Marketing Automation is, in short, the union of technologies and processes that facilitate and optimize communication and relationships between a company and its potential customer (lead). With the aim of making this relationship and lead nurturing process faster, more effective and also scalable (supports the company’s growth), is a set of practices used to facilitate and automate this process.
Why is Marketing Automation important?
One of the main reasons why automation science makes its discernment has become an essential part of the marketing world is that it allows you to maintain a great relationship with your leads even if your base grows significantly. In other words, automation ensures the scalability of your company’s marketing actions.
Scalability indicates the ability to handle
an increasing amount of work in a uniform digital marketing to drive subscription signups manner, that is, to be prepared to grow while offering the same quality. Scalability is essential in any system and process, even more so in today’s times, so it is essential to be aware of this capacity in your strategies from the beginning.
With automation you can manage
engage with each lead at the right time . This is contact lists done automatically based on your leads’ behavior and profile. In other words, based on the information you have about this lead, a predefined flow of action is created to keep them interested in your content and your services or products.
Marketing Automation enables the relationship and nurturing of leads, which has as one of its main objectives the subsequent sale of products or services, to be more effective and agile, avoiding rework or lack of communication with your base.
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How can I do Marketing Automation for my business?
For this automation process, which speeds up the various stages of marketing within your company, you will need specific software or a platform that performs this type of task. For example, a platform that allows you to configure behavioral triggers for leads that automatically correspond to a series of actions that you have predefined.
There are several platforms on the market and a quick search on the internet will show you several opportunities. There are some basic functions that you should look for in an automation platform. Such as the possibilities of producing:
Email Marketing;
Email Automation Flows;
Landing Pages;
Lead Segmentation
Your understanding of the platform. Will affect (or even define) the final result. Which is the quality of the relationship you will have with your lead base. That is why when choosing a platform. You must take into account the specificities of your company and your skills in using. This type of software. The most robust is not always. The best option, as it depends on your goals.
The fact is that Marketing Automation is increasingly essential for all companies, regardless of their size or niche. This is because the scalability of marketing actions and also the quality of the relationship that companies have with their leads directly impacts sales. Even more so in times when competition is fierce and everyone is running after strategies to increase business profitability.
Does your company already use Marketing
Automation strategies? Or are you looking for information to start investing? Tell us about your experience in the comments!
