” while still giving customers ample ways to spend.
Clever companies realize that consumers are home now more than ever, and use this opportunity to amp up digital marketing and perfect landing pages on their website. The importance of UX, crafting flawless CTAs and using split testing to hone in on the right message enables successful companies to interact with users and build highly qualified email lists for further email marketing efforts.
The businesses that are truly able to maximize profits and scale up their email marketing campaigns often do so by combining automation and personalisation. The most popular email marketing services already include numerous automation features such as behavioral or welcome series, reminder emails, surveys, product updates, and so on. And to this mix the ability to predict what each individual consumer on your database will buy next, and then show them that, and watch the effect grow twenty-fold.
After all, an estimated 75% of businesses already use some form of marketing automation for their customers. When combined with personalisation in an email marketing campaign, their marketing efforts can yield staggering results. It won’t hurt to introduce automation into your own marketing efforts.
Personalisation to succeed in challenging times
If you were interested in a company’s product or service, and that company found a way to reach out to you with a message that showed they wanted your business and truly understood your needs, would you be more likely to buy? Of course, the answer is yes. But the real question is – can your company survive when competitors are doing the same to your customers?
Wrapping Up
The good news is that it’s easy to stay in the game. Simply invest in an automated, personalized marketing strategy and use an automatic predictive personalisation email marketing campaign as a kick-off point, and watch the leads flow in. You won’t regret it when the time and energy spent is paid back quickly in increased sales – in fact, you’ll wonder how you ever did business without it.
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