And marketing automation can help brand marketers in several ways: brand identity management, social publishing, press release attribution, corporate and internal communications, event management and influencer relations.
Brand Identity Management
You can use your marketing automation media library to be the repository for your brand’s logo, website headers, footers and other templates, and other branded assets. That’s where your Demand and Expand teams can go to grab resources when building a landing page or creating an email. And with Act-On Anywhere (a Chrome browser app), your marketing and sales teams can access brand elements even as they work in other applications.
Act-On’s social and advanced social publishing tools integrate with Facebook, Twitter, and LinkedIn so you can post, listen, and measure social engagement from a single interface.
Press Release Click Attribution
You can also use marketing automation to create trackable URLs for press releases that will help you measure press release engagement and see how they contribute to your sales.
Like as you would send a newsletter or other communication to a prospect list, you can do the same for your internal communications and track employee engagement on corporate/HR campaigns.
Whether it’s a virtual event or a customer workshop, marketing automation allows you to manage the process and track engagement from email invitations to reminders to post-event follow ups. You can create an automated workflow (save the date, official invite, seats are limited, registration responder and reminders), then re-use and refine the workflow for the next event.
“As a PR person or a brand person, you have your list of stakeholders,” Musto said. “These are typically the influencers you want to get in front of. You want to nurture them just like you would a potential buyer.
“But the outcome would be a mention in a research report or a quote in a key publication, or a written article about your company. The end deliverable is different. It’s not a dollar revenue thing; it’s qualitative storytelling that you’re looking to get out of them.”
She said you can manage your press lists just like you would your lead lists and do segmentation off both the behavioral intelligence that your marketing automation collects, as well as the demographic data from the CRM.
“The system does a great job at being able to score, segment, and track all stakeholder types,” she said, “just like you do with your prospects and customers.”