Introduction to Marketing Automation Platforms: Benefits and Features
Posted: Wed Dec 04, 2024 7:02 am
We want this introduction to Marketing Automation platforms to answer two fundamental questions. The first revolves around the benefits they bring to a marketing department, while the second revolves around the specific functionalities that can be found in this type of technology.
Benefits of a Marketing Automation platform
Marketing departments, especially in B2B companies, are malaysia mobile phone number list
experiencing a very important moment of transformation because their target audience is characterized by: interacting with the brand through multiple channels , both on and off line, and by being increasingly autonomous in the purchasing decision-making process (the customer has many more search, consideration and evaluation tools for different suppliers at their disposal).
Marketing is therefore adopting strategies aimed at “listening” to and “qualifying” leads on a large scale, optimising coordination processes with sales.
In a context like this, the main benefits that Marketing Automation platforms can bring to marketing professionals are the following:
Increasing efficiency in processes
Automating tasks related to content creation and distribution, message personalization, campaign programming and execution, and lead processing and qualification drastically reduces the time spent on these tasks. This leads to greater efficiency and productivity.
Increase in the number and quality of leads to manage
This is due to the capabilities of automating data management processes on a large scale, including sociodemographic, profile and behavioural data (page views, downloads, email openings and clicks, etc.), combined with lead qualification systems through scoring systems.
A multi-channel view of prospect behavior
Marketing automation platforms integrate multiple channels and devices, including social media and mobile, allowing for much more comprehensive and integrated prospect views.
Better alignment of sales and marketing objectives
With lead qualification features, sales managers see the quality of the leads they receive improve. The tension between quantity and quality of marketing-generated opportunities is reduced and sales department productivity is increased.
Marketing Automation Platform Features
There are some standard functionalities that define this category within the whole of MarTech. These are:
Email Marketing campaign management.
Landing page management.
Lead management (capture, nurturing and scoring).
Email Marketing campaign reports and landing page conversions.
On top of this set of functionalities, the different providers have been adding improvements that significantly increase the potential of these tools. The main ones are:
Personalization based on dynamic content management
Some platforms have developed systems in which the content in emails, landing pages and even websites can be dynamically assembled once we have identified the user who is going to interact with the support. The most common way to find this functionality is in the field of email, since dynamic content management has been part of the standards of this industry for many years. The main advantage of personalization based on dynamic content is the automation and scalability of a large number of versions in real time.
Benefits of a Marketing Automation platform
Marketing departments, especially in B2B companies, are malaysia mobile phone number list
experiencing a very important moment of transformation because their target audience is characterized by: interacting with the brand through multiple channels , both on and off line, and by being increasingly autonomous in the purchasing decision-making process (the customer has many more search, consideration and evaluation tools for different suppliers at their disposal).
Marketing is therefore adopting strategies aimed at “listening” to and “qualifying” leads on a large scale, optimising coordination processes with sales.
In a context like this, the main benefits that Marketing Automation platforms can bring to marketing professionals are the following:
Increasing efficiency in processes
Automating tasks related to content creation and distribution, message personalization, campaign programming and execution, and lead processing and qualification drastically reduces the time spent on these tasks. This leads to greater efficiency and productivity.
Increase in the number and quality of leads to manage
This is due to the capabilities of automating data management processes on a large scale, including sociodemographic, profile and behavioural data (page views, downloads, email openings and clicks, etc.), combined with lead qualification systems through scoring systems.
A multi-channel view of prospect behavior
Marketing automation platforms integrate multiple channels and devices, including social media and mobile, allowing for much more comprehensive and integrated prospect views.
Better alignment of sales and marketing objectives
With lead qualification features, sales managers see the quality of the leads they receive improve. The tension between quantity and quality of marketing-generated opportunities is reduced and sales department productivity is increased.
Marketing Automation Platform Features
There are some standard functionalities that define this category within the whole of MarTech. These are:
Email Marketing campaign management.
Landing page management.
Lead management (capture, nurturing and scoring).
Email Marketing campaign reports and landing page conversions.
On top of this set of functionalities, the different providers have been adding improvements that significantly increase the potential of these tools. The main ones are:
Personalization based on dynamic content management
Some platforms have developed systems in which the content in emails, landing pages and even websites can be dynamically assembled once we have identified the user who is going to interact with the support. The most common way to find this functionality is in the field of email, since dynamic content management has been part of the standards of this industry for many years. The main advantage of personalization based on dynamic content is the automation and scalability of a large number of versions in real time.