How marketing automation works
Posted: Sat Jan 25, 2025 9:46 am
Marketing automation is based on workflows, i.e. automated scenarios that execute predefined actions in response to triggers. These triggers are specific actions performed by a user, such as subscribing to a newsletter, visiting a product page or abandoning a shopping cart.
Once activated, the workflow follows a predefined sequence: for example, send a welcome email, offer relevant content, then follow up after a given period. To be effective, this process relies on fine segmentation of contacts, allowing messages to be personalized according to the preferences, behaviors or demographic data of prospects.
Example: When a customer downloads a italy email list guide from a B2B site, a workflow can be triggered to send them emails with case studies or proposals tailored to their industry.
3.2 Tracking and scoring tools
Marketing automation tools include tracking and scoring features to monitor and evaluate user interactions with your brand.
Tracking records behaviors such as email clicks, web page visits, and content downloads. This data is then used to calculate a score for each prospect, based on their level of engagement and progress in the buying cycle.
Tracking : Identifies significant behaviors (pages visited, time spent on the site).
Scoring : Awards points based on actions taken (e.g. +10 for an email opened, +20 for a quote request). A high score indicates that the lead is ready to be passed to sales teams.
Example: A SaaS company uses a scoring tool to prioritize leads. Contacts that reach a score of 50 are considered qualified and forwarded to sales.
Once activated, the workflow follows a predefined sequence: for example, send a welcome email, offer relevant content, then follow up after a given period. To be effective, this process relies on fine segmentation of contacts, allowing messages to be personalized according to the preferences, behaviors or demographic data of prospects.
Example: When a customer downloads a italy email list guide from a B2B site, a workflow can be triggered to send them emails with case studies or proposals tailored to their industry.
3.2 Tracking and scoring tools
Marketing automation tools include tracking and scoring features to monitor and evaluate user interactions with your brand.
Tracking records behaviors such as email clicks, web page visits, and content downloads. This data is then used to calculate a score for each prospect, based on their level of engagement and progress in the buying cycle.
Tracking : Identifies significant behaviors (pages visited, time spent on the site).
Scoring : Awards points based on actions taken (e.g. +10 for an email opened, +20 for a quote request). A high score indicates that the lead is ready to be passed to sales teams.
Example: A SaaS company uses a scoring tool to prioritize leads. Contacts that reach a score of 50 are considered qualified and forwarded to sales.