Marketing Automation in the Inbound approach

If you have started to investigate Inbound Marketing , you have probably already heard about Marketing Automation , but… What does it consist of? What benefits could it bring to our company? Today we are going to talk about a process with which we are going to automate all our Marketing actions within each of the phases of the conversion funnel with the aim of closing sales, getting clients but, above all, improving the user experience to retain them, build loyalty and bring us new clients. Let’s get started!

What is Marketing Automation?

Hubspot , a leading platform in the Inbound Marketing methodology , explains that Marketing Automation was created with the aim of helping companies to prioritize and execute their marketing actions in a uae whatsapp number data agile and efficient way, thus achieving their objectives in less time. These actions are developed through a sales funnel using different tools with which we manage to accompany our leads or potential clients on a guided journey through that funnel from the moment we capture them until they become a client and promoter of our brand.

A study conducted by Abeerden Group indicates that 70% of B2B companies currently use specific platforms to automate marketing,  which demonstrates the importance and effectiveness of this process within the strategies of small and large companies.

Marketing Automation is actually a methodology that is implemented thanks to a management software that allows us to automate all the processes designed in a Digital Marketing Strategy:

• The segmentation of our database.
• Creating workflows.
• Lead Scoring and Lead Nurturing.
• Managing custom campaigns.

For this process to work, it is essential to have a clear understanding of our Buyer Persona profile , the stage of the journey they are in, and to have defined the SQL generation funnel in order to have a refined database with which we can work in the long term. Based on this data obtained, we can plan our actions throughout the entire purchasing process, and offer valuable content that meets their needs and contributes to the growth of our company. 

What are the benefits of Marketing Automation?

• We save time and make marketing more personalized and efficient .
•  We increase our customers ‘ engagement (emotional involvement).
• We obtain precise information about each lead that allows us to open a direct communication channel with too many graphics compared to text in an automated way.
• We increase the number of new leads and sales .
• It allows us to qualify and mature our leads , educating them and accompanying them throughout the entire purchasing process.
• It makes it possible to maintain quality  and personalized conversations with ” prospects.” We understand a prospect to be a potential client who fits the characteristics of an ideal client who, in addition, is authorized to make purchasing decisions and has the necessary means to buy (money).
• It allows us to create specific segments or filters in our database with which to develop our specific actions and campaigns 100% focused on each profile or lead . In this way, we reach our Buyer Persona more effectively .
• Information is valuable (for everyone) . We can deliver relevant information to the user according to their needs, at the right time and context, in an automated way and taking into account their opinions, reactions and responses. In this way, we can present our commercial offers when the user is ready for them and generate more clients.

The importance of knowing the purchasing process.

To optimize this entire Automation process, it is necessary to know the Purchasing Process and how it works .

Currently, the new Inbound model has anhui mobile phone number list the conversion funnel or sales funnel as we knew it until now to talk about the “flywheel” or Inbound cycle .

The great advantage of automation in Inbound Marketing is that it allows. Us to provide the right content, at the right time and in the right context. In this way, we can educate our leads to accompany them throughout. The entire purchasing process until the moment when the sale is made.

Marketing Automation: Lead Scoring and Lead Nurturing.

To implement Marketing Automation we must set up a Lead Scoring and Lead Nurturing chain .