Marketing Automation let’s Discover its Characteristics Together

In the demand generation process, which goes from the acquisition and management of potential customers to their transformation into actual customers, some repetitive operations are included, such as the collection of data or the sending of emails that inform and keep contacts updated.

These periodic activities can be made automatic thanks to specific software. This is where Marketing Automation comes into play which, as the expression itself suggests, automates some marketing activities.

A Marketing Automation software allows you to record the actions of any user from the moment they somehow enter into a relationship with the company on the web, usually by filling out a contact form. The software is then able to memorize which pages that user visits, the time spent, the answers provided in the registration forms and so on. In Marketing Automation, therefore, companies can find valid support to reach potential customers, to retain them and to keep them.

What is possible thanks to Marketing Automation?

The functionalities of a Marketing Automation platform are manifold. The software is responsible for synchronizing the information extracted from the actions performed by the leads on the site or on social networks in the company’s CRM and sending emails / messages that are relevant to each of them, depending on the target and the aforementioned actions.

Once the data is obtained, the tool assigns scores to the leads (using previously defined parameters) and ranks the activities to be performed in a priority scale.

In order to create ad hoc campaigns for each user, the software can segment the database by creating groups of leads that need different strategies. Promotion emails and the like are personalized and their creation and management is completely automated, as are the response emails that are used to provide assistance or in relation to some specific user activities.

In addition, emails and campaigns are also automatically customized based on what interests the company. Finally, with the tools made available by Marketing Automation it is possible to quickly create landing pages, forms and forms with great potential.

Marketing Automation: the mistakes not to make

The platforms of Marketing Automation, as we have seen above, can be a very important support for companies. However, you need to know how to use them correctly to benefit from them.

First of all, in order for the software to be able to attract qualified traffic to convert into leads that are in target with the company, it is necessary to develop a content marketing strategy first. This mainly means doing two things: creating a company blog on which to publish relevant and optimized articles for search engines and optimizing the site for SEO to increase organic traffic.

The audience you bring to the site, by doing so, will be genuinely interested in your business and you can start directing email marketing campaigns to these contacts and so on another tip concerns the segmentation of the database that contains information related to leads.

Often, in fact, using a Marketing Automation tool we do not take into account the fact that without a subdivision the same messages will be sent to all contacts. Professionalization is essential! For this reason, the segmentation must be very careful and made so that each recipient receives the right message.

One last tip concerns the amount of emails sent to customers. The trend must not be to send many generic ones, but few are strategic. Better to have fewer very active leads, than a disproportionate number that doesn’t even open emails. Remember: quality is always better than quantity!

What can we do for you?

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