by Simone Muscella - April 30, 2020
In the world of business innovation, there is a lot of talk about digital marketing, lead generation and tools for lead nurturing , but too often the basic concept is taken for granted and there is not enough study into what marketing automation is , what its objectives are and how to develop it correctly by choosing (and integrating) the right software .
A definition of the approach
Let's start by defining the scope: what does marketing automation consist of and how does it work? It is an approach that goes well beyond the ability – offered by digital platforms – to automate functions and processes of target engagement, development of the relationship with prospects and conversion (to the advantage of marketers, who are freed from the repetitive operations of data entry and mailing).
By segmenting the database and studying the online behavior list of telegram users in brazil of your interlocutors, it becomes possible to redefine the same marketing objectives, updating them from time to time, dynamically and almost in real time, to optimize the meeting between supply and demand . To the classic assumption according to which marketing automation allows any type of organization to make the most of its CRM to reach the right interlocutors at the right time with the right messages, we could add that the discipline, implemented in the appropriate way and integrated with advanced e-commerce solutions, also allows you to maximize the value of each conversion for both the customer and the business. How? By identifying, thanks to data analysis , the points of convergence between specific needs, stock availability and certain promotional or sales objectives.
The Three Phases of Marketing Automation
For companies that have not yet attempted to develop marketing automation strategies, the advice, in general, is to start with well-defined projects, easily monitorable and with precise purposes. Only at a later stage, after having become familiar with practices, solutions and processes, will it be possible to evaluate the opportunity to extend the discipline to other areas, perhaps adjacent to the one taken into consideration for experimentation, gradually integrating tools and approaches to increasingly larger business areas. The important thing, along this approach path, is to start to make technologies and activities that are too often managed separately or even through completely different platforms communicate with each other . In this case, we are talking about components such as E-mail Marketing, Landing Pages, Campaign Management, Contact prediction, Lead Management, CRM Integration, Social media Marketing and Marketing Analytics. The convergence of the various tasks must be orchestrated in three distinct phases. Let's see which ones.
The preliminary phase: gain accreditation, develop knowledge of the channels, integrate data
First of all, a company must make sure it is where potential customers are looking for it. We are obviously talking about the online world, between search engines and social networks. The website must therefore be configured as a space that transcends the mere promotional showcase: the contents must be optimized to attract the attention of Google & company's algorithms , while the social presence must be guaranteed through the creation of constant and above all valuable interactions (that is, that are truly interesting for the target). This allows the company to become visible in the eyes of its potential customers, who can use its messages or contact it to obtain more information. This is how leads are generated , which will then be "nourished" (the so-called lead nurturing, which we will see in the next phase) to be converted into sales actions through marketing automation techniques.
