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4 Smartest Marketing Automation Tactics

By Townes Haas   |    November 2, 2017   |    10:26 AM


4 Marketing Automation Tips

Automation is deemed a revolutionary marketing technique and those companies that do not take advantage will lose out. But even those who have adopted some marketing automation tools may not have extended their business’s automation practices far enough. There is a lot more to marketing automation than triggered emails. This technological advancement allows for a plethora of possibilities that can increase profits at the click of a few buttons. Here is how to make marketing automation work for you.

1. Create Personalized, Automated Email Campaigns

Not one size fits all. Marketing automation gives you the possibility of making multiple email campaigns with specific, personalized messages to reach out to each target audience. This will ensure engagement and increase customer retention. Making sure you set out what your target audiences are is obviously a big part of this. However, once you have completed this groundwork, customized automation will do the rest by scheduling and sending specific emails to different individuals. Rather than sending the same message to everyone and spending hours on your email efforts, you can automate, optimize and personalize your campaigns.

2. Qualify Leads Using Lead Scoring

Lead nurturing is one of the most important activities for a marketing team but it is also the most time-consuming. However, marketing automation can automate and improve this process.  A DemandGen report detailed that nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. Automated lead nurturing allows for the systematic tracking of lead engagements with your content and website, and can even identify that lead’s stage in the sales cycle. That means you will never miss an opportunity to send out appropriate content at the right time. Never again will leads be forgotten and opportunities missed.

3.  Multichannel Marketing Automation

In an age of mass use of social media it is vital to adopt a multi-channel approach making the most of every platform to launch marketing campaigns and present a unified brand image. Customers are within reach via multiple avenues, and you need to be visible wherever they present. Marketing automation can cut down on the hard work required to reach potential clients on different platforms at the optimal time. Automated emails are just one route to success but they may not be the most important, it is equally crucial to maximize interactions on social media and even text messages can be used. All of these can be automated to work in unison, maximizing the effectiveness of your marketing campaigns.

4. Launch and Learn

Don’t be afraid to test, change and rethink your marketing automation. Practice, as they say, makes perfect; you live and learn. The same is true for marketing automation. The only way to know if an automated marketing campaign has had the impact you want is to collect, measure and analyze the data. It is vital to look at things like click-through rates and conversion rates to ascertain success or failure. You might need to adjust target groups, the campaign content or other elements involved and try again. Once you have a recipe for success, marketing automation will do the rest.             

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