Marketing automation has been a hot topic, on the minds of most marketers around the world, for some time now. Many of them still think of it as a tool reserved for big companies, huge marketing budgets, and advanced marketers. What if we told you there’s a tool flexible enough that it can be adjusted to the needs of both those who are just starting out and marketers who are already experienced marketing automation users?
But first, some facts
The internet is full of stats on marketing automation adoption, its effectiveness, and marketers’ expectations. Let’s just take a few examples:
- According to Dave Chaffey of Smart Insights, and a poll he did last year, marketing automation is one of the biggest trends for businesses this year, following content marketing and big data.
- And according to Salesforce, 67% of marketing automation-users listed this technology as “very effective/effective”.
The list goes on and on, and those that have had the chance to use marketing automation probably don’t need to be convinced of its benefits. What they need is a tool that would meet their expectations and help them achieve their goals.
What do you as a marketer expect of a marketing automation tool?
The latest Ascend2 “Marketing Automation Trends Survey” (2016) lists the most important strategic goals of a marketing automation strategy, including increasing lead generation (61%), lead nurturing (57%), and sales revenue (47%), followed by improving customer engagement (36%), marketing productivity (29%), improving measurability (28%), and campaign targeting (22%).
This shows how wide a variety of marketing goals can be achieved through a marketing automation tool. A great marketing automation tool will help you connect all the dots, collect detailed data for your customers, and build it into a complex picture where all elements are interrelated, working smoothly as a perfect machine to increase conversion, whatever yours may be.
Sounds convincing enough? We thought so.
So what should the perfect marketing automation tool be like?
Let’s focus on a few key things:
Well, first, a great marketing automation tool will allow you to build much more detailed subscriber profiles so you can really get to know them better. It’ll help you change the way you see your email list, and focus on individual subscribers, sending them relevant communication based on their history, actions, and preferences.
Perhaps you’ve been thinking of using marketing automation but you’re worried that it’s too complicated. How about a tool that’s flexible enough to let you adapt it to your needs – and grow with you as they expand? A tool that lets you start with a very simple workflow – as simple as assigning a tag to a subscriber. And then, taking small steps, growing into a complex graph that will map the whole of your customer’s journey.
Or you can just start with something much more advanced from the very beginning – this is completely up to you.
Marketers are different when it comes to the level of knowledge and experience, but they also have different business needs and work styles. A great marketing automation tool will give you countless possibilities, allowing you to carry out one scenario in many ways, just the way you yourself imagine it.
A great marketing automation tool will be clear enough so that you can easily see where all the paths lead and who’s in a given workflow. It’ll allow you to easily move people from one workflow to another to create one comprehensive and coherent communication plan. Easy to design and following an “if-then” logic, it’ll allow you to build a tree of conditions that can keep on growing. And it’ll combine all the conditions, actions, and filters in one place so that you can clearly see what works in your communication and make necessary adjustments.
There are no limitations as to what you can do with marketing automation. A great tool will allow you to use the workflows virtually for any business need you can come up with. You can use it to create and send:
- welcome series for new customers
- win back campaigns
- purchase follow-up cycles
- webinar reminders and follow ups
- or actually, any kind of reminders
- long-term loyalty campaigns
- individual online training plans
- reward programs
- sales team cadence campaigns
- your own early-warning systems to help you see when your customers’ activity has gone down
- anything you can think of
Each industry can adapt marketing automation to its needs and goals, be it increasing conversions, reducing churn, or maximizing customer engagement. It’s up to you what you’ll use it for!
Update: We asked, we listened, and that’s what we’ve got for you
Last week we asked you to share your thoughts and ideas about the perfect Marketing Automation tool, and how you would like to use it for your own business. We were thrilled to see so many great comments, use-cases, and support from all of you – so much that, we just couldn’t wait any longer!
That’s why we’ve decided to reveal some more details about the upcoming beta version release, which you’ll get to use…well we can’t tell you when just yet ;).
What will you find inside the GetResponse Marketing Automation beta version?
1. Actions, Conditions, Filters – Marketing Automation will be based on if-then logic; where you can define conditions, and then actions following those conditions any way you want. With this suite of powerful conditions, filters, and actions, you can create workflows that define a whole subscriber journey and experience.
You think that’s cool? Keep reading – based on the conditions you choose, your subscribers can be moved or copied between your lists automatically.
2. Marketing Automation Workflows – Workflows are compilations of the different conditions, actions, and filters you put together to communicate with your subscribers. It’s a clear visual representation of your communication plan.
Use them to welcome your new customers, reward customer engagement, create a holiday promotional campaign, or launch an online course. Make them simple, or complex – however you want. The workflows are totally scalable for goals of all size.
3. Scoring – Scoring helps you track and rate customer actions. You can use the insights that you collect to measure the value of your contact database. Scoring points are a dynamic value that you can increase, decrease, or remove depending on your business goals. You can decide which user behavior to award with extra points and which to ignore.
4. Tagging – Tagging allows you to label anyone in your contact database. Tags in GetResponse work the same way you might know from other services, like WordPress. You can assign any number of tags and use them to build personalized and relevant communication with subscribers in your contact database.
5. What else is new?
GetResponse Marketing Automation will be in the beta stage for the nearest future. In the next few weeks after the launch we’ll be slowly adding new features for e-commerce businesses such as cart abandonment and web traffic and event tracking for more precise measurement and conversion.
…so when is this happening?
Very soon. We’ll be inviting our current customers for exclusive testing. Sooner than you might think, we’ll be inviting everyone else to try it out :).
Release Update (04/28/2016)
Did we say soon? Sorry about the confusion, we’re not really sure who approved this message… but guess what!
We’ve just launched our GetResponse Marketing Automation beta. That’s right.
The first group of our customers has already received their invitation to take part in the testing process. If you’re one of our customers and still haven’t got access to GetResponse Marketing Automation – be on the lookout, the invitation will be coming your way over the next couple of weeks.
In the meantime, if you want to get a feel for what GetResponse Marketing Automation looks like, you can check it out here.
Feeling psyched? Share the love in the comments or tweet using #GRAutomationHub.