Informs. Has the task of educating about the business and how it meets customer needs.
Involves. Is interested in establishing relationships with people who have interacted.
Build reputation. This is something anyone looking to increase sales needs to be successful.
Sell . Draw attention to what you're selling so people will buy it.
Generate profits. If you educate yourself, maintain customer engagement, build a positive reputation, and sell smartly, you are likely to achieve success.
You may also be interested in: Monitoring and measurement
In order to work, it uses different tools such as finance and banking email list traditional media, which today are losing authority because the results they produce cannot be measured as easily, they are more expensive, and they involve less participation from potential clients.
On the other hand, digital marketing strategies and techniques that allow you to target an international audience, encourage greater interaction with customers , as well as facilitate the recording of data for the implementation of a more meaningful plan.
Marketing Objectives
If we remember the objectives of marketing:
Acquire new customers
Increase sales size
Adding real value to the campaign
Leading your company to success with the help of projections
What do they tell us? It allows us to see that digital marketing strategies and techniques probably have greater weight in achieving the proposed objectives. To explain why, we must begin by asking ourselves: How is it possible to achieve these objectives? The answer lies in Marketing automation . Digital marketing automation and how to maximize its potential.
What is marketing automation?
It is a software platform that enables marketing automation, obtaining greater optimization of resources and time , increasing sales opportunities, closing more deals and accurately measuring marketing success. This method allows companies to effectively target customers with automated marketing messages through email marketing, websites, social networks and text messages to gain a greater number of leads. Do you already know what lead marketing is? Click on this link.
Marketo defines it as “a category of technology that enables businesses to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.”
Features of marketing automation
Here are some features of marketing automation software according to TechTarget:
Account-Based Marketing
Analytics for CRM thanks to the database
Campaign Management
Internal marketing
Leadership Management
Marketing ROI
Segmentation
Social marketing
In other words, marketing automation is the practical use of software and platforms to automate repetitive tasks; this allows activities and workflows to be simplified and measured. Its objective:
-Increase operational efficiency
-Increase income
Marketing optimization platform
Marketing automation software is known as an “all-in-one” platform because it helps businesses automate their marketing and sales processes to generate leads, convert them into sales, and optimize ROI (Return on Investment).
The tasks that can be automated are:
Tracking website visitors.
Email marketing (sending, receiving, integrating calls, analyzing results using a database).
Lead generation.
Content management.
Social media or social networks.
ROI analysis and monitoring.
There are different platforms that satisfy digital marketing automation: Act-on, Hubspot, Salesforce Pardot, Oracle Eloqua, Net results, LeadSquared,, Marketo, Ontraport, among others.
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The platforms are responsible for collecting customer data, product predictions and recommendations, cross-channel interaction with prospects that facilitates the creation of fully personalized experiences, and have the functionalities of lead generation (process of attracting and converting prospects), lead nurturing (developing relationships with buyers), email marketing, integration with social networks and integration with CRM (Customer Relationship Management).
Difference between CRM and Marketing automation
It is important to emphasize the difference between CRM and Marketing Automation, they are different processes that use different tools. According to the company HubSpot, the difference lies in:
The type of users . They handle the same customer information but use it for different activities. Marketers use automation platforms, salespeople use CRM programs.
Key function . Its function is to generate leads; on the other hand, but not exclusively, CRM helps the sales team to nurture those potential clients with the information collected in the contact database.
Objective . The goal of marketing automation is to generate marketing qualified leads (MQLs). The goal of CRM is to convert those MQLs into sales qualified leads (SQLs).
Role in the buyer’s journey . Automation plays the role of creating awareness of products and services. CRM has the job of preparing for the purchase.
