Marketing automation platforms are vital to your organization’s success. They aid your marketing efforts in a multitude of ways. For example, when contacts take pre-determined actions, you can trigger certain events to occur. This can be used when a prospect downloads a gated offer, and they’re automatically sent a follow-up email showcasing additional content.

Marketing automation software can also aid in your creation of marketing materials to engage your contacts and guide them down your funnel. For example, some pieces of software allow you to build templates for blogs or landing pages, so all of your posts maintain a consistent style.

Ultimately, the impact of marketing automation platforms can be summarized in helping you accomplish four crucial tasks:

• Getting found online
• Converting leads
• Nurturing leads
• Measuring revenue

Let’s dive into a closer look at each of these tasks. 

4 Ways Marketing Automation Platforms Help You Drive Growth

Getting found online

If you’re trying to make people aware of who your company is, what you do and how you can help them, the best way to start is to meet them where they are. Many of the people you want to target will live on various channels. 

For example, you can target individuals through social media by posting regularly or promoting content through ads. Alternatively, you can reach people browsing Google and other search engines with paid ads or by offering blog content and refining it for SEO. 

Ultimately, you need to ensure you are facilitating your website’s discovery. Your marketing automation can help by offering different features relating to each of the channels you use: 

Converting visitors:

Once you are found online, you need to make sure you’re converting contacts. Your marketing automation tool should provide tools to facilitate this process, helping leads move down your funnel.

Ideally, you want to create an easy path so you provide visitors with value in exchange for their information. If they come to your site and you fail to convert them, you must get them to your website again, which is difficult. Once they are there, you’ve accomplished the hard part, so you need to optimize your conversion process, ensuring they don’t slip away anonymously. 

Your marketing automation tool should include tools that focus on:

Nurture leads

After your visitors convert and become leads, you need to continue establishing your relationship with them. It’s vital you keep the conversation going and continue building momentum at this point in the process. There are a number of ways you and your marketing automation platform can directly impact this process. Your marketing automation platform should enable you to leverage:

Measure revenue

One of your responsibilities on the marketing team is reporting on the results your efforts are generating. This process helps inform where and how you need to improve moving forward. It’s very rare that you’re going to completely optimize your output the first time around, so taking another look and developing an understanding of how everything could be enhanced is vital. To do this effectively, it’s best to look at three different types of reports. It’s best if your marketing automation features:

Key Takeaway

In today’s digital age, having a marketing automation platform is table stakes. It isn’t a question of whether you should have one anymore; it’s about choosing the right one. 

If you are in the process of investing in a marketing automation tool or are evaluating your existing platform, you should consider the tools and features marketing automation platforms can provide.

Here at New Breed, we use HubSpot. It offers a full breadth of features, relating to the tasks and tools we discussed above. Compared to other marketing automation platforms it provides the best bang for your buck because it has the widest range of capabilities. It’s also the most user-friendly. In our experience, we’ve recognized that HubSpot is making the most improvements over time — only extending their lead in the category.