Automated marketing is the one that uses software to carry out its actions, so the processes that would otherwise be cumbersome become...
Automated marketing is the one that uses software to perform its actions, making processes that would otherwise be difficult simpler and more efficient.Automating marketing brings several advantages for companies, among which we can highlight:
- Complicated marketing processes are developed easily.
- It provides greater efficiency and reduces costs and time dedicated by employees.
- The impact of marketing actions is better controlled and monitored.
- It allows for the delivery of the most appropriate email and content to the right user at the right moment.
- Automatically detect records that are most prepared to receive a commercial offer based on the user's profile and behavior.
The most important automation examples
Lead nurturing is the process of preparing and accompanying leads throughout the entire buying cycle. It literally means "feeding contacts," and encompasses everything from the first contact with the customer to their loyalty. On the other hand, Lead Scoring is a lead scoring technique used to identify those with the highest purchasing potential, classifying them to activate more specific and effective campaigns. The most important automation examples are lead nurturing and lead scoring. Both processes are fundamental to informing users about the benefits that the product or service offered by the company can bring, facilitating the purchase. Lead nurturing and lead scoring are two mechanics that complement each other and are a significant part of automated marketing, although they are not the only ones.Lead scoring, in detail
The main purpose of lead scoring is to ensure that records in a database are sorted automatically and almost in real-time, based on their qualification. To achieve this, scoring models must be created with some software that analyzes the database and customer behavior to determine their qualification. Similarly, scoring systems can be created that are not as intelligent but are effective, especially for lead generation. The types of scoring that can be performed in marketing are as follows:- Lead generation scoring: allows discovering if users are qualified for a commercial approach. If so, a model can be applied to launch promotions that drive the purchasing process.
- Loyalty scoring: there are a wide variety of scoring models for this, which can vary depending on the market and the customer profile of a company. Actions will be taken based on the goal pursued.
Lead nurturing
It is defined as automated email chains, created to educate or nurture leads from a database. Once integrated into an automation tool, it is associated with the scoring process, and the automatic email sends will change based on the leads' scores. Lead nurturing can also be developed with other digital marketing actions that encourage users during the purchasing process: retargeting ads, integrated chats in e-commerce, personalized social media ads, etc. Nurturing can be applied in two different situations:- Lead generation nurturing: actions applied to ensure that people who are not yet ready to buy end up doing so. In other words: it is about educating to buy.
- Loyalty nurturing: allows knowing the type of content or offers that are most suitable to send to each customer in a database at the right moment, according to their profile and behavior.
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