What is Marketing Automation?

Dave

Marketing automation tends to be one of those terms whose meaning remains somewhat fuzzy, but here's a simplified definition - it's designed for the sole purpose of automating repetitive tasks, which increases efficiency, reduces human error and allows greater control over all marketing activities undertaken by a company.

Marketing processes such as segmentation of prospects, leads for customers, also the integration process and the customer data and campaign management are all automated. Using marketing automation makes processes that would otherwise be performed manually much more efficient and controlled, and you are able to perform a cascade of processing that would be impossible to perform manually.

Automation enables marketing departments to measure the impact of marketing activities performed in time and be able to recognize which ones brought better results. This will serve as support to show the impact of each activity performed. It also enables integration with your existing systems for sales and improved management of existing and potential customers.

Some of the tools and solutions that are engaged in the Marketing Automation provide the following functions:

Segmentation Leads

Marketing automation tools to help sellers target through what is known as lead scoring. Together with a CRM system, marketing automation tools let you assign a value to each of the potential customers visiting a website. This value system helps determine which customers are most likely to buy. For example, in a B2B company, the automated program probably will give a higher score to a lead figure; the vice president is probably in better position to make budgetary decisions and therefore will get a high score.

History has shown that people who review a page of prices are more likely to become customers than those who did not see them, so they too would receive a higher score. A Marketing Automation tool automatically assigns a score to the leads so that they know who is more likely to buy.

By incorporating URLs with tracking codes, you can control each of the objects and campaign such as pay-per-click advertisements, banner advertisements based, link building and other actions based on content in social networks is performed as Linked in, Facebook or Twitter.

Drip Campaigns

You can program a dialogue with your prospects through a series of emails sent at intervals designed for each target.

Growing Automated Leads

Depending on the behaviour of the potential customer rating actions and qualifications of each record, thus generated can be activated messages and actions (email, SMS, call, social media message ...) for each person at the right time

Classification of Leads

Thanks to demographics and/or behavioral data automation can provide users with the interactions that we propose in different actions. Marketing and Sales teams can know at what point in the process the purchase decision making and control actions are made.

Managing Leads

It is that of a dynamic and automatically, the sales team can know the type and mode most appropriate contact for each prospect based on what stage of the conversion funnel be

Real Alerts for Real time

The design of workflows and automation programs offer the ability to constantly monitor the "online body language" of potential clients (specific clicks, browsing session duration, etc.) As to a given event, the seller may be notified in real time allowing you to perform effective action.

How can automation help my strategy Marketing Inbound Marketing?

Inbound marketing starts with the creation of valuable and easy to find content that will attract prospects to your business, and thus eventually turn them into loyal customers. Marketing automation tools can help guide your prospects through the process of decision making through targeted messages that address their specific needs.

However, it is important to note that at the end of the day, it comes down to marketers. Marketers need to know how and when marketing automation tools can help as part of the overall strategy.

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