Marketing automation is about turning your marketing practices or communication with customers into processes that are systemized and automated.
The incredible growth of marketing technology cannot be understated. We have seen from Gartner’s 2018-2019 study that marketing technology or “martech” is increasingly becoming a focal point of most businesses marketing budgets, accounting for roughly 29 percent of marketing expenditures on average in 2018.
It has been one crazy year for businesses everywhere, but it is finally time to get back on track and make the most out of our marketing budgets, and we are going to show you how by optimizing your marketing tech stack.
What actually is a marketing technology stack?
First, we need to unpack what a martech stack really is before we can build one.
A marketing technology stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. The focus of martech is to make difficult processes easier and to measure the impact of marketing activities and drive more efficient spending.
Marketing technologies are used to streamline internal collaboration, analyze the performance of marketing campaigns, and conduct personalized and efficient communication with customers.
With so many different marketing tools available to choose from, it can all get a bit confusing; but with any marketing process, you must start with the strategy.
Defining Your Marketing Strategy
A marketing strategy is your blueprint for achieving your business goals. Once you have designed one, you can identify which marketing initiatives align most effectively with your business goals, and begin to implement your designs.
Ultimately, martech is about deciding on the technology and tools that will help you execute your marketing strategy, which means you have to first create a strategy that suits your business and your product.
Narrowing Down the Choices [Creating Your Marketing Tech Stack]
Unfortunately, it is not as simple as us giving you a template marketing stack, every business has different needs, different strategies, different products and different customers.
The type of business you have impacts the technologies that will be important to you and how you will incorporate them into your marketing strategy.
The majority of businesses have alternate channel structures and ways of appealing to current and potential customers, meaning the tools each business use will vary.
However, we can help you narrow down the list of options, by showing you ways to entice, engage and maintain your customers using a marketing tech stack.
The Inclusion of Robotic Marketer
Choosing the technology to help you achieve your business goals is the simple part; it is creating a strategy that is the hard part.
Not anymore, the future is here, and it does not disappoint.
Introducing Robotic Marketer, the world’s first marketing strategy software that is based on artificial intelligence (AI). This technology utilizes machine learning and big data, transforming information on your company, business goals and marketing plan into an actionable and detailed marketing strategy.
Created by Robotic Marketer and Marketing Eye consulting agency founder, Mellissah Smith, this incredible tool is utilized by marketing consultants all over the world to produce marketing strategies faster and smarter, with a greater capacity to be more successful as technology improves and has reduced human reliance.
With Robotic Marketer, not only will you be able to define and create your marketing strategy with ease, this innovative, first-of-its-kind tool can be used in correlation with other tools and technology to improve your marketing activities greatly, and make it much easier to achieve business goals.
One of the biggest challenges in marketing no matter who your customers are is generating leads and traffic for your business, which is why we recommend analyzing the following tools to see which will enable you to achieve your marketing strategy in the most efficient manner possible.
Probably one of the most commonly used platforms, Google Ads works as a tool where advertisers can bid to display different advertisements, service offerings and videos to web users, acting as a way to utilize tactics such as remarketing and search engine optimization.
With this technology, you will have no trouble advertising your brand effectively, as the tech enables you to target customers with a direct interest in your product.
Social media management is a must in today’s technology dominant world, and there are multiple tools to choose from such as Sprout Social and Buffer that can offer similar results.
However, Hootsuite allows you to manage all your social media platforms and channels in one spot.
Here you can manage all your insights across your social channels, ensure you schedule and publish content to the right channels at the right time, and have multiple marketers or consultants working on the account at the same time.
With so much information generated for you daily, social media management tools such as this are a necessity for your marketing technology stack, as you will be able to easily optimize your social media strategy and reach your audience in the most efficient manner possible.
To really attract the right customers, you need the right SEO tools to ensure you are on the right track.
Ahrefs can easily help your business grow your search traffic and identify the keywords and topics your business should try to rank highest for.
Their formula that is used across their multitude of SEO tools will enable your company to promote the right search keys, build links to them and rank them as high as possible.
A technique we have seen become more commonly used this year in light of the worldwide pandemic is online webinars that can be used to push prospective customers to your website.
Whilst there are other applications that have become common use this year such as Zoom, Microsoft Teams can enable you to host webinars and conferences without putting a cap on the number of participants or a time limit.
Enticing customers can often at times be the most expensive step for marketers throughout the entire marketing process, meaning not enough time is often devoted to what we can actually offer customers once they have gotten to our website.
Engaging customers is not as hard as it used to be, as there are a number of tools you can adopt for your marketing stack that will keep consumers interested in your brand and products.
Marketing automation has been made simple with well-known businesses like HubSpot, as it is one of the largest and multi-faceted platforms available for use today.
With so many cheap and free tools engaging in SEO, advertising, social media, blogging and many more, it is a must-have for your martech that is suitable for businesses of any size.
This tool is a necessity for monitoring and improving your business’ sales engagement, as Outreach recommends future communications and actions you should take to retain customers, based on the data analyzed from interactions with current and past customers.
There is a reason Marketo is one of the oldest and most popular marketing automation tools around today, it is tried, tested and proven to be one of the most powerful and reliable parts of marketing stacks.
From acquisition to advocacy, Marketo enables businesses to market to a large audience by automating so many marketing processes, including finding the right customers for your company.
Maintaining and Getting the Right Customers
It is always hard to measure whether you are getting the best results possible from your marketing activities, or whether you could be doing better than you actually realized in the first place.
That’s why we have chosen some tools to add to your marketing tech stack that will show your business your true marketing effectiveness, and what you can do to improve your customer base and generate even more future business.
Probably the most popular and reliable tool available, there aren’t many businesses today who aren’t utilizing the power of Google Analytics.
One of, if not the most highly used tool available, Google Analytics allows you to know where your website clickthroughs are coming from, what they are viewing, how they got there, and how long they were on your site.
This tool is the most efficient way to understand the character of your typical shopper and provides you with so many opportunities to improve your customer interactions.
Conversion rate optimization is needed if you are to see who your website visitors are and what they are actually doing whilst on your website.
Hotjar can be combined with Google Analytics to give you a more in-depth understanding of what goes on in your website – using analytics features and user feedback tools on a single platform for quick actionable results.
This is just a snippet in regards to the potential of marketing technology stacks. It is up to you to discover which tools are best for your business and it is up to you to define and layout your marketing strategy, which now, thanks to Robotic Marketer, is easier than ever before.
Executing a marketing strategy can be a tedious and overwhelming process, that is why marketing automation can be a marketer’s best friend!
Marketing automation software automates and streamlines marketing activities and is most beneficial in areas such as email marketing, social media, and lead generation.
It provides personalized experiences for clients, which results in an average of 50% increase in email open rates. It is also an efficient use of a business’ time as it minimizes repetitive tasks through automation, allowing employees to focus on the core business, whilst minimizing the risk of human error.
Whether you want to optimize your employees’ time or define your target audience profiles, an automated marketing system is beneficial for leveling up your marketing efforts. So, let’s take a look at how it can help your business.
Benefits of marketing automation:
It helps with reducing costs
Through a streamlined marketing process, you can reduce costs by using time more efficiently. It is seen that marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead costs. It also allows you to improve your analysis of big data, saving on the time it takes to have to manually analyze and sort big data.
It helps in generating better leads
With marketing automation, implemented organizations can experience a 10% increase in their sales pipeline contribution. This is because it can target segments through landing pages, provide A/B testing by creating two versions of an ad, email or landing page determining which provides a better outcome, and helps to build your contact list.
It improves accountability
It allows you to see where your strengths and weaknesses lie in the business in terms of staff and efforts in both sales and marketing.
Through data reporting, analysis and most importantly feedback you can align and unify the sales and marketing goals of each team by setting benchmarks and qualifiers, while also receiving reports on the successes or failures of these goals. In addition to this, it can also determine where and what leads need to be nurtured to become sales qualified leads (SQL).
It increases efficiency
Automation can provide efficiency through a reduction in repetitive manual tasks to optimize productivity.
The software can provide marketing campaign calendars, target multichannel campaigns such as SMS or push notifications, provide seamless customer personalization (which would normally take days) and provide powerful customer retention programs such as abandoned cart or win-back campaigns.
It helps refine the marketing process
These systems can work effectively to align with your marketing strategy and adapting communication tactics relating to the customer journey. Marketing automated software provides clarity on a buyer’s behavior. They also provide a seamless alignment to your marketing strategy and can effectively market through multiple channels such as mobile, PC, SMS and email.
An important factor in automation is the ability to test different campaigns. This allows for analyses of better-suited campaigns that can be altered or optimized to the various segments and generate more lead conversions.
It helps with effectively targeting customers
Automated systems can segment your customers by demographic, location, interests and behaviors, allowing for accurate communication with leads, which can generate sales.
By understanding your buyer’s persona, you are able to deliver relevant content to prospects instead of just generating useless noise.
It boosts customer lifetime value
This can be accomplished through upselling and cross-selling features in automation. Meaning you don’t miss out on this potential to increase revenue. This can effectively be implemented through personalized up-sells at the end of a transaction or sending birthday SMS/ emails generated automatically through the system.
Automated marketing systems can allow businesses to run more efficiently and effectively, saving time and costs on the overall budget. They allow for campaigns to be executed and operate with maximum impact, by providing in-depth analysis of campaigns, leads and customers.
The great thing about them is you can tailor to make them meet the needs of your business and better service your client base.