What is Marketing Automation?

Marketing automation is the use of intelligent software to customize your brand’s message for existing and new consumers based on customer data. It isn’t about replacing marketers or sales agents. The idea is to automate routine, repetitive tasks for employees so that they can focus on creative tasks. These are tools that support marketing work not just by improving repetitive tasks but also by learning the user’s digital body language. Data collection takes place only with the consent of the client.

Creating scenarios is closely related to marketing automation. Scenarios allow you to plan your automation rules.Sample: registered on the list / via X form (event) – wait 3 days – send email Y (action) + add tag def

Marketing Automation benefits your business 

Over 75% of companies declare that they use Marketing Automation (Social Media Today, 2019). The list of advantages that each company finds in this solution can be long, but we chose the most frequently repeated ones:

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.

    Who should use Marketing Automation?

    Any kind of business that operates through digital channels may profit from marketing automation. Thanks to the collection and analysis of data, we can flexibly adjust solutions to the target group. As a result, whether you target your offer to B2B or B2C clients, it can help your company. Because marketing automation may be applied in many ways, the industry has no bearing on this. 

    However, not every organization is prepared for it. Before implementing the marketing automation system, you should plan ahead of time and create goals to make the best use of the available possibilities. To create goals wisely, you should check which repetitive processes can be automated, what benefits you will get from them and how you will measure the performance.

    Try Magento Automation

    Automate your Supply Chain and store managing with Magento solutions.

    Do only the giants get on the benefits? Is marketing automation also for small businesses?

    Marketing automation may seem hard to implement and too expensive for small or even medium-sized companies. However, it is an investment that will increase your income and save time. In addition, it will make it easier for you to measure the growth of your company. There are quite a few affordable platforms on the market from which you can choose the best option for you. 

    Examples in different industry

    Automation scenarios may look different depending on the different industries. It all depends on how customers interact with your product. Therefore, in each industry, automation tools can be used in many ways. Below are some examples from our experience. Due to the convenience of the tool and partnership, we usually use SALESmanago for automation.

    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.

    Which mistakes you should avoid when you use Marketing automation?

    Everyone makes mistakes and it’s a normal stage of learning, but maybe thanks to our list you will avoid some basic mistakes at the beginning of your adventure with marketing automation.

    Marketing Automation Mistakes to Avoid

    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.

    Few Marketing Automation tools

    Each software has different advantages. It is worth getting acquainted with the offer of several or even several dozen to choose the best fit. 
    Some shortlist of Automation Tools: 

    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. 

    Conclusion

    When asked “Is it worth using marketing automation?” our answer is yes. They provide opportunities on a very wide level. In brief, they are mainly meant to help you optimize your working time and personalize your customer experience. There are many tools on the market that can more or less suit the needs of your business. It is worth considering which choice will be appropriate and preparing accordingly for the implementation of the selected system.

    Want to start a project?

    B4SPOT team will be excited to take your ideas into action. Please contact us right away to discuss your journey.

    We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners. View more
    Cookies settings
    Accept
    Privacy & Cookie policy
    Privacy & Cookies policy
    Cookie name Active

    Privacy Policy

    At B4SPOT, accessible from https://b4spot.com, one of our main priorities is the privacy of our visitors. This Privacy Policy document contains types of information that is collected and recorded by B4SPOT and how we use it. If you have additional questions or require more information about our Privacy Policy, do not hesitate to contact us. This Privacy Policy applies only to our online activities and is valid for visitors to our website with regards to the information that they shared and/or collect in B4SPOT. This policy is not applicable to any information collected offline or via channels other than this website.

    Consent

    By using our website, you hereby consent to our Privacy Policy and agree to its terms.

    Information we collect

    The personal information that you are asked to provide, and the reasons why you are asked to provide it, will be made clear to you at the point we ask you to provide your personal information. If you contact us directly, we may receive additional information about you such as your name, email address, phone number, the contents of the message and/or attachments you may send us, and any other information you may choose to provide. When you register for an Account, we may ask for your contact information, including items such as name, company name, address, email address, and telephone number.

    How we use your information

    We use the information we collect in various ways, including to:
    • Provide, operate, and maintain our website
    • Improve, personalize, and expand our website
    • Understand and analyze how you use our website
    • Develop new products, services, features, and functionality
    • Communicate with you, either directly or through one of our partners, including for customer service, to provide you with updates and other information relating to the website, and for marketing and promotional purposes
    • Send you emails
    • Find and prevent fraud

    Log Files

    B4SPOT follows a standard procedure of using log files. These files log visitors when they visit websites. All hosting companies do this and a part of hosting services' analytics. The information collected by log files include internet protocol (IP) addresses, browser type, Internet Service Provider (ISP), date and time stamp, referring/exit pages, and possibly the number of clicks. These are not linked to any information that is personally identifiable. The purpose of the information is for analyzing trends, administering the site, tracking users' movement on the website, and gathering demographic information.

    Cookies and Web Beacons

    Like any other website, B4SPOT uses 'cookies'. These cookies are used to store information including visitors' preferences, and the pages on the website that the visitor accessed or visited. The information is used to optimize the users' experience by customizing our web page content based on visitors' browser type and/or other information.

    Advertising Partners Privacy Policies

    You may consult this list to find the Privacy Policy for each of the advertising partners of B4SPOT. Third-party ad servers or ad networks uses technologies like cookies, JavaScript, or Web Beacons that are used in their respective advertisements and links that appear on B4SPOT, which are sent directly to users' browser. They automatically receive your IP address when this occurs. These technologies are used to measure the effectiveness of their advertising campaigns and/or to personalize the advertising content that you see on websites that you visit. Note that B4SPOT has no access to or control over these cookies that are used by third-party advertisers.

    Third Party Privacy Policies

    B4SPOT's Privacy Policy does not apply to other advertisers or websites. Thus, we are advising you to consult the respective Privacy Policies of these third-party ad servers for more detailed information. It may include their practices and instructions about how to opt-out of certain options. You can choose to disable cookies through your individual browser options. To know more detailed information about cookie management with specific web browsers, it can be found at the browsers' respective websites.

    CCPA Privacy Rights (Do Not Sell My Personal Information)

    Under the CCPA, among other rights, California consumers have the right to: Request that a business that collects a consumer's personal data disclose the categories and specific pieces of personal data that a business has collected about consumers. Request that a business delete any personal data about the consumer that a business has collected. Request that a business that sells a consumer's personal data, not sell the consumer's personal data. If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us.

    GDPR Data Protection Rights

    We would like to make sure you are fully aware of all of your data protection rights. Every user is entitled to the following: The right to access – You have the right to request copies of your personal data. We may charge you a small fee for this service. The right to rectification – You have the right to request that we correct any information you believe is inaccurate. You also have the right to request that we complete the information you believe is incomplete. The right to erasure – You have the right to request that we erase your personal data, under certain conditions. The right to restrict processing – You have the right to request that we restrict the processing of your personal data, under certain conditions. The right to object to processing – You have the right to object to our processing of your personal data, under certain conditions. The right to data portability – You have the right to request that we transfer the data that we have collected to another organization, or directly to you, under certain conditions. If you make a request, we have one month to respond to you. If you would like to exercise any of these rights, please contact us.

    Children's Information

    Another part of our priority is adding protection for children while using the internet. We encourage parents and guardians to observe, participate in, and/or monitor and guide their online activity. B4SPOT does not knowingly collect any Personal Identifiable Information from children under the age of 13. If you think that your child provided this kind of information on our website, we strongly encourage you to contact us immediately and we will do our best efforts to promptly remove such information from our records.
    Save settings
    Cookies settings
    Social media & sharing icons powered by UltimatelySocial