Marketing automation is about getting the right message to the right users at scale. It's a necessary aspect of today's marketing landscape. There is no longer a one-size-fits-all approach to marketing.
- [Instructor] As marketers, we're tasked with getting our message across and enticing someone to take action. And it doesn't matter if that action is purchasing a pizza, reading a blog article, or signing up for a webinar, there is one rule that always holds true. The most successful marketing pushes the right message, in the right format, at just the right time, to the right user. And getting the right message to the right users at scale, is daunting, but it's necessary. There is no longer a one size fits all approach to marketing.
One poorly targeted campaign is really one too many. Now doing this at scale is not without its challenges. And that's where marketing automation comes in. To me, marketing automation isn't scheduling social media to post in advance, auto-replying to your leads with a form email, and it's also not just sending abandoned cart reminders. To me, marketing automation is that and a lot more. You see, it's all about using all of the available data to create personalized, relevant marketing with context, and then nurturing your customers to move them towards specific goals.
It's about mapping out who your users are, where they came from, what state of the journey they're in, and then developing the right messaging and processes to move them into the right place along your buying path. Ultimately, this boils down to using a software package that can help you craft all the pieces necessary, adjust their contents on the fly, and deliver them at just the right time. Today's automated marketing distills big, broad campaigns into many, many personalized campaigns, with individual goals, and it does all of this at scale.
Now while the setup is a serious investment, it increases your success, and ultimately, reduces your workload.
- Benefits of automation
- Defining your goal, audience, and message
- Structuring goals in HubSpot
- Creating a campaign
- Analyzing campaign performance
- Segmenting the audience
- Personalizing content
- Automating workflows