In the search for a software solution I come across a possible provider. As usual, I can test the software. Enter my email address, receive a confirmation email and I can start right away. But the provider does not leave you alone. In the next few days I receive regular tips by email on how to use the software and thus learn more about the software bit by bit – better than if I had to test the different functions by trial and error.
Here we are in one of the most common applications of marketing automation, the so-called Lead Nurturing.
Today we would like to explain the basics of marketing automation in more detail in the first part.
Marketing Automation is not a new invention. It is based on the basic principles of campaign management. I fill out a form, send it off and receive information. In an analogous way, this principle existed even before the Internet age.
But what’s new with Marketing Automation?
Marketing Automation, as we know it today, makes it possible to automate processes that previously required many resources. Even smaller companies can now use marketing automation to introduce completely new methods of customer acquisition.
The following is an overview of the possibilities of Marketing Automation
1. send newsletter and generate follow-up emails
Marketing Automation is sometimes equated with sending a newsletter, which allows you to analyze opening rates, clicks on links or unsubscriptions and thus see which recipient has done what.
This function is offered by almost all newsletter dispatch providers. If follow-up emails can be sent automatically on the basis of the clicked newsletter content, many providers already speak of “marketing automation”.
2. multichannel automation
Many providers also offer the possibility to address customers on different channels. If, for example, a mobile phone number has been stored with the “registration”, SMS can also be sent to the customer. In this way, for example, notices can automatically reach the interested party shortly before an event.
With most providers, however, it already stops with SMS. Other channels that offer some tools are, for example, also push notification, chat messages, classic mailings and telephone campaigns.
3. customer analysis
However, modern marketing automation only begins when customer behavior can be analyzed across multiple channels and more complex workflows can be created. This does not mean simply analyzing which links the prospective customer clicked on, but a comprehensive analysis of the customer’s interactions with the company, i.e. accompanying the customer journey in advance.
What did the prospect do after clicking on the links in the emails or on the homepage? Did he download documents, did he look at certain pages and via which lead source did he come to the company?
Many providers allow you to track which activities the prospect performed after he or she came to the homepage via an email. Other providers collect this information in advance, before the name of the visitor is known. As soon as the customer has registered, the anonymously collected data is given a name. Here, however, the topic DSGVO has to be considered (we examine the topic DSGVO in a separate article in this context).
An important instrument in marketing automation is personalization. This does not mean the personalization of the email address, but the personalization of the email content, the landing page and even parts of the homepage.
The topic PURL, i.e. personal URL is an important component here. Landing pages are created individually for each visitor. Interested parties are addressed personally on these pages or even products are displayed for the visitor, as we have known for a long time from Amazon and other providers.
Many providers must already fit with these functions.
5. scoring and sales information
An essential part of marketing automation, which many vendors do not offer, is the creation of scorings and information for the sales department about the achievement of scores. An important goal of marketing automation is to provide sales with sufficient pre-qualified leads that have a high probability of purchase. Only with well-qualified leads can sales figures be increased most efficiently with limited sales resources.
6. selective retargeting
Another feature that is less commonly found is the ability to create campaigns that automatically target customers via Google Display ads in addition to email to spread the information. This is partly due to the fact that only a few providers have the necessary Google integration and partly because the use of this feature is critical under the DSGVO.
There are many more features that can be found in modern marketing automation tools to automate lead generation and customer acquisition.
Even if some of the mentioned functions are not found in some tools, we consider most of them as basic functions.
In the end, it depends on the goals and the company, which functions are used and how.
In our next article we will look at lead generation using marketing automation.
About the author:
Jochen Laun has a degree in business administration and worked for many years in product management for software in the area of customer relations. As a marketing manager in various positions, he dealt with automated processes in marketing early on. For several years he has been working as a consultant for CRM and marketing automation.
Picture: 1A Relations
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Note: This is a machine translation. It is neither 100% complete nor 100% correct. We can therefore not guarantee the result.