The San Saru Days campaign, a digital marketing success

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It is also worth noting that there is a point in the process where we define the journey. According to Peña, at this point the ideal cycle of communication with the client develops and reinforces the idea of ​​communicating differently depending on the client we are addressing. “ It is better to send out signals and ropes to see who accepts them and thus create a reputation. A single variable is not enough for lead scoring, but we have to mix the level of brand awareness, the level of suitability and the point of maturity in the lead purchase process.”

And finally, to close the presentation, Peña comments that it is also important to choose the channel, personalize the communication with the client and be able to automate. « Either we have a tool capable of automating or it is impossible phone library to carry out all this . In addition, when choosing this tool, it has to be easy to implement, integrate with other platforms and have adequate technical support», he adds while mentioning that Vector ITC has developed a tool called Vector Campaign.

What is marketing automation and why is it so important?
The round table began with all these concepts as a basis. Javier Piedrahita , CEO & Founder of MarketingDirecto.com, was in charge of moderating the attendees, Nuria Guix , Global B2C CRM Acquisition lead at BP; Carlos Fernández Guerra, Digital & Social Media Director at Iberdrola; Mercedes Villar , Chief Marketing Officer at Gana Energía; Susana Martín , Marketing Communication, Brand Digital & Customer Experience at Uponor; and Carlos Peña , presenter of this virtual event.