Marketing automation technology allows food and beverage companies to optimize lead generation, nurture campaigns, and improve customer communications and sales processes. With capabilities to track buyer journeys, trigger targeted content, analyze performance data and attribute revenue, marketing automation delivers clear return on investment (ROI) in the competitive consumer packaged goods (CPG) landscape.
As an industry-leading marketing and creative consultancy that empowers CPG brands’ success, Creatives On Call strategically implements marketing technology (martech) platforms to scale personalized engagement. Our data-driven automation strategies, coupled with creative execution, generate more revenue opportunities.
Benefits of Marketing Automation for CPG Brands
Implementing marketing automation technology delivers quantifiable business impact for CPG brands’ demand generation and customer retention efforts. Sophisticated capabilities exist to identify high-potential leads, nurture them with tailored content, automate repetitive tasks, provide efficiency to marketing teams and collect customer insights to drive strategy — ultimately driving growth.
Specifically, key benefits include:
- Generate more quality leads: Lead scoring models identify and qualify best-fit buyer personas to focus sales efforts on viable opportunities. Personalized ad campaigns also boost conversions.
- Nurture leads with targeted content: Centralized platforms track every touchpoint to inform optimized content journeys for each lead. Automated emails and text message campaigns, like abandoned cart reminders, encourage purchases.
- Automate repetitive tasks: Email sends, social media postings and other repetitive tasks are handled automatically so marketers can focus on value-adding strategy.
- Gain marketing efficiency: With time-consuming tasks automated, marketers allocate more time to impactful campaign development and creative testing to boost results.
- Collect customer insights: Detailed tracking within automation platforms provides rich behavioral data to segment audiences and inform highly targeted, relevant messaging and offers.
As an industry leader, Creatives On Call develops clear roadmaps to realize these benefits from marketing automation implementations. Our data and tech-powered creativity deliver marketing programs that acquire and retain high-lifetime-value customers.
Key Marketing Automation Strategies
Marketing automation enhances traditional digital marketing tactics like email, Short Message Service (SMS) and social media advertising with triggered interactions, customer segmentation and personalized content capabilities. Strategically implementing these strategies creates customized and relevant subscriber journeys to boost engagement and sales.
Popular marketing automation platforms include:
- Email marketing personalization:
- Event-triggered and behavioral email campaigns increase relevancy.
- Segmented subscriber lists based on interests, purchase history, etc., enable tailored content.
- Dynamic content blocks in emails pull in individual user data to customize messaging.
- SMS marketing integrations:
- Shopping cart or order abandonment reminder texts bring back lost sales.
- Birthday offers, new product announcements and seasonal promotions maintain engagement.
- Automated summaries of loyalty points or last purchases surprise and delight.
- Targeted social media advertising:
- Lookalike modeling finds new fans similar to current followers to expand reach efficiently.
- Retargeting past site visitors gets your brand back in front of warm leads across the web.
- Custom audiences automatically exclude existing brand followers from ad spend waste.
As your central marketing automation partner, Creatives On Call maps martech capabilities to campaign strategies using our deep platform expertise. Our teams handle technical configuration while providing strategic guidance to capitalize on key functionalities — saving you time while driving results.
Additionally, our consultants have expertise in food and beverage ecommerce, like customer-centric web design, user experience (UX) optimization, targeted onsite content creation and analytics implementation to boost online sales for food and beverage brands.
Optimizing Marketing Automation for Maximum ROI
To maximize ROI from martech investments, leading CPG brands continually track performance data and run optimization tests. Rather than setting up automation and letting it run, active refinement based on actionable analytics is key to overcoming plateauing returns.
Key optimization best practices include:
Track campaign performance: Monitor real-time analytics dashboards for key metrics like email open rates, content downloads, site traffic from campaigns and customer acquisition costs.
Continually test content: Run A/B tests on email content, social ad creative and landing pages to improve conversions. Iteratively refine messaging and offers.
Attribute conversions to spend: Analyze returns generated from automated lead nurturing programs compared to other initiatives like paid search, and evaluate ROI.
Optimize lead scoring: Assess lead quality over time based on product usage and lifetime value data to tweak scoring models and align to sales definitions of qualified leads.
For CPG brands managing tight budgets, continual optimization maximizes automation capabilities to keep your brand top of mind and outpace competitors.
Creatives On Call offers dedicated marketing analysts to translate performance data into actionable optimization recommendations. Our expertise drives tangible returns on martech investments.
Marketing Struggles in the CPG Space
Leading food and beverage brands face pressing marketing challenges around capturing consumer attention, standing out amid fierce competition and building loyalty — all with constrained budgets.
Marketing automation technology helps leading CPG companies tackle these obstacles through data-driven messaging personalization.
Common struggles include:
- Rising above the noise: On crowded store shelves and in saturated online advertising markets, brands must create differentiated positioning backed by creatively executed campaigns.
- Securing loyalty & retention: With consumers constantly discovering new products, retaining their attention and share of wallet long-term is an immense challenge.
- Identifying value customers: It fuels success to determine high-lifetime-value consumer segments to direct marketing spend towards to drive growth. But narrowing focus can be risky.
As an analytics-fueled consultancy, our marketing automation services at Creatives On Call help food and beverage brands overcome these hurdles. Our customer data strategies, personalized automation capabilities and campaign creativity empower brands to capture consumer attention and loyalty amid industry giants.
Food and Beverage Marketing Automation With Creatives On Call
As an industry-leading marketing and creative consultancy with years of dedicated CPG marketing experience, Creatives On Call offers unmatched marketing automation expertise tailored to food and beverage brands’ unique needs. We also offer specialized product demonstration advertising for CPG brands upon request.
Our cross-functional teams, made up of over 2,200 CPG subject matter experts (SMEs), focus on gaining an in-depth understanding of each brand before making data-driven recommendations. We evaluate past performance, customer insights and strategic goals to craft customized automation roadmaps that leverage leading martech platforms.
With over 440 successful CPG automation initiatives launched, our consultants know how to maximize ROI across lead generation, customer retention and loyalty building while maintaining brand image. We continually optimize based on performance analytics to keep pace with the dynamic food and beverage space.
As your trusted marketing automation partner, Creatives On Call provides the enterprise-grade strategy and execution needed to cut through the noise while making meaningful customer connections amid industry disruption.
To learn more about launching targeted, automated marketing campaigns that yield clear returns, contact our team today.
Frequently Asked Questions
How can you calculate ROI from marketing automation campaigns?
Quantify leads generated, correlate revenue to campaign spending, lower customer acquisition costs and compare against pre-automation metrics to analyze ROI. A lift in performance indicates a positive return.
What are the main benefits of marketing automation for CPG companies?
The core benefits include generating quality leads through tactics like personalized ads, nurturing leads with targeted content journeys, gaining efficiency by automating repetitive tasks, and collecting customer insights to inform strategy.
How can marketing automation help CPG brands struggling with customer retention?
Triggered reengagement campaigns bring inactive contacts back and cart abandonment flows encourage purchase. Personalized offers and loyalty-building messaging also help retain.
