What is marketing automation?

Everything you need to know about automation marketing to generate more leads for your business.
You have heard of it, you know it well, you can not do without it, but in the end ...

What is marketing automation?

The definition: marketing automation is the use of web-based software and services to perform, manage and automate marketing tasks, such as sending personalised emails based on user behaviour. Marketing automation can be seen as an evolution of autoresponders.

The concept: it enables businesses to easily buy and sell by driving potential customers to maturity through useful and highly personalised content, which contributes to their conversion into customers and customer loyalty. This type of marketing typically generates significant revenue for businesses while providing an excellent return on investment.

How to use it?

Marketing automation is often used to manage processes related to a company's website or social media presence. Generally, the system is based on users' behaviour to send them targeted messages and categorise them according to predefined criteria and scenarios (automatic segmentation). Also, it is a must-have in every marketing strategy to be able to deliver quality, read-to-close leads to your sales team.

How can the behaviour of Internet users be evaluated?

• By analysing their navigation on the website:  Which pages were accessed, when and in what order? 
• Their reaction to an e-mailing:  Did they read the message, and which link(s) did they click on?
• Their interactions with the company on social media:  What content are they liking or sharing?

Customised marketing content.

Depending on the behaviour of your visitors, your brand should provide customised marketing content (e.g. an advertising message) via the marketing automation software. The use of smart content helps you push more valuable information to your audience. A returning visitor would not be offered a blog article he already read or a downloadable he already has, making his experience more fluid and having him always moving forward in your conversion funnel.

Automated links with social networks.

Some marketing automation systems automatically link an email address to the user's social profile. For example, in a B-to-B context, a user who downloads a white paper in exchange for their email address may automatically receive a LinkedIn invitation to connect with the author of the book. Tools like Missingltr would automatically create snippets and quotes of your blog articles and post them on your social media helping you generate interaction on your organic engagement campaigns. 

Lead Nurturing.

I think we can all agree that it is very rare you will meet a prospect who is in the right position to purchase your services or products after the first brand contact. Marketing automation makes it possible to set up lead nurturing campaigns to provide prospects with relevant information on a regular basis to bring them to the buying point. Ideally, you will create a lead scoring flow to make sure your lead nurturing strategy is efficient. 

Progressive profiling.

Marketing automation records the user's actions on and off the website. At each step, the system can request additional information from the user to identify them gradually but completely. This is called progressive profiling. The data collected is then available in your CRM allowing you to play it against your marketing personas and put the right prospect into the right workflow.  

In conclusion, marketing automation helps you stay in touch with your customers and prospects at every stage of their buying or retention journey.
It helps to generate more sales, increase customers satisfaction and loyalty.

It's easier to sell your products or services to a customer who has used or knows them in the past. Continuing to generate interest through content marketing is essential to the successful development of your brand.

Nurture relationships with your customers by sending them segmented, informative, and exclusive content that encourages them to use your services or products.