How Marketing Automation Can Boost Job Satisfaction and Remedy the Great Resignation
Automation is playing a larger role across industries, helping employees do their jobs more efficiently. The marketing industry is no exception and is increasingly reliant on marketing automation technology to supercharge outreach and streamline time-consuming processes that burden employees.
Like most professionals, marketing pros had to deftly adapt to pandemic-induced changes as the world shifted to a fully digital environment. The abrupt change, coupled with job insecurity, financial hardships, social unrest, and major physical and mental health challenges, led to increased burnout and instigated the Great Resignation. When all these factors are combined with a job that can be repetitive and detail oriented (often spent tracking and analyzing data and configuring campaigns), it’s easy to see how marketers could be looking for greener pastures. Repetition can eventually lead to boredom, and boredom breeds burnout.
Fortunately, marketing automation technology can remove many of the repetitive tasks that can lead to employee burnout or dissatisfaction. Read on to learn how marketing automation can improve employee wellbeing by reducing the mundane tasks that impact job satisfaction, increasing the accuracy of campaigns, and allowing marketers to focus on high-level strategic and creative initiatives.
Focus on higher-level initiatives
Marketing automation allows employees more time to focus on higher-priority undertakings. The technology creates a new, less task-oriented environment that gives marketers time to focus on improving their marketing tactics and content material. Marketers get more time to focus on strategy and long-term vision.
Creative minds are wasted if their time is monopolized by mundane tasks. By reducing the repetitive, monotonous, and stressful facets of the job, automation allows employees to focus on bringing new ideas, and new revenue, to the table.
Lighten the workload
For marketing pros, managing prospect and customer data can be a dull and time-consuming task that takes away from time that could be spent creating new leads. It’s easy to get bogged down with A/B testing, campaign adjustments, and internal communications, all while trying to make sense of a sea of data that can be more overwhelming than it is helpful. A marketer’s time is best spent being creative and innovative, rather than becoming suffocated with an increasingly challenging workload that can negatively impact the employee experience.
Marketing automation is lifting this burden by automatically sorting and analyzing a massive amount of data at lighting speed. The technology can instantly categorize leads into different buckets based on their behavior and history with a brand. Marketing professionals can then leverage this information to focus on creating captivating campaigns that will resonate best with their audience.
If data collection and analysis weren’t enough, marketing automation is also lightening the employee workload by providing automated email sequences. No longer do marketing professionals have to spend valuable time tracking which targets get which email or subsequent follow-ups. Marketing automation takes on the task with ease, tracking lead behavior or using pre-set dates to deliver the right content at the right time to the right person. This relieves the marketer of a tedious task while also ensuring the job is done correctly.
Of course, ensuring accuracy in marketing campaigns is a challenging and detail-intensive process. No marketer is perfect, and it’s likely that human error will lead to occasional mistakes. With massive amounts of customer data driving a campaign’s success, little mistakes can have a tremendous impact. This knowledge puts increasing pressure on marketers to spend time verifying every single detail.
While marketing automation won’t fully lift this burden, it can certainly alleviate it. For example, marketers leverage mass amounts of behavioral data to ensure they are hitting the right people with the right messages at the right time on the right channel. Without automation, this data can be overwhelming. As a result, errors are made, resulting in leads lost. Automating this process leads to significantly less room for error, ensuring near-perfect communication with prospects and customers and allowing marketers to rest assured in the accuracy of their campaigns.
Automation in the marketing industry empowers the employee to focus on higher-level tasks and objectives. Marketers are still required to input the content and configure the settings at which they want the system to function, but automation acts as an autopilot, creating a buffer between marketers and the grinding work that can lead to unhappiness or burnout in the workplace.
With a workforce whose well-being is top of mind, automation is a clear choice, as it prevents burnout and drives innovation among employees.
David Greenberg is the CMO of Act-On.