What is Marketing Automation(MAP)?
Marketing Automation makes processes that would otherwise have been performed manually much more efficient, and makes some new processes critical to marketing success possible. It automates the demand generation and lead management process in order to mitigate the time and error inherent in repetitive tasks necessary for modern marketing.
From outbound campaigns and content marketing to social media and web analytics and more, modern marketers must filter and analyze information from more sources than at any other time in history in order to produce qualified leads. Moreover, once leads are identified they need to be nurtured and distributed faster than ever before. Only through marketing automation, can one effectively take advantage of all of today's marketing channels to deliver measurable results.
Typical Marketing Automation components include but are not limited to:
- Data Management, Segmentation and Targeting
- Lead Generation
- Lead Scoring
- Lead Qualification
- Lead Nurturing
- Lead Distribution
- Integration with CRM and other systems
- Program Measurement and ROI Reporting
Marketing Automation should also provide accurate and useful information concerning marketing efforts allowing you to understand which programs delivered expected results and which did not allowing for continuous program improvement and efficient use of marketing dollars. Return on Investment (ROI) reporting, along with standard campaign performance measurement and analytics are crucial components of good marketing automation.