A 2016 EMEA Report by HubSpot titled State of Inbound, registered that over 76% of UK marketers and 73% of their US colleagues work in inbound-leaning companies. That is a huge number of employees considering marketing automation is king in inbound marketing.
There is this belief among some people that marketing automation and digitization of business will put masses of marketers out of jobs. Job loss is only one of several other myths of automating online marketing activities.
Understanding marketing automation and what it means for marketing will help you change your perspective on the subject.
Here is a comprehensive look at marketing automation and why it isn’t a bad idea after all.
What is Marketing Automation?
Marketing automation in 2019 is much more than gushing email newsletters periodically. Rather, it refers to using software platforms to automate repetitive marketing actions through blogs, email, websites, and social media, among other online tasks.
These can include sending highly relevant and useful information through emails, guiding prospects through a set of steps to help them filter what they want to see and engage in, as well as calls-to-action tools to automatically help lead prospects to landing pages after they have engaged with the site's content in a particularly favorable way.
These are just three examples how smart B2B marketers leverage on marketing automation to edge the competition.
Why Marketing Automation?
Marketing automation is a component of the Customer Relationship Management (CRM) ecosystem. The purpose of marketing automation is to help marketers get on top of the multi-channel, multi-level and generally complex nature of marketing.
By implementing marketing automation, a marketer or business can become more effective and efficient at reaching out to prospects, guiding them through their buying process via an online platform, guiding prospects to become leads, and converting the leads to buying customers.
All this time, the marketer would release themselves and gain time to pursue more leads. Otherwise, the time freed would be caught up in potentially erroneous, cumbersome and time-consuming traditional marketing campaigns that are more interruptive than engaging to prospective customers.
Why Market Automation will not take your Job in the Foreseeable Future
By design, marketing automation tools are made by humans for humans’ use.
Automation of marketing is a customer-centric affair. At the heart of it, automation relies heavily on the one true driver of sales: human emotions.
Studies, including this one, have demonstrated that people make buying decisions emotionally – not logically.
To echo this fact of purchasing decisions requires a reasonably deep understanding of individuals and to achieve this, businesses cannot rely on software alone.
Advanced software will capture, collect, record, and highlight patterns and trends in the history of actions taken by different total strangers on a seller’s website. It can also group similar patterns under relevant buyer personas, and present this data in an interactive form. But it is you as the marketer who will interpret and make the decision on what is the next course of action.
Businesses use the automating tools both online and offline to plan, manage, coordinate, and measure aspects of marketing campaigns. This also entails scheduling and tracking activities, content and feedback as pre-conditioned by a human.
Marketing Automation derives a Data-Approach to Targeted Marketing
At the heart of it, a typical marketing automation platform or tool offers a content management system, analytics, email platform, (hosted) web forms, and landing pages. These are all tasks geared towards gathering data for analysis and improving the efficiency of marketing campaigns. In most cases, these tasks do not as much as interfere with an employee’s job security.
If anything, they improve it. Data by HubSpot showed that automated inbound marketing campaigns, for instance, are less costly and offer more ROI than traditional and manual outbound campaigns.
According to Jupiter Research, automated marketing can lead to as much as 18 times higher revenue from conversions than utilizing conventional marketing techniques.
Bottom lines that keep off the bottom line promote job security. Generating leads and nurturing them takes human interaction in many cases. This is proven by a myriad of findings and simulation results indicating that more online buyers want a replication of the physical store’s human aspect in online shopping.
In some circles, marketing automation conversations are littered with jingles of desperation, and unnecessarily so. However, an informed look at the design, purpose and actual functions of most marketing automation tools and platforms indicates that automating marketing helps to improve the effectiveness and efficiency of marketers, not steal their jobs. Job loss fears are largely unfounded.
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