Hello there, are you looking to modernize your marketing technology stack? Do you want to consolidate multiple point solutions under one automated platform? Then, you have come to the right place my friend!
In this comprehensive guide, we will explore how Freshmarketer – an intuitive marketing automation solution – can help you orchestrate superior customer journeys leading to explosive business growth.
The Rise of Marketing Automation
Marketing today is technology-driven. New digital channels, customer touchpoints and innovations are expanding the martech landscape rapidly.
As per latest reports, the marketing automation software market is projected to reach $32.4 billion growing at 22.2% CAGR by 2030. 78% of brands are expected to have adopted these intelligent platforms in the next 2 years alone!
What‘s driving this meteoric rise?
Well, the plethora of avenues now available for engaging customers often leads to chaotic, siloed efforts. Sales wants to message users one way while service teams have their own channels. Nobody has single visibility on what truly moves the consumer to transact.
This is where the need for unified orchestration and analytics provided by marketing automation emerges. The ability to map journeys across touchpoints, continually optimize and automate repetitive tasks provides massive efficiencies.
No wonder 89% of surveyed businesses believe a marketing automation solution is critical to stay competitive today!
What Does Marketing Automation Really Solve?
At a broad level, marketing automation solves two big challenges:
Managing Scale & Complexity
With customers interacting across 10+ channels pre-purchase, marketers struggle to deliver consistency. They grapple with unmanageable amounts of data, processes and content.
This chaotic web strains resources leading to broken experiences that frustrate users.
Marketing automation acts as the central nervous system to ingest data from disparate channels and tools. Powerful analytics spot the critical 20% converting touchpoints for your audience. Campaign blueprints help scale personalized messaging rapidly.
Driving Measurable Impact
The second dilemma is that increased spending on flashy channels often has no correlation to business growth. Fancy TV ads, big budget events or social promotions generate attention but fail at nudging desired actions.
Marketing automation provides hard metrics on outcomes from each channel and element of your strategy. You reduce guesswork by tracking journeys from awareness to purchase systematically. Attribution quantifies exactly how many sign-ups, demos and sales can be credited back to an email vs paid search.
Let‘s explore all the ways Freshmarketer transforms modern marketing!
Core Capabilities of Freshmarketer
Freshmarketer packs an extensive feature set across four key areas:
1. Unified Customer Intelligence Hub
This module lets you ingest first, second and third party data to build unified user profiles encompassing attributes, events, journeys, preferences, transaction history and more.
Key aspects include:
Data Integration – Over 250+ native connectors to apps like CRM, payments, support desk etc ensure all systems are continually synced. A data ingestion pipeline makes it easy to import CSVs.
Identity Resolution – The algorithm matches records coming from diverse sources pertaining to the same user, cleaning up duplicates. This avoids inconsistencies like different names or emails for the same account.
Analytics – Queries across the aggregated data help uncover insights like most likely next purchases based on common traits of existing buyers. Journey visualization exposes common fallout points.
Audience Builder – Filters and user actions are leveraged to create dynamic segments that update automatically as customer data changes over time.
For example, an auto insurance firm used analytics to find users comparing more than 2 policy options were 15% more likely to purchase. This signal was added to build a ‘Ready to Buy‘ segment for targeted sales nurturing.
2. Orchestration Hub
This module allows you to create journeys with tailored content across channels based on deep customer understanding. Sophisticated tools provide wide flexibility to adapt engagements to every persona and scenario.
Core components of journey orchestration include:
Drag-and-Drop Workflow Designer – Requires no technical skills to map multi-step campaigns assigning actions across 10+ channels based on trigger events.
Journey Templates – Over 50 industry-specific blueprints for common scenarios – activation, nurture, re-targeting, win-back etc serve as starter packs edited via simple point-n-click.
Decision Management – Conditions and rules check customer actions, data fields, external signals to determine optimal pathway for each profile e.g. send discount code only to lapsed power users.
Content Personalization – Messages dynamically populated from CRM ensure relevance across one-to-few and one-to-many engagements.
Approvals & Workflows – Collaboration features allow hand-offs between teams and management sign-offs built directly in customer journey flows.
For example, a payment processing platform created a 7-touch onboarding path with tailored content for merchants, partners and developers taking the user base from 100K to 500K in 18 months.
3. Experimentation Capabilities
The essence of perfecting marketing is continual testing and optimization. Freshmarketer makes this easy through scientific A/B testing harnessing advanced statistical models normally requiring data science skills.
Key functionalities include:
Visual Editor – Easily configure variations for content blocks, images, colors, layouts, calls to action across emails, web pages, forms and more either manually or automatically per your specs.
Smart Sampling – Algorithm determines optimal sample size across visitor segments ensuring winning variation emerges quickly within confidence level minimizing traffic impact.
Significance Testing – Statistical checks compare the probability of a variation‘s "win" occurring by random chance or demonstrating enough lift to be a real improvement over the control.
Continuous Iteration – New versions of the winning variant can be challenged over time to maximize performance. Losing variants are automatically discarded so poor performers stop wasting budget.
An ecommerce retailer achieved 49% higher conversion rates for product promotion emails by continually testing frequency, timing, content themes and personalization through multi-dimensional A/B and multivariate campaigns.
4. Measurable ROI
Generating actionable data to showcase marketing‘s revenue impact has traditionally been an Achilles heel for practitioners compared to sales teams.
Freshmarketer makes this a breeze by enabling transparent views showing exactly how each program contributes towards measurable business growth.
Here’s what it offers:
Unified Reporting – Flexible dashboards stitch together metrics from all campaigns and systems – pipeline influenced, assisted conversions, sales influenced – for a single version of the truth. Further slice and dice to analyze channel, asset, creative performance.
Multi-Touch Attribution – Leverage sophisticated models going beyond simplistic last-touch or first-touch assignment to account for each step that motivated target actions from early research to final purchase conversion.
Predictive Analytics – Advanced machine learning uncovers patterns predictive of customer behavior applying techniques like lookalike modeling. These signals feed journeys and segments.
Custom ROI Dashboards – Blend marketing metrics with pipeline and revenue data to align on growth driven KPIs. Monitor trends through historical comparisons. Adjust forecasting models as campaigns scale.
One B2B customer achieved $300,000 in pipeline via account-centric nurturing streams. By mapping metrics to CRM and sales contracts, they saw 3.6X greater return than prior inbound-focused efforts.
Now that you have a firm grasp of the platform‘s capabilities, let‘s see it stacked up against alternatives.
As visible from 50+ comparative data points, Freshmarketer provides a balanced set of automation functionalities tailored for mid-sized brands upward focused on digital-first at attractive rates compared to expensive behemoth suites better suited for the Fortune 500.
7 Surefire Ways to Drive Value with Freshmarketer
While capabilities are impressive, ultimately getting results boils down to execution. Here is a step-by-step guide:
Set Objectives – Be crystal clear on business and marketing goals you are driving towards – what specifically defines "success"?
Map Journeys – Dig into customer data to chart out pathways from initial touchpoint to final outcome. Spot gaps, inconsistencies.
Identify Quick Wins – Review out-of-the-box templates to find 1 or 2 highest impact opportunities from echoed, abandoned cart recovery.
Auto-Pilot Repetition – Hand off fatiguing manual processes such as email sends, lead follow-ups and system data syncs to programmed triggers.
Continuously Test – Experiment with messaging variations, content formats, channel sequencing through A/B and multivariate campaigns.
Watch the Numbers – Monitor dashboards religiously to catch trends, adjust for optimum performance focused on revenue impact not vanity metrics.
Keep Learning – Consume blogs, case studies, attend events to be inspired by peer success leveraging emerging functionality.
Some key dos and dont‘s from lessons learnt:
DO start with the end in mind, pilot iterative short sprints, use templates as launching pads.
DON‘T get blinded by bells & whistles, underestimate change management needs, starve efforts.
Now you‘re all geared up for blockbuster marketing success. Wishing you the very best! Let me know if any part needs more explanation.
Happy Automating!
