Marketing automation helps marketers streamline their lead generation, segmentation, lead nurturing and lead scoring, customer lifecycle marketing, cross-sell and up-sell, customer retention, and marketing ROI measurement.
Some of these practices are possible at small volumes without software, but technology becomes essential with any scale and with the increasing number of channels marketers are required to manage. In particular, these processes all require:
A central marketing database. A place for all your marketing data, including detailed prospect and customer interactions and behaviors, so you can segment and target the right message to each customer. Think of this as “system of record” for all your marketing information.
An engagement marketing engine. An environment for the creation, management and automation of marketing processes and conversations across online and offline channels. Think of this as the "orchestra conductor" for your customer interactions.
An analytics engine. A way to test, measure, and optimize marketing ROI and impact on revenue. Think of this as the place you go to understand what worked, what didn’t, and where you can improve.
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Marketing automation is a category of technology that allows companies to streamline, automate, and