MARKETINGAUTOMATIONON A SHOESTRINGMarketing automation is one of the fastest growing trends in digital marketing, but it would appear that many businesses still find it challenging to implement marketing automation on a shoestring budget.

The benefits of marketing automation for small businesses 1

The rise of marketing automation

7 tips to successful marketing automation

Improvedlead management

and nurturing

Measurableresults

Enhancedtargeting and

personalisation

Seamlesscampaign execution

and tracking

Increasee�ciency andproductivity

86% 73% 66% 64% 61%

“By 2020, 85% of customer relationships with businesses will be managedwithout human interaction” – Gartner 360 summit 2014

74%of marketers who usedata-driven marketing saythey have benefited froma competitive advantage. 2

55%of marketers usingmarketing automation havereported increased revenues. 3

85%of B2B marketers usinga marketing automationplatform feel that they’re not using it to its fullpotential. 4

86%of marketers said “ease ofuse” was the most importantcriterion when choosing amarketing automationplatform. 5

Outline your goals in advance, the tools, techniquesand resources required will depend largely on this.

Start by connecting your online activities, such as email and social,with the long term aim of creating an automated ecosystem.

Create ‘customer personas’ and personalise automatedmessages to your ideal customers.

Use progressive profiling to ‘get to know’ your customersand build a database of qualified leads.

Create consistent quality content to ensure yourmarketing automation strategy delivers.

Take into account your goals, budget and the level of control yourequire over the process when choosing an automation tool.

Ensure all departments, teams and stakeholders are united andcollaborative in their approach to marketing automation.

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What the experts say

“Marketing automation can drive significant increases in revenue, compared to regular marketing campaigns. It’s just extremely e�cient.”

Philip StoreyEnchant, @philipstorey

“Marketing automation is all about finding opportunities in the customer lifecycle that you’re currently missing or doing manually that you could be automating to

improve the outcome, both for you and for your customers.”

Luke Brynley JonesOur Social Times, @lbrynleyjones

“Anybody who has a voicemail message on their phone is already doing some kind of marketing automation. Aim to create an automated ecosystem and take the weight o� your feet.”

Tamsin Fox-DaviesConstant Contact, @tamsinfd

“For me the big benefit is the data analysis that it enables. This allows us to create more one-to-one and personal relationships with customers – meaning we can

understand what they need and segment them easier.”

Gemma WentDigital Marketing expert, @gemmawent

Download our in-depth guide to marketing automation for agencies and consultants:http://bit.ly/MARKETINGAUTOMATION

Sources

1. http://www.emarketer.com/Article/What-Benefits-of-Marketing-Automation/1011966 2. http://www.emarketer.com/Article/What-Benefits-of-Marketing-Automation/1011966 3. http://www.emarketer.com/Article/What-Benefits-of-Marketing-Automation/10119664. http://blog.wishpond.com/post/115216467162/the-2015-state-of-marketing-automation-the-33 5. http://www.regalix.com/by_regalix/research/reports/state-of-marketing-automation-2014/

www.constantcontact.com @ctctUK

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