Why and how to implement a marketing automation strategy

Par Francesca Chong, Head of content chez Mention

Definition: Marketing automation broadly refers to the automation of marketing campaigns that are triggered by a set of pre-defined conditions and based on user behavior.

Many companies still waste a lot of time performing operational tasks that do not add value to the business. If you are one of them, you waste a lot of time optimizing high-potential cranes.

More than just a buzzword, marketing automation is the perfect solution to free up your work time and increase your sales growth.

1. Great time saving

Imagine the time your team or yourselves would save if you eliminated redundant and time-consuming tasks.

Be honest, there’s little chance you’ll be happy sending 2,920 follow-up emails to the same contact or looking for leads one by one, as part of your Linkedin prospecting.

With the right tool, you don’t have to.

According to some studies, You’ll get about a week’s worth of work per month.

By automating these tasks, you can focus on more rewarding tasks such as optimizing your content strategy, scheduling appointments with potential clients, analyzing the results of your campaigns, etc.

Furthermore, by spending less time, human resources, and money to attract potential customers, you significantly reduce your marketing budget.

2. Leads obtained more easily

Automation allows you to gauge how interested your prospects are in each of your marketing actions.

For each new campaign, you must create workflows, i.e. pre-defined and fully automated task scenarios.

Thanks to your workflow, you can precisely define lead engagement at each stage of the conversion funnel.

That’s when it comes lead scoring.

It is a fully automated process and easy to setup. It allows you to measure the interest of potential customers in your company or product.

for each action performed (Subscribes to your social networks, reads your newsletter, replies to your email Prospecting…), the marketing automation tool assigns points to your potential customer. The more points he has, the more likely he is to convert.

It is up to you to push the right message that will push him into the act of conversion.

3. Conversion rate optimization

By accurately identifying the characteristics of your potential customers, you will be better able to offer them the right action at the right time so that they can convert.

Let’s take a concrete example:

  • You distribute a landing page from a Linkedin white paper to your target contacts via a dedicated program (Sales Navigator, for example).
  • Thanks to it, you collect the phone number of the potential client.
  • You use this phone number to send a WhatsApp message to them.
  • He opens the letter offering him the training discovery on a topic related to the white paper he has already downloaded.
  • He clicks on the training link, but quickly gives up.
  • Two days later, it’s relaunching with an “exclusive” promo with a personalized message.
  • Your leader participates in training. Then he becomes a customer of your company.

In this example, I used 4 automated processes, which improved the lead’s experience. He has logically become a customer thanks to an offer he believes is tailor-made.

Using a marketing automation tool, It will increase your conversion rate by 53%.

However, marketing automation is not a magic formula. To make sure you take advantage of all its benefits, you still need to know the right ingredients!

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