Marketing automation is essential to streamline business processes, yet many professionals still don't take full advantage of it due to a lack of understanding.
In this article, we will present an overview of the concept and how it works, and offer practical tips to implement it successfully.
What does automated marketing offer?
Automated marketing is based on the use of tools that automate certain marketing practices.
These tools not only perform daily marketing functions like email , social media , and website updates, but also provide valuable insight into the types of campaigns and content that have the most impact.
How does it work?
Automated marketing campaigns send targeted content that has been pre-programmed to potential customers based on certain behaviors and data with the aim of leading them to purchase a product or service.
Marketing automation guides leads through a marketing funnel and prepares them to make the purchase decision.
The essential elements of an automated marketing strategy
To start benefiting from automated marketing , it is key to have a strategy. Such a strategy should take into account the following key points:
1.- Establish objectives and KPIs
For a strategy to be effective, it is necessary to clearly define the objectives that we want to achieve.
When we are clear about the objectives, we will have to define the KPIs: cost per lead, benefit, customer value, conversion measures, website traffic or ROI.
2.- Find the right tool
There are different tools to implement automated marketing , but the best is Hubspot . With this solution you will be able to design your automated marketing strategy in a simple way and you will be able to achieve your goals faster.
3.- Segment the database
The leads you collect provide you with a lot of information. Therefore, you should use them to create audience segments to send personalized campaigns to.
Manual segmentation is time consuming and often not entirely accurate. A CRM-integrated Marketing Automation software like Hubspot can quickly achieve accurate and reliable targeting. Choose strategic segmentation criteria for what you sell and your market.
4.- Build the right team
Organizations often appoint one person to execute automation efforts, but that is often not enough to achieve the goals.
To be successful, your company will need to take a collaborative approach to implementation. Specifically, you will need the following profiles: Email marketing specialists, CRM managers, content writers and more sales-oriented profiles. If you implement a strategy with PGR Marketing and Technology , this team will be guaranteed.
5.- Prioritize sales and marketing alignment
For the implementation of marketing automation to be successful, it is very important that the teams are aligned, especially sales and marketing.
Sales and marketing must work together to develop an implementation strategy. How to do it? Well, basically, sharing objectives and maintaining open communication between both departments.
6.- Invest in training
Many times, attention is not paid to training in the automated marketing strategy and, for this reason, the expected objectives are not achieved.
Professional training is expensive, but you can save it by implementing an automated marketing strategy with us.
A successful automated marketing strategy should have a tool like Hubspot as an ally and a specialized agency like PGR Marketing & Tecnología.
