Marketing Automation Features and Benefits

Marketing Automation Features and Benefits

Marketing automation empowers marketers to focus on the strategic initiatives rather than get bogged down with the tactical implementation, and it aligns sales and marketing towards accomplishing common goals. This all adds up to decreased costs and increased revenue.

FEATURES

Campaign and Email Management

Create and track highly targeted marketing campaigns. Manage end-to-end email campaigns, including database management, target list creation and segmentation, email personalization, and SPAM-compliant auto unsubscribe capabilities.

Website Search Engine Optimization

Connect with your customers early in the buying cycle with search engine friendly pages.

Landing Page and Forms

Create dynamic landing pages and forms. Build reusable templates to create a consistent look and feel. Instantly create leads in your CRM system for immediate sales follow up on all form submissions.

Lead Reporting and Analytics

Get comprehensive insight into your marketing programs by program type, lead source, and promotions — in real-time. Seamlessly track lead-to-revenue to measure the ROI of your lead generation programs.

“91% of the most successful users agree that marketing automation is ‘very important’ to the overall success of their marketing across channels.” —Ascend2

BENEFITS

Effective Multi-Channel Campaign Management

Streamlines the execution of complex marketing campaigns across multiple channels, including websites, email, events, and social media with a centralized marketing platform.

Improves Sales Collaboration

Aligns marketing and sales goals to improve collaboration and convert leads into customers.

Shortens Your Sales Cycle

Delivers highly relevant dynamic content to prospects at the right time, right place and right channel, guiding them through the buying cycle.

Quantifies and Prioritizes Leads

Captures, identifies, scores and nurtures leads based on profile, behavior, interests, and conversion readiness to deliver sales-ready leads.

Real-Time Visibility

Provides insight into campaign performance and return on investment (ROI) with robust analytics.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a free consultation or email Lori Berson at lberson@BersonDeanStevens.com.

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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Marketing Automation Features and Benefits

5 Strategies to Improve Your Marketing Campaigns

Here are five marketing strategies you can use to improve your marketing efforts across multiple channels, messaging, and execution.

1. Determine whom you want to reach.

Before creating any messaging, channel development, etc., you need to determine which audience segment you want to target. It’s best to create marketing personas to define these different groups of people. With each persona, determine the characteristics of this subset. What are their likes and dislikes? Where do they live online and offline? What are their common challenges and pain points? By defining these audience attributes, you can more accurately target your marketing to them.

2. Tailor your campaigns to your personas.

Customize your marketing campaign messaging and research the channels in which you send these messages — according to your audience’s preferences.

For example: During your research, you may have discovered one client segment that doesn’t read print media; for this segment, you’ll want to develop digital-only materials. Use the appropriate channels to reach your target audience(s) to ensure the maximum exposure and engagement.

“Best in class marketers are 67% more likely to use a Marketing Automation platform and see 14% overall growth in marketing revenue.” — Aberdeen

3. Leverage trigger marketing.

You now know whom to talk to and where, how about when? If your customers receive your campaign at the right moment in the buyer’s journey, they are more likely to be receptive to your message. Trigger marketing sends emails or campaigns at specific points in a customer’s engagement lifecycle and can significantly increase your chance of success. Marketing Automation facilitates these efforts.

“Triggered email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages.” —Epsilon Email Institute

4. Test your campaign performance.

Build tests into your campaign plans and measure what’s working and what isn’t.

For example: Test what channel works best, how your web pages and emails are performing, what time of day or day of the week you should publish content, etc.

Additionally, you should conduct A/B tests on different headlines, page designs, calls-to-action, button and text colors, and email subject lines. Control your tests by limiting the variables being evaluated at the same time. Test and track the results continuously.

“63% of surveyed marketers indicate that the ability to set measurable objectives for each of the campaigns is the biggest value driver of Marketing Automation.” — Gleanster

5. Measure your results.

After you’ve conceived, created, and launched your campaign, you must track your efforts. This can be done with a simple Excel chart or a more robust dashboard. Make sure your Key Performance Indicators (KPI) tell the story of your campaign.

“91% of the most successful users agree that Marketing Automation is ‘very important’ to the overall success of their marketing across channels.” —Ascend2

Once you’ve started testing and tracking, it’s time to assess and refine your campaign. Based on your findings either repeat or delete the campaign.

For assistance with your campaign strategy, Marketing Automation implementation, and optimization, contact Lori at 877.447.0134 or lberson@BersonDeanStevens.com.

Marketing Automation Features and Benefits

Forms That Have The Best Conversion Rates

Form Types
Form conversion rates continue to depend more on the type of form being used than the number of fields in the form
, reports Formstack in its second annual “Form Conversion” study. This year’s study adds lead generation forms (such as those used for gated content downloads) to the list of analyses, finding that these forms have an average conversion rate of 17% and average 11 fields.

Form That Convert

While lead generation forms sported one of the higher conversion rates of the different types analyzed, they couldn’t hold a candle to contest forms, which had by far the highest conversion rate (34%) for the second consecutive year despite having a similar number (10) of fields on average.

Contact forms – which have the lowest number of form fields (4) on average – continue to have the lowest conversion rates, averaging out this year at just 1%. In other words, just 1 in every 100 visitors to a contact form successful completed it. It’s worth noting that in last year’s study, the analysts theorized that visitors to “Contact Us” pages might be looking for addresses rather than to complete a form, contributing to the low conversion rate.

The study reveals that form conversions were significantly higher on multi-page (13.85%) than single page (4.53%) online forms. The study’s authors attribute this counter-intuitive result to: longer forms’ use of page breaks making them easier to digest; multi-page forms’ regular use of progress bars adding to their convenience; and bigger fonts and larger head images making forms less intimidating. It may also be – though it’s not addressed in the study – that lower-converting forms (such as contact forms and donations) are over-represented in single-page forms, while higher-converting ones (such as contests) are more likely to be spread over multiple pages.

Another potential influence on conversion rates is the language of the submit button. For example, “Next” converts at almost twice the rate of “Continue” (43.6% vs. 24.6%), while “Submit Registration” has a slightly higher rate than “Register Now” (15.6% vs. 13.3%). There doesn’t appear to be much separation between “Checkout” (10%) and “Place Order” (9.25%).

Industry-specific form conversion benchmarks:

  • Media (17%);
  • Technology (17%);
  • Non-profit (14%);
  • Marketing/consulting (13%);
  • Retail/E-commerce (11%); and
  • Healthcare (9%).

(For three industries — government, religious, and technology — outliers with disproportionately high traffic volumes were removed to reveal more realistic benchmarks.)

Peak submission times are different by form type:

  • Order/Payment forms: Tuesday between 11AM and 12PM (ET);
  • Contact forms: Tuesday, 12-1PM;
  • Event Registration forms: Wednesday between 11AM and 12PM;
  • Donation forms: Wednesday, 2-3PM;
  • Lead Gen forms: Thursday, 4-5PM;
  • Contest forms: Thursday, 8-9PM; and
  • Surveys: Friday between 11AM and 12PM.

About the Data: The analysis is based on 665,000 user account contributions spread over 18,703 accounts and 117,577 form types collected in January 2015. The research includes mobile-responsive forms only – benchmarks included in the report apply to web forms that are designed to be filled out easily on smartphones and tablets.

What types of forms are you using?
Do they have a high conversion rate? Learn more – call Lori at 877.447.0134.