Marketing automation is a technology category that allows companies to optimize, automate, measure marketing tasks and workflows, so that they can increase operational efficiency and revenue faster.
If you still do everything manually, wasting a lot of time and also money with actions that could be automated, understand how the process can help in the search for customers and closing business.
With marketing automation, companies can target customers with automated email, web, social networks and text messages. Messages are automatically sent according to sets of instructions called workflows.
Workflows can be defined by models, created from scratch or modified in the middle of the campaign to achieve better results.
Marketing and sales departments use marketing automation to automate online campaigns and sales activities to increase revenue and maximize efficiency.
When automation is effectively used to handle repetitive tasks, employees are free to solve superior problems and human error is reduced.
Marketing automation helps in the generation, nutrition and lead score, in addition to measuring the general ROI (Return on Investment) of the campaigns. The effects of automation, which saves time and costs, increase as an organization grows in size and complexity.
Good marketing automation systems are designed to adapt to your business.
It is an excellent alternative for companies to define the most effective processes of each stage of the sales funnel based on data about a lead and how they interact with your product or service.
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Contents
Toggle- The gear of the tools
- The segmentation makes perfect sense!
- The best marketing automation practices
- How to choose the right tool?
- Bulldesk
- Why choose Bulldesk's marketing automation tool?
- Conclusion
The gear of the tools
Marketing automation allows you to implement a digital strategy without having to press the “send” button on every email, message, campaign or post created.
Good automation tools help identify your target audience, design the right content for them, and automatically trigger actions based on customer scheduling and behavior.
Once your campaign is launched, you can focus on other tasks, analyze and adjust your marketing plan as the results begin to arrive.
Common features and functions of automation tools include email marketing, landing pages and forms, campaign management, engagement marketing, forecasting and scoring, customer life cycle management, CRM integration, social marketing resources, mobile marketing resources and marketing analysis.
The segmentation makes perfect sense!
Marketing automation allows you to segment each customer with the most relevant content to them, based on who they are and how they interact with your company. This ensures that each lead always receives the content that will help them overcome specific barriers to purchase.
For example, you will no longer need to send ineffective bulk emails to your entire list. With the automated process, you can create specific and lead-oriented subjects that are in different stages of the customer's shopping journey.
A good segmentation is done with data. Although it may seem difficult to identify what is or is not of interest to leads, it is necessary to establish some metrics and indicators that lead to some conclusion.
Understanding the interests of leads is fundamental to powerforward relevant contentto them, through a solid and well-designed email marketing campaign.
Take as a basis the actual user interaction, using information such as the content content that leads to the opening of emails and what links clicked by a given lead. Thus, its strategy of automating segmenting by interest can achieve more assertive results.
The best marketing automation practices
I made a list based on what the biggest marketing automation companies recommend to be remembered when designing their marketing automation strategy:
Have clear and transparent objectives: Use real numbers to justify investment in a marketing automation platform in the company.
Focus on team collaboration: Your marketing automation strategy has to be designed for the various areas that will cover: marketing, sales, service, support.
Create process views: Use detailed diagrams of your marketing automation workflow to retransmit your general goals efficiently and effectively.
Prepare for database segmentation: Consider your client's data. Think about who you'd like to get involved in and why. We've already talked about targeting.
Prepare a good content strategy: Create yourscontent library. Try to use interesting, engaging and relevant messages designed to achieve all stages of the customer's life cycle.
Analyze and test as you move on. See what's working and what's not. Use some of the times when you return from automation to explore the analytics and make the changes that will make your business grow. Test everything to understand what's being most accepted by your target audience.
How to choose the right tool?
As with any investment, you need to ensure that the marketing automation tool you choose is the right one for your business. After all, wasting time and money is something we don't want, isn't it?
Main items to be observed when searching for software. There are many solutions in the market that work with the recurring subscription model, but be aware of what they need to offer:
Good resources
It is important that the marketing automation platform you choose has the features you want. Consider why you want to use marketing automation and make sure that the solution you like most supports this goal.
Integrations that work
It is essential that marketing automation software integrates with the tools you already use or intend to use. Most solutions support a wide variety of integrations, but you must confirm this before signing.
Deployment training
Marketing automation is direct when you get the hang of it. However, there is a learning curve and the best marketing automation solutions will do everything possible to help you and your team make the most of the software. This can occur in the form of a deep knowledge base, video classes or even face-to-face training.
Customer support
Connected to training is the customer support that solution offers. Marketing automation tools with various customer support options will ensure that you do not get lost and have no one to turn to if anything goes wrong.
Scale
If you plan to expand your business, choose a marketing automation solution that can keep up with your growth. Most tools will allow you to switch to a different plan as you get more customers.
Cost of benefit
Cost is the final decisive factor. Can you pay for the set of resources you want? Or would it be better to choose a more accessible solution? Be aware of hidden fees or opening offers that significantly increase the price you pay when you are fully committed to the company's ecosystem.
There are companies that offer the prices of the subscription plans on the home page, but leave hidden or little visible information they charge for the onboarding or implementation of the tool.
Watch out for platforms from outside the country. Most still charge in dollar and for the current quotation, the cost is unviable. Even with promises of discounts or split payments, calculate if you really won't be at the loss.
Some tools for you to start your automation
If you've come this far, you should be curious to know which marketing automation tools are best suited to start your strategy. And believe me: the offer of automation software is huge, thanks to the meteoric expansion experienced by the industry.
The solution I'm looking for is more than a tool. It's a new marketing style:
Bulldesk
Personalizing communication is the best way to scale results. When you use a marketing automation tool, each lead and customer feels unique, which arouses more engagement and loyalty to the brand.
With Bulldesk you can create custom campaigns for each audience, automate email sending and nutrition flows, keep the brand present in the lives of customers and achieve better results with data analysis.
Why choose Bulldesk's marketing automation tool?
- Agile and assertive communication
- Email marketing campaigns ready to upload in just a few clicks
- Lead capture
- Landing pages and smart forms for all kinds of strategies.
- CRM Integrated
- Alignment between marketing and sales through data sharing with CRM
- Intuitive Dashboard
- Results shown in a unified way on a custom control dashboard
- Sales funnel
- Monitoring real-time sales opportunities
- Better market cost-benefit
- With Bulldesk, you don't have to pay high values to have a market intelligence tool.
There are plans and prices for all sizes of companies and they are very accessible. You can do a free trial for 14 days HERE, before you make the purchase. Nvox is Bulldesk's partner in marketing automation strategies.
Conclusion
I hope it's been clear to you how essential investment in automation is for your company. Using technology to your advantage is no longer a luxury, but a necessity.
Now that you know the best automation tools, take a look at this article we post on the blog about landing page, what it is and what it's for.
You want to take your marketing automation strategy off the paper? Nvox can help your company have more sales from planning to execution. Give it a go.checked HERE to see our customers satisfied.
Shall we automate and sell?
Until the next post!
