Marketing Automation strategies that pay off
The implementation of marketing automation tools allows your company to automate the creation and management of marketing campaigns. This automation helps you generate additional revenue and improve your customer relationship, while limiting the intervention of human resources. If you are in the process of defining your first steps, here are 5 Marketing Automation strategies that pay off. That is, over the long term, they generate additional leads and/or significant savings.
1. Automate the management of customer data and add value to it
The creation of marketing campaigns relies on well-organized and informed databases. We advise our clients to systematically collect this data as early as possible. First, it’s about identifying potential data sources for each media platform and your ability to store them. Then, data streams can be processed, analyzed, and utilized in compliance with nFDP or GDPR standards. Here, the challenge is to orchestrate these data without manual intervention so that they make sense and, therefore, add value..
2. Improve the management of qualified leads
Sales & Marketing departments want to manage leads as soon as they arrive. They also expect to receive qualified leads, i.e. with enough information to contact the person or start lead nurturing actions. With marketing automation, leads can be distributed to the right people in a matter of moments. Furthermore, data feeds can help to increase leads if certain information is missing. For example, if the contacts are already in the database, the email address can help to find the contact information of the customers as well as their purchase history.
3. Automate customer conversation channels
The automation of channels, such as the chat on your site, generates direct gains on several levels. On the one hand, a first sorting is done automatically and the most frequent requests are managed by a chatbot. On the other hand, users qualify requests by themselves in a few clicks and identify their own profile more precisely. It is then possible to send extremely well targeted customer marketing actions. For example, dissatisfied customers can receive discount coupons as compensation. In the long run, this data collection gives you the opportunity to improve customer relations and to prevent dissatisfied customers from leaving.
4. Create a campaign orchestration strategy
If you decide to set up a first series of campaigns, don’t hesitate to take the time to take stock. It is important to define the best strategy for orchestrating campaigns, especially in terms of volumes of contacts to target. You need to find the right balance between the effort required to produce and the return on investment. In addition, you need to ensure that one person is not in multiple target groups at the same time. Opportunity costing is necessary to make the best choices.
5. Automate content creation
Whether it’s creating emails, landing pages or conversations for your chatbot, creating targeted content remains a challenge. Moreover, in Switzerland, language and cultural differences require the production of a lot of personalized content. By managing your content as a data model and activating some APIs (e.g. translations, copywriting), the content can be organized and/or auto-generated. It is just crucial to anticipate the complexity of the project from the beginning.
How do you implement these 5 Marketing Automation strategies that pay off?
Ideally, a dedicated project manager is needed. This person should be able to communicate with all stakeholders, from IT to marketing to sales. This person should have enough experience to propose marketing automation solutions and create the final specifications.
If you do not have this profile in-house, it is often more efficient to use an external service provider. You can ensure a timely production, which will generate costs and savings faster.