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Marketing Automation for Your Business

4 Unexpected Uses of Marketing Automation for Your Business

By now, most businesses understand the importance of marketing automation. It strategically powers up your digital marketing, optimizing and streamlining essential marketing processes.

As a result, you save time (and money), and ensure your business gets the most out of its marketing campaigns.

But while everyone is implementing marketing automation to accomplish a lot of necessary marketing tasks, few realize that there are some surprisingly unexpected ways that the right marketing automation platform can be deployed to improve marketing solutions.

As automation technology matures, tasks like customer behaviour tracking or personalized email marketing aren’t the only ways to use marketing automation.

Below, we cover some alternative uses for automation software to maximize your campaign reach and effectiveness in unexpected ways.

  1. Provide new hires with essential information

Most companies employ automated email marketing to target prospective consumers or customers within their CRM database.

Often, this takes the form of targeted follow-up emails or messages if a customer abandons their cart or requires an individualized call-to-action to result in conversion boosts. But targeted, effective follow-up sequences can be used to form strong relationships with just your target audience.

Automated email marketing can also become beneficial for new hires joining your business.

Instead of wasting departmental time, both from a recruitment and training perspective, new hires could be targeted to receive daily automated emails regarding pertinent information required to help them succeed.

Need-to-know things like company policies, benefits, company history and other HR or training information can be covered in automated emails to streamline the onboarding process.

  1. Product lifecycle management

Reaching your customer base with the right message at the right time does wonder for your company’s return on investment.

But automation as a tool has wider capabilities than a just lead generation. For a B2B or B2C company that sells products or services, marketing automation can be employed to acquire more renewals via automated reminders.

This will lead to better customer retention as consumers are effectively targeted at the right time with personalized announcements or updates. What’s more, automation can be used to manage the product’s lifecycle, specifically when the product or service is received and when renewal deadlines approach.

This is extremely beneficial for companies who sell subscription-based software or services as it eliminates the need for sending subscription renewals manually.

  1. Use automated email drip campaigns for cross/upselling

Many businesses employ marketing automation to support their email marketing initiatives, with drip campaigns being one of the most alluring features that automation software brings to email marketing.

And with more mature marketing automation technology now present, drip campaigns can be further elevated to do more than just support customers until they reach a sales-ready state.

Automation email drip campaigns can do more than lead nurturing. Automation can be used to self-promote other products or services that complement the purchase your prospective customers are interested in.

Drip campaigns can also be deployed to establish mutually-beneficial relationships with partners looking to cross-sell services or software, generating referrals and creating opportunities for future business.

The data gleaned from drip campaigns can also gauge your customers’ interests, providing insights into upselling opportunities to increase revenue.

  1. Incorporate learning opportunities

Marketing automation is often seen as a “set it and forget it” tool. But, this does not take full advantage of all the powerful features available on a marketing automation platform.

One of the best features that automation brings to a business is access to in-depth insights into predictive consumer behaviour through enhanced automation reporting.

Learning opportunities are available everywhere with automation software. It allows you to:

  • Perform A/B testing and segmenting your CRM database into different asset categories.
  • Be proactive with its marketing initiatives, creating campaigns that generate the best possible outcomes.
  • Use data analytics give you a glimpse into each stage of the customer journey.
  • Integrate strategic learning opportunities and discover consumer patterns to predict certain outcomes, increasing campaign ROIs.

Marketing automation serves to increasingly create efficiency and productivity into your workflow. In short, it is a crucial tool designed to make your life easier as a marketer.

But to maximize the features and benefits of marketing automation, implementing it requires some out-of-the-box thinking. Using automation in unexpected ways creates more opportunities to increase revenue and improve ROI than previously thought possible.

Tomi Saikkonen

Tomi Saikkonen is the Vice President of Liana Technologies, Middle East. Just like you Tomi is fascinated by the possibilities of digital marketing and technology. He actively seeks out ways to help businesses and organizations across industries to improve their digital marketing ROI.