Marketing automation first appeared in the 1980s. At the time, it was a strategy reserved for large companies with large budgets and a large customer base.
In fact, in the past it was a very expensive tool, but thanks to the technological development of recent years, marketing automation has become a strategy accessible to everyone. Currently, in fact, many companies automate repetitive activities thanks to the support of these modern and innovative software .
When we talk about automation we are referring, for example, to the publication of posts on social media, to email marketing or to ad campaigns. This technology has made the work of marketers easier , who combine the power of software with the effectiveness of strategies.
The ultimate goal of a marketing automation strategy is to achieve greater
Engagement with the public and acquire new customers . Forecasts and statistics tell us that the use of this tool will grow more and more in the coming years. This is why it is worth investing in this area.
Let’s see everything there is to know about this topic and what you need to do to implement a marketing automation strategy.
Marketing automation support for the company
How to Create a Marketing Automation Strategy
Making your business successful
Marketing automation support at enterprise level
Using standard digital marketing techniques, it is difficult for small businesses to compete with large ones. Marketers are increasingly pressured to achieve more effective results, in order to increase productivity and sales, using fewer resources.
The marketing automation tools serve to lighten the work of those who act in this area.
But automation is much more .
When setting up affiliate and influencer marketing programs, automation tools can be a great help in your communication. You can take advantage of features that allow you to recognize your target audience and create valuable content. These actions can be automatic, based on customer behavior.
Automation also allows you to implement digital marketing strategies without having to manually intervene, such as sending emails, messages, inserting posts and so on.
The different types of marketing automation activities Implement a Marketing Automation Strategy in 5 Key Steps
Marketing automation contains a large number of activities of various kinds. The main ones are the following:
creation and management of email marketing campaigns ;
automatic sending of follow-up emails aimed at downloading premium content that is useful and relevant to the target audience;
social media marketing , or the design of automated promotional actions on official channels. The aim is to increase the level of engagement and obtain new contacts;
creation of a single database, which is integrated with the company’s CRM software . All the information regarding contacts arriving from the various channels must be stored within it;
Marketing analytics is used to evaluate data from advertising campaigns. It allows you to measure their performance and formulate new marketing strategies based on the analysis of numbers.
lead scoring or qualification, which allow you to personalize the experience a potential customer has with the company.
Some good reasons why you should use a marketing automation platform
Marketing automation can be compared to the support of a personal assistant . In fact, these innovative systems do everything that, alternatively, could be delegated to a member of your company team.
An example of application is the completion of actions that you know how to do, but due to lack of time you have not been able to finish. Automation allows you to finalize them and give priority to other tasks.
To further clarify their usefulness, just think of another easy practical example : a visitor fills out a contact form on our website. In this case, the system sends an automatic email with a pre-established welcome message for the new user.
Some of the main advantages can be:
make marketing teams more efficient ;
improve ROI (Return On Investment);
increase the conversion rate ;
manage leads more effectively.
What actions can you automate?
In the field of marketing, most automation tools allow you to achieve the following goals:
implement email marketing and lead nurturing strategies ;
perform actions on social media profiles ;
automate some sales processes and funnels, starting from lead generation ;
Create workflows that simplify routine lead management for sales, marketing, and customer service teams.
This database encompasses a wealth of mobile contact information, crucial for businesses aiming to engage customers directly through SMS marketing, promotions, or customer service initiatives. The data typically includes mobile numbers, demographic europe cell phone number list details, and preferences, making it essential for targeted marketing strategies in Brazil. Maintaining the accuracy and currency of mobile data is vital for maximizing outreach effectiveness.
How to Create a Marketing Automation Strategy: All the Key Steps
Very often some companies examining the corporate innovator persona choose to follow examples of marketing automation strategies and then adapt them to their needs. By following some simple key steps, however, it is possible to america email list customize every aspect and create a strategy totally tailored to your business.
The first step is to define your goals and ideal customer. Next, you need to create a user funnel and understand the data from your analytics. Finally, you need to ensure your customers have a multi-channel experience.
1. Definition of objectives and analysis of the type of lead Implement a Marketing Automation Strategy in 5 Key Steps
Before starting your marketing automation strategy, it is essential to set achievable goals . These must be specific to your business, as well as measurable and consistent .
The main purpose of marketing automation is to take care of potential customers. Providing them with personalized content will help convert them into leads. These leads, in turn, will become loyal customers.
By examining their progress, you can verify whether they increase or decrease. This phase requires time and you must think calmly to design new ideas that allow you to increase the conversion rate.
2. Definition of the tools to reach the goal
There are several marketing automation platforms on the market ( HubSpot , ActiveCampaign, Oracle Marketing Cloud…). Choosing the most suitable one for your company is not easy. You need to find the program that includes the features and tools best suited to the path that the customer wants to create.
Research should be done by studying the features of various automation software, so as to find the specific solution for your business.
3. Definition of the ideal customer
A satisfied user , who has been offered products or services that make him happy, is easier to attract and retain .
To find the perfect client you must take into account:
demographic factors (such as age, gender, education, etc.);
social factors (interests, income, family situation);
of the most suitable communication channels (website, social, telephone, email).
The ideal customer is also the one to whom you want to address offers based on the current situation of the company.
4. Creating a customer journey
The user’s past experiences with your brand give life to the so-called customer journey . Thanks to automation, it is possible to personalize every aspect of the interaction , starting from the data you have.
To explain it more simply, marketing automation allows you to set specific messages and contents for each customer and convey them through specific channels.
Here are some examples of what can be achieved:
send emails with dynamic content . You can use the customer’s name in the body of the email. In addition, you can build communications based on past purchasing experiences and interests shown (also connecting them to the social channels that they use most);
distribute push notifications and integrate messages with social media, email campaigns and SMS. By keeping the personalization of messages high, it will be possible to ensure a very high opening rate ;
create ads by showing them to the right user at the right time.
Respond appropriately to customer requests
Businesses that handle a small number of customers have the option of manually responding to messages received. As a business expands, this becomes much more complex.
Furthermore, even if only a few requests are received, another problem arises in manually answering questions: long waiting times for the customer .
The speed factor is even more crucial when managing an e-commerce. In these cases, in fact, more than 50% of buyers abandon their cart if they do not receive immediate answers to questions regarding products or services.
That’s why one of the most effective strategies for responding to customers is the use of marketing automation, especially chatbots . These allow users to contact companies in real time, with assistance that is offered 24 hours a day, 7 days a week.
The importance of offering a multi-channel experience
It is very important to delve into one area of marketing automation: multi-channel experience . This type of tool allows companies to optimize every marketing tool in order to increase sales and, consequently, revenue.
Marketing automation allows you to make smart decisions based on real data.
One example that helps you stand out from your competitors is the use of marketing campaigns with signatures in automated emails. This allows you to add an acronym to the bottom of the email, so as to leave a more professional impression on the recipient.
Helpful Hint : Take advantage of the spaces in an email message. Insert promotional announcements, such as the latest offers or those for a limited time. This type of activity has no cost to the company, but guarantees numerous advantages.
Finally, it uses a very advanced technology such as Customer Relationship Management (CRM) that allows you to improve interactions . The goal of this type of activity is to improve business relationships, simplify processes and increase profitability .
Learn more about the interaction between CRM Platform and Marketing Automation here !
5. Data analysis and monitoring
Evaluating the progress of a marketing strategy and its performance is a fundamental step. It is a tool that helps companies obtain detailed information on the results obtained in ongoing campaigns.
Furthermore, by monitoring the progress, it is possible to make improvements or changes to the strategy , so as to correct any errors. This allows the creation of better optimized campaigns, achieving a higher conversion rate and, consequently, greater profits.
