The Five Things You Need to Know About Marketing Automation

This week my fellow Client Success Manager Arielle Irizarry and I joined forces to bring you the top five things you need to know about marketing automation. The buzz has shifted in the association world. A few years ago email marketing was the hot topic but now a days there is a new kid on the block, marketing automation. So what is marketing automation, how is it different from email marketing and why does it matter for associations? Here are the top five things you need to know about marketing automation and why it is changing the world of digital marketing. 

Marketing automation is a broad term that describes a “category of technology software that creates and automates messages and tasks based on data from users about behavior that is collected from a marketing automation platform” (ex. HubSpot, Marketo, and ActOn).

2. How Can Marketing Automation Provide More Insight?

Marketing automation gives an additional behavioral level, allowing for a hyper-personalized understanding of buyers, users, and members. It offers the technology to bring together different pieces of digital media into one platform, allowing for a more efficient means of creating campaigns, and interacting with users, thus, generating more leads. With this capability, marketing automation offers associations a more thoughtful way of nurturing existing and potential contacts down the funnel. 

3. Why It Is Important For Associations?

It is simple, MA aids in in generating leads, driving sales and proving ROI. MA gives associations a better understanding of their demographic, generates longer sales cycles and allows for a more tailored collection of user data. By compiling different forms of digital media into one place, marketing automation offers a comprehensive profile of members. 

4. How Is It Different From Email Marketing?

Marketing automation is a sophisticated approach that closes the gap between potential clients and your associaition. Think of MA as an enhancment to email marketing. Not only can you send out emails but you can send out dynamic emails. MA allows you to understand your user and deliver reports that allow you to allocate funds into campigns that will actually be effective. 

Want to compare Marketing Automation with Email Service Providers? Download our info sheet

5. How will this effect my AMS? 

MA systems can be integrated with your AMS! This means that you can have all of your data living together in perfect harmony! By integrating your information you will save time and gain insights.

More Info  

For more information on marketing automation check out our blog 3 Things Other Associations Can Teach You About Marketing Automation

*Information is courtesy of ASAE Lunch Learning Webinar: Industry Trends: Why Associations are Adopting Marketing Automation