What Can You Do with Marketing Automation: Surprise! It’s More Than You Think.
Almost every marketer knows that marketing automation (MA) has been a boon for demand generation. But, while driving potential customers’ awareness and interest in a company’s products or services is certainly one essential function of MA, the story hardly ends there.
Because marketing automation can do so much more. It also slices! It dices! It makes julienned fries! … Well, proverbially, that is.
Some marketers use MA solely for demand generation purposes and have not fully realized how to leverage their existing technology to extend to branding and customer marketing needs. And they, unfortunately, are missing out on a whopping two-thirds of the benefits of marketing automation.
Expanding the scope of marketing automation is not particularly complicated. The same tactics used for demand generation can also be applied to other marketing disciplines. And, this very same MA technology that makes demand generation so easy, also makes strategic execution repeatable, scalable, and measurable ‒ while ensuring a consistent customer experience.
Most marketers are already paying attention to all three major aspects of marketing: brand awareness, demand generation, and customer marketing – or as we call them – Brand, Demand, and Expand. They just may not be using their marketing automation technology to support branding and expansion as much as they could.
Marketers create profitable relationships with potential customers by delivering the value and information these prospects want at every touchpoint through the buyer’s journey. Each function within the marketing team has a different role to play, and marketing automation can help at every stage.
Brand Marketing tasks and responsibilities can include public, press, analyst, shareholder, and influencer relations; corporate communications; social media; advertising; events and sponsorships; and content marketing.
Branding relies on strategically communicating your brand’s voice and positioning. It’s the promise you make to customers, and it needs to infuse every stage in your company’s growth and your customer’s lifecycle. Marketing automation helps you get your messaging out and keep tabs on how the market, press, and analysts engage with your brand.
Try these tactics for using marketing automation to achieve your branding objectives:
– Influencer Relations: Score press, analysts, and bloggers so you can see who your most engaged and interested influencers are. Be aware of the pages they visit on your site, what they’re interested in, and the emails (pitches, press releases, events) they are engaging with. Use this intelligence to prioritize who you pitch and what your talk track is.
– Press Release Attribution & Corporate Communication: Create trackable URLs for press releases to tie PR activity back to the lead-to-revenue process. Look at multi-touch attribution and how press releases contribute to the sale. Create and execute internal newsletters, emails, etc., and track employee engagement. Identify and nurture prospective employees.
– Brand Identity Management: Make sure your brand is consistent across all teams and all channels. Control the visuals ‒ including brand look and feel, logo usage, and header/footers ‒ with marketing automation. Create approved templates, then distribute them in your media library for other marketing and sales departments to use.
– Event Management: Events are a huge Go to the full article.