What is automated marketing?
Marketing automation is marketing that uses software to perform its actions, making otherwise difficult processes easier and more efficient. LMarketing automation brings several advantages for companies, among which we can highlight:
- Complicated marketing processes are easily developed.
- It provides greater efficiency and reduces costs and time spent by employees.
- The impact of marketing actions is controlled more and better
- It allows the delivery of email and the most appropriate content to the correct user and at the right time.
- Automatically detect the 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 purchasing cycle. It literally means “feeding contacts” and covers everything from the first contact with the customer to their loyalty.
For its part, Lead Scoring is a Lead scoring technique used to identify those with the highest purchasing potential, classifying them in order to activate more specific and effective campaigns.
The most important examples of automation are lead nurturing and lead scoring. Both processes are basic to inform users of the benefits that the product or service offered by the company can bring them, encouraging the purchase.
Lead nurturing and lead scoring are two mechanisms that complement each other and are an important part of automated marketing, although they are not the only ones.
Lead scoring, in detail
The main purpose of lead scoring is to get the records in a database to be ordered automatically and almost in real time, based on their qualification. To do this, you have to create scoring models (scoring) with some software that analyzes the database and the behavior of the clients in order to determine their qualification.
Likewise, scoring systems can be created that are not so intelligent but are effective, especially for recruitment. The types of scoring that can be performed in marketing are the following:
- Deposit scoring: they allow to discover if the users are qualified to make a commercial approach. If so, a model can be applied to launch promotions that drive the purchase process.
- Loyalty scoring: There is a wide variety of scoring models for this, which can vary depending on the market and the profile of a company's customers. Action will be taken based on the goal pursued.
The Nurturing Lead
It is defined as automated email chains, created with a view to educating or maturing leads from a database. Once it is integrated into an automation tool, it is associated with the scoring process, and the automatic sending of emails will change based on the lead scoring.
Lead nurturing can also be developed with other digital marketing actions that encourage users during the purchase process: retargeting ads, integrated e-commerce chats, personalized social media ads, etc.
Nurturing can be applied in two different situations:
- uptake nurturing: actions that are applied to get people who are not yet ready to buy to end up doing so. In other words: it is about educating to buy.
- Loyalty nurturing: allows to know the type of content or offers that is most convenient to send to each client of a database at the right time, according to their profile and behavior.
Are you considering growing your business by implementing automated marketing? Tell us, in OmniWallet we make it possible.