Professionals within the field recognize that Marketing is a series of activities necessitating continuous execution for efficacy. However, the practical demands of our workload often result in certain tasks being overlooked or delayed. Present-day commitments may extend into the following day, yet the question remains: can our customers accommodate such delays?
There exists a solution that cannot supplant your involvement in executing all Marketing tasks, can enhance our operational efficiency without eliciting customer aversion as if provoked by mechanization. This solution is known as Marketing Automation.
What is Marketing Automation?
Marketing Automation entails the utilization of automated software within a business’s Marketing operations. This software is engineered to efficiently execute and optimize various marketing tasks, ensuring seamless operation, effectiveness, and adherence to schedules. Marketing automation facilitates time savings for the marketing team without compromising the quality of work, thereby accelerating the achievement of objectives.
Marketing Automation process
Daily, numerous marketers craft emails and disseminate them to hundreds of contacts within their database, aiming to capture the interest. Yet, in the contemporary landscape, does this approach remain efficacious?
You are expending valuable resources, including time, intellect, and financial assets, on individuals who may not be interested in the information you disseminate.
Sending indiscriminate emails can decrease your client base due to customer dissatisfaction. This can result in their opting to block further communications. Consequently, you forfeit the opportunity to engage with them in the future.
Hence, promoting a Marketing Automation system becomes imperative. Such a system not only facilitates lead nurturing throughout the entirety of the purchasing journey but also enables the implementation of processes on a broad scale while maintaining personalization for each customer.
Numerous Marketing Automation platforms are prevalent in the contemporary market landscape. Foremost among them is HubSpot, a software renowned for its specialization in Marketing and Sales, founded on the principles of Inbound Marketing. HubSpot aids businesses in expanding their potential customers during the purchasing and searching process. Offering an array of tools including Marketing Automation, HubSpot facilitates the efficient operation of Marketing and Sales.
This is an automated email-sending procedure executed through HubSpot, a software equipped with marketing automation tool based on Inbound Marketing.
indicates their readiness to progress further along the purchasing journey.
- Step 1: Send an email inviting them to download the latest Ebook to a group of potential customers who are interested in this book,
- Step 2: Subsequently, send an email expressing gratitude to all individuals who have indicated interest in and downloaded the previously distributed Ebook
- Step 3: After a few days, send an additional email to those who have downloaded the Ebook. The purpose of this correspondence is to furnish them with supplementary documents (reports, Ebooks, etc.) relevant to the content of the initial Ebook, alongside offering recommendations.
- Step 4: Finally, when the customer continues to download the document provided in Step 3, the Marketing Automation system promptly sends a notification to the sales team, prompting them to closely monitor and take care of the customers. At this juncture, the customer’s substantial expression of interest
Consider adopting the perspective of the customer. When receiving an email introducing a company’s products or services, you may perceive a lack of respect if the email is identical to others. Such messages often employ general personal pronouns. Conversely, if the email were personalized with your name, would your perception be more favorable? Would you feel a greater sense of assurance and willingness to engage with the service or product? In most cases, the answer is affirmative.
However, marketers cannot undertake this task repeatedly, modifying the name and surname for each email on a large scale. Marketing Automation streamlines this process swiftly and efficiently, providing precise reports on the attained outcomes.