Marketing and sales departments within a company must be consistent in terms of collaboration before adopting marketing automation techniques.

Do you want to capture essential information about your potential customers, generate new business opportunities at any time, maintain customer relationships, analyze and calculate returns on investment, optimize actions and align marketing campaigns with company objectives? sales? The following points can help you succeed in marketing automation.

Points of friction

By definition, a friction point is a situation or action online that deteriorates the user experience, puts a conversion at risk, and slows down the customer journey.

Determining friction points should be a priority, as these are the elements that hold back ROI. Before investing in marketing automation software, they must be identified and resolved.

As a result, marketing and sales services and other customer-facing services must be called into question.

Furthermore, it should be noted that the correct distribution of sectors or areas of activity of salespeople effectively ensures automation.

The personas

A persona represents the typical portrait of customers or prospects. To be effective, it is very important to obtain as much detail as possible about your typical customer. It is in this condition that we can take full advantage of message automation.

The marketing automation strategy is to be able to send the right message to the right person at the right time. In other words, it is about sending automatic emails with high added value that correspond to customer expectations during their purchasing consideration.

The challenge here is to automate tasks with lower added value, and generate return on investment.

Marketing / Sales alignment

The success of strategies depends on collaboration and coordination between the marketing department and the sales department.

The marketing teams' mission is to monitor the lead generation KPIs (Key Performance Indicators) while the sales teams take care of the KBIs (Key Business Indicators), i.e. sales and the achievement of figures. business.

Marketing automation is not effective without joint development between these two teams in order to define a good lead. To do this, you must also do it with the appropriate tools.

The contents

A marketing automation tool needs content to feed itself.

This marketing strategy involves the creation and dissemination of media messages by a brand with the aim of growing a company's business. This means of communication can be in the form of news, videos, e-books, questions and answers, forums, photos, blogs.

The success of the marketing automation strategy depends on the relevance of the communication. You have to send the right message to the right person at the right time. It is therefore imperative to create content with high added value for leads.

It should be noted that a lead's expectation is different each time throughout their purchasing consideration, whether at the beginning, in the middle or at the end.

Conversion tunnels

The conversion tunnel or also called “prospecting funnel” is a modeling of the different stages that prospects go through until the conclusion of a purchase.

In simple terms, the conversion funnel is the commercial process between the first contact and the act of purchase.

This tool makes it possible to measure the effectiveness of the different stages in commerce and to react based on rates that do not correspond to the company's expectations.

In this case, it is essential to have conversion tunnels on your website.

 Lead Scoring and Lead Nurturing

Lead Scoring and Lead Nurturing are the two key functionalities of Marketing Automation.

Score leading involves calculating and assigning scores to leads. Scoring can be carried out, for example, on lead characteristics such as sector of activity, company size or responsibility. But it can also be done from online behavior. In other cases, negative scoring is also practiced.

Lead Scoring is carried out directly from the Persona sheet subsequently worked on.

In order to bring leads to maturity, it is necessary to use Lead Nurturing.

Lead Nurturing allows you to qualify leads and guide them to the end of the conversion tunnel, which is none other than the purchase conclusion.

Thus, this functionality helps maintain a relationship of trust between leads and the company brand. In addition, it involves sending automatic emails to leads based on their Lead Scoring and their behavior on the company's website, social networks or other means of communication.

In conclusion, it is essential to train in these two types of inseparable practices.

The reports

Reporting in the field of marketing involves monitoring the performance of a campaign. This web tool allows you to measure the progress of this campaign in real time with the aim of optimizing it.

The main data to analyze for reporting may be the number of visits to assess traffic generation, the time spent on the website, the origin of the traffic, the bounce rate to encourage visitors to spend more time, the retraining rate.

The effectiveness of reporting lies in the relevance of the analyzes in order to reduce reaction time. In this case, it is necessary to work in real time on reporting adapted to its objectives and context.