Learn how Marketing Automation works from Rohit Onkar

Rohit Onkar is a marketing automation expert and associate vice president at  Loylty Rewardz.

In this article, he shares his knowledge about how marketing automation can help businesses and marketers with lead generation and improve business strategy.

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In the next 3 minutes, you will learn some very deep insights about marketing automation and some useful automation tools.

1. Tell us about your life journey, Rohit?

I started my career almost a decade back with India’s largest digital marketing agency (Convonix) which was acquired by the Publicis Groupe’. Spending over 4 years with Convonix (Now Performics India) gave me an exposure to all areas of digital marketing at a time when digital marketing was at a nascent stage in India. 

I was able to see both sides of the world – a young organization which gave me exposure to lead digital marketing strategy and execution for businesses across the globe, to a multinational organization that allowed me to work on large integrated brand accounts. Post my journey at Convonix, I set-up a digital marketing agency focused on serving mid-sized financial services brands in India with their digital marketing needs. Simultaneously, I also got engaged by the National Payment Corporation of India as a digital marketing consultant to drive usage of electronic payment methods in India. 

In my current role, I work for India’s largest Loyalty Management Company managing digital marketing for 25 banks and 50 retail partners ranging across e-commerce, apparel, food & beverage, consumer durable, and jewelry industries. I have also helped Asset Management Companies, Real Estate Organizations, and E-commerce Organizations set up their digital marketing practice.

 I am also on the board of studies of various educational institutions to craft the course of digital marketing education in India. I have a heart for training and mentoring as well which I engage in whenever I get an opportunity to.

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2. So, for starters how does marketing automation work?

If you are just starting out, marketing automation has the following 3 use cases depending on the kind of industry you are in:

– Ecommerce: Abandon cart emailers: Marketers and Product Managers make so much of an effort to get a person to an e-commerce website and then take him/her through a journey to finally decide on which product he/she needs to buy. Quite a few times this purchase journey is abandoned before purchase. Triggering automated email communication periodically (limiting it to a certain number of communications) with reminders or offers is an excellent use case of marketing automation

– Exit Intent or Time-Based Non-Intrusive Pop-Ups: Most often you may realize that your content team has been writing excellent content that should help you capture more leads. However, in spite of good content, your session to lead conversion rate is low. An easy fix is to implement automated exit intent/time-bound lead forms that serve as a good reminder for your readers/potential customers to leave their contact information for a follow-up

– Push Notifications: It’s really disappointing as a marketer to see that you have spent a good amount of your marketing budget to get people to download your app but a month later, you see a large percentage of those users uninstalling the app. Automated Push Notifications are a smart way to nudge people at various stages in their app experience journey

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3. How marketing automation can help in lead generation and improve business strategy?

Let me be very clear. Marketing automation cannot help you in lead generation but is an excellent tool for lead nurturing which ultimately leads to a purchase. Without a solid marketing automation and engagement strategy in place which moves prospects to converts, your business will most likely continue to suffer.

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4. What are some good marketing automation tools as per your experience?

My top picks:

– If you are in the lead generation business: LeadSquared is the best out there

– For apps: CleverTap is the best out there

– For Web: WebEngage is the best out there

– For Enterprise: SalesForce Marketing Cloud is the best out there

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5. What is the future of marketing automation?

I do believe we will see the use of WhatsApp a lot more as a communication vehicle when it comes to marketing automation in the near future. Email marketing automation is still the king of marketing automation and I don’t see that changing.

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