Marketing automation in the crisis – why now is the right time

Marketing Automation – If not now, when

Marketing automation is not a new concept – but its relevance has never been greater. While many companies in Switzerland and around the world are hesitating in the face of economic uncertainty, this reluctance represents a missed opportunity.

After all, crises are not only times of cost-cutting, but also of strategic realignment.

Digitization is not a luxury, but a survival strategy

SMEs in Switzerland in particular are under pressure: budgets are shrinking, there is a shortage of skilled workers and customers expect digital experiences at eye level.

But the good news is:

This is precisely where marketing automation offers a lever to achieve more impact with less effort:

• Fewer manual processes
• Greater customer proximity through personalization
• Greater efficiency in the team
• Measurable results instead of gut feeling

B2B customers expect a digital customer journey – and are prepared to remain loyal customers in return.

Why is now the right time?

Many companies are waiting for “better times”. But this is a fallacy. Marketing automation requires preparation – from target definition and tool selection to content strategy. The earlier you start, the sooner you will benefit. And the smaller your company is, the more agile you can be in seizing these opportunities.

“We’ve always done it this way.” In the digital world, this attitude is the surest path to irrelevance.

12 good reasons for marketing automation – even (or especially) during the crisis

1. Save costs by reducing manual tasks
2. Scalability, even with a small team
3. Time savings through automated workflows
4. A more targeted approach instead of a watering can
5. Measurable results and KPIs
6. Lead-nurturing with a system
7. Intelligent segmentation by behavior
8. Higher conversion rates through relevance
9. Data protection compliant thanks to tools with Swiss hosting
10. Personalized communication instead of generic mass emails
11. Better basis for decision-making through analytics
12. Adaptable to any crisis

See also our overview: This is marketing automation and how it benefits your company

SMES? Don’t panic – go digital.

Many small and medium-sized companies think: “Marketing automation is only for large corporations.” But the opposite is true: SMEs in particular benefit the most because they can implement, test and optimize more quickly.

An example: A regional provider uses automated email routes to reactivate existing customers – without the need for extra staff. Result: More orders, less effort.

Conclusion: Act instead of wait and see

Marketing automation is not hype. It is a tool – and a particularly effective one in times of economic uncertainty. Investing now sets the course for sustainable growth, improved customer loyalty and long-term success.

So: if not now, then when?

Further sources & inspiration

• Marketing automation strategy – Infographic by Bastian Hammer
• 12 KPIs for measuring success in B2B marketing (B2BMarketing.net)