How does it work? Nowadays, automation of activities allows for more effective implementation of marketing and sales activities, not only in the B2B industry. Using the potential of marketing automation, you can increase the effectiveness of your campaigns and achieve a higher conversion rate. Below you will learn what marketing automation is, how it works and why it is worth using.
What is marketing automation?
What is the concept of marketing automation? Marketing automation is a way that allows companies to automate marketing, sales and communication activities in order to eliminate repetitive activities and save time. However, facebook database allows you to relieve team members by eliminating repetitive activities, such as sending an email after a specific activity, sending a chat message after a user performs a given activity on a website or compiling data from different sources in one place for broader analysis.
How does it work? By using marketing automation software that includes a number of tools and functions, thanks to which automation paths can be designed and activated. Marketing automation based on Deep Data analysis and using AI and Machine Learning allows for the collection, analysis and segregation of data, thanks to which we can more effectively reach a given group of recipients, and thus automate the acquisition of new Customers and increase the sales of products and services.
How does marketing automation work?
Each marketing process (marketing automation) is nothing more than cause-and-effect actions. Before activating any automation, we need to build a path (automation flow) that will define the automation trigger (trigger) and the action (action) that is to be performed after the trigger occurs. More complex automation paths that are to apply, for example, only to a specific user segment can be enriched with filters and additional conditions. The best marketing automation systems have intuitive and easy-to-use drag&drop interfaces for building automation paths and a whole range of options according to which the marketing automation communication sequence can occur.
What does marketing automation give you?
Marketing automation can be used at every stage how to make your customers feel special – from building brand awareness and interest, through building relationships and educating prospects, to supporting conversions and making a purchase decision. A marketing automation system also provides the ability to nurture long-term customer relationships and increase customer retention.
The most common effects of marketing automation activities are:
- Increasing the number of newsletter subscribers
- Various types of personalization of pre- and post-purchase communication, which translates into increased customer satisfaction, customer retention and increased sales
- Supporting the customer service marketing team by using automated sending and chat rules, which will include, for example, answers to frequently asked questions
- Rescue abandoned processes and individually tailored product recommendations
- Increased conversion rates by adapting the type of content and interaction time to the preferences and behaviors of a specific user
In practice, marketing automation looks like this…
Marketing automation platform, e.g. DMSales, closely monitors and identifies user activities on the website using cookies and IP addresses. The data collected about customers allows for personalized communication at the right time, e.g. after the activity has been performed. Additionally, they enable, among other things, segmentation of potential customers , tracking user activity, generating groups of recipients and sending marketing messages tailored to the history of activities of each person who performed a specific activity on the website. However, the entire process must be carried out in accordance with the regulations that determine the law regarding the protection of personal data and their processing – GDPR.
The system defines so-called marketing automation rules. A person using marketing automation solutions can define what should happen if a given user takes a specific reaction. The system will automatically save a given path without the need for additional analysis. Marketer actions and will take a specific previously defined task. The marketing automation system analyzes data and performs work. That was previously performed within the marketing, sales and customer service departments.
Why is it worth automating?
The use of marketing automation allows you to better match communication to user activities and adjust activities. So that they become more effective and allow for increased effectiveness of conducted campaigns. The automation system allows you to conduct marketing activities in the following areas:
- Effective mailing – dynamic messages are sent to a group of recipients who have performed a specific action. Added a service or product to the bulk lead basket. To people who have signed up for the newsletter or are interested in a meeting, etc.
- Content marketing – a website visitor can see content tailored. To their purchasing history in the form of banners, displayed offers, etc.
- Mobile applications – innovative marketing automation tools allow. You to monitor user behavior in a mobile application and tailor communication to the actions taken.
- Advertising in RTB networks – thanks to the automated system. You can personalize retargeting and adapt ads to the interests of a given target group.
- Effectiveness analytics – thanks to the system, you can analyze the effectiveness of online marketing. Plan your strategy and implement solutions aimed at acquiring customers through analysis-based advertising.
- Personalized contact forms – marketing automation systems, based on collected behavioral, demographic and transactional data about users visiting the website. Display elements in the form tailored to the customer’s needs and interests in real time. Which increases the likelihood of registration.