Marketing automation and personalization: benefits of placing the customer at the center of your strategy
Posted: Wed Dec 04, 2024 8:42 am
Before we start talking about marketing automation , we must take into account a context that, although familiar to many of us, sometimes goes unnoticed to understand the importance of automation in the world of digital marketing.
Thanks to the vast array of possibilities offered by the Internet and the digital universe in which we find ourselves, as well as social networks and web platforms, brands today have a large number of options and communication channels to keep in touch with their audience.
As we already know, marketing departments have undergone a process of technical development over the last 25 years, in addition to the strong digitalisation that we have advertising phone number list been experiencing in all sectors of our economy. In a scenario in which analogue is giving way and in which more and more technological marketing resources and supports are appearing (such as Google Adwords, Facebook Ads, YouTube…), the need arises to have optimal technology and the necessary marketing campaign planning tools to be able to effectively manage the work and relationships with our clients.
Furthermore, in an environment where companies handle ever-increasing volumes of data, the use of automation in marketing is essential for the company to be able to grow and execute all the necessary commercial and communication processes, in addition to carrying out much more personalized marketing strategies and, therefore, more effective and aligned with the brand's objectives. And one of the most relevant points on which we must focus is to take the relationship with our client to 200%, but we will talk about that later.
First of all,
What is marketing automation?
Automated marketing was created with the aim of helping companies to prioritise and execute their marketing actions in a more agile and efficient way, thereby enabling them to achieve their objectives in less time.
Thanks to this, a company can carry out processes that would naturally be more costly and achieve greater efficiency and results, as well as greater control and monitoring over them, making it possible to automate information management to automatically integrate leads, while reducing possible margins of error.
In addition, it delivers useful and timely content to potential customers, which builds trust and respect for the brand, educates potential customers about our services, and helps them qualify their interest.
And not only that, but it also allows us to create segmentation lists within our database, allowing for much more focused work adapted to what our audience wants and expects from us, constantly updating their preferences, automatically registering new contacts, being able to personalize emails and performing conversion analytics every so often.
Surely, these are the reasons why, according to data from HubSpot itself , 51% of companies use marketing automation, with 80% of them noticing an increase in leads after implementing it.
Additionally, 37% of B2B companies use marketing automation to generate new leads, according to Marketing Profs .
As we've discussed, by automating some of the manual, repetitive work involved in marketing functions within a business, you can free up time and resources, providing intelligence to increase marketers' understanding of customers and helping them deliver better-targeted and measurably more effective campaigns.
As SalesForce points out , the main benefits of implementing automated marketing in your business strategy would be focused on:
Free up time to focus on strategy development
Gain richer, more detailed insights into your prospects' behavior
Customize tracking
Implement broader marketing campaigns
Prioritize candidates
Improve ROI associated with marketing
Predict future investments more accurately
The perfect solution for B2B companies
B2B marketplaces tend to be highly focused and relationship-oriented, and rely heavily on education and promotion of their products and/or services. This is an environment where purchases are considered and rational, taking place over weeks, months, or even years.
This means that, generally speaking, business acquisition requires a longer process of nurturing users than B2C marketing, during which the potential customer will have already done significant research before being ready to contact a salesperson and, more importantly, before being ready to buy.
Thanks to the vast array of possibilities offered by the Internet and the digital universe in which we find ourselves, as well as social networks and web platforms, brands today have a large number of options and communication channels to keep in touch with their audience.
As we already know, marketing departments have undergone a process of technical development over the last 25 years, in addition to the strong digitalisation that we have advertising phone number list been experiencing in all sectors of our economy. In a scenario in which analogue is giving way and in which more and more technological marketing resources and supports are appearing (such as Google Adwords, Facebook Ads, YouTube…), the need arises to have optimal technology and the necessary marketing campaign planning tools to be able to effectively manage the work and relationships with our clients.
Furthermore, in an environment where companies handle ever-increasing volumes of data, the use of automation in marketing is essential for the company to be able to grow and execute all the necessary commercial and communication processes, in addition to carrying out much more personalized marketing strategies and, therefore, more effective and aligned with the brand's objectives. And one of the most relevant points on which we must focus is to take the relationship with our client to 200%, but we will talk about that later.
First of all,
What is marketing automation?
Automated marketing was created with the aim of helping companies to prioritise and execute their marketing actions in a more agile and efficient way, thereby enabling them to achieve their objectives in less time.
Thanks to this, a company can carry out processes that would naturally be more costly and achieve greater efficiency and results, as well as greater control and monitoring over them, making it possible to automate information management to automatically integrate leads, while reducing possible margins of error.
In addition, it delivers useful and timely content to potential customers, which builds trust and respect for the brand, educates potential customers about our services, and helps them qualify their interest.
And not only that, but it also allows us to create segmentation lists within our database, allowing for much more focused work adapted to what our audience wants and expects from us, constantly updating their preferences, automatically registering new contacts, being able to personalize emails and performing conversion analytics every so often.
Surely, these are the reasons why, according to data from HubSpot itself , 51% of companies use marketing automation, with 80% of them noticing an increase in leads after implementing it.
Additionally, 37% of B2B companies use marketing automation to generate new leads, according to Marketing Profs .
As we've discussed, by automating some of the manual, repetitive work involved in marketing functions within a business, you can free up time and resources, providing intelligence to increase marketers' understanding of customers and helping them deliver better-targeted and measurably more effective campaigns.
As SalesForce points out , the main benefits of implementing automated marketing in your business strategy would be focused on:
Free up time to focus on strategy development
Gain richer, more detailed insights into your prospects' behavior
Customize tracking
Implement broader marketing campaigns
Prioritize candidates
Improve ROI associated with marketing
Predict future investments more accurately
The perfect solution for B2B companies
B2B marketplaces tend to be highly focused and relationship-oriented, and rely heavily on education and promotion of their products and/or services. This is an environment where purchases are considered and rational, taking place over weeks, months, or even years.
This means that, generally speaking, business acquisition requires a longer process of nurturing users than B2C marketing, during which the potential customer will have already done significant research before being ready to contact a salesperson and, more importantly, before being ready to buy.