Marketing Automation: The most important digital marketing skills for 2021.
Understand the importance of digital marketing skills and what are the top tips for mastering it: Marketing Automation!
Killing digital marketing is a skill that professionals in the field need to develop in order to play a key role in the field for 2021, Marketing Automation is the highlight of The 2020 State of Digital Marketing report, produced by Altimeter.
It is clear to the market that the marketing space is at the heart of any company to generate income. With the advancement of digital, it has changed its status: If previously it was an area responsible for promoting brands and activating different channels, now it goes further to ensure public appeal to generate sales. new This means that digital marketing skills are constantly changing and still changing.
Experts in this field are now assessed on the goals achieved and the number of converts. (Which directly affects revenue generation) and not just in branding.
With the changing situation in the skills of marketing professionals, one of them is getting more and more prominent and taking on a stellar role in 2021, we are talking about marketing automation knowledge and practices.
This information is available in The 2020 State of Digital Marketing report, hosted by Altimeter (in English), launched in November 2020, with 476 senior marketing experts from China, the US, France, the United Kingdom and Germany participating during August. Until September 2020
Analyzing the results, there is only one option to do: knowing the steps to learn how to do Marketing Automation and put it into practice. In this material you will review:
What do search results mean for marketers and marketers
How to do Marketing Automation in practice
Courses and tools you need to automate your flow
Other skills that complement this digital marketing skill.
Notice 1: Would you like to learn how to use this marketing automation skill, whether to improve your career or achieve better results for your company? So staying until the end is worth it.
Note 2: In addition to research, we will identify a series of courses, content, and tools that enhance learning in marketing automation. We recommend that you have access to all of these to enhance your learning.
Marketing automation is the key to the transition from 2020 to 2021.
As companies around the world grow in maturity compared to using digital environments to generate revenue, the strategies and operations they use become more segmented and personal. This is where Marketing Automation comes in.
The information published in the Digital Marketing Status Report 2020 helps to understand this moment in the market. Its primary objective is to identify the best practices that companies are using to achieve excellence in digital marketing.
Among the conclusions pointed out in the research were:
Acquiring new customers (40%) and increasing current revenues with existing customers (39%) is the primary objective of marketing professionals.
52% of companies rate technology integration as a primary challenge in digital marketing today.
Among other challenges appeared shortly thereafter, with 51% hiring prepared talent to meet the needs of the area.
The percentage involved in talent search leads us to the numbers we’ll highlight here: When asking experts about the most important skills in the transition from 2020 to 2021, 39% said Marketing Automation was the ranking answer. 2nd place in the ranking, led by data analysis with 42%.
We are at a time when brands have to have a one-to-one conversation with their audiences. This personalization is required for the participation. That is why the use of automation and knowledge to put this strategy into practice is relevant in 2021.
Yes, content production in different channels and formats, SEO techniques and UX structures are the pillars that every organization must focus on. But to go the extra mile and guarantee really great results, we need to rely on this digital marketing skill.
But why isn’t the automation something else?
Using marketing automation means having the ability to generate a steady stream of communication with your audience and target customer base. This is a strategy aligned with three pillars:
Provide information that allows you to send personalized marketing campaigns to your prospects and customers.
It also allows you to track each contact’s interactions to identify your main interests.
Automation also keeps you on the road, associating your specific pain with timely solutions.
It also facilitates the analysis of the results of your marketing campaigns, identifying more specific opportunities for monetization.
The use of automation is also the success factor for companies, in addition to taking it a step further in your structure, operations and results, but also improves the productivity of your team! Automation means getting more done with less effort and investment.
How to do marketing automation?
Okay, we’ve seen that this is one of the essential skills marketers need to develop. But for someone who has never heard of it, what will be the way forward from now on? After all, can you learn marketing automation?
Yes! And here we’ll show you how to start from 3 steps:
1. Marketing Automation course
Never contacted or didn’t know where to start automation from? Therefore, starting with theory is a good choice to understand the context in which it is inserted.
For this we will list 2 courses for you:
Introduction to Inbound Marketing: A free course from RD University that outlines all the details of inbound marketing methods with Marketing Automation being one of its pillars. Here you will have the knowledge you need to understand how, when and where to automate flows.
Dive into Email Marketing and Automation: With this Marketing Automation course, you’ll understand that automating certain messages can make the relationships with your contacts more personal and efficient.
At RD, we always use the 70-20-10 learning model: 10% with formal learning, 20% with relationships and sharing with others, and 70% with practice.
In this case, all other courses and materials you theoretically consume on this topic are included in this 10%.
To complement this stage of learning, we will drop down some of the materials you will need to develop with this and other marketer skills:
What is [Whitepaper] Marketing Automation? → Learn in detail the concept of automation and its role in improving your results all in a visible and straightforward fashion with this white paper.
[eBook] The Secret of Digital Results: How We Build Flow, Automation, Personality, and Shopping Trip → Here you will have a practical view of the flows we use in the marketing space. It is therefore important to have a theoretical background to understand all the examples, necessary steps, and how to automate your marketing efforts.
2. Marketing automation tools
The curriculum and the content outlined demonstrate how to understand the role of automation. But to guarantee this learning, we need to start practicing. And here is our guide to using RD Station Marketing, an all-in-one solution to manage your digital marketing operations in one place.
This tool is the leader in Marketing Automation software in B2B Stack Ranking, and the flow creation functionality is very easy to use, allowing building blocks to follow.
3. Automatic flow planning
Without goals, it’s hard to know if your Marketing Automation campaign is working. After all, what do you want to achieve with your campaign? Do you want to increase brand awareness or generate new lead conversions?
Therefore, planning is essential in creating automated flows. You must know the answers to these questions before you start an automated campaign.
If we understand that marketing automation can help your company in many ways, making sure it is well-structured with all the mapped steps is a can’t-miss one. In this case, your planning should answer:
Which input trigger should we use?
How many steps will the flow consist of?
What will the lead get in the first step of automation?
How long does the second step take?
What will he receive in the second and the next, if any?
Do you understand how to plan this? Still in doubt? There’s nothing better than hearing the experts talk about how to plan this event in practice!