The term “marketing automation” can have a more or less wide meaning depending on its context of use. In the broad sense, it refers to all devices or techniques used to automate marketing campaigns (see automated marketing)
Automation marketing focuses on:
- Produce, organize and promote content and events
- Optimize the generation of leads linked to these contents (optimization of the forms and landing page)
- Qualify and score leads and accounts
- Manage and feed these leads (lead nurturing)
- Efficiently feed leads to sales teams.
An organization and an automation marketing platform must increase the productivity and marketing effectiveness to feed the sales teams into Quality leads. An automation marketing device typically uses an automation marketing platform that primarily connects to Salesforce and other complementary solutions.
Marketing automation is a key software brick for the implementation of all the activities resulting from digital marketing. When there are too many data to manage, you can no longer perform your actions “manually”.
Let’s look at the applications and benefits of such a tool, in other words, what is automation marketing?
Definition of marketing automation
Automation marketing, as the name suggests, automates actions based on predefined behaviors.
The main components of automation marketing are emailing, segmentation, scoring, nurturing and ROI measurement. The best-performing solutions also allow publishing content on social networks, blog management or content customization.
Some of these activities can be undertaken “manually”. But when the volume of leads increases, a technological solution Quickly becomes paramount. You will not be able to scroll or trigger workflows to advance your leads in the conversion tunnel without relying on such a solution.
No automation marketing without technology
If you want to “disinfect” your various marketing activities, which is absolutely essential if you want to be able to analyze the digital body language of your visitors, a suitable technological solution will be needed.
This is the central point to be borne in mind. Instead of launching campaigns or marketing actions that often produce data’s collected in separate systems (emailing, social media, websites …), and therefore compartmentalized, you will get, thanks to automation marketing solutions, a Extensive analysis of digital interactions with your targets. This gives you a very precise view of their respective interests, and their maturity in the face of an act of purchase.
In other words, marketing automation allows you to get a unified and complete view of your lead on all digital contact points, and you will be able to better manage the customer journey in a Roister perspective. You then generate a boost in your marketing performance, and you can also better integrate your marketing activities with your business (smarketing).
To summarize, marketing automation allows marketers to adopt an integrated approach to nurturing, generating, and converting leads into customers by automating various marketing techniQues and processes to optimize the pipeline between marketing and sales.
Why is automated marketing so valuable?
Lead generation is an extremely important step in the growth strategy of all businesses. By automating process steps from marketing to sales, the team can spend more time implementing the overall strategy and cultivating promising leads. This translates into more prospects and customers.
Automated marketing also provides a richer and finer picture of the behavior of potential customers. To help the marketing team understand the interests of a prospect and the stage of the buying cycle, the automation marketing software uses behavioral monitoring methods, for example To track a user’s route to your website. The team can then personalize the follow-up to be given on the basis of this concrete information.
Let us take the example of a customer who reads information on a broad category of products. This behavior points to the beginning of a purchase process, to the search and comparison phase before stopping a list of candidates. If the customer then downloads white papers on a particular product, his interest is clarified and he is ready to be contacted by a sales person.
As information from the various contact points is centralized, such as website visits and downloads, social networking and direct marketing, it is possible to automate the evaluation, Qualification and ranking of leads, Launching broader marketing campaigns, including:
- Marketing trigger marketing messages
- Infrequent e-mails to keep the interest
- Custom e-mails
- Messages on Facebook or Twitter
Marketing automation B2B
The business-to-business domain is the traditional field of automation marketing. Indeed, prospects and B2B customers form a small, clearly defined target market. They are usually:
- Engaged in a multi-stage buying process
- In the context of an ongoing relationship of recurring sales
Thus, B2B is a relational environment where education and product awareness are vital. It is also an area where purchases are neither impulsive nor made by one decision-maker: they are thought, rational and usually involve several people.
In such circumstances, the purchase decision will be long, weeks or even months or more will elapse between the start of the process and its conclusion. Generally, business purchases involve a longer nurturing process of leads than B2C marketing. The prospect puts this time to deeply document before feeling ready to talk to a salesperson, a step still far from the act of purchase.
These characteristics, the slow evolution of the marketing step towards the commercial combined with the customer research that creates many data elements to analyze, make the automation marketing software particularly well suited to the B2B environment.