How does Marketing Automation work and why is it important?

The rapid digital development and large access to information has made customers today more well-read and aware than ever before. Relevant communication at the right time and in the right channel is important to reach potential customers and not miss any potential leads. In this blog post, we at xperitus will explain what marketing automation is and why it is an important asset in communication with your customers.

What is marketing automation?

Marketing automation is a marketing strategy that uses systems to automate marketing efforts. To simply explain further, it can be said that marketing automation helps you first understand the customers’ needs and then communicate with them in the right way and at the right time, to best benefit your relationship.

The purpose of marketing automation systems

MA systems aim to collect digital information, such as how many times a specific customer has visited a website or opened an email. With the help of marketing automation, it is also possible to get information about how customers found the website and which products or services they’ve searched for. When customers have met a predefined criteria for example, targeted advertising messages can be sent out. Marketing automation is a resource-efficient way to create, maintain and strengthen customer relationships that lead to business - which is the most important task for marketing automation.

Four benefits

• Streamlines the planning and implementation of marketing campaigns across multiple channels, including website, email, events and social media.

• Improves collaboration within the sales organization through the ability to set common marketing and sales goals that follow the customer journey, from collecting leads to converting customers.

• Shortens the sales process by having highly relevant content to reach potential customers at the right time, in the right channel and to further guide them through a set customer journey.

• Analyzes data in real time and provides insight into the marketing campaigns’ performance, results and ROI.

MA system - part of the NetSuite CRM

Xperitus has extensive experience of NetSuite’s CRM system where marketing automation is a part of the complete solution together with systems for customer service and sales. Read more about the benefits of a CRM system in our blog post.

Feel free to contact us if you want to learn how we can help your company.