In order to begin understanding the scope of marketing automation you have to understand the it foundation. Eventually, we’re going to educate you on the full spectrum of marketing automation and by doing so, we hope that you begin to implement some of these steps into your own campaigns. Let’s start by breaking down the term “Marketing Automation”.
Marketing- The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
As a marketer it would be your job to build the environment in which the full scope of marketing can occur. You are the conductor, leading an orchestra of commerce in a beautiful symphony. The eventual goal is to conduct that symphony without actually doing anything at all. This will take some work initially but will pay for itself many, many times over.
Automation- The technique, method, or system of operating or controlling a process by highly automatic means, asby electronic devices, reducing human intervention to a minimum.
Mix them together, shake, shake, shake, stir…..
Marketing Automation- The total of activities involved in the transfer of goods using a technique, method or system that reduces human intervention to a minimum.
Bingo! This is exactly what we were looking for. Simple enough to understand but complex enough that it’ll need further explanation.
For starters we need a product or service to sell. Once that's established you’ll never need to figure that out again.
Now you’ll need a place to sell it. Got that? Store front? Website? Doesn’t matter, because either will work just fine. No need to worry about that anymore.
Whos selling the good? You? Your Client? I think you’ve figured that out by now.
Now this last part can sometimes be a little tricky… Who is your buyer? Depending on your product or service your target audience can be very, very broad or extremely niche. Once you’ve found out who likes your product and who doesn’t, you’ve determined your buyer.
Now, here is where the magic happens. Here is where we make or break our marketing efforts.
Up until now, there have been no variables. Nothing that can throw a wrench in automation because we’ve establish each portion of the process as a constant. So what is the constantly changing aspect of marketing that is so important that we’d need an process in place to cut down the workload?
The answer is Advertisement.
Every sale begins with a conversation. The more appealing the conversation made the product/service, the more likely a buyer is to invest in it. That is the whole point of advertising.
Appealing conversations. The conversation could have gone on entirely in the mind of the buyer or be as simple as:
Advertisement- “Buy This!”
However it happens. My point is that it must be constantly changing to keep people engaged. If you just repeated the same schpiel over and over again people would be less likely to buy from you.
Marketing Automation is key to your success because you can have conversations with many people while only speaking once.
Without marketing automation you speak once and a few listen. With marketing automation you speak once and the world listens.
There are so many ways to begin conversations with people who want to listen to what you have to say but we will save that for another time.
*Lets break that definition down as well.
Goods- The product or service you are attempting get someone interested in.
Producer- The maker of said “Goods”
Buyer- The potential consumer of said “Goods”
Advertising- The art of making said “Goods” appealing in order to increase “Buyer” interest.
Shipping- The delivery of said “Goods” to storage facilities or buyers.
Storing- The housing of said “Goods” until “Shipping” occurs
Selling- The transfer of said “Goods” for currency.
*As you can see from the break down above, everything in marketing is “Goods”-centric.
Goods- What is the service or item that is being promoted? What is the overall goal? Once this is established we can move past what the goods are.
Producer- If you are promoting for your own company its most likely you who are the producer, or at the very least, the supplier. Regardless, you produce the “goods” to be sold in the marketing environment.
*In order to facilitate the marketing you need a platform for communication in order to engage with a consumer and generate interest in a good or service. For our
Email Marketing- Can your company automatically send marketing emails?
Landing Pages- Can your company
can easily create new landing pages for
Campaign Management- Can your marketing team
can set up all the emails for an event before
it starts, and let it run ‘lights-out’. No one
looking. All parts whirring—and working?
Marketing Programs- Can you have the ability to look at a list of
potential customers and prioritize them
based on fit with your business and
likelihood to buy?
Lead Generation- Can you filter leads by level of engagement
and interest in your brand?
Prediction/Scoring- Can you can measure the revenue contribution
of each of your marketing programs.
Marketing analytics- Can you can measure the revenue contribution
of each of your marketing programs.