5 ways to get better results from marketing automation

Using automation to power your business

You probably know by now how valuable marketing automation is. Research shows that it improves business productivity by an average of 20%, while an estimated 80% of marketing automation users see increased leads.

But how can you go beyond the basics to get the highest results from your marketing automation strategy?

We're here to show you some of the marketing automation opportunities you might be missing that can boost your performance even further. Let's get started.

1. Automating more than just email marketing

85% of B2B marketers using marketing automation feel that they’re not using it to its full potential. This reflects one of the most common marketing automation mistakes: only automating email marketing as it's so simple to start with.

Although email marketing is the easiest area of your business to automate, there are so many marketing automation opportunities beyond that – and they're straightforward, too. This ranges from lead generation to social media, content, SEO, management and organization, and data integrations.

Here's a huge list of marketing automations you can introduce in your team that stretches far beyond email marketing.


2. Advanced personalization and segmentation

Just how personalized really is your marketing? One of the biggest marketing automation mistakes is using it to replace 1-1, personalized interactions with your leads and customers.

Instead, marketing automation should do the opposite: enabling you to offer even more personalized customer experiences.

Personalization benefits all customer-facing marketing automations, but especially email marketing. Segmented campaigns provide a 34.7% higher open rate and offer 26.5% more sales than non-segmented campaigns, according to Omnisend.

To enrich the data you have in every app and multiply your options for personalization, it starts with collecting and storing helpful data about your contacts, such as via lead generation forms.

You can then sync the most up-to-date contact data across your marketing stack.

By syncing data two ways across your software stack, you will have access to the data you need to automate personalized email campaigns and workflows based on segments such as labels, tags, list memberships and contact properties.

Here's one good example of a PieSync sync that enriches marketing data with sales insights:

Pipedrive and Mailchimp connection for better automation

Contacts in Pipedrive CRM with the label "Client" are synced two ways with Mailchimp with the tag "Clients & Referral Partners" added.

This makes it super simple to send the right communications and personalize messaging for customers in Mailchimp.


3. Using sales data to inform marketing automation

Marketing's strongest ally is sales. One automated marketing mistake is operating in silos and missing the opportunity to use sales data to enrich your marketing automations.

This is a common place to be, with data integration currently perceived as one of the biggest barriers to marketing automation success.

A good starting point for building a stronger sales-marketing bridge is using sales data to inform your marketing automation.

Valuable sales data to sync with your marketing automation software includes:

  • Purchase history
  • Time as customer
  • Currently enrolled sales email workflows
  • Other CRM data, such as location, business size, estimated budget industry

It's also valuable to sync wider customer data with your marketing apps, such as customer satisfaction scores and data about recent support tickets that lives in your customer support software.

With sales and customer data integrated with your marketing automations, you can create more detailed segments, use greater personalization, and avoid the awful scenario of offering someone a 50% discount when they've just paid full price.

What data is in your organization's other apps that your marketing team can benefit from?


4. Automated reporting that brings together data from all channels

Marketing automation isn't just about triggering customer-facing actions. Another valuable marketing automation opportunity is streamlining internal processes that enable you to:

  • Understand your leads
  • Create more detailed marketing personas
  • Map out the typical sales journey
  • Quantify marketing performance on all channels

To implement and manage these processes, it helps to have someone in your marketing team who has ownership of marketing operations management.

By creating and maintaining automated data collection and visualization processes, you are in the best place to understand your performance and make data-driven decisions.


5. Syncing data bidirectionally between marketing apps

Marketing automation depends on data. To send custom-fit and timely messages to each contact at the right time, you need to know answers to all sorts of questions.

While we've mentioned syncing your marketing apps with your sales and customer support apps, it's also valuable to create strong connections within your marketing ecosystem.

For instance, if a contact unsubscribes in your email marketing software, it's important for this change to be reflected in other apps too – especially if you're using them to send automated messages.

There's a straightforward solution: using PieSync to create two-way syncs of your customer data between apps so you can see the full picture everywhere. This way you're always looking at the most up-to-date information in every app.

Get started with PieSync to connect data between your business apps and enrich your marketing data everywhere for the best automation results.

About Lucy Fuggle

Lucy Fuggle writes for PieSync, the two-way contact sync tool for hundreds of apps. She also works with her clients to make their brand matter with a content-rich marketing strategy.