dimanche 24 mai 2015

What Does Marketing Automation Systems Entails

By Tammie Caldwell

When talking of marketing automation, one normally refers to software platforms and technologies that are geared towards assisting the marketing teams and the organizations at large increase their effectiveness in promoting their products in various online platforms. Products may be promoted by email, through websites and social media platforms. The platforms take over repetitive online functions from being operated by human beings. They require a command that triggers action when the required task is achieved online hence the importance of the Marketing Automation systems.

Your marketing team will define what outcome they need from the platforms. They then specify the route the task that will lead to the desired outcome. The software takes in the commands, interprets them and implements what is required. The software is very efficient unlike human effort. Recent developments have made the platforms even better in analyzing visitors behavior and how to influence them to reach marketing goals. These software are normally hosted on cloud and used as a service.

Marketing automation comes in three distinct categories, The first is all about collecting relevant information from interactions with the prospects. Marketers refer this as marketing intelligence. The software is used to track visitor behavior online by use of codes. It tracks people interested on company products in the website, social media, and those emailed by the sales team. It also measures the intent to buy.

A good example of tracking is recording when one clicks a link in the email, capturing what search terms visitors use when accessing the website, detecting what forum thread is attracting many visitors and getting to know what social media group is attracting many visitors. The retailing team uses this feedback to develop plans that match the prospects interest.

There are marketing automation platforms whose main aim is to move prospects down a retailing funnel. This turns prospects to hot prospects that are ready for sales proposals. The platforms score clients as they interact with the brand online and slowly create interest in the products until prospects become clients.

There are sales cycles used in the process. The most common ones include B2G (Business-to-government, B2B (Business-to-Business), and B2C (Business-to-Consumer). Marketers use these platforms to mix the traditional email retailing with a structured process of business. They do not have to chase customers that are not interested in a product, but keep in contact to those who are warming up to the products.

There are workflow automation programs whose main work is to ensure that the internal retailing processes are automated. It is common feature to find internal sales processes delay goals that could have been achieved earlier. These processes may be internal collaboration, budgeting, planning, and coming up with the retailing calendar. The programs take charge of all internal marketing functions.

A CRM administrator is needed to set up a series of rules so as to trigger internal processes and marketing professionals to do their work. For example, send email campaigns, letters and design relevant files. Marketing becomes easier when human effort is not required in most of those processes.

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