Have we automated Marketing Automation?
A 2013 survey revealed that 92% of marketers chose EASE OF USE as the most important element in choosing a marketing automation system.
This is because, ironic as it is for systems designed to automate repetitive tasks and save staff time, the marketing automation systems available for the past decade have tended to be remarkably difficult to use – complicated, labor-intensive, and built more for coders than for end users.
Having served the publishing industry for well over a decade, we at Real Magnet knew how useful this technology would be for publishers if it could be made so simple that marketing, communications, subscription management, audience development and other users would all enjoy using it and be successful the very first time they log in.
We think we’ve done it! Here’s how we automated Marketing Automation:
1) We Tailored our Solution for Publishers
Once we committed to providing a solution specifically for publishers, we were able to better focus on building exactly the right functionality because we, with the help of our publishing customers, know what publishers do and how Marketing Automation can help. This also allowed us to focus on making the user interface easy to understand and use – everything from publishing-specific terminology to publishing-friendly onscreen dialogues and product help. Our customers drove product development from the beginning, guiding us in decisions both large and small, and we believe that the result is a solution that you will find feels familiar and makes sense on every level.
2) Pre-Built Publishing Campaign Templates
Knowing that most publishers need to conduct a fairly standard array of campaigns for things like welcoming (and upselling) new subscribers, subscription renewals, webinar/event promotion, etc., we realized that we could do most of the work for you by providing pre-built campaign templates for each of these typical needs. We developed a guided campaign setup process that needs nothing from you other than the answers to simple fill-in-the-blank questions: Who do you want to be included in this campaign? “What do you want to send to them? When should each send take place?” It’s as simple as that. It’s exceptionally straightforward and easy.
As an added convenience, each campaign provides you with a natural language summary at the end for easy review. These templates are extremely handy and dramatically reduce the time it takes to set up and launch a campaign – and if at times you need something a bit different, you can start with one of these templates and easily modify it or build whatever you want from scratch, just like with other systems.
3) We Play Well With Others
Everyone’s environment is a little bit different and every publishing company has a unique need or process here or there. We support all of this by having a healthy variety of user-friendly ways to get data, send data, or exchange data with another system (such as fetch the latest subscriber data from a subscriber database/CRM/fulfillment system or know that a given subscriber has just purchased an additional publication). Our logic is that if we can provide 3 or 4 or 5 easy ways of doing something, at least one of these easy ways will work for each of our customers.
It’s all very well and good for us to describe our approach, but it’s much more meaningful to provide examples of what these breakthroughs means for publishing companies like yours. Over the next few weeks we’ll show you how three classic publisher campaign types are simplified and improved using Marketing Automation for Publishers. The examples will be the following, although there are plenty more to choose from (and please let us know if you’d like to discuss others):
- New Subscriber Onboarding/Cross-Selling
- Subscriber Retention/Renewals
- Webinar/Event Promotions
Marketing Automation is tremendously helpful technology, and everyone likes the idea of better serving customers and prospects by automatically sending the right message to the right person at the right time. As useful as this is, however, the relatively high degree of difficulty of most existing systems has held back adoption. A threshold has been crossed, as we believe that our publisher-specific approach (an approach made possible by good listening skills and genuine empathy for our customers’ challenges) has finally automated marketing automation.
Don’t take our word for it!