If you use any form of advertising in your company, you will probably find something for yourself in marketing automation. The question remains, what tools do you need, on what scale will you use them, and which solutions will be most profitable for you. There are over 7,000 marketing automation tools on the market, so everyone should easily find something for themselves. It is worth seeking knowledge of specialists to determine your needs and choose the right tools accurately. If you think marketing automation is just automated email campaigns, then you need to know that you can now automate just about anything – lead generation, social media, landing pages, lead segmentation, lead management, and many others. All these can be automated to varying degrees, but still, it is possible to improve nearly all marketing activities in your company.
Email campaigns with marketing automation
Let’s start with email marketing. Email campaigns created for your potential customers must meet several conditions to be effective, but the essential feature they must have is relevancy. Emails sent in the right way, with the right content, and at the right time will dramatically increase your chance of success. Marketing automation within tools such as Salesforce Pardot is not just simplifying the sending process itself and replacing a human with an autonomous toolset. It is also an appropriate selection of audience through advanced segmentation, targeting, i.e., choice of content for the proper group of recipients, content optimization, correct sending time, and time intervals between mailings.
Using Pardot, the information contained in an email that you send to your potential client is based not only on the characteristics of the recipient but also on specific behavioral criteria. It is the combination of these factors and the right decisions that determine whether an email campaign is effective. If the lead receives a message that is tailored to his needs and circumstances, the effectiveness of the campaign will be many times higher than when sending the same content to the entire database. The ability to customize emails is one of the primary advantages of Pardot that you can take advantage of, regardless of the scale of your business.
Thanks to Salesforce Pardot, you will create not only email campaigns but also useful landing pages, dynamic forms, responsive email templates, etc. All these elements will make up effective customer journeys, provide successful lead generation, and thus your marketing activities will become much more profitable. With the help of the Engagement Studio, you can create dynamic lead nurturing processes. Thanks to various types of drip campaigns, you will get the opportunity to engage prospects in the process of interacting with your company, help them achieve sales-ready status, on-board them in the right way. It will also be possible to send renewal and re-engagement messages, which will not be insistent.
Lead qualification, which I mentioned above, is a fascinating process of scoring and grading prospects based on their interaction with your marketing assets, such as landing pages, forms, emails or banner ads, as well as based on their customer profile, i.e., data such as location, industry and job title. Thanks to dynamic lists, segmentation rules, and automation rules, the right lead groups will be associated with the proper content.t. Both these processes, as well as the mailing itself, will be automated. Thus, your employees gain more time to deal with other responsibilities, and you will ultimately gain more customers.
Meet the expectations
Nowadays, the audience of advertising campaigns is becoming more and more demanding, but it also receives many materials, and more competing companies are seeking their attention. To stay competitive and strive to be a market leader, you should take advantage of all of the above benefits, because your competitors probably already use all these modern tools. If you are at the stage of preliminary research on the subject of marketing automation for business, CRM Designer will be happy to implement the right tools in your company. If you are already in the process of implementation, but your company lacks the competence to be an equal partner for an implementation partner, we will gladly assist you. If you already use Pardot or other Salesforce systems daily, we will support you, and you will shape the formula of our cooperation – it all depends on you.