Marketing automation as the driver of personalized customer experiences
Seth Goddess taught us many wise stories. One of them is "Good enough stopped being good enough a long time ago. Why not be great?". You offer content to your clients that is just 'good enough'. Why not approach your clients with content that fits their profile, interests and exact place in the customer journey? Something your client is really interested in, learns from and even thinks about it afterwards. That's exactly what marketing automation is all about. Keep on reading for the full story.
New leads and loyal customers
Many companies are strongly committed to the acquisition of new leads. And rightly so, because new leads lead to more sales, which leads to higher turnover. However, generating these valuable new leads often comes at a very high cost. What if they don't convert immediately after their first visit? How do you make sure that these prospects don't turn into cold leads? And how do you change them into warm prospects again? Retargeting ads are a good solution, but do they really work? And does it really make sense to target all your website visitors? It's all food for thought!
Ever thought that your satisfied customers might be your most valuable lead generator? You put more effort into keeping your existing customers happy, and they provide new leads. On their turn, these new leads change into valuable returning customers who buy more from you and stay with you for a longer period of time. To make that entire process easier, it's best to use Marketing Automation.
What is Marketing automation?
The ‘Marketing’ in Marketing automation
When it comes to marketing, we probably don't have to explain too much anymore. You use different channels like social media, email and advertising to make your brand known to the outside world.
The ‘Automation’ in Marketing automation
Automation ensures that your marketing actions are no longer carried out manually. You use a platform, tool or framework and ensure that all processes run seamlessly together, with as few manual interactions as possible. Why? Simple: time saving, cost reduction and a decrease of human errors.
When you put marketing and automation together…
Marketing automation is the process of choice for retargeting, remarketing and re-engagement. You make your website experience more personal, your emails more relevant and build a stronger relationship with your customers. Your brand experience gets the necessary boost and is consistent across all your channels. In other words, you ensure that each visitor goes through a unique and personal customer journey, tailored to their specific wishes and needs.
The impact of Marketing automation
Is Marketing automation yet another buzzword? Absolutely not. Applying it correctly does have a big impact on your team, your budget and the rest of your marketing funnel.
Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.
Nucleus Research, Marketing Automation drives business success
Getting started with Marketing automation
Convinced about the benefits of Marketing automation? Don't get carried away in your enthusiasm by rushing into a new tool, technology or platform. The range of Marketing automation tools is incredibly diverse. And the differences are quite large in terms of price, possibilities, expandability and flexibility. It’s more important to map out your current situation first and then start to build on it. The diagram below will help you on your way.
Start with a research into your existing customer journeys, list your pain points and think about the possible (quick) wins. Ask yourself the following questions::
- Where is your customer data today?
- What data do you need exactly to be able to personalize?
- How do you get hold of this data if you don't have it yet?
- Where are the pitfalls in your current customer journey?
So, reflect before you start. Don't make rash decisions, but prepare well and choose a future-proof solution. Keep in mind that it is better to start small. Look for the low hanging fruit, find out what works for your brand and keep improving your campaigns.
Are you overwhelmed by the abundance of information and the wide range of possibilities? If so, we would be happy to help you out.
Digital Customer Experience, that’s our expertise. We always think from the customer's point of view, are constantly looking for possible wins for your business and constantly striving to optimize your customer experience.
Beside that, we’re also open:
- You keep full control over all your data.
- You choose to outsource everything yourself or like to keep everything in your own hands with some extra guidance from experts.
- You always have the freedom to adapt the environment to your needs.
- You are not dependent on the product roadmap and future price adjustments of a vendor.
- You enjoy an interesting 'total cost of ownership' by taking advantage of Open Source.
- You will always be welcomed with open arms.
The main advantage? You can start small, keep the risk low and are not immediately stuck with an expensive license, or a costly onboarding.
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