Marteting Automation
8th Feb 2021

Marketing automation features to help your business' digital growth

Bespoke brand experiences drive repeat conversions and prolonged engagement, but personalising marketing material can be a large task to undertake. This is where marketing automation comes in. Marketing automation allows you to streamline your marketing processes and make them more effective. Here at Versantus, we use ActiveCampaign as our tried and tested marketing CRM of choice. This post details six key features and benefits of Active Campaign. By the end, you’ll understand how your business’ digital growth could be improved with automated marketing. 

1. Attribution

What is attribution? 

Attribution is the connection of sources or channels to received results. For example, a marketing push could have yielded a certain amount of conversions during a sale. Attribution data helps to uncover how those customers got to you before they converted. Was it through Facebook, Twitter or a referral source? 

Attribution reporting specifically dissects where your user's journey started before they got to you. Hubspot has reported that 52% of marketers used attribution reporting, and these reports are crucial. You can use them to gain factual, up to date information on which channels are working for your business and which aren’t. With the type of data you can unlock from the reports, you can understand why so many marketers rely on them! 

Benefits of automated attribution

Automated attribution uses tracking to identify where a customer’s journey started before they got to your site. Understanding where their journey began will give you tangible data to rely on when reviewing your marketing strategy, ad spends and targeted platforms. 

Sometimes it’s not as straightforward as a user coming through to your site from a single platform. Automated attribution provides fact-based context to see how the smaller pieces connect to make the larger picture. You may have been focusing on community engagement on Facebook, but Twitter could have been providing referrals to your Facebook page in the first place. Understanding the larger picture will give you clarity so you can build an effective strategy based on data and accurate information. 

2. Site tracking

What is site tracking? 

Site tracking provides data on a user’s journeys through your site, from the moment they land on an entry page to the moment they leave. This data provides information on the pages individual users visit, how long they stay on these pages and much more. Site tracking provides vital data to create tailored communication material and digital experiences.

Benefits of automated site tracking

You can automatically trigger follow-up emails depending on what users do on your site. If they looked at a product but didn’t purchase it, you can schedule an automated follow-up email that includes more information on the product, or even a discount code. Accenture found that a staggering 83% of customers in their study would share their data to receive a more personalised experience. Your users want to be made to feel special! 

Site tracking automation can be triggered by any defined site activity, which is why it’s so powerful. As a business, you’ll be able to instantly jump on sales leads and promote repeat custom through personalised marketing material without doing a thing.  

3. Event tracking

What is event tracking? 

In the same way site tracking tracks which pages your users visit, event tracking tracks user’s behaviour. Whether a user watches a minute of an on-page video, or clicks a button to see more information on a product, you’ll be able to view this data and use it to push marketing that complements the user’s on-site behaviour. 

Benefits of automated event tracking

Microevents like a watched video or a clicked button on a blog post are easy to ignore, but vitally important. With automated event tracking, these microevents can trigger proactive responses each and every time, so you don’t waste any sales opportunities. It can be overwhelming trying to keep up with these events, which is why automated, personalised messages are the perfect solution to keep your users engaged.

4. Automation goals

What are automation goals? 

Automation goals use goal tracking to keep your sales pipeline up to date and your users moving through the sales funnel. Once a user reaches a goal, you can automate a follow-up response specific to the goal using a workflow. For example, a user might purchase a product from your ecommerce store, after which an automated email is sent to thank them and let them know about new releases in a similar product range. Once a goal has been completed, that user will automatically move to the next available goal, so you can always keep track of where users sit in the sales funnel. 

Benefits of automation goals

Your sales and marketing team will be kept up to date on which user is at which stage in the funnel. This makes manual follow-ups and data reporting easier, as all the information both departments need is in a central hub. Equally, automated follow-ups can be set to ensure your users keep moving through your sales funnel. The more personalised contact they receive, the more likely they’ll be to convert.

5. Automation map

What is an automation map? 

When you have multiple automation processes set up, it can become difficult to connect them in order to see the bigger picture. Automation maps allow you to do just that, visually displaying a workflow of all your automation processes so you can review how they interact with one another. 

Benefits of an automation map

When an automation map has been set up, it’ll allow your sales and marketing team to identify if there are any additional automation opportunities. Equally, if too many triggers have been set up, you’ll be able to spot where processes could be streamlined. Taking control of your overall automation strategy couldn’t be simpler with automation maps, as you simply add or take away steps as required. 

6. Workflow testing

What is workflow testing? 

When you’ve set up your automated workflow, you might struggle to pinpoint what is and isn’t providing overall value to your marketing strategy. Without solid data, it can be hard to determine whether it’s the manual tasks which aren’t working or a singular step in the automated workflow. This is where automated workflow testing, specifically A/B testing, comes in. You can use one workflow for half of your users, and create a modified version for the other half. After a designated period of time, you can review the results and see what worked better. 

Benefits of workflow testing: 

Rather than dissecting each and every step manually, A/B workflow testing gives you the opportunity to make small changes and review its effectiveness as part of a wider workflow. You can understand what works in general, and whether certain customers respond better to certain responses. This insight will enable you to further personalise your customer experience, whilst streamlining the required process. 

Marketing automation yields results 

Although marketing automation can seem daunting, it’s really about making sure your marketing strategy works for you in the most effective way. Invesp found that four out of five companies increased their leads after implementing marketing automation, and 77% saw increased conversions. This shows that marketing automation can provide tangible value for your business’ digital growth. 

If you’d like to know more about how marketing automation could help your business, give our expert team a call on 01865 422112. You can also drop us a message and we’ll get back to you as soon as we can! 

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