DigitalStrategy@2x-1

MARKETING TECHNOLOGY

Optimizing marketing automation increases overall business performance.

Marketing automation helps marketers do more, save time, capture data, analyze metrics, and personalize content. According to some research, 91% of marketers who use marketing automation technology (martech) say the technology is "very important" to their success and results in a 451% increase in qualified leads.

But just over half of marketers actually optimize their martech stack to its full potential. The problem rarely rests in technology. Optimizing marketing automation begins with people, not machines.

What Is Marketing Automation?

Marketing automation is using software to automate marketing activities. It combines software and strategy to nurture prospects with personalized content.

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What Is Marketing Optimization?

Marketing optimization refers to the disciplined process of improving a company's marketing efforts in order to maximize its revenue.

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What Is MarTech?

MarTech is short for "marketing technology." It's an umbrella term for a wide range of software and tools that improve marketing efficiency.

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automation

What Is Marketing Automation?

Marketing automation simply means using software to automate marketing activities. It combines software and strategy to nurture prospects with personalized content, ultimately turning those prospects into buying customers.

Popular examples of marketing automation tools include MailChimp, Marketo, HubSpot, and Pardot. Basic marketing automation tactics include automated email marketing campaigns, sales follow-ups, customer loyalty rewards, and retargeting abandoned carts on ecommerce sites.

Marketing automation doesn't just streamline processes or make technical magic happen. It increases operational efficiency, improving revenue and adding to the company's bottom line.

What makes marketing automation succeed?

Marketing automation isn't spam. It isn't about stuffing random people's inboxes with unwanted emails. Marketing automation doesn't fill your funnel with new leads, nor does it turn limited amounts of data into a top-flight marketing plan.

Marketing automation supports the middle of the funnel. For it to succeed, marketing automation needs a steady flow of leads from the top of the funnel. You cannot stop feeding the machine with new leads or your technology will sit there gathering dust.

For marketing automation to work, it also needs a supportive inbound strategy and a broad array of communication channels.

How do you optimize marketing automation?

Success depends on planning. Almost ⅔ of marketers say the key to optimizing marketing automation lies in a well-prepared strategy.

In addition to a solid plan, optimization requires integrating all channels. With an integrated approach, you can collect and analyze consumer data, personalize content, and deliver it automatically.

At RDA, we help our customers empower sales, marketing, customer service, and operations with a 360-degree view of their customer. Whether your organization is new to using a CRM system, onboarding a new business unit, or leaving a legacy CRM, RDA can help guide the process from start to finish.

Our consultants engage with you to understand your business and then map features to the platform. By using a simple and effective management process, you can see results in as little as a few weeks and simultaneously tackle user adoption and training.

Our CRM services include:

optimization

What Is Marketing Optimization?

Marketing optimization refers to the disciplined process of improving a company's marketing efforts in order to maximize its revenue.

The components of marketing optimization include collecting and analyzing data, advancing tactics for individual channels, and identifying opportunities to automate leads and sales.

Optimizing marketing automation means finding the right technology platforms to acquire and nurture qualified leads.

martech

What Is MarTech?

MarTech is short for "marketing technology." It's an umbrella term for a wide range of software and tools that improve marketing efficiency. Examples of MarTech include chatbots, retargeting software, email automation software, and CRM and customer tracking tools.

Most companies invest in multiple pieces of MarTech to create a full stack. Knowing which technology stacks most effectively and then aligning the parts of the stack often proves critical to maximizing the value of MarTech.


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