Ready for a bold claim? Marketing automation is the best marketing tool in your arsenal.
And in case you’re not convinced, 17.4% of marketers according to Statista say it’s the “most effective digital marketing technique”—tied with content marketing for the number one spot.
But like any complex process, it isn’t always easy for businesses to reap the benefits.
In this Customerly guide, we’ll be breaking down marketing automation and giving you seven example use cases to get you fired up about its potential.
Ready to automate your marketing busywork away? Let’s dive in.
What Is Marketing Automation?
Marketing automation is a practice that aims to cut down on the amount of human intervention needed to run marketing campaigns by automating repetitive tasks, like:
- creating and sending emails
- segmenting leads and customers
- managing customer relationships
- reporting on the performance of campaigns
Usually, this is done with a marketing automation platform like Customerly. Check out how Feed Donkey uses Customerly to improve their marketing automation and customer engagement.
The core functionality of these marketing automation tools is the ability to create and edit marketing funnels that usher customers toward a desired action using a preprogrammed sequence of events (i.e., emails, offers, webinars, etc.).
These sequences are triggered by customer actions (or lack thereof) and will vary depending on the funnel.
Why Is Marketing Automation Important?
Increase Conversion Rate
When customers engage with your campaigns, they are more likely to make a purchase or complete an action. And since marketing automation allows you to run more campaigns, it’s an easy way to boost your conversion rate.
Circling back, Feed Donkey used Customerly’s automated chats to set specific triggers on their pricing page. By reaching out to customers at key moments, they were able to boost conversions by 30%.
Reduce Costs & Workloads
Your time is valuable. So is your money!
Marketing automation helps you do more with both by automatically handling a range of tasks and workflows that would otherwise need to be penciled into the schedule and carried out manually.
According to Oracle, this translates into tangible benefits. Companies that take advantage of marketing automation tools see a 12.2% reduction in marketing overhead and a 14.5% increase in sales productivity.
Increase Marketing ROI
As a result of that point above, another major benefit of marketing automation is the ability to see a higher ROI from your campaigns. This is a pretty intuitive idea—do more work of higher quality in less time, and you’ll see better results.
Results vary from company to company—but the average ROI for marketing automation is 444%.
More (High-Quality) Leads
Marketing automation helps you keep track of leads from the moment they first enter your funnel until the time they become customers. It also allows you to adjust your lead-nurturing process and nurture those leads until they become paying customers.
Just ask Paymo—they took advantage of Customerly’s marketing automation features to increase customer engagement by 20%.
6 Marketing Automation Examples
1. Automate Client Management With Your CRM
Client management is usually handled by a business’ CRM. These tools operate on a spectrum in terms of features and functionality—from spreadsheet-like simplicity to integrated systems that help you automate key workflows.
The benefit of the latter is that you can start to use the valuable CRM data you’re storing in other business processes, like:
- Email campaigns
- Customer surveys
- Lead nurturing
- Sales tracking
With Customerly, you can use your CRM to create lists of customers based on any CRM attribute you’re using—from the current plan to company size, number of event instances, survey responses, and more.
Then creating automated email and survey campaigns is as simple as selecting a segment—Customerly’s automation engine handles the rest.
2. Automated Email Marketing
Speaking of email, one of the most common tasks for marketing automation is automating email campaigns. In the simplest terms, this means creating a sequence of emails that are sent to leads and customers at predetermined times.
This kind of automation is great for:
- Segmenting users
- Sending targeted messages
- Nurturing leads
- Upselling customers
It can also be used to keep your brand top-of-mind with existing customers. For instance, you might use a marketing automation tool to send out targeted newsletters, promotional emails, and product updates without the hassle of manually selecting an audience.
With Customerly, you can create fully automated email sequences using pre-built templates or our visual funnel editor. You can set up complex triggers and events, use conditional logic, and even create personalized templates.
3. Audience Segmentation
Marketing automation tools like Customerly are great for segmenting your audience.
For instance, if you run an online store that sells pet food and accessories, you may want to create a segment of customers who just purchased from the cat food section. Then, you could target them with specific messages about upcoming deals or new products related to cat food.
With Customerly, this is easy to do—just create a list in the CRM, add the relevant criteria, and start sending out automated emails. This has the potential to increase sales and keep your customers engaged.
4. NPS Tracking
Net Promoter Score (NPS) is an incredibly popular measure of overall customer satisfaction and loyalty. It’s based on a single, all-encompassing question—“would you recommend us to a friend or colleague?”
It’s a powerful and reliable way to measure customer sentiment, but manually tracking NPS can be a bit of a pain.
Fortunately, Customerly’s automation features make tracking and acting on your NPS data incredibly easy. You can create automated rules that trigger based on responses—for example; you could set up an automated email sequence with the goal of turning detractors into promotors.
5. Reward Loyal Customers
Rewarding your existing customers is a great way to keep them around and increase their lifetime value. But tracking regular customers and rewarding them isn’t always easy.
Customerly makes it simple with automated email and chat funnels that can be triggered by custom events.
Trial Extended Email Template
Use this email template to offer a free extension of the free trial.
For example, you can set up a funnel that rewards loyal customers when they reach certain milestones—like reaching 10 purchases or spending a certain amount. You can also use the same system to reward customers with exclusive deals and discounts when they reach those milestones.
It’s a great way to keep your customers coming back for more.
6. Live Chat & Ticketing Automation
Live chat and ticketing systems are great—but they can get pretty overwhelming if you don’t have the right tools in place.
With a tool like Customerly, your live chat and ticketing systems live under the same roof as your CRM and marketing automation tools. This allows you to automate the entire customer journey—from first contact to resolution.
With customer support automation, you can set up automated responses to common queries, proactively reach out to customers when they trigger certain events and even route tickets to the appropriate team members. You can also quickly glance through all conversations in one place—seeing which topics are trending among customers and how your team is responding.
7. Repetitive Task Reduction
Repetitive tasks like follow-ups, surveys, and reminders are part of almost any business. But they can be a huge time drain if you don’t have the right tools in place to automate them.
Customerly makes it easy to automate repetitive tasks with powerful automation rules and reporting features. You can set up automated workflows that trigger based on customer actions (or lack thereof) and send out automated reminders and surveys when needed.
You can even set up recurring tasks that are repeated at regular intervals, such as sending out a customer satisfaction survey every month or following up with leads who haven’t responded to your emails. This helps you make sure important tasks don’t slip through the cracks and saves you time in the long run.
Marketing automation is a powerful tool that can help businesses automate their sales and marketing processes for greater efficiency. There are tons of ways to streamline your workflow and increase customer engagement by taking advantage of marketing automation tools like Customerly.
At Customerly, we provide marketing automation services that help you manage customer relationships, automate tasks, and ensure that nothing falls through the cracks. With our easy-to-use platform, you can easily create automated workflows for engaging and nurturing customers, track campaigns for maximum efficiency, generate reports to evaluate performance, and more!
So why not give it a try? Get started with a 14-day free trial and see what Customerly can do.
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