Marketing automation has the ability to expand the value and impact of your content, capture lead intelligence, improve lead-to-sale conversion rates, drive repeat purchasing, and enhance the overall customer experience and as well as in business to business communication.
Generally speaking in business to business communication, marketing automation takes traditionally manual tasks and, well, automates them to give a perfect marketing environment. Activities such as contact management, list segmentation, lead scoring and nurturing, A/B testing of website pages and offers, email marketing, and performance measurement, nurture leads with marketing automation, and reporting can all be done more efficiently through automation.
There are others, but these solutions are a good starting point when evaluating potential partners that can help improve your content marketing ROI.
Automation at work: Creating a tech-savvy, performance-driven content marketing campaign
Let’s say your organization’s primary goal is to infuse your sales pipeline with new leads, and you have a secondary goal of segmenting and prioritizing an existing lead database to identify opportunities.
Like any campaign, you’ll want to start with a well-defined content strategy, where you determine your target audiences, establish goal values, and create compelling content assets and offers. But for the purposes of this post, let’s focus on the more technical benefits of marketing automation.
Some marketing automation systems have social sharing built in, while others may require a third-party solution. Either way, marketing automation can help you schedule a variety of social updates to promote your content.
Automated email workflows are a highly efficient and measurable way to deliver value to contacts, and nurture them through the marketing funnel. Be sure to include additional resources in your emails that relate to the content your contacts have downloaded. For example, if they download an eBook, configure your marketing automation system to follow up by sending them links to blog posts, webinars, and case studies on the same topic.
Keep in mind, not all features/capabilities outlined below are available with every marketing automation solution. This is meant to give you perspective on what’s possible, and the areas where marketing automation can help support and streamline your essential content processes.