Marketing Automation: How to Implement an Effective Strategy?

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As a business grows, repetitive and tedious marketing tasks quickly become a chore. They hinder the productivity of your teams and are, in fact, less profitable. However, they remain essential to the growth of your business: it is impossible to do without them.

In such a context, marketing automation becomes your most powerful asset. An essential lever of Inbound Marketing , it allows you to improve the performance and profitability of your communication actions.

It is also a tool to be favored to relieve your employees and allow them to focus on tasks with higher added value. For example, in B2B, marketing automation promotes lead nurturing to transmit only "hot" leads, ready for conversion, to your salespeople.

Whether it's building relationships with your prospects or re-engaging former customers, marketing automation is a powerful solution. However, this requires implementing an appropriate strategy that is consistent with your japan telegram data company's objectives so that automation can bear fruit. This is what our experts will help you achieve by providing you with the 5 key steps to developing an effective marketing automation strategy.

Marketing Automation: Definitions
Marketing automation is the automation of recurring marketing tasks. This applies, for example, to sending emails to prospects or customers, with a view to acquisition or loyalty . It can also concern the performance of actions in a CRM, on your website or even social networks.

To do this, marketing automation requires the use of dedicated software and the development of an appropriate strategy . To be effective and promote conversions, the latter must be based on the creation of personalized content with high added value. It involves engaging with your prospects and customers to guide them through each stage of the sales funnel. Marketing automation thus allows you to build a solid and lasting relationship with them, conducive to the sustainability of your business.

Such a marketing strategy also offers an excellent return on investment, if it is well carried out. If your goal is to improve the profitability of your marketing actions , automation is therefore an ally of choice.

Workflow, the common thread of marketing automation

Marketing automation relies on a key element: the workflow. This is the scenario that organizes the progress of automated marketing actions.

Each action that makes up the automation workflow is triggered by a marketing trigger. This depends on the profile or behavior of the prospect or customer. Marketing triggers can therefore be:

Downloading a lead magnet (e-book, catalog, etc.),
Subscribing to a newsletter,
Abandoning an e-commerce shopping cart,
Your prospect or client's birthday,
A customer's status change,
The age of an order,
A new purchase, etc.
Why choose marketing automation?
Marketing automation is a suitable strategy for your business if you are looking to:

Improve your lead generation processes,
Facilitate lead qualification to relieve your sales teams,
Increase your income, thanks to the implementation of profitable marketing actions,
Optimize your lead nurturing strategy .
If you have any of these goals in mind, marketing automation makes sense for your business. That said, to be effective, it must first and foremost be based on two key elements: customer knowledge and your mastery of the customer journey .

Marketing automation generates powerful results if your content meets the profile and expectations of your target audience. It must be as personalized as possible and present real added value to achieve maximum conversions. To develop relevant marketing messages, you must first know the Internet users you are targeting. –

The same goes for the customer journey. Knowing each step ensures that you create a coherent sales funnel. It is the foundation of your various automation workflows . Each automated marketing action is inserted into it to guide your prospects and customers from one step to the next, until conversion.

Building a Marketing Automation Strategy in 5 Steps
1) Define the objectives of the marketing automation strategy

As always in digital marketing, you must first define the objectives of your marketing automation strategy. If you want it to be effective, your objectives must be clear .

This is why we advise you to define SMART objectives, that is to say:

Specific : avoid generalities, be concise and precise;
Measurable : an objective must be quantified to be measured and ultimately optimized ;
Achievable : be ambitious, but consistent with your business’s development potential;
Realistic : you must have adequate resources (financial, human, material) to achieve this objective;
Time- bound : Set yourself a (relevant) time limit to complete your projects.
smart goal
2) Identify the stages of the customer journey

Identifying the stages of the customer journey is the foundation of your marketing automation strategy. It should allow your prospects and customers to move from one phase to the next and, in fact, guide them to conversion (acquisition or loyalty).

It is then a question of defining the customer journey of each of your marketing personas . You can thus develop personalized marketing automation scenarios , which respond to the profiles, expectations and