You'll get better insight on your customer. Marketing automation tools can help you track every interaction your business has ever had with a certain customer. The ability to view past conversations, complaints, or purchases can help your sales or marketing team tailor every individual's experience with your company, making them feel more valued and upping customer loyalty.
You'll get a variety of data from different sources. Any marketing automation tool you employ is going to offer number-crunching data to help you better understand your website and marketing efforts. With multiple tools working together, you can start to discover the most heavily trafficked areas of your site, what content is most appealing to your customer, and other analytics that can help you maximize online sales.
It's not as expensive as you think. When you think of marketing management tools, do you think of costly, massive software like Hubspot, Eloqua or Marketo? While these are great solutions for some businesses, you can often achieve the same marketing goals by choosing two or three marketing tools based on your needs and then integrating (passing data between) them.
While it's great to leverage tools to better communicate with your customers, you need to first, you know, HAVE customers. Lead capture apps help you get the initial data you need about to engage site visitors or researchers. An easy way to capture these leads is by using a Formstack online form to collect customer information, which can then be passed through your marketing automation cycle.
After you've collected leads, you need to make sure that you are digitally recording each interaction with these customers. Tools like a customer relationship management app (CRM) or a support helpdesk can help you review past conversations with each customer to make sure their experience with your business is personalized.
New customers won't stay loyal to your brand if they feel confused or don't see value in your product. Keep them in the loop with lead nurturing tools, including email marketing platforms, blogging tools, and social media apps. Providing your customers with frequent and relevant content will help them find new ways to leverage your product or service.
What is a CRM?
These applications allow you to track your customer’s information to ensure you are properly communicating with them. You can track and note messaging with every customer, from an email to a tweet, using a CRM, as well as make notes for your employees to enhance your messaging toward each customer.
Did you know?
Formstack integrates with seven of the most popular email marketing tools. Integrate your lead capture forms with one of these apps to automatically add new email addresses to an email list, making it easy to segment and target the right customers.
But What About Those All-In-One Marketing Platforms?
You might think that the only solution to marketing automation is using a costly, all-in-one platform like Hubspot, Eloqua or Marketo. While these products are convenient, you could find yourself shelling out big bucks for just a few of their features. Before you spring for a full-platform marketing solution, research how you can achieve your digital marketing goals using alternative products.
We've prepared a few more guides to help you find the best marketing automation tools for your business. Check out our Formstack vs. Hubspot page to learn more about the platform's costly hidden fees. If you're planning for rapid growth in 2015, our Eloqua and Marketo alternative page can show you how to scale your digital marketing using integrated apps.