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.
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.
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.
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.
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.
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.
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.
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.