More and more companies are using marketing automation to better communicate with customers and increase conversions and sales. Marketing Automation tools allow you to reach users quickly and easily, saving you time and money. In this article, you’ll learn what a marketing automation specialist does and why you should have one in your company.
Why companies use Marketing Automation
Nowadays, marketing automation is an important part of doing business regardless of the industry. Let’s say you own an online clothing store and you want to inform customers about order status, new products or special promotions, among other things. Without automation, this will take a huge amount of time, and on top of that, messages will also be received by those who are not interested in a particular action, making you incur additional costs. This simple example illustrates how necessary Marketing Automation is. The person who will be in charge of this entire system should have experience in the marketing industry and meet specific requirements. But what is actually needed to work in this profession?
Requirements to work as a MA specialist
This profession does not require a specific education from a particular angle, but there are several important skills and interests that a Marketing Automation specialist should possess:
- Knowledge of marketing – having at least the basics in this area allows the employee to accurately plan marketing strategy and be aware of effective communication with customers.
- Knowledge of marketing automation systems – of course, an MA specialist should know which campaigns he can use and which tools are best to use in the field. Keep in mind that there are different systems on the market, offering specific solutions for your business. A completely different tool may work best in the tourism industry than in education, for example.
- Ability to use CRM systems – customer relationship management is essential for smooth contact and multiple actions, so an employee should be able to use such a system and know how it works combined with other marketing automation tools.
- Basic knowledge of business operations and business concepts – a person in such a position needs to know what actions to take in general and what for. Without an awareness of how a particular company (and sector) operates, he or she may accidentally create content that is inconsistent with the entrepreneur’s intent. For example, without an understanding of the operation of the FMCG industry (and an awareness of what’s behind the acronym), a Marketing Automation specialist may set up campaigns for too long, or even perform customer segmentation (i.e., the division into groups to which particular messages will be targeted) in the wrong way.
- Ability to analyze and make informed decisions – Marketing Automation systems allow you to generate clear and understandable reports and charts, but without proper analysis and conclusions, they are unnecessary. If a Marketing Automation specialist doesn’t change campaigns that don’t bring any benefit, then you should look for someone else for this position.
- Collaborate with others – remember that only with proper communication of the various departments in the company and their cooperation, it is possible to achieve success. A Marketing Automation specialist cannot solely make decisions alone and at least determine what content to send to customers.
- Knowledge of the English language – is essential for writing many messages or at least the simple use of programming and SQL (where all commands should be created precisely in English). Some companies use a system for marketing automation in this language, so a specialist in this field should be able to use it at least at an intermediate level.
Basic responsibilities
You’re probably wondering what exactly a person in such a position will do, then. First of all, her tasks will include proper implementation of Marketing Automation and co-creation of marketing campaign materials using marketing automation tools. Thus, she will be the one responsible for the automatic sending of messages to customers, or the appropriate segmentation of the contact base. Other responsibilities include, for example, checking and controlling whether all tools are integrated with each other. The campaigns carried out should be analyzed on an ongoing basis by the Marketing Automation specialist, and then improved or replaced by those that are more beneficial.
Summary
A Marketing Automation specialist has many responsibilities that affect the entire company and encourage (or discourage) customers. With the right skills and knowledge, he or she can significantly improve user contact and speed up the company’s operations. If you want the best possible customer contact and increased profits, you should hire someone as a Marketing Automation specialist.
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