Automation is quickly becoming the go-to tool for streamlining business processes. Companies across the US are using automation as a way to optimize their operations, especially now that there are more tools and instruments available for use. In fact, more business solutions now have built-in automation tools ready for use.
When it comes to automation, however, ActiveCampaign is one of the leading solutions. Designed to be an all-in-one suite for marketing purposes, ActiveCampaign’s own automation features allow you to optimize marketing campaigns like never before. The features also work in a simple way and give you more control over how to best leverage them.
Automating repetitive tasks
Repetitive tasks are always the easiest to automate, which is why they are great starting points for companies trying to automate their business processes. The same approach works in marketing and ActiveCampaign offers a lot of tools for the job.
There are reasons why automating repetitive tasks can be highly beneficial. For starters, you can free up time by automating mundane tasks such as updating the CRM and user segmentation. This is where the automation features of the platform really shine.
You basically have three elements to define when automating repetitive tasks. You start by configuring the trigger that sets in motion the entire automated routine. ActiveCampaign can trigger automation using a wide range of user activities and behaviors.
This means you can fully automate the delivery of welcome or follow-up emails, add interactive elements to different parts of the user’s journey, and fully optimize your sales funnel using the built-in automation chart and the available triggers.
Connecting with external services
Another way to benefit from automation is through integration with other services. Rather than synchronizing data manually, you can automate the process and have multiple business solutions talk to each other when triggers are set off.
In the case of ActiveCampaign, you can now turn to PieSync and expand the capabilities of the marketing automation platform to a whole new level. My personal favorite – and one that many businesses now use – is syncing SalesForce with ActiveCampaign.
As a capable CRM platform, SalesForce has a lot to offer. Rather than using both platforms separately, you can now combine the features of these two capable tools using SalesForce ActiveCampaign synchronization and automation.
The process of setting up the sync is also very straightforward. Using PieSync, you simply configure the two platforms to trigger synchronization when leads or contacts are updated. This combination allows for better insights and gives you the opportunity to optimize customer experience at every part of the user journey.
Since it is a two-way sync, it is also necessary to set up SalesForce to trigger synchronization when new details are added. The approach allows for contacts and insights gathered within SalesForce to be used for marketing and remarketing purposes.
Fine-tuning leads generation
Now that we know how automation can be used in an integrated way across multiple platforms, it is easy to see how the approach can be used to push the capabilities of sales teams even further. One particular example is the automation of lead scoring and generation.
Traditionally, sales executives need to manually update individual leads as they go through the sales funnel. While there is nothing wrong with this approach on a smaller scale, trying to score leads and update their statuses become really taxing when you have thousands of leads to deal with.
ActiveCampaign allows the entire process to be fully automated, all while offering depth and the ability to really understand the leads on a more complex level. The built-in monitoring tools, for example, can be used to better understand how each lead interacts with the company’s website.
Each touchpoint can be converted into triggers that automate certain tasks. As potential customers interact with those touchpoints, the automation flow can update statuses and other information about the lead in real-time. Combined with the ActiveCampaign SalesForce synchronization we discussed earlier, the possibilities are endless.
Doing automation, the right way
Automation can be very simple and incredibly complex at the same time. It is a matter of finding the right aspects of your business processes to automate and formulating the right way to automate. Using tools such as PieSync, it is also possible to expand the boundaries of automation across multiple platforms.
However, automation is not something that you want to overuse. Rather than pushing for more automation for the sake of automating every task, the goal should be to deliver a more personalized experience to the customers and allowing essential resources – such as your employees – to be allocated for more important tasks with the help of automation.
When implemented properly, automation brings many benefits. Not only will you be able to automate repetitive tasks and optimize the entire business process, but you can also achieve complex objectives by integrating multiple tools, using specific triggers, and reacting to specific metrics.
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