Recommended Marketing Automation

[monira#$1244]

A solid marketing system with sufficient resources and budget

Advanced tools with extensive functionality such as scoring, scenarios, reporting, personalization, and SFA/CRM integration

Reliable marketing system, but with few resources and a small budget

Same as above, plus consulting support is a must

You are still in the early stages of building your marketing system, but you have plans to have resources and budget available as soon as possible.

Since you first need to strengthen your marketing system from the bottom up, choose a tool that can easily track leads and conduct email marketing, and has the potential for future growth as a product


First, you need to identify the major problem areas in your marketing and address them to get the most ROI. Either try entry-level marketing automation, get general marketing consulting, or hire a website consulting firm.

 

 

The Difference Between Using Marketing Automation for B2C and B2B
When businesses use marketing automation, they should be aware that goals and metrics will differ depending on whether they are in a B2B or B2C business.

 

In the case of B2C, the main goal is usually to drive traffic to the e-commerce website or physical store, while in the case of BtoB, the goal is usually to establish business negotiations.

 

In the case of B2B, sales activities based on ABM (Account-Based Marketing: a strategy that treats each company as a separate unit and conducts different marketing activities for each company) are effective. In order to understand the actions taken by each company (website visits, link clicks in email newsletters, etc.), functions such as company IP identification and company segmentation are essential.

 

 

Common characteristics of marketing automation
 

Email Segmentation

Send emails to groups of potential customers, segmented by demographics, past actions, and company information.

Website construction

Create web pages to provide information to potential customers.

Logistics Tracking

Track users' online behavior by identifying their IP addresses.

Goal

Score lead status based on their behavior and automatically send content when they reach a certain number of scores.

Scenario creation (activity management)

Configure rules for scenarios so that marketing activities are automated and respond to user behavior.

SFA/CRM Integration

Link and manage SFA/CRM installed in your company.

Personalization

Show different content to users based on their interest level. You can ecuador telegram number database display different images or banners the first, second, and third time someone visits your site.

Access log

Get detailed insights into user visits to your website and social media.

Advertising Management

Manage ad placements and see how customers are exposed to your ads and their impact.

 

 

Common Mistakes When Integrating Marketing Automation
 

1. Choose a tool your company can actually learn how to use
Today, there are hundreds of marketing automation tools on the market, all with unique feature selections. The more expensive tools naturally have more automation features and functionality, but the more features it has, the more complex and time-consuming the initial setup will be. Even after the initial setup is complete, you will need a team of marketers with marketing automation knowledge to continue operating the tool.

 

2. Ensure skilled personnel operate marketing automation
When you first introduce marketing automation, you have to go through a period of trial and error to find out what works. Form a hypothesis, plan and implement campaigns, measure the effects and analyze those results, and then modify the campaigns next time… You must repeat this PDCA (Plan, Do, Check, Act) cycle to build the best marketing system for your company.

 

Running a PDCA not only takes time, but also requires dedicated staff to manage it. The person in charge of marketing automation should have experience, skills and knowledge in sales, marketing and IT, and they need to be really motivated to learn because this tool may be completely new to them.

 

You need a lot of digital content to fully utilize marketing automation because their status is determined by how they engage with that content, whether that means content on your website, emails, white papers, or social media.

 

It is best to create content in-house as this will reduce costs and allow the company to showcase its expertise, but in some cases this may not be possible due to a lack of expertise or human resources. If you end up outsourcing content creation, make sure you still keep quality control in-house.

4. Ensure executive alignment
The key to successful marketing automation is management buy-in and understanding. To maximize results, management needs to actively participate in meetings and understand the big picture of digital marketing.