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  • Writer's pictureNtende Kenneth

Marketing automation (Africa use case)

Africa is fertile ground for Marketing automation. Most businesses are only just getting started to understand the power of what automation can do. The middle east and African Marketing Automation market had an estimated value of $824 million (US) and was expected to grow at 14.4% annually through to 2025.


This growth has largely been attributed to the digital transformation happening on the continent. This transformation stemmed from the rise of usage of social media.


How has the modern day customer on the continent (Africa) changed:


In the past, you would have a few brands advertising on TV and everyone simply believed those few adverts and bought those products.


Because of the information available because of the internet (especially because of google and social media), Customers are now more empowered than ever. They have more choice, more reason to use the alternative product if they feel like you do not care for them.


In a nutshell, business is now more personal. Your business needs to get personal and more importantly, personal at scale.



What is marketing automation

Marketing automation refers to the use of software and technology to streamline, automate, and measure marketing tasks and workflows, with the goal of improving operational efficiency and increasing revenue growth. The technology can be used to automate a wide range of marketing activities, such as email marketing, social media management, lead generation, and customer segmentation.


The primary goal of marketing automation is to reduce the manual effort required to execute and manage marketing campaigns, freeing up time and resources for marketers to focus on higher-level strategy and creative tasks. By automating repetitive tasks, marketers can also improve the accuracy and efficiency of their campaigns, and gain valuable insights into the performance of their marketing efforts.


Marketing automation tools can range from simple, single-feature applications to complex, multi-channel platforms that integrate with other enterprise systems such as CRM and analytics.


Example Scenarios that would need marketing automation (Most used case scenarios in Africa)


This information was based on Data from customers using MonkeyPesa marketing Automation


  1. Website sign up and Onboarding process.

  2. Leads from Facebook or any other advertising channel being sent relevant information

  3. Verifying the quality of customer support offered by a rep in your business.

  4. A form being presented to a customer as a way of gathering leads.

  5. Cold leads nurturing automation.

  6. Cross-selling and upselling: Automating targeted and personalized campaigns to encourage customers to purchase complementary products or upgrade to higher-tier products.

  7. Customer segmentation: Automating the process of dividing your customer base into specific segments based on behaviors, interests, or demographic information, and then sending tailored messages to each segment.

  8. Language differentiation. Providing the relevant content to people in languages they know.

  9. Customer retention: Automating the process of retaining customers by sending them personalized communications, rewards, and loyalty program incentives.

  10. Event marketing: Automating the process of promoting and managing events, such as webinars, product launches, and trade shows.

  11. Lead scoring: Automating the process of ranking leads based on their level of engagement and likelihood to convert, so that sales teams can prioritize follow-up efforts.


Why does your business need Marketing Automation


Marketing automation can help you improve the efficiency and effectiveness of your marketing efforts. Here are some of the benefits that marketing automation can provide:


  • Increased efficiency: By automating repetitive tasks, marketing automation can free up time and resources that can be redirected towards more strategic tasks.

  • Better targeting: Marketing automation allows you to segment your audience based on their behavior and preferences, and to tailor your messages accordingly, resulting in more relevant and effective marketing.

  • Improved lead nurturing: Marketing automation can help you move leads through the funnel by sending them targeted messages based on their behavior and progress through the funnel.

  • Data-driven insights: Marketing automation platforms provide data and analytics that can help you understand the effectiveness of your marketing campaigns and make data-driven decisions.

  • Increased ROI: By streamlining your marketing efforts and improving their effectiveness, marketing automation can help you generate more leads and conversions, leading to an increased return on investment.

  • Better collaboration: Marketing automation can help bring different teams and departments together by providing a centralized platform for collaboration and communication.


Overall, marketing automation can help you save time, improve the effectiveness of your marketing campaigns, and drive better results for your business.



Understanding the customer journey of potential customers






Understanding how Marketing Automation could evolve over the next couple of Years


Many predict that the future of marketing automation will experience the dominance of AI. They want to be in charge of how they want to be contacted; thus, segmentation will also be more important.



Marketing Automation Software and Pricing


Here are the popular marketing automation software options, along with their approximate pricing:


  1. Monkeypesa: this is one of the most affordable marketing automation platform in the world as of 2023. It’s marketing automation is available on all packages from the basic package starting at $19.99. It’s only limited basing on the number of automations you can set up.

  2. HubSpot Marketing: The smallest package is its professional package starting at $890 a month for 1000 contacts.

  3. Pardot: Pardot, now owned by Salesforce, offers pricing plans starting at $1,250 per year.

  4. Marketo: Marketo offers pricing plans starting at $895 per year.

  5. Keap: offers pricing plans starting at $199 per month.

  6. Act-On: Act-On offers pricing plans starting at $450 per month.

It's important to note that these prices are subject to change and that many marketing automation software vendors offer discounts for annual contracts, multi-year agreements, or a certain number of users. It's best to contact the vendor directly for the most up-to-date pricing information and to determine which plan is right for your business.



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