Marketing Automation – definition?

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The concept of marketing automation (MA) has been used for a long time to describe activities in the field of automation of communication processes with potential and current customers, aimed at conversion and maximizing LTV. In short, the point is to define such activities for the existing customer journey that will effectively lead to the final conversion.

This is not a definition, of course, but a loose attempt to treat the very broad spectrum of activities proposed by MA.

On the one hand, we have basic services based on scripts and e-mail sending mechanisms, and on the other, advanced tools providing a wide portfolio of functionalities based on artificial intelligence and scoring predictive models.

Platforms enabling the creation of advanced business scenarios that automate the entire process of interaction with the user/customer from the moment of first contact, through the process of acquisition, education, conversion, to subsequent sales and activation have become the standard .

Marketing Automation – 5 areas of activity
So what areas should our marketing automation kit cover? Of estonia whatsapp lead course, it depends on the company, the market, and the idea of ​​running a business. However, I would include the following as the basics:

Building a database of potential customers – each opportunity to gain consumer interest triggered by a media campaign should have a defined scenario of subsequent interactions as a basis. Once someone has taken the trouble to click on a display or pop-up , read a web notification, or even better, leave contact details, we need to process the information (preferably in real time) and deliver the required content.

Stimulating a potential customer – statistically, about 20% of our website users are ready to complete the purchase process during their first visit to the website. Is this too little or just right? It depends on the scale and our ability to deliver the product/service. The question I would ask is rather what method should be used so that potential customers who come to our website with the conviction that they want to make a transaction on this portal constitute at least 40% of the total.

Customer retention and relationship development – ​​remember that a newsletter that we send once a month to all customers is not enough. By relationship development we should understand the current interaction with customers in all channels and continuous monitoring of their behavior. The information (feedback) obtained in this way is excellent material for cross -selling and up-selling campaigns.

Collaboration with the Sales Department (DS) – definition of common processes and metrics – a critical issue if part of the conversion process is carried out by colleagues from DS. Refining all elements of cooperation on the customer path, especially those related to lead scoring , slowly leads to optimization of cooperation.

Segmentation, targeting and profiling – processes whose definition is absolutely necessary for the proper functioning of marketing automation. The effectiveness of the prepared scenarios is based on their logic on the one hand, and on the properly selected customer groups in the context of specific campaigns on the other.

5 areas that should be taken into account when considering the concept of MA in business and on which you can base your design of its basic shape. When creating marketing automation ideas in a company, we usually have to 'sell' it a little higher (if only to receive financing), and then a little lower to implement its assumptions.