Marketing Automation: the automatisms to exploit in your company
Posted: Mon Dec 09, 2024 9:02 am
In Marketing Automation
by Emanuele Villa - April 23, 2023
Starting from the definition of TechTarget , marketing automation is “ a type of software that allows companies to effectively reach customers with automated messages through channels such as email, websites and social media , in order to generate leads” . Observing the phenomenon from a technical and process point of view , it is therefore a segment of Customer Relationship Management (CRM) adopted by companies to reduce management costs, cut down repetitive procedures and, obviously, to maximize france telegram mobile Phone Number list the efficiency of marketing strategies and campaigns.
Marketing Automation as a Synonym for Operational Efficiency
The goal of marketing automation, which is common to all forms of process automation, is to allow professionals who manage the customer lifecycle to focus on strategic tasks, such as designing and planning campaigns, defining KPIs and adapting the strategy data-driven during the process, instead of dealing with more operational activities and, as such, manageable through workflows that can be fully or partially automated. In this sense, marketing automation leads to an increase in the productivity of company resources.
Marketing automation, in itself, is a very broad expression that includes different automatisms and multiple workflows within the entire relationship path between the brand and the customer. The company can facilitate the work of its professionals by adopting different automation tools and integrating them with the CRM, which in fact acts as a centralized repository of the entire relationship between the structure and its interlocutors ; alternatively, it can adopt an integrated platform, whose purpose is to manage the entire customer experience (CX), with the additional advantage of the end-to-end approach that enables further automations.
Winning the customer with personalization
Marketing automation offers many benefits, including increasing the effectiveness of campaigns thanks to content personalization . In other words, marketing automation is able to provide personalized content to the right person at the right time, reducing the phenomenon of cognitive overload typical of today's hyper-connected world. In other words, the company can be very specific about how much to show to its customer, based on the analysis of their behavior.
Of course, personalization would never be manageable manually , especially in a B2C context. The adoption of advanced techniques, such as machine learning, enables a higher level analysis of customer behavior, hence hyper-segmentation and an even more customized and effective relationship.
by Emanuele Villa - April 23, 2023
Starting from the definition of TechTarget , marketing automation is “ a type of software that allows companies to effectively reach customers with automated messages through channels such as email, websites and social media , in order to generate leads” . Observing the phenomenon from a technical and process point of view , it is therefore a segment of Customer Relationship Management (CRM) adopted by companies to reduce management costs, cut down repetitive procedures and, obviously, to maximize france telegram mobile Phone Number list the efficiency of marketing strategies and campaigns.
Marketing Automation as a Synonym for Operational Efficiency
The goal of marketing automation, which is common to all forms of process automation, is to allow professionals who manage the customer lifecycle to focus on strategic tasks, such as designing and planning campaigns, defining KPIs and adapting the strategy data-driven during the process, instead of dealing with more operational activities and, as such, manageable through workflows that can be fully or partially automated. In this sense, marketing automation leads to an increase in the productivity of company resources.
Marketing automation, in itself, is a very broad expression that includes different automatisms and multiple workflows within the entire relationship path between the brand and the customer. The company can facilitate the work of its professionals by adopting different automation tools and integrating them with the CRM, which in fact acts as a centralized repository of the entire relationship between the structure and its interlocutors ; alternatively, it can adopt an integrated platform, whose purpose is to manage the entire customer experience (CX), with the additional advantage of the end-to-end approach that enables further automations.
Winning the customer with personalization
Marketing automation offers many benefits, including increasing the effectiveness of campaigns thanks to content personalization . In other words, marketing automation is able to provide personalized content to the right person at the right time, reducing the phenomenon of cognitive overload typical of today's hyper-connected world. In other words, the company can be very specific about how much to show to its customer, based on the analysis of their behavior.
Of course, personalization would never be manageable manually , especially in a B2C context. The adoption of advanced techniques, such as machine learning, enables a higher level analysis of customer behavior, hence hyper-segmentation and an even more customized and effective relationship.