Marketing Automation

By marketing automation we mean a predefined series of interactions where the prospect is guided through the entire sales process. Marketing automation systems are a great help here. They allow us to plan step-by-step what to do with the enquirer and when.

Demonstrated through a simple example:

1. On the webshop page, we offer a free product/service in exchange for the visitor's email address (e.g.: How to triple your revenue with marketing automation in 10 steps, free e-book).
2. You will be redirected to the landing page created for this purpose, where you can sign up.
3. With the email address you have subscribed to, we can now communicate with you and send you the e-book you have been promised in exchange for the email address in our first mailing.
4. We will then start to guide you through our pre-planned sales process, in addition to "monitoring" when, with what (eDM, website banner, social media posts...etc.) what interaction we have triggered. 
   We monitor, i.e. the marketing automation system monitors and routes the lead to the specific channel of the pre-set workflow, bringing it as close as possible to conversion.
5. What can be a conversion at the end of the process? Let's assume that the end of the workflow is to call the customer and successfully sell one of our services over the phone. This will be easier than if we had done it at the moment of sending out the e-book, because by then we can see how many people have browsed our website, clicked on the email we sent out about the service in question, so we can be sure that there is a serious interest. That's why the call helps to complete the decision making process.

To summarise, marketing automation is the process of managing your entire marketing toolkit in a pre-designed way using software to achieve more successful and faster conversions.