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Increase lead engagement

Marketing automation

Marketing automation can be defined as software that automatically converts a prospect into a lead. You role out various online campaigns and send out emails to increase engagement of prospects and to enrich the prospects profile (lead profiling). This results together in a score (lead scoring). If the lead is ‘hot’ enough, this process has done its job and it is up to sales to close the deal. And if leads don’t convert directly, you can always start lead nurture programs to stay top of mind.

Marketing automation is a vital part of online, digital and inbound marketing. The use of marketing automation solutions in B2B increased explosively in the last couple of years. Inbound marketing is getting included in organizational objectives more and more. The effectiveness of inbound marketing improves dramatically with the use of marketing automation. How and whether you are going to use the tool depends on the marketing maturity level of your organization.

Push becomes pull

Inbound marketing with marketing automation

Traditional marketing is often called outbound marketing. A message is send out (through phone, email or direct mail) and potential customers can respond to that. This results in leads. The Internet has mutated the way outbound marketing can work. It put the power in the hands of potential customers. By connecting the world and make global offers locally available, the prospect had the ability to look for solutions themselves, compare and make a decision. No longer they needed to be approached to get to know the brand or product, they can find this themselves now through search engines.

Inbound marketing is the umbrella term in facilitating self service leads: leads that declare themselves to you. In short: they are going to look for solutions through search engines and land on your website. It is your website’s job to interest, educate and persuade visitors about your brand, product or service. In a way they make themselves known by providing their personal details. Thereafter, intelligent email marketing flows allow you to educate and persuade the prospect even further and increase lead engagement. Up until they reach the threshold and sales comes in to play. You can imagine what your CPL and ROI will do if this process and performs well and you only have to optimise on a micro level.

Automate the funnel

From MQL to SQL with marketing automation

Looking at the funnel, marketing automation is used between MQL and SQL. It is vital that marketing automation cannot work without a strong content strategy. Do you lack good quality content to use in your email campaign, then start with creating this. The buyer’s journey shows the order of every content piece that should be offered to the persona and forms your marketing automation program.

From onetime action to continuous action

From campaign to marketing automation program

The program-vision requires a different approach. A marketing automation campaign does not exist. Onetime campagnes are replaced with continuous programs. Every part of this progam requires regular analysis and optimization. You won’t be using email blasts or bulk mail, but personalized individual emails.

If you use a time period, you call that an email campaign. An email campaign is an email drip campaign with a start and end date, in which the start date is the only time contacts are added to the drip campaign – during the campaign no new receivers are added.

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