Workflow Automation In Marketing – The Business Benefits

Automating marketing workflows in Marketo has a number of business benefits. Not only does it minimize human errors and create consistency across all your marketing communications, it provides scalability around repeatable marketing activities. These are bold claims, so here’s an example. Take a webinar, which could be a day’s work. With Marketo, you can create a template for your webinar. That includes the complete workflow and assets, such as the invite, and auto-response confirmation. Marketo uses tokens – similar to database fields – that can be deployed throughout your campaigns. Let’s say you run another webinar. Now it’s set up, the template can be reused by changing the tokens – things like the agenda, date, time, and so on. This time it takes minutes to set up the workflow and assets. The same applies to activities like sending a newsletter. Again, you create a program template in Marketo that includes tokens – such as the title, date, links, and images. Once built, there’s no need to rebuild the newsletter from scratch each time. Not only that, you can predefine which segment of your database you want to receive it.

Workflow automation helps improve the overall customer experience through personalization. By going one step further, it’s possible to set up your newsletter and other marketing assets – such as landing pages – to contain content personalized for a particular segment.

In fact, you can segment your database in all sorts of ways so that Marketo shares different content with different people. That could be based on industry, company size, gender, language, role, or even people working for specific organizations.

For instance, you might want recipients in France to see different content to those in Argentina. Marketo even detects the preferred language of recipients – so they receive the correct translation in their inbox.

Workflows can be automatically activated when a user completes a particular action – such as downloading a white paper or e-book. This can include follow-up emails and also internal notifications – perhaps alerting sales that a lead has downloaded a white paper or that contact has been requested. There’s no need for marketing to manually hand over a list of details – it happens in real-time.

Whilst you might need guidance and support to get marketing automations up and running – Kapturall can help with that – you don’t need to be a software developer, and you won’t need to hire one to set up everyday workflow automations in Marketo.

Marketo makes workflow automation super-easy – once you know how – but most companies need help to get started. Here at Kapturall, we’re a Silver Adobe Solutions Partner with special recognition in Marketo Engage for EMEA and the Americas.

Kapturall can help you implement and get started with Marketo in-house, or even provide workflow automations as a managed service. To discover how, contact us.