How can Marketing Automation help you achieve your goals? Learn about the benefits and how to implement them to increase leads.
New technologies in the digital age bring with them many tools that can significantly facilitate the work of company professionals. However, being prepared to take on today’s challenges and successfully face new technologies is essential. Through the ISDI Digital MBA, it is possible to acquire the necessary skills to cross the barrier of theoretical knowledge to the real needs of companies.
What is Marketing Automation?
Marketing Automation is a form of digital marketing management in which tools are used more effectively to optimize time and results. Thanks to this type of strategy, it is possible to offer a personalized experience for customers, automating communications based on the data obtained, thus knowing what the customer needs at all times, achieving a more significant number of leads and an increase in sales.
Associated with this type of methodology, we find a multitude of benefits, including the following:
- More significant growth and customer acquisition without requiring a high expenditure of resources.
- Minimization of human error and the distractions that this entails.
- Saving time and money within the company.
- Possibility of target audience segmentation and, therefore, the personalization of messages.
- Continuous monitoring of the actions carried out.
- Improvement of the brand image.
Marketing Automation Techniques to Increase Leads
There are many tasks that Marketing Automation can facilitate in the daily work of a company, from increasing and improving leads to incorporating new customers or organizing their data. For this, it is possible to use different techniques, start different systems and use a wide variety of software dedicated to it.
For example, we can highlight lead nurturing or scoring strategies that seek to increase their capture. In addition, it will be crucial to understand the behavior and experience of customers to personalize products further.
Email Marketing Automation
Email Marketing Automation is a strategy based on automatically sending emails to those in a database. The recipients of these emails have previously subscribed to the news on a website or have provided their email after purchasing from a company. This makes it easier to attract their attention when sending information.
Thanks to technology, these emails can be sent to segmented audiences according to different differentiated objectives, serving marketing funnels and placing users based on their stage regarding acquiring a product or service.
Lead Nurturing
Lead nurturing is a technique within Marketing Automation that seeks the education or maturation of leads, that is, to retain and reach customers to improve business opportunities and, consequently, sales.
To carry out lead nurturing, a process is followed with several differentiated phases that consist of the following:
- Educate: manage to educate customers by offering them a commercial point of view.
- Inform: Give customers data so they can make the best decisions.
- Involve: make customers contact the company by offering them content that may be relevant to them in return.
- Convert: Get people who approach the brand to end up becoming customers.
Three different lead nurturing strategies can be carried out that can be applied depending on the stage in which the potential client or buyer is:
- Educational programs in which customers are informed about the benefits of the company. Within the buyer journey process, this is the moment of discovery in which customers seek information that helps them better understand the brand or company and what needs they can cover with their products or services.
- Interaction programs to keep leads in contact with the company. In this case, customers would be in the consideration stage, trying to decide which solutions the market provides best suited to solve their problem.
- Active cycle programs for those who are already buyers. The buyers have already decided, so they are in the final stage of the buyer journey.
Lead Scoring
Lead scoring, translated as lead qualification, is a Marketing Automation technique that seeks to give a rating or value to a database based on the resemblance of the people in the database with the ideal customer.
This technique makes it possible to define better-targeted campaigns and achieve more effective results. In this regard, there are two types of lead scoring:
- One-dimensional scoring: allows you to classify leads with scores ranging from 0 to 100. The closer the score is to 100, the greater the interest in the company. Likewise, one-dimensional lead scoring can be differentiated into:
- Predictive: Adding a behavior analysis improves the probability of the conversion.
- Retrospective: A behavioral analysis is incorporated into the final conversion likelihood score.
- Multidimensional scoring parameterizes different dimensions or variables to qualify each of the leads. With this, there are several points of the profile of the same user and dimensions, such as Prior knowledge of the brand by the user.
- If the user’s profile matches that of the buyer persona.
- How does the user interact with the brand’s social networks?
Other Examples of Marketing Automation
In addition to the techniques that have been seen, there are many possibilities offered by Marketing Automation, including the following:
- Promotions: Sending promotions designed for the customer facilitates the possibility of purchasing.
- Abandoned cart notice: Some buyers need to finalize the purchase before finalizing it. In this case, a reminder is sent to them to reach the end of this.
- Product recommendations: Increase sales if customers are recommended new products that they can buy. In addition, it can be used to make what is known as cross-recommendations or personalized recommendations based on the patterns and preferences of each consumer.
