Monotonous tasks can be draining.
Can you imagine doing the same thing day in, and day out?
Feeling like a zombie from The Walking Dead at the end of the workday is bland. You quickly lose interest in office life (and start taking a lot more coffee breaks).
Yet, this is the monotony you might be exposing your SaaS marketing team to.
But I have some good news. There is a solution to repetitive tasks. It’s called automation.
Automation simplifies your SaaS marketing efforts. Read on to discover six great SaaS marketing automation tips.
What is SaaS marketing automation?
SaaS marketing automation involves using tools to streamline routine marketing tasks. It allows you to deal with those monotonous tasks so you can sit back and engage in other more interesting duties.
Simply put, SaaS marketing automation makes work easier for marketing teams and sales teams. Some of the ways businesses use SaaS marketing automation today include:
- Email marketing automation
- Posting on social media
- Handling ad campaigns
- Self-service support
- Product adoption
- Lead management automation
- CRM automation
With SaaS marketing automation, you’re able to work more efficiently. That can mean covering more marketing channels with the same number of staff. Or, it could result in increasing touch points with customers, which increases the chance of generating a conversion.
Reporting also becomes a breeze. With most tools, you can use dashboards to review and assess the effectiveness of your marketing automation.
Charts, graphs, and figures are provided for ease of presentation and understanding, as shown in the image above. No more screenshotting and cropping images to add to that PowerPoint presentation you need to submit to your client or supervisors. Suddenly, the boring, sleep-inducing workflows are more manageable.
6 SaaS marketing automation tips to implement
When automation software takes over those repetitive tasks, your marketing team has more time freed up to focus on higher-priority matters. Let us now dive into six tips for effective SaaS marketing automation:
1. Integrate Your Marketing Tools
The SaaS marketing software you use needs to sync with your current tech stack. Integrating your tack stack effectively will help simplify your workflow, and improve project oversight.
For example, imagine you’re using the following:
- Airtable to manage content production
- Slack for communication
- Google Search Console to track SEO results
By integrating Airtable with Slack, you can send automated updates as soon as a writer completes an article. The editor can jump in and make changes automatically. They tag a colleague to upload the article once reviews are completed.
Finally, you set up email notifications for Google Search Console. Your team automatically receives notifications whenever there’s a big move in traffic.
Sounds good, right?
You get a sense of how effective integrations simplify project workflow and make your team more efficient. You can set up automation for your audience as well. For example, integrating your email marketing, and PPC retargeting. Providing a coherent customer experience massively increases the chance of a conversion.
That’s why marketing automation is so important for your SaaS business.
Failed integrations, on the other hand, are a frustration to marketing teams. You should check if you can synch new tools before adding anything to your tech stack.
Using a tool like Zapier to connect your technology stack is pretty straightforward. Though, it will take some time to get things going at the beginning.
2. Create Clear Naming Conventions
A naming convention is a framework for naming files that describes what they contain and how they relate to other files. It makes it easier to locate each one when needed. These conventions also make it easier to report.
For SaaS marketing automation, having clear naming conventions is key. It allows new team members to jump right into an organized space. Older team members can easily locate and work on files or folders without a hustle.
Organized marketers are more likely to report success. Simply naming your campaigns greatly contributes to your success. You can use three simple aspects for your naming convention: objective, audience, and ad.
For example, if you are running a Christmas sale, you could use the following naming convention:
- Christmas sale-conversion-Dec-3 (campaign name, objective, month, funnel)
- Christmas sale-awareness-IG-2 (campaign name, objective, platform, funnel)
- Christmas sale-likes-FB-3 (campaign name, objective, platform, funnel)
If you have more than one ad creative, name each ad according to the creative use. This will help you in A/B testing. You will see which creative is most effective in bringing the desired results. See a screenshot of an effective campaign naming convention below.
Remember to pick names that are relevant to your business and add them to your SaaS marketing automation. Use a descriptive form of naming convention and let it be consistent throughout the organization for quick access when needed.
3. Use Multi-Touchpoint Attribution
Multi-touchpoint attribution is a key element to consider to optimize any SaaS marketing automation efforts. To successfully have multi-touchpoint attribution, your tech stack needs to be synched and optimized. It needs to communicate effectively with both your team and with each other.
Additionally, your audience lists, marketing persona, and content production strategy need to be accurate and up-to-date to achieve this. The next step is to map each customer journey and the content they will see.
That involves reviewing the marketing channels you’re using and assessing how they’re connected.
Your multi-touchpoint attribution must incorporate all the communication channels (as shown above) and content types that your business uses on a daily basis. With all the above in place, you can now apply lead scoring. This is a point system that helps you determine how many points someone needs so they can enter the next level of the lead nurturing journey.
Below is an example of a linear multi-touchpoint attribution:
Multi-touchpoint attribution needs time and concerted effort to apply and set up. Getting it wrong can be disastrous and cause numerous errors that impact your marketing efforts. However, if you get it right, you can operate your SaaS marketing on autopilot and make work super easy for you and your team.
4. Re-engage your churned users
The most dreaded occurrence for SaaS companies is having a high churn rate.
To successfully re-engage churned users, the timing must be just right. If you react too late, your chances of success become very slim. It helps to use SaaS marketing automation software that allows you to track and effectively classify churn.
With automation, you’ll target the right users with your re-engagement strategy. It lets you personalize your communication with each customer. By giving them relevant information, you will reduce cancellations and churn rates.
Give them incentives to make them engage with your products further and stay with you for longer. Discounts, gifts, and other rewards improve the re-engagement process.
With such a compelling offer, as shown above, Hulu re-engages its former customers and promotes a sense of urgency for them to jump onto the discount. Hulu plans usually start from $6.99 monthly, so this is a great save. It is a creative way to reach your churned users.
This can also work well as a “We miss you” email. Adding an offer to your automated messages giving the customer something in return for their re-engagement will encourage them to return.
Ask users for feedback so you can further personalize the user experience and give each user exactly what they need.
5. Make the most of email marketing
Your email flows are the backbone of your customer journey. The 89% of marketers who use email as their primary source of lead generation will agree with this statement.
Building email nurture flows based on user behavior is key. Instead of focusing on one customer touchpoint, you can build your email flows based on user behavior across touchpoints, as discussed earlier.
Some of the ways you can make the most of email marketing using SaaS marketing tools is by automating your welcome emails and onboarding messages. Another way is to automate your promo emails to be sent out using the data gleaned from your customers’ behavior.
The data will help you to pinpoint when the customer is most likely to be receptive to the promo. Below is an example of a promotional email that, when sent in a timely manner, can be super effective for the business.
With SaaS marketing automation tools, you can combine your SaaS marketing stack with the data collected to make more informed decisions about email marketing and personalization. This will in turn boost your conversion rate since customers get to see what is relevant to their unique needs throughout the journey.
This automation also frees up the time your team would have taken in doing redundant, mundane, and repetitive tasks. As a result, they have time to strategize and work on activities that improve the conversion rate and bottom line of your business. You can get more insights about SaaS email marketing in this post.
6. Focus on reporting and analytics
Analytics helps you see how well you are doing and how much you need to improve for greater success. It also communicates to your seniors how campaigns achieve goals, generates sales-ready leads, and bring revenue.
Every good SaaS marketing automation plan must have a solid reporting angle. It saves time since you can download entire reports with a few clicks. A case study by Four Dots shows that a company was able to save over 50 hours monthly by using pre-defined reports. It also allows you to present your reports professionally. Below is an image of the kind of analytics reports generated by HubSpot.
Reporting enables you to identify any major issues that may arise and fix them promptly. This will help you map customer lifecycles, gain customer feedback and reduce churn rate. Without an automation tool, you won’t be able to monitor all the KPIs of your business.
75% of marketers in 2022 use analytics to monitor the performance of their marketing campaign strategies. They use it to quickly identify their customer persona, optimize marketing efforts and monitor their performance profitably. Use analytics in your SaaS marketing automation to gain valuable insights and scale your business to new heights.
Customer automation is the use of software to handle routine marketing tasks. It saves you time and effort and helps you focus on higher-priority matters regarding your business.
For effective marketing automation, you should use more conversational interactions, set up inbound marketing, use clear naming conventions, and re-engage your churned users. You should also apply effective content distribution techniques and monitor regular reports and analytics.
There you have it. The six SaaS marketing automation tips will help you scale your business to new heights.