The Marketing Automation system will improve your e-business

The automation of marketing is a new trend with a number of benefits. It comes to the fore that it enables marketers to save more time, and thus they can play a concert primarily in the creation of the strategy itself and not in the repetitive execution of individual activities. So when we talk about the biggest advantages of Marketing Automation, we must mention the increase in the effectiveness of the work performed by the marketing department, and this is in the interest of the company perceived as a whole.

The implementation of the iPresso system does not always proceed in the same way, but in principle it is most often inaugurated by the introduction of data collected in the previous period into its structures. Already at this stage you can see the benefits that allow you to improve the work of the marketing department.

Research conducted among Marketing Automation users shows that for nearly half of them the biggest advantage of the solution discussed here is that it relieves them of the need to perform tedious and repetitive tasks. Until now, these tasks have been an integral part of their work and have often made it difficult to focus on really important goals. The system works very well, among other things, because you can import into it all the contact databases that we have collected before. At the same time, a set of information is entered into the system, together with contacts assigned to specific segments.

As is the case with other iPresso systems of this type, segmentation based on attributes, tags and categories is characteristic of iPresso. This allows us to quickly select the data that we need at a given moment, without having to break away from the main project or delegate a separate employee to this task. Thanks to the use of specific information, it is possible to conduct advertising campaigns targeted at specific target groups of recipients, and thus - to count on better results of such projects. Each contact may also have an offer tailored to his or her needs, which will increase the chance of purchase.

Just the introduction to the system of our database of contacts is an extremely valuable solution. It enables the generation of reports related to the demographic profile, which allows for an instant response to questions about preferred groups of customers and their actual response to the campaign prepared by us. You can also not underestimate the fact that when we deal with reports generated once, we can count on them to be updated in real time. What's more, the update will include new contacts even if they have been added to the database after the first report has been generated. So when we add another group of contacts, we can immediately see how it has affected the demographic structure of our database.

Of course, segmentation in Marketing Automation systems does not only include standard demographic data. Marketing professionals can also analyse the activities performed by contacts (behavioural data). At the same time, it is important to bear in mind that the mere collection of such information by the system does not require the marketer's involvement. Everything happens in the background and is done automatically.
Speaking about activities, one should not forget about lead scoring, i.e. point evaluation of contacts, for which the level of their activity is of key importance. The best evidence of the importance of this solution is the fact that nearly seventy percent of companies, which are known to be leaders in their industries, declare using it. Interestingly, when we analyse companies that are not doing well on the market, this indicator is slightly less than 30 percent.

Lead scoring can be additionally enriched with features of contacts, which in the scientific literature has already gained the name of demographic scoring. It is thanks to the combination of both methods that the marketer can gain a picture of which contacts from his database are closest to the purchase, and in which case it is necessary to apply further marketing activities.
The advantage of Marketing Automation systems is also the fact that all activities relating to potential customers take place in one platform. This is what makes it possible not only to add them to individual segments, but also to lead scoring and even sending campaigns.

Marketing Automation is a marketing technology, which is characterized by the fact that it provides the highest return on investment. This is the opinion expressed by nearly 60 percent of respondents in the Survey Report, which may be considered a particularly convincing recommendation. This system, already at the stage of building and managing the database, provides valuable support for the marketing department. Its effectiveness allows the employees of this department to focus on both campaign planning and setting its strategic goals without hindrance.