Marketing automation, definition and how to set it up?
Marketing automation, definition
Marketing Automation is an English term that means automation of marketing actions. It involves the use of tools to automate repetitive tasks. They are software that allow, for example, to create, plan and automate the sending or publication of email marketing campaigns, social media posts, SMS, notifications…
Therefore, marketing automation is also a powerful solution to improve the user experience on a website. Marketing automation tools are effective in implementing an inbound marketing strategy.
In fact, the features of marketing automation tools allow you to analyze the purchasing behavior of potential customers. This is ideal for establishing a lead scoring and lead nurturing strategy. It also offers the segmentation of prospects according to their degree of maturity.
A marketing automation tool serves several purposes:
The actions of the marketing department, so that it gains in speed and efficiency;
User experience to make it exceptional and increase your customers' conversion rate.
What are the benefits of marketing automation?
Of course, marketing automation saves valuable time by automating various actions. This is the solution for:
Make your customer service more present and take care of your customers;
Allow your salespeople to be more attentive and available to satisfy your customers;
Free your marketer from non-value-added tasks and place them on more rewarding projects;
Effectively understand your customers' problems and provide them with appropriate solutions.
The benefits of marketing automation are therefore multiple. However, the ultimate goal remains to save time to devote to rewarding actions. Indirectly, the goal of marketing automation in a company is to increase its productivity and performance.
marketing automation
How does a marketing automation tool work?
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Specifically, a marketing automation tool works through scenarios, also called denmark whatsapp number data workflows, which contain a sequence of actions. You choose the process to apply depending on your objective. Although the software offers scenarios, it is usually possible to modify them or create your own.
marketing automation
Here’s an example of a possible scenario: you’re looking to generate leads on LinkedIn™. Your research has made it possible to compile a file of prospects to contact. Thanks to your automation software, all you have to do is launch the scenario of your choice. For example, expect your prospects to receive a LinkedIn™ invitation with a personalized message. If there’s a positive response within 24 hours, the tool sends a message you wrote two days later. Otherwise, an email is sent directly to the prospects who don’t follow up.
Marketing automation software allows you to personalize and individualize each message. So, it's not about sending a single message to 100 users, but rather adapting your message to each target. The goal is to give them a solution or contact them in the best possible way, attracting their attention.
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