If you have been doing inbound marketing to attract your prospects, it is surely time to switch to marketing automation.
As a reminder, inbound marketing is a digital marketing strategy that consists of using your site as your own media.
Thus, you will not have to invest for advertising and thus save money. On the other hand, you need to create relevant and intelligent content to attract your prospects.
No need to attract your customers with advertising actions, the idea is to create qualitative content so that they come to you naturally.
Now that you have successfully grabbed the attention of your prospects, the question now is, are they ready to buy your products / services?
For this to be the case, you may need to set up sales teams that will carry out the necessary sales legwork with your potential customers, but this would involve significant expense.
These commercial actions to switch your prospects to an act of purchase are often repetitive tasks that extend from lead generation to customer relations.
Marketing automation: what is it?
Have you ever heard of Marketing automation? Note that this is an anglicism which does not translate into the automation of marketing in French. It consists in exploiting the tools and techniques which aim to automate recurring tasks such as sending SMS or emails.
One of the most common examples of Bahrain Phone Numbers List marketing automation would be sending a welcome message that falls automatically when a customer signs up for a newsletter.
It is an automatic response responding perfectly to the actions of customers whether they are b2b or b2c.
Certainly, if you opt for the marketing automation strategy, you should expect tedious and above all time-consuming tasks. However, you need to provide this effect to save money while still benefiting from an efficient marketing strategy. Note that the automation of certain tasks is a guarantee of efficiency and productivity.
If you are in a B2B context , you should not overlook the importance of marketing automation.
Set up a marketing automation strategy: the techniques
To automate your marketing strategy, you need to build a sales cycle scenario. This is the path that the visitor will follow from the moment he takes an action. This scenario is called Workflow or task flow in marketing.
To better understand, visualize the steps that the customer will follow from the moment he downloads a content. He will then make a discovery (awareness) to lead to the entry of the conversion tunnel (Workflow) and that of the TOFU or Top of the Funnel.
It is important to note that the Workflow takes a linear direction, but it may be conditioned. Several possibilities then arise and appear with “ifs” followed by “then”.
If the content has been downloaded by the visitor, you switch to a MOFU, “Middle of the Funnel” workflow. This means that you have gained the visitor’s attention and the visitor becomes an identified and scored lead.
If you are using a marketing automation strategy, be logical and down to earth. You will then be able to identify all the tasks requiring automation. By doing so, you won’t risk losing your leads, and you’ll even have a better chance of turning them into customers.
Why is practicing a marketing automation strategy important?
In B2B marketing, you can’t ignore marketing automation. Indeed, if you are methodical and you define a goal while putting an action plan to achieve it, you are putting the odds in your favor. It is the very basis of marketing automation.
According to studies by marketers, the lack of strategy can hinder the successful completion of marketing automation.
What motivates companies to adopt a marketing automation strategy?
The main motivation for companies to implement a marketing automation strategy is to increase their return on investment or ROI. In fact, 75% of companies that have used a marketing automation strategy show a positive ROI in the first year.
In addition, productivity promises to be boosted if the strategy is carried out properly. All marketing campaigns will be scheduled so that they are managed automatically. The goal here is to acquire new customers.
It is important to specify that marketing automation is not limited to sending emails. Its possibilities are numerous and companies cannot do without them to claim development.
How to succeed in a marketing automation strategy?
A successful marketing automation strategy allows a company to develop its customer portfolio and thereby increase its turnover. However, be aware that its implementation of such a strategy is sometimes complex. You can run into a lot of worries, especially if you go about it the wrong way. Discover the best practice to adopt for your marketing automation strategy to succeed.
Before putting marketing automation into practice, understand your offering and learn about your customers and their journeys. These points are important if you want the strategy you are exploiting to be successful. Without further ado, discover the keys to marketing automation success.