The secret of automation in the area of digital marketing lies in dedicating just the necessary amount of time to routine processes and fully focusing on where we are able to provide differential value.
Marketing automation consists of using specific tools to implement digital marketing actions in an automated manner . In other words, automation requires planning and configuring all the steps involved in our digital marketing strategy, from publishing content to converting leads .
The potential of marketing automation lies in the fact that a company can be able to carry out complex processes within the marketing strategy. These processes can be developed without the effort in terms of money and especially israel email list time of human intervention once they are configured through automatic execution thanks to the software of our choice.
Benefits of marketing automation
The main reason why we may find it interesting to implement an automation system in our digital marketing strategy is the constant search for efficiency. In short, it is about optimizing the time of employees within the company and managing each of the steps of the conversion funnel in an instant and completely customized way. Among the advantages of marketing automation, we can highlight:
It provides a high level of efficiency and therefore reduces costs and the time that staff must spend on routine tasks.
It allows you to plan and execute highly complex digital marketing processes that would otherwise be practically impossible to implement.
It provides greater control over the actions carried out and also simplifies monitoring.
It allows you to design a lead maturation process known as lead nurturing, through which you can achieve greater personalization of content for each client.
Automatically establishes a lead score after detecting the records that may be more prepared to receive a commercial offer , taking into account their behavior.
What can I automate in my marketing strategy?
If some time ago email was basically the only digital marketing tool whose automation was standardized in the market, today each of the phases of the conversion funnel can be completely automated, something that years ago would have been unthinkable:
Traffic capture to our website . Automation of content publications on social networks, implementation and monitoring of PPC campaigns (both on Google Ads and social ads ) and a personalized email marketing strategy.
Lead capture process . Appearance of pop-up windows based on user behavior as well as a chatbot to offer customer service in their experience. Obtaining leads from potential customers through downloadable material from the same website.
Lead nurturing . Up-to-date information on visitors to know what stage of the conversion funnel they are in and how to continue nurturing each specific lead .
Conversion phase . Modification of the website landing page based on the client and/or the traffic source that provides us with the visits.
Upselling and crossselling . While upselling is a technique that suggests products of a higher range to the customer than the one they are currently interested in, crossselling involves providing information about products or services that are complementary to the main purchase.
While it is true that today there are an infinite number of tools on the market for automating specific digital marketing actions, some of them have positioned themselves as the standard in this market thanks to their marked track record and the value they provide to their clients:
Hubspot . The undisputed leader in the marketing automation sector , this tool provides a high level of automation and knowledge thanks to its integrated CRM.
Marketo . Focused on large companies, this is a comprehensive solution for all digital marketing, sales and financial management needs.
Intercom . Specifically aimed at building customer loyalty and retention on a website, this tool offers solutions to improve the user experience, such as chatbots or product tours .
Eloqua . Following the operating mechanics of others such as Hubspot or Marketo in terms of inbound marketing, this tool is a comprehensive solution for marketing automation.
At BCM Marketing we help you implement customized marketing automation for B2B industrial companies.