In the business world, every company needs to innovate to stay ahead of the game, especially in the face of increasingly tough competition. That’s why it’s important to always be on the lookout for new tools that can boost your company’s performance. Thanks to the evolution of the web, tools for marketing campaigns are also evolving in their own way. In today’s age, a company can take full advantage of technological advances to attract future prospects or retain old customers, all through marketing automation. The marketing automation system is still confused with simple digital marketing. But to give you an insight into this latest marketing product, let’s find out how it works. And to help you grasp the concept of marketing automation, here are 7 examples you could implement for your business.
Marketing automation: what do you need to know?
Simply put, marketing automation is the automation of marketing campaigns. A marketing automation campaign is a set of conditions based on customer or prospect behavior. Marketing automation makes it possible to automate :
- Sending an email;
- Sending SMS ;
- Lead scoring;
- Converting a prospect into a company customer, or lead nurturing.
You need to know that marketing automation works through the implementation of numerous predefined scenarios or marketing workflows. Before I give you some examples of marketing automation, there are a few things you should know about marketing scenarios or workflows.
Marketing automation in a company: the advantages
Like all digital tools, marketing automation and marketing scenarios (workflow) are also a system not to be missed:
- The marketing workflow saves time, especially when it comes to sending out content e-mails announcing promotions or new products;
- Marketing automation also helps to increase staff efficiency on a day-to-day basis, by reducing the margin for error;
- This tool also enables you to maintain a close relationship with your prospects and customers;
- Opting for marketing automation also makes it possible to exploit various data such as customer contacts, particularly for emailing or other purposes.
These are the advantages of implementing marketing automation in a company. However, there’ s one essential point you need to be aware of: the association of the chatbot concept with marketing automation.
Marketing automation and Chatbot: the benefits
For some time now, the use of chatbots based on artificial intelligence (or AI) has been gaining ground in the professional world. Indeed, a chatbot ensures constant interaction with the customer and is the ideal tool for keeping an impatient customer. It’s a well-known fact that customers demand quick answers, and when a company is slow to respond, they don’t hesitate to voice their dissatisfaction on social networks. In addition to this ongoing relationship, it has to be said, including the concept of Chatbot marketing is a better way for a company :
- Develop your business;
- Increase your customer portfolio;
- Launch your product or brand;
- To offer its customers and prospects a customer service available at all times;
- Ensure seamless communication with customers, regardless of the channels used: application, web platform or social networks.
A chatbot optimizes the customer experience and lead nurturing.
So, opting for marketing automation really does have many advantages. To help you make sense of it all, here are 7 examples of marketing automation that you could implement for the benefit of your company.
Marketing automation: 7 examples
Marketing automation is a foolproof marketing strategy these days. Indeed, you can take advantage of this digital strategy not only to increase yield, but also to maintain a close relationship with your customers and future prospects. But to achieve this, you need to set up your marketing automation strategy. Here are 7 examples of possible marketing scenarios:
- Welcome scenario ;
- Scenario for events ;
- Scenario based on the behavior of prospects and leads ;
- Newsletter subscription scenario ;
- Exchange scenario after a trade show or event ;
- Scenario for reactivating contacts ;
- Customer satisfaction scenario.
1. Welcome scenario via e-mail
In marketing automation, the welcome e-mail is sent to customers who have made a first purchase on your web page or through your physical store. The welcome e-mail is usually automated just after the customer has purchased a product. This type of scenario ensures that your company makes initial contact with the customer.
If you’re trying out the marketing automation strategy, you should know that the welcome email is the first example to implement in your system. With this scenario, you have the opportunity to stand out from your competitors. But to achieve this, you need to offer original e-mail content, for example by personalizing the e-mail with the customer’s first name.
2. Scenario for specific events
Still within the scope of marketing automation examples, you can also automate the sending of several emails relating to specific dates such as Easter, the customer’s birthday, the change of season, etc. For the content of these emails, you can personalize them with a promotional offer on a purchase. For the content of these emails, you can personalize them with a promotional offer on a purchase. With this scenario or marketing workflow, you can link your marketing automation solution to your CRM software or customer database to retrieve birthday dates.
However, this type of workflow can also be used to invite customers and prospects to attend an event organized by the company. The advantage of this scenario is that many leads can be collected after the event.
3. Scenario based on visitor behavior
In a marketing automation solution, you can set up an email automation system, based on one or more visits to your web page: products viewed or content downloaded. For example, for content downloaded from the web (sales brochure or other information), the scenario takes care of quickly sending the content to the customer’s mailbox. The advantage of automating e-mails is that the customer doesn’t have to wait too long.
4. Newsletter subscription scenario
When a lead subscribes to a newsletter, the workflow instantly sends an email to the prospect’s mailbox. If you don’t want to leave a lead without news until the next newsletter, you can offer him :
- Consult other content published on your company’s blog;
- Follow the brand on social networks.
5. Exchange scenario after an event or trade show
The aim of a trade show or professional event is to collect as many leads as possible. And so as not to leave these prospects waiting for a long time, with the marketing automation solution, the script takes care of sending an e-mail just after the leads have passed by the stand:
- A thank-you e-mail;
- An e-mail will be sent to them with an appointment for the next show;
- Mail content related to your business.
It’s all about showing your interest, but more importantly, it’s about standing out from the crowd. Thanks to this marketing solution, you can be sure of retaining a large number of your prospects after the show.
6. Scenario for reactivating contacts
If you have a lead that hasn’t been heard from in weeks (unread e-mail from the company), one of the features of marketing automation is to send a follow-up e-mail. This type of campaign separates active leads from passive ones. In other words, the action of the scenario is to send reminders to a segment of your database. Once the marketing automation campaign is over, leads with a low open and click-through rate that haven’t responded are moved to the inactive leads list.
7. Customer satisfaction scenario
For a successful marketing campaign, it’s de rigueur to ask about customer satisfaction: the buying experience, team support, products and services on offer, etc. With the marketing automation solution, you can create automated emails and also link it to a chatbot. This type of scenario also enables you to create a more focused database. For this marketing campaign to be effective, remember to send the email a few days after the purchase to hope for a positive response.
These are the possible scenarios in a marketing automation. In fact, opting for a marketing automation solution is the best option for developing your business and not falling far behind your competitors.
Depending on your marketing objectives, there are many actions to be taken: lead management, email marketing campaigns, and so on. So optimize your chances of professional success, opt for marketing automation and don’t forget to combine the strategy with the Chatbot concept.
