Business Process Automation: An Abridged Guide

On the surface, business process automation seems like an end-all solution to some of the business’s most tedious tasks. Automation uses technology to simplify or eliminate manual, time-consuming tasks, taking the human role out of the equation.

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Adoption numbers support this story: 53% of B2B marketing organizations are using automation technologies, while 37% say they’re planning to implement them in some form. 

It’s easy to see why: automation results in powerful deliverables to organizations of all sizes, budgets, and sales volume.

Process excellence will continue to be a key factor in driving success for businesses as MarTech marches forward. This guide covers what you need to know about business process automation and how to tap into its benefits.

What Is Business Process Automation?

First and foremost, business process automation is a strategy designed to improve or streamline a specific function or workflow using technology. Sales, management, HR, marketing, and production represent top priorities for many companies interested in automation technology.

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Each process begins with a trigger action that sets the process in motion. The process follows a specific, consistent path depending on each subsequent actions that end in the desired result.

The goal of the process is to simplify the activities in the workflow and remove much of the manual, time-consuming labor associated with it.

Why Automate Business Processes?

Businesses automate specific processes for many reasons, but the benefits across organizations tend to remain the same. Let’s look at a few practice examples:

Save Time and Money

Automation in any form helps save companies time on tasks, and saving money becomes a natural by-product. When you can reduce the manual involvement of tasks, this gives your employees more time to focus on activities that add value to the company.

Reduce Human Error

Let’s face it: even the most meticulous of us are prone to some errors. It may be simple things like adding a lead to a wrong list or scheduling a task for the wrong date or forgetting to update the lead source. These tiny errors can be eliminated if you automate them.

Provide Consistency

Processes exist to create a standardized way of doing things, but manual mistakes can often affect the actual outcome. Automating processes takes the human element out of the equation to ensure consistent results every time. The more consistent your message, the easier it is for your leads to remember you.

Add Clarity

In order for automation activities to be successful, you must first clarify what needs to happen in order to achieve the end results. The development process can provide clarity into your business to help you gain insights into how your business currently functions. As a result, you’re better positioned to build processes that will deliver on your expectations.

Improve Customer Service

When businesses operate efficiently and effectively, the customer ultimately benefits. You’re better able to meet their expectations and serve them to your standards.

Examples of Business Process Automation

Business process automation presents myriad real use cases, particularly in sales and marketing departments. Email marketing and lead management remain two of the top pursuits of organizations because of their cost-effectiveness and impact on business results.

For example, your lead management workflow may be triggered when a lead is collected from a landing page. From there, you can use automation to qualify your leads for sales, score them based on their likelihood to buy, and assign them to the appropriate sales rep—all with no manual involvement from you!

Email marketing is another top contender, with nearly 70% of businesses using some form of email nurturing in their strategy. Email workflows can benefit sales and marketing teams alike:

For example, sales reps can use email automation to confirm meetings and appointments, create touchpoints with interested buyers, and build top of mind awareness without having to press the Send button themselves. Marketers can also benefit from email automation by sending mass campaigns based on buyer segments.

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What Processes Are Candidates for Automation?

There is no cut and dry way to use business process automation in your organization. The following criteria can help you decide how to use automation to meet objectives:

  • Repetitive, high-volume tasks
  • Time-sensitive tasks
  • Tasks that need audit trails for compliance purposes
  • Interlinked tasks with other processes or systems
  • Tasks that require multiple people to execute

Let’s put the above criteria into perspective:

  • Email marketing
  • Creating case studies
  • Lead nurturing
  • Lead qualification
  • Assigning leads to sales
  • Lead scoring
  • Lead capture
  • Website tracking
  • List segmentation
  • Automated responses/customer support

This isn’t meant to be a comprehensive list, but it can help you to recognize the potential that process automation can bring to your business.

How LeadSquared Enables Business Process Automation

One of the biggest barriers to automation adoption is the complexity of implementing various systems to create a holistic appeal. Businesses may spend time automating certain activities without realizing how those tasks impact existing systems.

LeadSquared helps to solve this problem by providing a single, comprehensive solution to business process automation. We’ve combined powerful tools for sales and marketing automation that result in seamless workflows to support every step of the customer journey.

Take LeadSquared for a free 15-day test drive and discover how you can put the power of automation to work in your organization.


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