How does marketing automation work?
Marketing automation takes routine tasks in a marketers day and automates them while maintaining a personal approach.
When people hear words like "Marketing Automation" they instantly think "I don't want to talk to a computer." But in reality, if done properly, marketing automation can seem very personal.
Moving the mundane
There are a lot of routine tasks marketers do every day that can be automated with software:
- Scheduling a meeting or call
- Following up with a request for marketing materials
- Answering the same question repeatedly
- Connecting with a contact that is going cold
- Sending an initial "would you be interested" email
By taking these tasks off of your plate, you can focus on the bigger tasks that require a more personal approach like customized proposals, closing a deal, or building a new relationship with a client.
It's still personal.
While a workflow is dictating what communication is being sent and when, a response to an automated email can still go to the primary contact for a client. Allowing that personal interaction.
Additionally, the initial pieces of communication can contain multiple customizable variables from your database so each subject line, greeting, email body, and closing are unique to the person it's being sent to.