Get quality leads

Thanks to the marketing automation system and scoring mechanisms, you can easily get high-quality leads. Clients who are ready to convert are recognized based on prior behaviour, such as:

• those who add the product to the cart and visit the payment page but abandon the purchase,
• the users who have left their contact information,
• the ones that visited the website after clicking on the link sent via mail.

Give a more personalized experience

Tons of information flood customers every day and they expect content tailored for them in the most convenient form. Since Marketing automation use AI that it can learn the behaviour of users, and we can adjust our actions to the client’s preferences or even speculated moods. Automation provides a strategy that reaches the client across a variety of channels, at different times.

Create Long-Term Customer Relationship 

By personalizing the customer experience, you also gain their trust in the brand. You increase the chances that they will come back to buy your product or service. Customer satisfaction can also contribute to the development of word-of-mouth marketing. If the client believes the brand and has positive feelings towards it, he will be happy to recommend it to others.

Measure the Performance of Marketing Campaigns

Measuring the effectiveness of various marketing activities may be tricky. The use of marketing automation makes it easier to track the performance of certain actions. Measurement can lead to improved process optimization. It is easier to estimate what activities and how much contributed to the increase in sales.

Save Time

Marketing automation frees up staff time to focus on other crucial activities, such as creating content or developing novel strategies. Some automation tools may also automate social media posting, which also saves time and money because you need fewer people to handle your accounts.

Medical clinic

Based on the information about the user’s appointments, a clinic may create personalized messages. For example, when a patient hasn’t confirmed a visit to the system, they can make a scenario in which specific reminder messages will be sent three days before. In addition, if in the system is information about consultations for treatment, the clinic can send the user content related to the preparation for such a visit. They can also inform about closely related services that will be necessary, e.g. control visits.

Sports challenges/sports events

Based on the data, the organizer can automate the process of informing participants about the progress of the challenges. They may also define the rules for sending content depending on the group, achievements, e.g. kilometres run or the number of completed challenges.

App for ordering grocery shopping

An app can send push-ups with a discount if the user has downloaded the app and left an email but hasn’t finished a purchase. This way they can be encouraged to use the app again. In addition, messages can be targeted depending on the location and local offers or based on previous orders.

Wine store on Magento platform

In such a store, you can apply automation that sends notifications to users who add bottles of wine to the cart and for some reason fail to complete their purchases. The system allows you to configure the time interval at which e-mails should be sent.

No plan

The mistake you can make at the start is not planning your actions. Your strategy is the key to a successful campaign. Besides, different tools offer different options so you should have set goals to be able to adjust them to the solution. 

Not integrated with database

Without integration, your tool won’t be able to connect to your database, you will unable to generate unique experiences based on information from your database. If you don’t have the integration, you don’t use the full potential of your software.

Focusing on quantity, not the quality of leads 

When you have a lot of leads, don’t try to create content for everyone. Focus on creating appropriate communication with people who are potentially most interested in your product. Use the collected data and evaluate the quality of leads.

Not testing and optimizing

You prepare the content, you rely on the data from the database, but you do not test different variants to find the most optimal solution. You then rely on your gut feeling that the content is good. It’s not always a good way.

Testing a few things at this same time

When you test several things simultaneously, you are unable to determine which of them worked and which was an unnecessary change. You are unable to learn for the future.

Leaving new subscribers without a word 

When you are at the beginning of your journey, you take care to gain new leads, but you don’t care about contact with users from the beginning. You leave it for later when you have more records in the database. Unfortunately, failure to establish contact with customers may result in losing their interest.

Sending un-thoughtful content 

You start using automation, you collect customer data, but you don’t use it to actually personalize your message. The only thing that is personalized in the e-mail is the name. You will be disappointed because it’s standard. You should understand your customers and adjust the content.

No checking before sending

When preparing the content in a hurry, you can forget to check the link actions and the correctness of discount codes or CTA buttons. Little shortcomings can make potential customers discouraged from communicating.

Marketo Engage

It’s the most popular tool. Supports marketing on many levels, including e-mail marketing, CRM integration, search engine optimization, and creating reports. The program allows you to log in using social media accounts that extend information about a potential customer. A bit expensive.  

Pardot

Pardot is another powerful tool similar to Marketo, but with a more intuitive, easy-to-use interface. Also, it wins when we want advanced options in email marketing, SMS marketing, multivariate landing page testing, lead management and integrations. It’s often chosen by B2B companies.

SALESmanago

SALESmanago is an automation tool in many fields. It has extensive options that allow you to create behavioural profiles thanks to the identification of users on the website. Excellent for mid-size companies. 

ActiveCampaign

ActiveCampaign allows you to define goals and respond quickly to consumer activity by sending an SMS, e-mail, or beginning a conversation. It has also a CRM system that may also be used to automate sales. Good for starting. 

HubSpot

A basic plan is an excellent tool for small company owners. HubSpot is a good option if you’re searching for an “all-in-one” platform that provides the fundamental functionality of multiple other marketing systems.