Marketing automation should lead to a better customer experience; one of the misconceptions regarding marketing automation is that it is all about automating marketing and reducing the personal and human dimension. This is not the case, but it really depends on the ways marketing divisions use marketing automation. Most professional solutions offer advanced insight and analytics features, enabling a better customer view.
Personalization features can improve the customer experience. Further, marketing automation software and processes, involve offline and/or online interactions with customers, whereby triggers and scenarios are included to direct prospects and customers to personal contact moments (like being called by a customer service rep). Just like any other digital business and digital marketing process or software, the success of marketing automation implementations is not just a matter of technology or automation.
The success of a marketing automation implementation does not exclusively depend on the selected marketing automation software. It is much more than just “automating”. If the automated workflows, interactions, offers, content, and analytics don’t take the human and targeted/personalized dimension into account, the marketing automation implementations will lack important success factors.
Marketing automation success depends on:
- Ease-of-use and internal resources. Marketing automation software is often underused because it is complex, or the internal resources are absent.
- The efficiency of internal processes and relevance of designed flows. They should follow the customer before the brand’s priorities and both should be aligned.
- Content and relevancy. Without timely and result-oriented content and offers, depending on the customer lifecycle, marketing automation fails. The lack of relevant and timely content is a huge challenge for most marketers, with respect to content marketing and email marketing.
- Customer-centricity. Marketing automation is not a holy grail. The business goals and the customer are what it’s all about. Without a customer-centric culture, supported by management, marketing automation often results in sheer automation with little added value.
The attention for and growth of the marketing automation market is driven by several evolutions in the ways people inform themselves and buy. The shift from selling to buying, along with the advent of several new digital channels, used by consumers and B2B buyers, keeps impacting the marketing automation industry and the adoption of marketing automation by organizations.
Regardless of the marketing automation system, the customer needs to be at the forefront, guiding the marketing strategy.