Have you heard this term before? Marketing Automation is based on the use of software to automate certain tasks within the execution of campaigns in which the progressive maintenance of contact with the potential customer is necessary to achieve the sale.
Thus, marketing processes such as the segmentation of prospects, leads, or customers, sending emails, as well as processes for completing customer data and managing the campaigns themselves are automated.
The use of marketing automation makes processes that could be carried out manually; much more efficient and controlled over time, as well as being able to carry out some cascading processes that would be impossible to carry out manually. Also, Marketing Automation is a component of any customer relationship management (CRM) process.
In effect, the purpose is to drive your leads through the Customer-Based Cycle, until they become spokespersons and faithful ambassadors for your brand.
Likewise, for your marketing automation process to work, you must have a clearly defined and established process for generating qualified leads, which allows you to have a database that you can cultivate and convert into customers for your business in the future.
Therefore, it is important that you clearly identify the profile of your buyer persona, at what stage of the buyer’s journey they are, and thus be able to generate valuable content that meets their needs.
Benefits of marketing automation
If marketing automation is used correctly, it can become a very effective tool that generates excellent results for both small and large companies, in terms of campaign execution, efficient time management, contact with customers in a more personal way, etc.
If you are still undecided and do not know what you can get from automation marketing, here are the main benefits that will make you clear your doubts.
Segmentation of your target audience
This means that instead of having to manually separate your customers based on their needs and preferences, marketing automation allows you to automatically segment your database, creating segments based on the stage of the sales cycle in that your customers are located at a certain time.
Efficient time management
By automating your marketing processes, you can create different campaigns and schedule messages for a specific time and date in the future.
Monitoring your actions
A marketing automation tool gives you the ability to track and monitor every action you are executing for each segment of your lead database. This in turn will allow you to obtain detailed graphics, statistics, and data that you can later analyze to optimize your future campaigns.
The design of automated programs offers you the ability to speak the same language as your client; through their browsing habits: visit duration, bounce rate, click-through rate, etc.
Promote your brand image through email and social media
By saving time and resources; you also have the possibility of expanding your campaigns through multiple marketing channels, such as email, Facebook, Twitter, etc. In this way; you will ensure that your leads identify more and more with your brand and want to become customers. In general; enhancing your brand increases the visibility of your business and attracts new customers.
Integration with CRM
By integrating with a CRM, marketing automation will be the key to achieving more conversions throughout the Customer-Based Cycle. This way you will prevent your valuable leads from escaping and you will have all the information you need to accompany them; at the exact moment.
Finally, it is important to highlight that these are not the only benefits, using marketing automation can generate numerous advantages that you can take advantage of and keep all your processes up to date.