The Impact of Marketing Automation on Your Marketing Career

  • Data-driven platforms can predict the best times and platforms to post content for maximum engagement.
  • Marketers often need to handle cross-functional teams spanning sales, product development, and customer service.
  • The good news is that companies have the funds to accommodate high-paid marketers who can up their marketing game.

Marketing automation is all the rage with entrepreneurs. And why shouldn’t it be? After all, it provides multiple benefits. Tools and technologies enable businesses to scale their operations with fewer resources. They also increase overall productivity and reduce overheads by a wide margin. 76% of entrepreneurs generated returns within one year of implementing marketing automation systems.

Image via Marketo.

Is there a catch?

There sure is. Marketing automation can pose a problem for marketers.

Those who don’t arm themselves with marketing automation essentials might find themselves redundant. They might be outdated in the machine-dependent ecosystem. Plus, skill enhancement is not a one-time task; it needs to be ongoing when technology is evolving at lightning speed. 56% of marketers feel outpaced by the dynamic MarTech industry.

At the same time, people with automation skills can find new career opportunities, higher salaries, improved productivity, and greater job satisfaction.

The pros far outweigh the cons, in my opinion. Not convinced? Then, read on to learn how marketing automation can complement your marketing role and extend your professional career.

How Does Marketing Automation Benefit Marketers?

While it’s true that automation has permeated every facet of business and marketing, that’s not necessarily a bad thing. In fact, you can make that work in your favor.

How so? By understanding the countless benefits of marketing automation and wielding them to your advantage. Take a look.

1. It Multiplies Your Marketing/Sales ROI

In a competition-ridden environment, it’s challenging for marketers to generate leads and conversions by virtue of their skills alone.

That’s where automation can help you. Ecommerce upselling and cross-selling are more resultful with AI-powered tools. They pick up hidden consumer traits and patterns and identify high-potential leads. Using these insights, you can target more precisely and derive assured ROI from remarketing.

If you rely on content marketing to boost your brand’s online presence, tools can help you. Data-driven platforms can predict the best times and platforms to post content for maximum engagement. When your content reaches the rich people at the right times, your content marketing ROI automatically surges.

Anything else?

Of course!

Image via Social Media Today.

Lead generation is another area where automation can do wonders. Research proves that four in five marketers who use tools to identify and nurture leads see increased lead volumes.

What does that mean for you?

Instead of fearing technology, embrace it. Automating activities that are repetitive or mundane can take the stress out of your job.You can use LinkedIn automation tools to generate a good database of prospective candidates for your hiring process. Plus, you can improve your productivity and fulfill your marketing goals more quickly.

Communication is the lifeblood of marketing.

Are you still hung up on traditional outreach methods like phones? They fail to provide a multi-sensory experience that modern consumers crave and expect from brands.

Enter automation. Video conferencing tools like Zoom enable one-to-many and many-to-many dialogs that you can use during product launches and events. You can screen-share, share videos, and conduct activities to keep your audience engaged. Naturally, the communication outcome is much better.

If you’re doing email marketing without tools, you might just be wasting your time. How do you know if your messages are delivered, opened, and acted upon? By using tools, of course.

You should use tools to create event-triggered workflows, with reliable delivery and engagement tracking. On-site chatbots serve your website visitors 24×7. With personalized messaging and super-efficient handling, they ensure no visitor leaves your site dissatisfied.

3. It Facilitates Team Collaboration and Communication

Marketers often need to handle cross-functional teams spanning sales, product development, and customer service. To roll out complex, charged-up campaigns, seamless communication and collaboration are a must.

That’s where automation can play a crucial role.

Team management tools like Slack and Trello help to keep scattered teams connected. For frictionless product development software like airfocus can come in handy. Deep integration with third-party tools allows end-to-end collaboration.

With all your teams on the same page, work becomes easy and enjoyable.

4. It Enhances Your Skill Set and Career Graph

With MarTech evolving fast and competition becoming stiffer, there is a growing demand for tech-savvy marketers.

Need evidence? 48.1% of entrepreneurs feel they can’t take advantage of cutting-edge technology since their teams don’t have the required skills.

If you add automation skills to your resume, you can fill this gap and become a valued employee. Besides, you become eligible for increments/promotions and senior-level jobs.

The good news is that companies have the funds to accommodate high-paid marketers who can up their marketing plan. Increased marketing budgets have made this possible. Moreover, when businesses automate traditional labor-intensive systems, experienced personnel will be required to oversee migration and upskill handling teams.

Should Marketers Fear Marketing Automation?

It’s not as if marketing automation is a bed of roses. There are several marketing roles that may land on the chopping block.

Like what?

With the advent of AI chatbots, mechanized outreach, and self-serve platforms, customer service and sales jobs may dwindle. After all, automated systems can handle more workload, are cost-effective, and need no downtime.

Additionally, marketing analysts and researchers may get the ax as machines number-crunch faster and make fewer errors. They can secure their jobs by adding machine learning and big data to their resumes.

On the whole, the need for hard-core marketers will continue, especially if they embrace automation. Marketing still needs a human touch, which machines can’t emulate.

What’s your take on the man-vs.-machine situation? Share your opinion in the comments below. I’m always happy to read new perspectives.

Shane Barker

Shane Barker, CEO & Digital Marketing Consultant at Shane Barker Consulting.

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