8 Ways Marketing Automation Can Improve Business Outcomes

By Marianne Chrisos - Last Updated on January 31, 2020
How marketing automation works

Marketing automation is no longer a “nice to have” for most businesses. Organizations that want to remain competitive in their industry have learned that at least some parts of their marketing need to be automated in order to effectively reach existing and potential customers. Modern software solutions give marketers the power to take swift action to communicate with customers and deploy campaign assets through different channels.

Marketing automation is more than software – it is a process that your marketing department needs to grow (usually assisted by technology) over time to see the best results for your business.

Overall, marketing automation can lead to improvements in your whole organization.

  • Better sales enablement

Marketing teams and sales teams need to align on their goals and strategies in order to work effectively. Marketing automation software often integrates with sales tools to give better insight into the entire customer journey.

  • Triggered, personalized communication

Marketing automation helps you create the best workflows possible. If a customer signs up for a newsletter, they can receive a welcome email right away. You can use segmenting tools to automatically send emails or social media ads to the right people who’ll find your information most relevant.

  • Data and analytics

Want better data? Automate your marketing. Using marketing automation software helps you understand cause and effect and see the actions customers are taking – or not taking – based on your communications.

  • More effective communications

Better data means you know exactly what moves the needle. With more information, you can create the best content possible. No matter what kind of marketing assets you’re creating, automation can help you see better results by giving you the information you need to make the best decisions.

  • Better use of staff

Imagine freeing up your staff to spend their time analyzing your customer data and creating more relevant, engaging content instead of running reports and manually segmenting audiences. Marketing automation gives you time back by doing some of the work that marketers used to have to do manually.

  • Reduced costs

Less manual labor can help you save money. Plus, if your overall marketing is more effective, you will likely see more revenue by growing your customer base.

  • Campaign consistency

No more piecemeal marketing. Marketing automation tools give you a platform to see all the parts of your campaign at once and ensure consistency across email, social media, and digital media ads.

  • Easier new customer acquisition

When you combine consistent campaign elements and better analytics, you have the tools you need to reach your potential customers more effectively. You can also create a more significant impact by reinvesting the time automation saves your department into generating more creative marketing ideas for your brand.

  • Better customer retention

Personalized and triggered communications to keep your customers engaged. Marketing automation helps you get to know your customers better, find out what they need, and effectively serve it to them.

When marketing automation works the way it is intended, it helps your business run more efficiently, contributing to your growth and bottom line.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a company near Dallas and contributing writer around the internet. She earned her master's degree in Writing and Publishing from DePaul University in Chicago and has worked in publishing, advertising, digital marketing, and content strategy.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a c...

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