Marketing automation

To refresh your memory - or introduce the concept - I am going to explain what Marketing Automation is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better

Definition

Marketing Automation consists of the use of computer software to perform certain specific tasks in an automated way. Generally supported by software that:
  • Measure (lead scoring)
  • Automates and makes Marketing tasks (lead nurturing) more efficient
In order for companies to increase their operations and improve their profit

Example

We want to sell our type “B” product more. We start by evaluating what potential clients there may be interested in product “B”. Since we know that there are many of our type “A” clients that may be interested, we start to investigate. We see that many “A” clients are subscribed to our newsletter. We can say that these clients are leads with higher scores than the rest. In short, they have bought a product from us in the past, and are subscribed to our newsletter or digital magazine. What do we do next? We launch an automation that sends an email to all the type “A” customers who follow us, informing them about the advantages of our type “B” product and how it is complemented by “A”. As you will see, launching all these emails on a recurring basis means a lot of work. Marketing automation allows us to be more effective (achieve our sales purpose) and efficient (since actions are fully automatable).

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