For those outside of the information technology industry, marketing automation may still be a relatively foreign concept. However, as a marketer – no matter your industry – it’s important to be aware of the potential benefits of automated platforms. Consider that 63% of companies growing faster than their competition use marketing automation (The Lenskold Group). Therefore, if you fall within an industry that is still throwing around the term “automation,” but debating what to do with it, now is your chance to get ahead.
In a recent marketing automation report conducted by Redeye and TFM&A Insights, marketers that have implemented a marketing automation platform have reaped the following benefits:
- Elimination of repetitive tasks that allow for more time on other projects (36%)
- The ability to better target prospects and existing customers (30%)
- Improved customer experience (10%)
- Better email marketing (9%)
- Reduction of human error (8%)
- Stronger lead management (4%)
- Better multichannel marketing (3%)
So what particular industries fall on the lower end in terms of adoption of marketing automation? According to SiriusDecisions, the industries with the lowest adoption rate include: financial services, manufacturing, and healthcare. Perhaps your company falls within one of these industries? Below are a list of ways marketing automation benefits marketers and businesses within these industries.
Financial Services
- Ability to automate confirmation messages to clients after they transfer funds or change accounts
- Power to collect, control, and maintain new client information with online signup forms
- Potential to strengthen relationships with customers through client nurturing campaigns
Healthcare
- Ability to automate messaging in order to send appointment reminders to patients, resulting in a decrease in the number of no-shows
- Opportunity to collect and manage patient data to allow for more targeted communications, increasing patient awareness of healthcare updates
- More efficient management of slot cancellations and rescheduling
Manufacturing
- Ability to nurture and support relationships of various geographically dispersed distribution channels
- Potential to deliver more targeted messaging to dealers, which in turn, educates the dealers on product skews and increases the dealer’s ability to sell your products successfully
- Opportunity to educate both prospects and leads on different product skews to increase cross-sell and up-sell opportunities
To learn more about about how marketing automation can benefit your business check out Right On Interactive’s patented Customer Lifecycle Marketing platform.
