Marketing Automation

TREAT EVERYONE DIFFERENTLY, ALL AT THE SAME TIME

Marketing automation enables you to manage each customer, each relationship in a personalized way, without lifting a finger. It helps you to better know and understand each customer. To nurture and maintain a personal relationship. And to guide each customer along their buyer journey. Relevant to both B2B and B2C marketers, here are a few examples of how marketing automation can enhance your marketing communications.

Nurturing series

A nurturing series is a sequence of email messages designed to not only stay in touch with prospective customers until they are ready to buy, but also to educate them as to the advantages and benefits of your product, your brand and your business. The ultimate goal is to accelerate sales and brand adoption.

Welcome series

When someone signs up in your database, it is essential to quickly convey the value of what you intend to send them. A welcome series allows you to quickly present the benefits of becoming a subscriber or customer – typically within the first 15 days. The impact on future open rates can be substantial.

Trigger campaigns

Since marketing automation platforms allow you to follow each customer’s digital footprint, it is easy to deploy trigger-based email messages that relate directly to the content viewed or to other relevant content. The objective is to get the customer to act quickly after their visit. The process can be totally automated and the results can be surprising.

Digital footprint analysis

Enhance the information in your database. Turn your customers’ Website navigation into strategic information by adding it to their profile. Then leverage this information to better segment and target your customers based not only on what they are telling you, but also on what their online behavior is showing you.

Lead scoring models

How can you tell when a customer is ready to buy? When it’s time for your sale steam to take over? A lead scoring model is based on values assigned to specific actions taken by your prospects on your website. The model then adds up these values until a score threshold is reached. That’s when it’s time to start the process of assigning the lead to sales.

Sales and marketing alignment

The automation of the relationship marketing and business development functions facilitates a better alignment between the expectations of the sales team and the mission of the marketing team. This alignment of objectives and expectations lays the groundwork for greater productivity and an increase in sales.