Marketing automation (MA) has become the key to success in building a relationship with clients. As the company grows, there’s no chance to maintain 1:1 relationship with every customer. Many can say that automation excludes any personalization, but that’s not true – MA helps to reach the right people at the right time, and it is more user-friendly than any other communication method.
According to Nucleus Research [source], it drives a 14,5% increase in sales productivity and reduces marketing overhead by 12,2%. However, it isn’t a piece of cake – there are a few steps every marketer needs to walk through. These steps are a base for building a good MA strategy.
Measuring performance of marketing automation, companies usually check conversion rate, revenue generated, leads generated and engagement.
It seems that marketing automation should be – the same as personalization – the next priority for Pharma. It’s an endless source of information about customers and converts into improving business on a daily basis.