Marketing technology that automates lead generation, optimizes processes, and brings organizations into the 21st century is top of mind for CMOs, CTOs and CEOs across nearly every vertical and industry as they work to gain a competitive edge in their marketing efforts. The process of automation reduces the most simple and menial tasks to programs that can run, schedule, post, write, and research for you.
As an industry leader focused on driving revenue and improving profit margins, I’ve found that these tools can be exponentially powerful. They can allow you to save on contract, salary or consultant fees. Marketing technology is not entirely new; however, I’ve noticed that it’s becoming more popular, and the user experience and accessibility have improved to the point where companies can implement the tools in-house without the need for complex onboarding processes or specialized consultants.
Here is a list of three marketing automation technologies available to businesses today that can positively impact marketing campaign ideation, implementation and execution across almost all industries and verticals.
Imagine taking 1,000 people from a single source and turning them into a prequalified list of over one million potential clients. This is something marketers could only dream about 10 years ago, but in 2019 it’s becoming a very real possibility.
Retargeting was traditionally extremely time-consuming due to the manual work you need to do to adapt campaigns to constantly changing user sentiments. However, companies such as Fixel help marketers automate these processes using machine learning and predictive analysis to extract real-time information from small segments of customers and use that to create lists of like-minded individuals. Another major player in AdTech is Adroll, an analytics engine that helps marketers attract and convert customers.
When you have the ability to segment and retarget off generated lists of customers, you can re-focus on the creative and design aspects of your campaigns instead of the technical and data-oriented pieces. As with all marketing technologies, you can use automated retargeting to map out your target customer segments without the heavy lifting. You can use tools like these in any industry and across any vertical as long as you have a message or product that you’re trying to communicate to a potential customer — which is, in essence, applicable to any business.
Automated Smart Content Posting
As long as you haven’t been living under a rock for the past 10-plus years, you’re well aware of the marketing power that social media has for your brand. Most companies require a social media strategy to stay relevant and competitive, regardless of their product, widget, service or industry.
The task of posting across all platforms (like Facebook, Twitter, LinkedIn, Instagram, Tumbler, Pinterest and Snapchat) day in and day out is enough to make even the most tech-savvy millennial social media guru’s head spin.
Buffer and ContentCal are two tools that provide social media scheduling, posting, and analytics solutions across all platforms. Tools like these not only allow you to automate the entire posting and scheduling process but also provide real-time analytics and feedback. You can also use them to determine the optimal times to post. Platforms like these can help you save hundreds of hours in manpower plus a significant amount of money on consultants if you’re not a natural-born social media guru. Automating your social campaigns can help you drive increased awareness of your brand — which is a useful strategy regardless of the call to action, campaign or industry your company is playing in. Regardless of whether you are business to business (B2B) or business to consumer (B2C), automating your social strategy will free up time for more important marketing tasks and is a toolset that is truly industry agnostic.
Artificial Intelligence (AI)-Driven Lead Conversion
If you’re in sales, marketing or virtually any position where you help run or manage a business, leads are king. The ability to successfully set up a successful lead generation vehicle is something all sales managers and marketers I know struggle with. The battle doesn’t even end once you have a successful inbound flow of leads, as you still need someone with the right expertise and abilities to know when and how to act on those leads, guide you through the sales cycle and eventually convert customers.
CliClap does some of that heavy lifting and uses artificial intelligence and predictive intelligence to tell you when to send specific content like newsletters to clients based on the clients’ signals to help you convert leads. Atomic Reach is another AI-driven tool that you can use to help you optimize your content and improve conversions, open rates, leads generated or click-through rates. Automating lead conversions saves you time that you can invest in higher-level tasks like improving the content for these engines or working on retention efforts.
Why The Future Marketer Is Software
When I work with clients, many are focused on bringing new technologies to the world and creating incredible innovations but don’t have the resources to staff a full-scale marketing department. I regularly employ these tools to help automate as much of their marketing strategy as possible. This effectively removes any sort of time-consuming lead generation, campaign implementation or optimization work, which can detract precious time from your high-level strategy efforts.
When you automate and optimize a marketer’s core job competencies, you can reach literally any portion of the customer’s journey from initial discovery to optimizing conversions through one or more of these marketing and AdTech toolsets. By educating employees on and utilizing these tools and others, your company can save valuable resources and spend time doing what it’s best at. As a marketer, you should be mindful of adding these tools to your existing efforts to improve and optimize and should never replace the messages and narratives you create to engage with your target clients. This ensures you retain the authenticity, originality and legitimacy of the brand and campaign messaging.
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