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Automation: Pushing Marketing Efforts to the Next Level

Automation: Pushing Marketing Efforts to the Next Level

Automation is the next big thing in marketing—and in business as a whole. Instead of dealing with repetitive tasks such as scoring leads and sending follow-up emails, it is now possible to automate many marketing-related tasks using triggers and specific parameters. Automation means valuable resources can be directed towards more important tasks while the mundane, repetitive ones are fully automated.

Many marketing-related platforms and tools embrace automation as the way forward. More small and medium enterprises now rely on automation to remain lean and effective, all thanks to automation solutions being more accessible than ever. The two popular platforms to use are ActiveCampaign and Salesforce. In this article, we are going to take a look at how automation in these platforms can push your marketing efforts to the next level.

ActiveCampaign’s Vast Automation Features

There is no doubt that ActiveCampaign is one of the leading tools when it comes to marketing automation. The platform handles everything from email marketing to monitoring and CRM, making it the perfect foundation for a fully-automated marketing campaign. It is also set up in a way that allows for complex marketing campaigns to run smoothly and automatically.

Audience or lead sorting is one of the ways you can utilize the automation features of ActiveCampaign to further enhance marketing campaigns. The process starts with tracking users and the way they interact with the features of your website. They may be visiting a certain category or particular product pages out of interest.

ActiveCampaign will automatically update those users’ information by adding new tags associated with product interest. The more users interact with your digital assets, the more you will know about their interests and preferences. These are valuable insights to use in various marketing campaigns, including in your future email marketing efforts.

With the product interest tags added, there is no need to send the same email marketing content to all users. The entire marketing campaign can be fine-tuned based on the interests of individual recipients using the insights gathered earlier. This allows each email delivered to users to be highly contextual and far more effective, boosting your return on investment (ROI) in the process.

Marketing Automation Through Sales Cycle

As a platform designed primarily for customer relationship management or CRM, Salesforce focuses more on the sales side of the equation, while offering great marketing and monitoring tools. The platform approaches automation with the sales cycle in mind, allowing you to keep a close eye on users’ journeys. This makes Salesforce perfect for lead generation and nurturing.

Rather than making the entire sales funnel feel less personal—almost robotic—Salesforce turns to automation and artificial intelligence or AI to automate certain things at certain times. Messages, for instance, can be delivered to customers when they need help, or when they want more information about your products and services.

The same increase in flexibility and personalization also allows for better up-selling and cross-selling campaigns across multiple channels. The products offered in your cross-selling campaigns can be incredibly personalized based on past purchases and other metrics gathered by the system.

To make it even better, there are ways to connect Salesforce with other platforms. That brings us to our next big thing in automation.

ActiveCampaign Salesforce Synchronization

Thanks to the open nature of these two platforms, you can now use the combination of both to fully optimize your sales funnel and marketing efforts at the same time. There is no reason to treat both aspects of the business separately, since sales and marketing work better when they are used as an integrated and highly personalized instrument.

What you need is the ability to synchronize changes happening in Salesforce and the changes made in ActiveCampaign, along with insights and other data associated with those changes. Fortunately, you can now use PieSync to establish a two-way synchronization between the two platforms.

PieSync is no ordinary third-party tool. It is designed to take full advantage of the services it supports and allow for better integration of multiple platforms. When you set up PieSync, the enhanced integration includes the integration of automation features offered by the supported services, including ActiveCampaign and Salesforce.

On the ActiveCampaign side, for example, you can create a trigger based on new data coming in from Salesforce. The new contacts added to Salesforce will be automatically synced to ActiveCampaign, a welcome email is delivered in a more personalized way immediately, and both platforms can communicate with each other along the customers’ journey. The same works in reverse, allowing you to automate functions in Salesforce when a new user is tracked by ActiveCampaign.

Synchronization across multiple platforms brings new ways of utilizing automation for better marketing efforts. It allows for a better understanding of customers and more freedom when it comes to personalizing every part of the marketing effort. In a competitive market, delivering a highly personalized experience is exactly what you need to stay ahead.


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by Brian Perry // Brian Perry is a contributor to Businessing Magazine.

Opinions expressed by contributors are their own.