In this digitally altered scenario, where every millisecond is crucial for the marketing industry to deliver customer responsiveness and enhance productivity, enterprises should start leveraging the marketing automation system earnestly & in a full-fledged manner to take their game to the next level.
The digital integration of marketing automation tools will create a huge difference in the upcoming times for marketing communication
After all, marketing automation is an efficient marketing strategy that draws together your different content with demographic information of your customers, to help you convert these potential leads at the most feasible time.
The digital integration of marketing automation tools will create a huge difference in the upcoming times for marketing communication. As a result, these software tools and technologies will make it easier to incorporate seamlessly with a Drupal-based website through custom modules.
Now, let’s take a deep look at this blog which provides insights on marketing automation, it’s benefits, and available Drupal modules to make the work of marketing teams easier manifolds-
Know What Is Marketing Automation
Marketing automation facilitates organizations to consolidate, streamline, and automate tasks with the help of modules and tools that were earlier bulky, repetitive, and consumed a large chunk of time, such as emails, social media, analyzing the audience, and pushing them the right content at the right time.
Marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization
Marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization
This way, marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization. These time and cost-saving effects keep increasing along with the growth of organizations in size and complexity.
Benefits of Marketing Automation
The benefits of implementing marketing automation tools are manifold for overall business as well as for marketing teams as well. Below is the list of benefits of marketing automation-
1. Reduce your staffing costs
Marketing automation tools let your team set up lead nurturing and marketing campaigns that can be automatically triggered based on certain defined criteria.
Within the few months of the setup of automated campaigns, your business can easily send thousands of personalized emails each day on autopilot.
2. Grow revenue
Once your company starts automating your cross-sells, up-sells, and customer follow-ups, you can observe an increase in your customer lifetime value. And when combined with better lead management and prioritization, it will possibly increase your sales activity too to boost your ROI.
3. Improves accountability of sales and marketing teams
Marketing automation ensures that the obstacles are identified well on-time with its tangible processes, and aerial view reporting of the company’s projects.
In case, the marketing team is unable to convert the identified leads into “sales-qualified leads”, it will get instant and impartial feedback for improving their nurturing campaigns.
This feedback mechanism not only reduces heated arguments but also lets staff members take the onus of their part and hence perform it more diligently.
4. Less repetition and more focus on creativity
When manual work is replaced with automated rules and campaigns, enterprises naturally free up their team members’ time to emphasize more creative tasks
When manual work is replaced with automated rules and campaigns, enterprises naturally free up their team members’ time to emphasize more creative tasks.
This clearly improves team members’ productivity & efficiency and simultaneously bestows them with the joy of enjoying creative work every day instead of performing mundane repetitive tasks.
5. Refine your marketing processes
Enticing customers in this digital era is no more a cakewalk. If you want to engage customers with your services, then visualize their entire journey and work around making such worthy marketing strategies to gradually refine your leads targeting and nurturing process.
This whole journey will indicate to you about the leads that are falling off during the nurturing process, and hence, make refinements to those areas accordingly.
6. Target potential customers across various channels
Marketing automation lets enterprises reach customers in a personalized way across different online and offline channels
Personalization has become a newfangled solution now to show customers that companies do take their interests in likes/ dislikes. Marketing automation lets enterprises reach customers in a personalized way across different online and offline channels.
The services these tools offer range from multi-channel targeting, email, social, phone calls to text messages, and postcard targeting.
7. Schedule posts and campaigns ahead of time
Marketing automation tools give an edge to companies where they can easily schedule the different posts for different segments of their audience, based on the evaluation and insights gained on audience type.
Marketing teams can add variations in the content to send it to different sections of their audience, making it more personalized as per customers’ needs and interests.
8. Get reality check- what’s fruitful and what’s not
Marketing automation tools can help you figure out the campaigns that worked and for what segment of customers as per the data obtained through CRM
Marketing automation tools can help you figure out the campaigns that worked and for what segment of customers as per the data obtained through CRM. This level of detail enables you to create in-depth statistics reports, and hence, emphasize weak links for better results.
Implement Marketing Automation With These Drupal Modules
Here is a complete list of the best Drupal marketing automation modules that you can incorporate in your website to reap its benefits-
1. Marketo MA
The Marketo MA module can help you incorporate the tracking capabilities of Marketo along with the ability to collect lead data during user registration and form submission.
- Adds Munchkin tracking code to your webpages
- Ability to determine which user actions trigger lead capture
- Stipulate how user profile fields should align with Marketo fields
Marketo is one of the prominent marketing automation modules in Drupal that offers consolidation of various Drupal components and the Marketo email marketing system.
Eloqua is an automated marketing tool that streamlines all your stem-to-stern sales processes like, demand generation, revenue performance management, etc.
It further boosts the sales processes by capturing a substantial amount of quality data of your customers’ sales leads and re-post the form submissions to the platform, provided you have an Eloqua subscription, to begin with.
Well-known for its marketing and customer-relationship management tool, Pardot uses Pardot Analytics to collect details of your potential and current customers. For example, it can track whether a potential client was involved or discouraged by a particular price. Enterprises can also upload links and files to analyze if these particular sites are accessed or not, and so can create a list of links accordingly which customers can use to find other products that might interest them.
Pardot offers a top-notch path based tracking system which can be leveraged throughout a Drupal-powered website.
Learn more about Pardot’s feature from here-
For example, a Webform based contact form on the website can submit its data to HubSpot, where marketing teams may already track potential clients and contacts; or Webform-based e-newsletter signup could transmit the lead to HubSpot’s targeted marketing system, allowing you to use your formerly existing email campaigns.
With Poptin, you can create amazing popups, options, and forms in no time.
Poptin popup plugin tracks the behavior of website visitors and accordingly shows them the right content at the right time.
This, as a result, increases leads, gets customers to subscribe to a newsletter, increases their engagement and retains visitors that are just about to leave website using exit intent technology and many other triggers.
This module provides collaboration with MailChimp, a well-known email delivery service. The module provides the following features-
- Allows website users or visitors to choose the email lists which they want to be in and out
- Lets marketing teams generate and send MailChimp email campaigns from the site
- Marketing team and users both can view a history of emails they have been sent from Mailchimp
- Ensures that the email delivery service is efficient, simple and precise
Personalize module comes with an array of extendable plug-ins and APIs to tweak Drupal content for giving it a personalized touch. Two fundamentals of this module are-
- Personalizing content should be easy for anonymous users as it is for authenticated users
- Personalization should continue to work even when the pages are fully cached (including in varnish and CDNs).
No matter whether you are running SMBs or MNCs, you can integrate this module on your Drupal website with LoopFuse Oneview to automate marketing processes. It facilitates enterprises to automate web activity tracking, lead qualification and lead scoring activities.
Know more about marketing automation from here:
Silver Pop Engage module caters to the sophisticated marketing automation product capabilities by integrating its Web Tracking API and XML API to allow tracking a user through various flows and levels of processes.
An anonymous user is allocated a distinctive cookie value as a result of which whenever they trigger any custom events, it gets stored in Silverpop’s Engage database.
With the Engage Marketing Automation product, you can:
- Elevate the number of leads entering your pipeline and nurturing them until they are sales-ready
- Easily create multi-track drip campaigns driven by leads’ behavior
- Implement relevant communications and follow-ups constantly to keep your potential customers occupied
- Use several scoring models to score as per specified behavior and demographics.
- Establish a substantial marketing ROI by measuring the influence of campaigns.
Wildfire is an email marketing system that incorporates completely into your website to allow the marketing team to send intuitive bulk emails to the subscribers in just a handful of clicks.
Any normal Drupal content can be put straight into an email hassle-free. The module also offers mail templates, list management, content management, and job tracking tools that are present in your Drupal website.
The marketing team has to just choose the stories that they want to include in their mail and rest WildFire takes care of. However, the prerequisite to use this module is to have an account with Wildfire HQ to perform a mail-out.
This is currently the only marketing automation tool and the first one as well that is specifically built for Drupal and other open-source platforms. It installs the basic integration code for Automatr on your Drupal website.
Below are the features it offers-
- Employs cookie and IP information to track every visitor on the website. It registers each page visit and download
- Keep a record of form submissions and tie them to the respective visitors so that you can analyze their actions.
- Showcases consolidated visitor history.
- Powerful reporting
- Deploys SendGrid (highly efficient email distribution cloud) on the back end. And it is included in the cost.
13. Salesforce suite
This suite of modules supports integration with Salesforce by aligning Drupal entities such as users, nodes, files, with Salesforce objects such as contacts, organizations, and opportunities to perform more actions other than simply pushing or pulling information from Drupal to Salesforce or another way round.
Changes can also be made in real-time or independently during the scheduled runs.
To sum it up, marketing automation amalgamated with Drupal is the way ahead for businesses to design and deliver excellent experiences. It will facilitate enterprises in evaluating the levels of engagement which their site provides to the potential and existing customers.
As consumers become more demanding and data growth breaks out, progressive companies will look forward to emerging technologies to lead in an era of intelligent and automated customer experience.
However, the success of such content management and marketing automation solutions will depend on the ease of adoption and its ability to scale across millions of customers/ across locations while ensuring that errors and bugs are being fixed on a timely basis.