How can an Audience Orchestration Engine help with Marketing Automation?

Getting your marketing automation strategy right is a powerful way for businesses to increase ROI and revenue. To successfully improve the customer experience through automation, brands must assemble the right tools to turn customer data into proactive, personalized experiences.

Here’s how an Audience Orchestration Engine can help brands achieve marketing automation success.

What is marketing automation?

When marketers talk about marketing automation, minds often wander towards confirmation emails and social media post scheduling – but there’s so much more on offer. Effective marketing automation can leverage a business’ rich data and turn it into a 1-1 cross-channel customer journey, fully tailored to that individual’s needs and preferences. All it takes is a little determination and a holistic approach.

If set up correctly, automation can take away the more time-consuming, repetitive tasks and let your marketing teams focus on the bigger picture. Tailored customer journeys can be delivered at scale; customer data analysis can predict potential customers and a greater variety of marketing campaigns can be launched. All of this leads to improved ROI and steadier growth.

How marketing automation can help your marketing team

Increased efficiency

The core aim of marketing automation is to help businesses reach more customers with fewer physical resources. If repetitive tasks are taken care of, there’s more space for planning, brainstorming, and generating creative ideas that will make your campaigns stand out from the crowd.

Lead nurturing

To effectively nurture every individual lead at scale would take considerable effort but it’s an essential part of today’s marketing landscape. Automation allows marketers to personalize each lead’s experience with customized communications that provide a better customer experience. It can also help efficiency between departments with lead scoring processes – notifying the sales team when a lead needs to transition from marketing to sales.

Accurate reporting

Automation can make the daunting process of reporting and data analytics more streamlined and insightful. Regularly reviewing and analyzing all marketing activity and results is essential for continual improvement, but sometimes it’s hard to see the insights in all that data. Automation platforms can help highlight both success and complications in your overall process, helping to smooth out the customer journey.

And most importantly, it gives the customer a better experience

For the customers, automation can provide a more relevant and valuable experience. Customers increasingly expect personalized brand communications and this can only be delivered at scale by automation. Tailored rewards and offers, abandoned cart reminders, and triggered emails with useful information on products and services are some of the key activations that customers look for in brands today.

How an Audience Orchestration Engine can support marketing automation strategy

Most basic marketing automation software can achieve the above objectives. However, if you’re looking to take your marketing automation strategy to the next level, here’s what an Audience Orchestration Engine can do for you and your customers.

Fast data queries

A comprehensive Audience Orchestration Engine will be able to speed up and simplify the data analytics process. Removing the need for developers with ‘no-code’ marketing technology, marketers can automate detailed queries and respond quickly to audience behavior change. The platform should also remember your query history, quickly automating repeatable processes.

Automated ETL

ETL, or ‘extract, transform, and load,’ is a way of combining data from various tools and systems, unifying it all into a central location. Removing data siloes allows brands to make the most impactful business decisions because they are using all the data at their disposal. Audience Orchestration Engines allow this to be updated in real-time, running aggregate batches or streaming continuously so that brands are analyzing the most up-to-date, relevant data.

Predictive modeling

Automation is becoming increasingly effective at improving acquisition efforts. An effective Audience Orchestration Engine will be able to automate advanced data models that help brands find new prospects that look like their most valuable customers.

Effective experimentation

All the best marketing strategies involve a level of campaign experimentation and testing. Setting up automated processes to analyze marketing performance and KPIs for each customer segment is where an Audience Orchestration Engine really shines. This allows marketers to focus on the creative strategy and compare results quickly to improve audience engagement.

Supercharge your marketing automation strategy with Allant

Today, delivering the first-class service that customers expect requires the right automation processes to provide personalized experiences at scale. This doesn’t happen overnight and needs a strong knowledge of the ever-changing martech landscape and a firm grasp of strategic marketing know-how. That’s where we come in.

Allant Group partners with multiple campaign automation platform providers to bring a customer-centric approach. Ensuring customer data from all channels is accessible to your service team is crucial. Developing your business processes to support evolving customer demands is where our implementation team can help.