{"id":70048,"date":"2022-11-15T13:00:47","date_gmt":"2022-11-15T20:00:47","guid":{"rendered":"https:\/\/www.act.com\/the-4-best-uses-of-marketing-automation-tools\/"},"modified":"2023-03-21T10:49:16","modified_gmt":"2023-03-21T17:49:16","slug":"the-4-best-uses-of-marketing-automation-tools","status":"publish","type":"post","link":"https:\/\/products.act.com\/en-gb\/the-4-best-uses-of-marketing-automation-tools\/","title":{"rendered":"The 4 Best Uses of Marketing Automation Tools"},"content":{"rendered":"

\"\"<\/p>\n

Marketing is essential for all companies, but especially so for <\/span>small businesses<\/span> to compete with larger, household brands in today\u2019s dynamic landscape. And marketing includes various online channels like <\/span>email marketing<\/span>, <\/span>inbound marketing,<\/span> and <\/span>social media marketing<\/span>, to reach those valuable <\/span>potential customers<\/span>.<\/span><\/p>\n

That said, how do <\/span>small businesses<\/span> do it since tracking and optimising campaigns across multiple channels is cumbersome? But not doing so can prevent you from achieving your end goals of increased revenue and resilient <\/span>customer relationships<\/span>.<\/span><\/p>\n

That\u2019s where <\/span>marketing automation tools<\/span> come into play. They do all the grunt work while you brainstorm ways to improve the performance of your <\/span>marketing campaigns<\/span> and strategy.<\/span><\/p>\n

In this post, we\u2019ll take a closer look at some of the key uses of <\/span>marketing automation platforms<\/span> and how they can improve your <\/span>customer experience<\/span> and grow your business. Let\u2019s get started.<\/span><\/p>\n

The purpose of marketing automation tools<\/span><\/h2>\n

Marketing automation<\/span><\/a> software<\/span> is an umbrella term for various tools that help<\/span> automate routine <\/span>marketing tasks<\/span><\/a>. For instance, you can use an <\/span>email marketing<\/span> platform to send <\/span>follow-up<\/span> or <\/span>drip campaigns<\/span> to qualified leads automatically. Marketing automation also includes automated lead capture, scoring, <\/span>a\/b testing<\/span> and is often optimized with <\/span>customer relationship management<\/span><\/a> (<\/span>CRM<\/span>) integration for holistic <\/span>customer data<\/span> tracking and <\/span>lead management<\/span>.<\/span><\/p>\n

The primary goal of a <\/span>marketing automation solution<\/span> is to automate and <\/span>streamline<\/span> workflows<\/span> and help you manage cross-channel campaigns. It eliminates the need to worry about routine, <\/span>repetitive tasks<\/span> like sending emails or <\/span>SMS<\/span> messages. This comes in handy as most <\/span>small business<\/span> owners have a lot on their plates and most do not have <\/span>marketing teams<\/span>. In fact, according to a<\/span> recent survey<\/span><\/a> of more than 1100 <\/span>small business<\/span> owners, conducted by Act!, 69% of <\/span>small business<\/span> owners handle all of their sales and marketing functions themselves, and that\u2019s in addition to all of their other responsibilities! So it\u2019s easy to see how valuable marketing automation can be as it frees up valuable time and improves the overall sales and marketing productivity of today\u2019s small and midsize businesses.<\/span><\/p>\n

Marketing automation platforms<\/span> also help businesses improve their <\/span>customer journey<\/span> by delivering personalised, automated communications to prospects and customers and tracking their engagement, thereby increasing their loyalty. Data from <\/span>marketing automation software<\/span> enables business owners to better understand their <\/span>potential customers<\/span> and guide them through the sales funnel to drive conversions.\u00a0<\/span><\/p>\n

\"69%<\/p>\n

How to use marketing automation platforms<\/span><\/h2>\n

According to a recent report,<\/span> marketing automation yields an average of $5.44<\/span><\/a> for every dollar spent for the first three years after implementation. That\u2019s a staggering ROI of more than 500 percent for this <\/span>marketing tool<\/span>.\u00a0 And the payback period? Less than six months. That makes marketing automation an essential component of <\/span>marketing strategies<\/span> for today\u2019s <\/span>small businesses<\/span> working to leverage <\/span>multi-channel marketing<\/span>.<\/span><\/p>\n

But here\u2019s the caveat \u2014 to reap these types of marketing automation benefits, you\u2019ll need to know how to leverage and use marketing automation. Fortunately, most <\/span>marketing automation platforms<\/span> are highly intuitive and come with many digital resources to get you up and running in no time.\u00a0<\/span><\/p>\n

But, to help jumpstart your success, here are the four key<\/span> marketing automation features<\/span> that will pay off most when used properly.<\/span><\/p>\n

Efficient lead capture<\/span><\/h3>\n

Most <\/span>marketing automation tools<\/span>, including<\/span>\u00a0 Act!<\/span><\/a>, enable you to create high-converting <\/span>landing pages<\/span> and web forms for <\/span>lead generation<\/span>. You can add these <\/span>landing pages<\/span> and forms to specific sections of your website without any technical expertise, so you won’t have to pay hefty fees to web designers for it.<\/span><\/p>\n

Let\u2019s say you\u2019ve created a valuable e-book addressing your target customer’s pain points and questions. You can build a<\/span> landing page<\/span><\/a> to showcase the e-book as a lead magnet and encourage website visitors to download it in exchange for their contact details.<\/span><\/p>\n

And, if you have a company blog, you can create a contact form that pops up near the end of an article and use it to prompt readers to sign up for your newsletter.<\/span><\/p>\n

The <\/span>best marketing automation software<\/span> providers<\/span> support integration with leading <\/span>CRM<\/span> platforms. That means new leads are automatically added to your <\/span>CRM<\/span>. <\/span>CRM integration<\/span> also lets you capture and easily monitor additional data, such as the lead\u2019s source, location, and purchase history, which comes in handy when creating buyer personas for different audience <\/span>segments<\/span>.<\/span><\/p>\n

\"marketing<\/p>\n

Hassle-free <\/b>lead scoring<\/b><\/h3>\n

Flooding your sales funnel with hundreds of leads doesn\u2019t guarantee sales. Instead, you must identify the qualified leads who have the highest chances of converting. But manually scoring and qualifying leads is time-consuming, error-prone, and inefficient.<\/span><\/p>\n

Marketing automation software<\/span> can do the heavy lifting for you. These tools monitor how a lead engages with your <\/span>email campaigns<\/span>, website, and other marketing assets and uses these <\/span>predictive<\/span> insights to assign a score to each lead.\u00a0<\/span><\/p>\n

Let\u2019s say a lead opens all your emails, downloads an e-book from your website, and visits your <\/span>pricing<\/span> page. <\/span>Marketing automation tools<\/span> can track all these activities and qualify that lead as active.<\/span><\/p>\n

This helps you identify leads that are worth pursuing so you can maximise conversions and attain <\/span>new customers<\/span>. It also prevents you from investing time and resources to chase leads who aren\u2019t interested in your services. And, it helps you save on time and budget that you’d have otherwise spent on hiring a sales representative for the same tasks.<\/span><\/p>\n

Personalised <\/b>lead nurturing<\/b><\/h3>\n

What do you do after a website visitor subscribes to your newsletter? You’ll likely lose their attention if you wait for them to receive your weekly email blast.<\/span><\/p>\n

Instead, it\u2019s wiser to <\/span>nurture leads<\/span> by immediately sending them a welcome email thanking them for signing up. You can even include links to relevant resources to nudge them forward in the buyer\u2019s journey.\u00a0<\/span><\/p>\n

Of course, manually sending such emails to every <\/span>subscriber<\/span> is impractical. The good news is that <\/span>marketing automation software<\/span> can do that on your behalf. Simply use one of its professionally designed <\/span>email templates<\/span> to easily create beautiful <\/span>transactional emails<\/span>, newsletters, announcements, or promotions and set up the automation triggers. Every time a new contact signs up for your newsletter, it\u2019ll automatically trigger a welcome email.<\/span><\/p>\n

Marketing automation even lets you set up <\/span>automated workflows<\/span> to send personalised <\/span>follow-up<\/span> emails based on a user\u2019s activity. Let\u2019s say a lead opens an email, downloads a product comparison guide, and visits your website’s contact page. You can set up an <\/span>autoresponder<\/span> asking them to schedule a call with your <\/span>sales team<\/span>.<\/span><\/p>\n

Alternatively, when a lead browses a specific product or service on your website or submits a <\/span>customer support<\/span> inquiry, you can send relevant educational resources to them. On the other hand, if a lead abandons their cart, you can entice them with free trials and discounts.<\/span><\/p>\n

That level of personalisation is only possible through <\/span>marketing automation tools<\/span>. They help you tailor every detail of a lead\u2019s journey through your sales funnel and then you simply put it on <\/span>autopilot<\/span>. The personalised, well-timed communications improve their loyalty, engagement, and ultimately <\/span>conversion rate<\/span>.<\/span><\/p>\n

Tracking and analytics<\/b><\/h3>\n

\"dashboard<\/p>\n

The <\/span>best marketing automation tools<\/span> provide you with detailed insights into your <\/span>marketing campaigns<\/span> which help you <\/span>optimise<\/span> your campaigns for better results. Act!, for instance, lets you monitor <\/span>real-time<\/span> metrics<\/span> to identify top-performing campaigns and channels.<\/span><\/p>\n

This way, you can monitor how leads respond to different communication channels, such as email, <\/span>SMS<\/span>, and <\/span>push notifications<\/span>. You can also conduct <\/span>a\/b testing<\/span> by tracking different variations of email copy, subject lines, calls to action (CTAs), and more, and identifying which ones drive the most conversions.<\/span><\/p>\n

Embrace marketing automation with Act!<\/span><\/h2>\n

Marketing automation tools<\/span> are instrumental in boosting the ROI of your <\/span>marketing campaigns<\/span>. They\u2019re useful at every stage of the sales funnel, from <\/span>lead generation<\/span> and scoring to nurturing. You can use them to build long-standing <\/span>customer relationships<\/span>.<\/span><\/p>\n

If you\u2019re looking for a feature-packed <\/span>marketing automation platform<\/span> to drive sales and revenue, Act! is an excellent choice. Its fully integrated <\/span>CRM<\/span> and <\/span>marketing automation platform<\/span> allows you to intuitively build outflows without navigating outside Act!. This also means that the data you receive from your marketing automation flows are easily accessed, making for a simple and efficient user experience.<\/span><\/p>\n

Act! Marketing Automation, or AMA, comes packed with some major tools including a comprehensive campaign builder, <\/span>landing page<\/span> builder, website tracking, and an asset tracker. Let\u2019s start with the campaign builder, the most utilized tool, and your main source of lead outreach and maintenance.<\/span><\/p>\n

Easily build an email campaign in Act!<\/b><\/h3>\n

Whether you are a <\/span>template<\/span> design wizard and have the ability and time to create your own perfectly curated <\/span>templates<\/span>, or you would rather use a pre-built <\/span>template<\/span> designed by marketing professionals, AMA has you covered. The <\/span>drag-and-drop<\/span> template<\/span> designer is simple to use with a breadth of editing options that will allow you to fine-tune your design and send it out to your leads in a surprisingly short window. Once your <\/span>template<\/span> is ready to go, you can add it to a campaign, and send it out to your leads with only a few clicks.<\/span><\/p>\n

\"easy<\/p>\n

AMA\u2019s campaign builder also boasts a full drip build-out ability that allows you to send additional emails based on a lead\u2019s response to your initial email. Say you want to send a <\/span>follow-up<\/span> email to any lead who clicked the link to your product page, and provide them with more information about that product. Or, you may want to set up a series of recurring weekly emails that go out automatically, without the need to manually send a new email each week.<\/span><\/p>\n

Each campaign also comes with an intuitive dashboard to view who has received your email, who has opened it, which links within the email were clicked, and even the ability to export the data to a downloadable Excel spreadsheet. AMA\u2019s automated campaign builder will save you an immense amount of time, freeing you up to focus on other tasks.<\/span><\/p>\n

Capture leads with a custom landing page<\/b><\/h3>\n

Before you can begin selling, you need leads. Act! <\/span>Marketing Automation features<\/span> an asset tool and <\/span>landing page<\/span> builder and both have the ability to capture new leads and automatically add them to your <\/span>CRM<\/span> with other helpful information like email address, location, source, product interests, etc. This detailed view of your leads will allow you to create tailored campaigns for your leads and group or <\/span>segment<\/span> them based on specific criteria within your <\/span>CRM<\/span>.<\/span><\/p>\n

The <\/span>landing page<\/span> builder creates comprehensive forms that allow you to gather as much detailed information about your leads as needed. You can also create <\/span>follow-up<\/span> actions once a form is completed, like adding the leads to a specific group in your <\/span>CRM<\/span> or automatically sending them a <\/span>follow-up<\/span> email that could be part of a welcome packet or include more information about specific product lines and <\/span>pricing<\/span>. Easily track who has completed the form, how they answered each question, and even export the data for later use.<\/span><\/p>\n

Alternatively, you can entice new leads into your <\/span>CRM<\/span> database by offering snippets of important assets like whitepapers or product videos. Set a page number-based or time-based pop-up asking for a lead\u2019s information to be able to continue viewing the asset they are interested in. This opens the door to an avenue for quick and easy lead acquisition while also giving leads quality and helpful information that relates to your business and builds your credibility.<\/span><\/p>\n

\"lead<\/p>\n

Improve SEO and audience engagement with website tracking<\/b><\/h3>\n

Insights into your website visits can show you what your leads are most interested in. AMA\u2019s website tracking tool gives you visibility into your site\u2019s most visited web pages, how much time on average is spent on each web page, traffic sources and <\/span>attribution<\/span>, and much more. If a lead is cookied, you can also gain insight into any web pages they visit, and this data will be visible in Act! in their detailed lead profile.<\/span><\/p>\n

In addition to web page visits, all other AMA activity is also available in the lead profile, including details like which emails they have opened, email links they have clicked on, <\/span>landing pages<\/span> they have completed, and web pages visited. Having all of this data in one location lets you view a lead\u2019s entire journey -even from the time they first showed interest in your business.\u00a0<\/span><\/p>\n

\"lead<\/p>\n

Simplify lead scoring<\/b><\/h3>\n

In addition to providing a single place to view and monitor your leads\u2019 actions, Act! Marketing Automation summarises all of the activity in a number value called a <\/span>lead score<\/span>. Act\u2019s <\/span>lead scoring<\/b> module<\/b> gives you full control to select the activities you want to include and how much weight you want to assign to each. This tool empowers you to score very specific actions including anyone who clicks a particular link within a given email in one of your campaigns. So, whether your scores are based on more broad actions, like a general email open, or very specific, drilled-down actions, your ability to control the selection of the actions and how they are scored means you\u2019ll see scores tailored specifically to your business and <\/span>workflows<\/span>.\u00a0<\/span><\/p>\n

\"\"<\/p>\n

Gain a holistic view of your leads<\/b><\/h3>\n

Like all AMA <\/span>digital marketing<\/span> data, your leads\u2019 scores will also be viewable in Act!. This means that while viewing your leads\u2019 profiles, you will see a holistic view of all related activity for that lead including their marketing-specific <\/span>metrics<\/span> like their <\/span>lead score<\/span>. Additionally, Act! features a \u201cScored Leads” dashboard on your home page that you\u2019ll see as soon as you log in, allowing you to view all of the leads that have earned a score, with your highest-scored leads prioritized at the top of the list. This powerful dashboard lets you easily identify your most valuable leads and get to work on reaching out to those who are most engaged with your business and <\/span>marketing efforts<\/span>.<\/span><\/p>\n

Next steps<\/span><\/h2>\n

Are you ready to see marketing automation in action? Try Act!, an all-in-one marketing automation and <\/span>CRM<\/span> solution for free, and see how easy it is to get started with marketing automation. Start your<\/span> 14-day free trial<\/span><\/a> today.<\/span><\/p>\n

\"Start<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing is essential for all companies, but especially so for small businesses to compete with larger, household brands in today\u2019s dynamic landscape. And marketing includes various online channels like email marketing, inbound marketing, and social media marketing, to reach those valuable potential customers. That said, how do small businesses do it since tracking and optimising […]<\/p>\n","protected":false},"author":4,"featured_media":69629,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[185],"tags":[],"acf":[],"yoast_head":"\n4 Effective Use Cases for Marketing Automation Tools<\/title>\n<meta name=\"description\" content=\"Marketing automation tools come in handy for tasks like lead scoring, nurturing, and campaign management. 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