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How to Optimize Your Marketing Automation Platform

What is marketing automation and why does my business need it?

Marketing automation isn’t just for large businesses. Any business that has marketing needs can benefit from streamlining all of their sales and marketing processes into one platform.

Think of it like an orchestra. If you’re in the audience, you hear one unified, beautiful sound. But, to create that sound, you need several sections of different instruments working together, and those sections need to be led by a conductor. This is how marketing automation works. All of your direct mail campaigns, emails, print ads, digital needs, and more are integrated into one platform to create a cohesive marketing effort. And, the platform is the conductor leading the charge.

Four examples of how a marketing automation platform can increase efficiency with integrations

  1. Automated HR Feed: As soon as a new employee is hired, the HR feed directly imports their information into the marketing automation platform, and a user profile is created. After the user profile is established, an email is automatically sent to the user with their login credentials. This cuts down time spent manually entering this information for every new hire.

  2. CRM Integration: Anyone in marketing knows how essential it is to have all prospect and customer information in one place. A marketing automation platform can take data from any existing customer relationship management system, like Salesforce or Microsoft Dynamics, and seamlessly house that information in the platform’s database. Users will no longer have to update both platforms – the two systems can communicate with one another without additional effort required. Also, the marketing automation platform can automatically filter customers based on certain criteria. Want to send clients a card on their birthday? No problem! You can design a campaign based on information pre-loaded in the database. By personalizing and customizing the marketing process for your customers, you can spend more time creating tailored relationships based on need rather than using the same strategy for all clients.

  3. Vendor Integration: Any vendor can be integrated into the marketing automation platform. Have an existing relationship with a print or fulfillment vendor? The software makes it possible for them to easily receive orders with no integration required. Vendors are able to report back to the software with order information such as tracking so your users are always aware of their order status.

  4. Single Sign-On: Obtain access to your marketing automation platform directly from your proprietary software with Single Sign-On (SSO). No more multiple portals or remembering several passwords. When employees have to enter several passwords multiple times a day, they either forget the passwords, or they make the passwords too simple, which creates a security risk for your systems. SSO eliminates this challenge by allowing employees to access multiple systems with one set of credentials. By making access easier for users, businesses increase the use of important web services.

Clearly, from these examples, you can see how businesses of all sizes can benefit from marketing automation. It won’t do all of the work for you, but having the right tools in place means simplifying many processes, making more time for growth and profitability because you’re reaching your goals faster.


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