More and more companies are focusing on optimizing their marketing automation workflows. The aim is to increase profitability and return on investment and sustainably reduce marketing costs by improving relevant processes. Every lead and existing customer has the potential to contribute to an increase in sales. With marketing automation, you can exploit potential for improvement in lead generation and lead nurturing.
Why is the optimization of marketing automation workflows important?
Consistent digitalization and increasing the degree of automation in marketing enables you to reach your target group more effectively and efficiently and thus expand your market position compared to the competition. The further development of technical possibilities - including artificial intelligence - creates the conditions for automating processes to an ever greater extent. This allows you to improve the quality of lead generation and nurturing through personalized contacts.
Marketing automation workflows allow you to offer potential and existing customers personalized experiences that are memorable and provide unique selling points compared to the competition.
Successfulleadnurturingand strong branding thanks to a low error rate
The optimization of marketing automation workflows offers great potential for successful lead nurturing. The consistently high quality of the automated processes has a positive effect on your branding, keeps the error rate low and helps you to plan marketing expenditure better.
Automated marketing workflows increase marketing productivity in two ways.
Your employees in marketing and sales benefit from a reduced task load and can use the time freed up for performance innovations and a stronger focus on direct customer contact, among other things.
Implementation of important marketing automation workflows
The higher the level of digitalization in marketing, the easier it is to automate processes and subject them to consistent optimization. If your company grows, scaling is straightforward. In terms of optimization, it is very important to have a holistic view of marketing and sales processes. You should not create isolated solutions that only marginally increase overall productivity and cannot be measured as part of controlling measures.
Examples of automated marketing workflows
- Generating an automated greeting for new leads after a successful registration - e.g. for a newsletter
- Implementation of nurturing workflows for leads with regular contact via email and other marketing channels in order to maintain dialog with the contact and promote the maturing process or willingness to buy
- Targeted conversion of inactive contacts into active customers through automated reactivation workflows - for example, after abandonment in the order process or longer periods of absence
- Creation of automated offers once a defined lead scoring value has been reached in order to encourage contacts to successfully convert
- Obtaining regular feedback from key customers to check buyer personas, strengthen loyalty and trigger referral marketing
Exploiting the potential of email marketing
Email marketing offers some of the greatest potential for optimizing marketing automation workflows. This marketing and sales channel, which is underestimated in some companies, offers the opportunity to address contact persons with decision-making authority directly and on a personal level.
You can provide your leads and customers with targeted content and offers tailored to their individual requirements.
Reasons for inadequate automation inemailmarketing
- Lack of knowledge of own processes
- Unclear responsibilities within the marketing department or between marketing and sales
- Lack of acceptance or deliberate blocking of innovations by employees in key positions
- Poor utilization of the technical possibilities of modern marketing and CRM tools
- Lack of a well thought-out strategic concept that covers all process steps
Focus on operational and strategicplanning
In order to put the optimization of marketing automation workflows on a secure footing, it is crucial to take sufficient time for strategic and operational planning. Make sure that employees from all affected departments are involved in order to find solutions tailored to your company with a broad consensus.
Digitalization, automation and continuous optimization of marketing workflows is only possible if the individual processes and all responsibilities are clearly defined.
Optimization of existing marketing automation workflows
It is highly relevant for marketing managers to regularly review and improve existing marketing automation workflows. Market conditions change, as do the requirements of your buyer personas. Time and again, there are workflows that do not function as intended and fail to achieve the set goals. By making adjustments, you can optimize lead generation, lead nurturing and customer journeys.
Examples of optimization measures
- Checking the number of active contacts in each workflow to distinguish successful workflows from less successful ones
- Checking the start conditions or start situation of contacts in order to optimize the automatically provided content with regard to the information requirements, to avoid playing out irrelevant content and to identify weaknesses in the workflow
- Consistent focus on customer needs in order to optimize workflows in a targeted manner with regard to the qualification of marketing qualified leads into sales qualified leads
- Inclusion of different marketing channels in workflows or linking of different workflows with each other in order to achieve the defined goal
- Analyzing the defined KPIs such as the open rate, click rate and conversion rate and adjusting the measures accordingly
Exploit unused performance potential
Exploit unused performance potential by optimizing marketing automation workflows and prepare your company for future marketing challenges. Automated processes give you planning security and increase the productivity and quality of your marketing measures. Achieve the best results through a cross-channel and cross-departmental approach.
Further information and suggestions can be found in the study on the deployment and use of marketing automation in German companies, which we are happy to make available for you to download.
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