From the course: Marketing Automation: How to Build a Successful Campaign

Understanding the benefits

From the course: Marketing Automation: How to Build a Successful Campaign

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Understanding the benefits

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I'm a big fan of marketing automation and for good reason. It's made my working life as a marketer easier and more productive. Let me throw a few statistics at you. According to a recent survey by TrueList, 91 percent of marketers say marketing automation is essential for their business. 61 percent use marketing automation to generate more leads, and businesses that use marketing automation are 20 percent more productive. Whether you're a believer in marketing automation or not yet, marketing automation has become a necessity for companies wanting to do more with less time. Here are the five main benefits of marketing automation to help propel your understanding of what's possible. First, automation leads to increased efficiency. Marketing automation software works great with repetitive tasks such as sending emails, social media posts, and text messages. By having parts of these processes accomplished automatically, time is freed up for you to focus on more strategic tasks. The next benefit of marketing automation is improved targeting. Marketing automation allows you to segment your audience and tailor your marketing messages to specific groups. This improves the chances of reaching the right audience with the right message at the right time. Next is increased ROI or Return On Investment. By automating repetitive tasks and targeting the right audience, you can increase the return on investment for your marketing efforts through a combination of saving manual time and acquiring more qualified leads. You'll also be able to get better analytics. A marketing automation platform provides a wealth of data on customer behavior and campaign performance. Knowing metrics like response rates and cost per lead allows you to understand which campaigns are most effective and which audience segments are most responsive. And if all of those benefits haven't gotten you excited, I left the most important one for last, cost savings. When you increase the automation of tasks, emails, and follow-ups to reduce the need for manual labor or wasted spend on bad campaigns, leaving you to invest more money into better performing campaigns. Now that you have an idea of the benefits automation can provide, I encourage you to imagine what those positive impacts would look like for your organization.

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