Page 16 - index
P. 16
BEST PRACTICES & STRATEGIES
Marketing automation procedures
worth to consider
Most probably, you started the New Year with the reso- 3. Reach your goal step-by-step with drip cam-
lution to become familiar with marketing automation, paigns
since it is one of the hottest topic right now, due to its
ability of helping businesses store and maintain digital You can play out the strengths of marketing automation
data records. Not to mention that the growing popularity at its best in complex, time-limited campaigns. As soon
of marketing automation software solutions increases as you have defined them, you can automatically re-
the adoption of cloud-based solutions enormously. Now, spond to customer rebates and repeat the campaign
in order to avoid letting your interest fizzle out and to automatically, too. Drip campaigns attract customers
keep you up on your intent of implementation, I decided from message to message, step-by-step, to the desired
to present a list of marketing automation processes that purpose - whether it is the registration for an event or
any kind of business can put into execution: the download of a whitepaper. Just define all messages
of the campaign and their criteria once to enjoy the nu-
1. Automate the basic messages of your email mar- merous benefits. Send, for instance, invitations to
keting events and reminders only to those who have not regis-
tered for it yet.
Are you still only sending out your monthly newsletters
and that’s it? Often the first step in marketing automation 4. Connect existing customer information
is the automation of the complete email marketing, turn-
ing it into an effective news channel in its entirety. Main- Customer data on the same customer is often located
tain close contact with your best clients, remind all po- in different systems, making it more complicated to gain
tential prospects of upcoming events, reactivate your new customers. Surprisingly, existing customer data is
passive customers, and say goodbye to unprofitable often not used for the benefit of another system, be-
activities. Try, for example, to welcome new newsletter cause of the fact that it is not interconnected, although
subscribers with an automatic message. e.g. the desired newsletter subscriber or new customer
can be found already in the CRM system or vice versa.
2. Warm up the cold calls and turn site visitors into The solution is putting the contents of various systems
leads together for richer customer data, so you can draw ben-
efits for marketing and sales in an easy way.
The role of marketing in achieving concrete goals is con-
stantly growing, hence; better make sure that your mar- Today, that is not really a major integration problem
keting processes are up-to-date. Marketing automation anymore; instead, it is often very easy to do and just
allows turning site visitors and newsletter subscribers often forgotten. For example, simply try to include new
into potential leads as well as moving automatically for- customers automatically in the newsletter mailing list
ward to the sales process at the right time. For the buy- from the CRM system.
er, your cold calls seem to be immediately a bit warmer.
16 Asian eMarketing June 2015 - Marketing Automation
16
Marketing automation procedures
worth to consider
Most probably, you started the New Year with the reso- 3. Reach your goal step-by-step with drip cam-
lution to become familiar with marketing automation, paigns
since it is one of the hottest topic right now, due to its
ability of helping businesses store and maintain digital You can play out the strengths of marketing automation
data records. Not to mention that the growing popularity at its best in complex, time-limited campaigns. As soon
of marketing automation software solutions increases as you have defined them, you can automatically re-
the adoption of cloud-based solutions enormously. Now, spond to customer rebates and repeat the campaign
in order to avoid letting your interest fizzle out and to automatically, too. Drip campaigns attract customers
keep you up on your intent of implementation, I decided from message to message, step-by-step, to the desired
to present a list of marketing automation processes that purpose - whether it is the registration for an event or
any kind of business can put into execution: the download of a whitepaper. Just define all messages
of the campaign and their criteria once to enjoy the nu-
1. Automate the basic messages of your email mar- merous benefits. Send, for instance, invitations to
keting events and reminders only to those who have not regis-
tered for it yet.
Are you still only sending out your monthly newsletters
and that’s it? Often the first step in marketing automation 4. Connect existing customer information
is the automation of the complete email marketing, turn-
ing it into an effective news channel in its entirety. Main- Customer data on the same customer is often located
tain close contact with your best clients, remind all po- in different systems, making it more complicated to gain
tential prospects of upcoming events, reactivate your new customers. Surprisingly, existing customer data is
passive customers, and say goodbye to unprofitable often not used for the benefit of another system, be-
activities. Try, for example, to welcome new newsletter cause of the fact that it is not interconnected, although
subscribers with an automatic message. e.g. the desired newsletter subscriber or new customer
can be found already in the CRM system or vice versa.
2. Warm up the cold calls and turn site visitors into The solution is putting the contents of various systems
leads together for richer customer data, so you can draw ben-
efits for marketing and sales in an easy way.
The role of marketing in achieving concrete goals is con-
stantly growing, hence; better make sure that your mar- Today, that is not really a major integration problem
keting processes are up-to-date. Marketing automation anymore; instead, it is often very easy to do and just
allows turning site visitors and newsletter subscribers often forgotten. For example, simply try to include new
into potential leads as well as moving automatically for- customers automatically in the newsletter mailing list
ward to the sales process at the right time. For the buy- from the CRM system.
er, your cold calls seem to be immediately a bit warmer.
16 Asian eMarketing June 2015 - Marketing Automation
16
