Benefits of Marketing Automation

Create a better understanding of customers and the customer journey

In the Marketing Automation process, you are constantly collecting data about your customers and potential customers. If the data collection is well thought out and qualitative, it can help you create a better customer knowledge and understanding of your customers. This can result in you learning more about the entire customer journey. From the first interaction with your brand until they become a customer and even after.

The information you gather about the customer journey your customers go through is then crucial for setting your marketing strategy.

Create new relationships and attract new customers

With the help of chatbots, forms, landing pages, relevant content and much more, you can attract new and relevant leads.

Marketing Automation reaches its full potential when content and communication is developed based on the needs, motivations and challenges of the target audience.

One way to make the target audience concrete is to develop a persona for the text. That is, a fictional person for whom you write the text.

Developing the Persona takes the guesswork out of what might be interesting or useful to your leads and gives you a framework to develop and improve the content and marketing you use as part of your lead generation process.

Identifying and warming leads to then send to sales

Have you heard of SMarketing? In short, Sales + Marketing = SMarketing.

It has long been talked about that sales and marketing need to work more closely. With the help of Marketing Automation and a scoring model, only the relevant and interesting leads are sent to sales. This way, sales can focus on only qualified leads.

In a Marketing Automation system, you work with the entire customer journey and create an overview of all the customer's pain and gain points. In this way, you create a common picture of the customer that both sales and marketing need to optimize their work.

Manage the overall communication across the different platforms/social media

Omnichannel campaigns are about giving customers a seamless experience. All channels work together to give the customer a unified message.

In many Marketing Automation systems, you can combine channels such as Email, SMS, social media and push notifications.

It's all about knowing your target audience and knowing where they are.

A better customer experience

Today's customers are more demanding than ever and want to be in the driver's seat when it comes to their own customer experience.

By creating nurture flows and other automated trigger-based mailings, you can reach your customers/leads at the right time with the right message. You can also create more personalized mailings.

To create personalized mailings, you need to collect data on your visitors and customers. This way, you can get to know your customers and thus personalize your mailings and create a better customer experience.

In the past, advertising was sent out by post, when marketing was more seasonal. You might remember the classic catalog from different travel agencies that you received at the same time every year? or how about the Yellow Pages? Using Marketing Automation combined with a CRM (Customer relationship management) system, we can now personalize the marketing and thus send out marketing based on the behavior of the visitor or customer.

Giving potential customers the information they need to make a purchase decision

Using a scoring model and a holistic view of the customer journey, you can predict when a customer is ready to make a purchase. That way, you can give them the right information to entice them to buy at the right time.

But to get to the decision stage of the customer journey, the customer needs to have a good overall impression of your brand throughout the customer journey. So the information for a purchase decision starts when they first become aware of their needs. And also starts to look for alternative solutions

A simple way to get a better picture of the customer's buying journey is to divide it into 3 steps, awareness, consideration, and decision.

Decision

By the time customers have reached a decision stage, they may only have a handful of suppliers to choose from. They have gathered information about all the suppliers and are in a position where they are weighing up the pros and cons. This is where you need to answer any questions they may have. But also explain to them why they should choose you, what does the customer gain by choosing you?

But what happens if the customer chooses another solution? If you have done a good job and thus given a good impression, it will pay off in the long run and the customer will remember it. You have laid a foundation for future cooperation. It is important to keep in touch and continue to help the customer with their challenges by offering relevant knowledge. That's what Inbound Marketing is for!

Satisfied customers

A satisfied customer is a good customer. Taking care of your customers is essential. One advantage of Marketing Automation is that you can get away from the boring newsletters and move towards the personalized mailings. And they are the ones that nurture your customers and give them information according to their needs and wishes.

With a satisfied customer, you can not only achieve brand purchases but you can create your own brand ambassadors. These ambassadors can then recommend your products and services to others and in this way you can achieve word of mouth marketing.

Reduce churn

Churn is one of the points that can be reduced with the help of Marketing Automation.

Working with win-back strategies is obviously a must, but it will be even easier if you never lose the customer in the first place.

So how do you work to reduce churn? It's all about data, data, data. Use the data you have on your customers - their digital footprints - to predict when they are about to leave. Then work to re-engage them to counteract customer loss, so-called hold back.