Using Data to Drive Marketing Automation Success Posted on : Sep 19 - 2018

When you study the shifts, evolutions, and trends in marketing over the past five years, it’s obvious that the trajectory is firmly pointed towards automation, personalization, and efficiency. Almost any new marketing technology, platform or product, emphasizes one or more of these focal points. And if you study it even more closely, you’ll also notice that many of the advances in marketing are centered on big data and the use of analytics.

The Push for Automation

In reality, 2014 wasn’t that long ago. In the realm of marketing – which is a rapidly evolving field – it seems like eons ago. So when experts in the industry made predictions that big data would one day be at the heart of every digital marketing strategy, they weren’t necessarily stating the obvious. At that time, you had big data on one side and marketing automation on another. There wasn’t a whole lot of crossover. Today, they’re virtually inseparable. The gap has closed and they’re now highly dependent on one another.

Big data and marketing automation work in unison to provide businesses with more effective ways to collect and organize data that it may be systematically used in advanced marketing strategies that reach micro audiences where they are. It allows marketers to cut out the guesswork and tailor messaging so that it hits with far greater accuracy. This saves time, improves results, and drives better brand engagement.

As Oktopost explains, “Big data is no longer a way to enhance marketing automation; it is the only way to make it work effectively. Without the right data, B2B marketers are blindly automating tasks without any consideration of buyer behavior and preferences – they are automating inefficiencies.”

Considering that inefficiencies hurt brand loyalty and the bottom line, data-backed marketing automation has positively changed the “game” forever.

Using Data to Drive Marketing Automation

“Studies show that 60% of occupations can save 30% of their time with automation – leading to more time for innovation and company growth,” ONTRAPORT points out. “The key to a successful automation strategy is discretion when determining what to automate – and what not to.” View More