There has been a lot going on in the world of Marketing Automation, recently. People tend, however, to confuse Marketing Automation with Email Marketing. And it’s so much more than that!
Marketing automation tools, as the name implies, aim to automate marketing processes like customer segmentation, customer information integration and campaign management. Processes that previously would be done manually can now be automated, allowing organizations to do a greater number of processes simultaneously, and much more efficiently.
There are four main areas of Marketing Automation:
1. Demand Generation: the acquisition of qualified traffic for digital customer touchpoints. Practices such as Inbound Marketing (also known as Content Marketing), Search Engine Optimization, Online Advertising, Personalization of Content and Social Media Monitoring, form an important part of this area.
2. Conversion: the attempt to turn traffic into leads. Landing Pages with call to actions, Social Login and others belong here.
3. Closure: where the magic happens! Prospects convert into customers. Lead Scoring and Email Marketing is what you’ll want to do here.
4. Satisfaction: Follow up and adapt. Measure the degree of customer satisfaction through surveys, in various shapes and channels.
As you can see, the scope of Marketing Automation ranges from creating the need and helping customers in their decision process, all the way to supporting them and making sure that they are delighted — not just happy.
DRI and Marketing Automation
There is not a single tool to cover all the above, so at DRI we focus on the process, the consistent strategy that binds everything together across all touchpoints, and on four different major players:
- Act-On, an integrated, cross channel marketing automation solution, mostly focused on B2B scenarios;
- Sailthru, a platform that allows marketers to manage consumer relationships at the individual user level across all channels, and serves over 400 e-commerce and media brands;
- Acquia content personalization is key, and with Acquia use information from several systems and make contents vary according to users’ profile and pattern of consumption;
Of course, all of this needs to then be integrated to the inside of the company, and the business processes that sustain extraordinary customer relationships. No better way to do this than with SugarCRM, the the most innovative and affordable CRM solution in the market.
At our Marketing Automation 2014 Event, later this week (Oct. 30th), in Lisbon, we will show you the full potential of Marketing Automation, and how it applies in all the stages of the customer lifecycle. We’ll go into the small steps you need to take to implement this big vision, and what tools you need for it.
Registration is free, but space is limited, so be sure to grab your seat now! Hope to see you there!