Originally published on WebEngage.
There’s a quote most commonly attributed to Mr. Bill Gates that says, “Automation applied to an EFFICIENT operation will magnify the EFFICIENCY. Automation applied to an INEFFICIENT operation will magnify the INEFFICIENCY.” It’s crazy how we keep doing the same things over and over again with the same process and expect different outcomes every time. Did you know that you can save 80% of your time, energy, and resources on repetitive tasks and boost your marketing ROI just by implementing marketing automation workflows? Stick around and I’ll show you how!
Why do you need marketing automation?
The aim of marketing automation is not to reduce human effort, it is just a by-product. The real aim of marketing automation is to help you grow your marketing metrics and convert them to quantifiable business imperatives.
For example, you have an E-commerce platform where you get millions of visitors to your website and app every day. One of the challenges you face as a marketer is to find a way to identify and track these users, run personalized logic-based campaigns, and eventually convert these users to paying customers. But what if you do not have the right marketing automation tools to do it? You might end up relying solely on broadly bucketing customers based on their needs and sending the same campaign to all the users within that particular bucket. For example, not everybody who shops for groceries needs a cookbook. This hampers not just your email marketing metrics but also your brand reputation.
Something that Amazon does distinguishably well is that it has mastered the art of mass hyper-personalization. Every customer gets a unique experience based on their past interaction with the brand, making them come back to purchase more.
Marketing automation tools can also give you a holistic picture of your customer’s online behavior. Using behavioral tracking methods, a great marketing automation software can help you understand your customers’ interests and understand the stage at which they are along the purchase lifecycle. You can then personalize your marketing communications based on these data points and increase the conversion rates.
How to design a marketing automation workflow on the WebEngage dashboard?
Now that you know why marketing automation is important for your business, let’s understand how you can create a marketing automation workflow.
An ideal marketing automation workflow can be divided into 4 critical components-
- Flow control