The operational phase: from lead nurturing to message personalization
Posted: Mon Dec 09, 2024 6:12 am
It's time to take action. Once you have collected and analyzed enough data to outline the identikit of potential customers and generated valuable leads, you will proceed to nurture them through the automated sending of emails and messages consistent with the profiles and behaviors of the target , as well as with the objectives of the marketing campaigns. This is the so-called lead nurturing , a preparatory operation for lead grading , essential for automatically assigning scores to leads that measure them with ever greater accuracy in terms of objective parameters within the CRM; parameters that range from demographic data to the type of online behavior, including the frequency of interactions with the brand.
In turn, lead grading is essential to correctly segment the user groups identified to start the actual marketing automation initiatives. In this case, we are talking about the automatic personalization of the content to be conveyed - via e-mail, on social media or through instant messaging platforms - based on the characteristics of each identified interest group and, of course, the organization's objectives: whether it is retention, cross-selling, up-selling or simply acquiring additional personal data from customers, it doesn't matter. Only the effectiveness in achieving the goal counts.
If the project has been conceived and implemented correctly, the final goal should now be within reach: however, you need to have secured the tools for developing landing pages , forms and data acquisition modules that help maximize conversion rates .
The adjustment phase: triggering the continuous improvement process
Marketing automation is a path without a predefined arrival point. Above all, it is a constant work in progress. Data analysis allows you to increasingly focus on the photograph that the company takes of consumers and markets, but we must not forget that we are still talking about subjects in continuous movement. For this reason, after having set the mechanism in motion, we must trigger a process of continuous improvement , with the aim of making tools and skills increasingly flexible and learning to predict the moves of the target based on changes in the scenario . From tracking online behavior (for example: how many emails they open, how many clicks they make, which web pages they visit, how many forms or modules they fill out, which keywords they use), to social denmark telegram data listening to collect from users' conversations on social networks, to all that information useful for feeding the lead database: choosing the path of marketing automation means starting to approach data analysis in a completely different way.
Marketing Automation Examples: From Welcome Emails to Discounts for Inactive Users
Nothing clarifies a theoretical disquisition better than a practical example. Thanks to marketing automation, a company is able to send – completely automatically – to newly acquired customers a personalized welcome email , with which it can illustrate a selection of ancillary services and products tailored to the type of consumer and the needs of the cluster to which they belong. The aim in this case is not to generate an immediate conversion, but to establish a relationship based on mutual recognition : the company calls the customer by name and shows them that it knows what they need; the customer becomes aware that in the future they will be able to count on the company to access goods and services of interest to them.
But in a relationship, as we know, the honeymoon is always too short. If after the initial idyll, customers for any reason move away from the brand, the company can activate reward or retention mechanisms based on the analysis of consumer behavior, and exploit marketing automation to generate engagement messages that contain, for example, free trials or discounts for inactive users on certain services.
In turn, lead grading is essential to correctly segment the user groups identified to start the actual marketing automation initiatives. In this case, we are talking about the automatic personalization of the content to be conveyed - via e-mail, on social media or through instant messaging platforms - based on the characteristics of each identified interest group and, of course, the organization's objectives: whether it is retention, cross-selling, up-selling or simply acquiring additional personal data from customers, it doesn't matter. Only the effectiveness in achieving the goal counts.
If the project has been conceived and implemented correctly, the final goal should now be within reach: however, you need to have secured the tools for developing landing pages , forms and data acquisition modules that help maximize conversion rates .
The adjustment phase: triggering the continuous improvement process
Marketing automation is a path without a predefined arrival point. Above all, it is a constant work in progress. Data analysis allows you to increasingly focus on the photograph that the company takes of consumers and markets, but we must not forget that we are still talking about subjects in continuous movement. For this reason, after having set the mechanism in motion, we must trigger a process of continuous improvement , with the aim of making tools and skills increasingly flexible and learning to predict the moves of the target based on changes in the scenario . From tracking online behavior (for example: how many emails they open, how many clicks they make, which web pages they visit, how many forms or modules they fill out, which keywords they use), to social denmark telegram data listening to collect from users' conversations on social networks, to all that information useful for feeding the lead database: choosing the path of marketing automation means starting to approach data analysis in a completely different way.
Marketing Automation Examples: From Welcome Emails to Discounts for Inactive Users
Nothing clarifies a theoretical disquisition better than a practical example. Thanks to marketing automation, a company is able to send – completely automatically – to newly acquired customers a personalized welcome email , with which it can illustrate a selection of ancillary services and products tailored to the type of consumer and the needs of the cluster to which they belong. The aim in this case is not to generate an immediate conversion, but to establish a relationship based on mutual recognition : the company calls the customer by name and shows them that it knows what they need; the customer becomes aware that in the future they will be able to count on the company to access goods and services of interest to them.
But in a relationship, as we know, the honeymoon is always too short. If after the initial idyll, customers for any reason move away from the brand, the company can activate reward or retention mechanisms based on the analysis of consumer behavior, and exploit marketing automation to generate engagement messages that contain, for example, free trials or discounts for inactive users on certain services.