Marketing automation refers to the use of software to automate marketing activities. There are many repetitive tasks like email marketing, social media posting, and ad campaigns that can be automated for the sake of efficiency and to personalize the experience of customers.
To gain the best possible results, marketing automation must be a combination of software and strategy. Prospects must be nurtured with highly personalized and useful content that can convert them to satisfied customers. Marketing automation will then nurture the leads well enough to produce paying customers.
However, the job does not end with conversions because customers must be the centre of everything you do. Marketing automation will play a key role in the business-customer relationship. Customer relationships will be nurtured well after they have been passed to sales and a deal has been closed.
Many businesses assume that marketing automation is used as a solution to speed up marketing growth including the generation of new leads. Instead of generating inbound leads, marketers buy lists of email addresses to nurture. It can be short-term solution but will not work for long-term relationships with customers. An efficient experience must be built with customers based on their individual needs to have a productive long-term relationship.
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