Vidste du, at mange virksomheder enten overgør eller undergør deres leadgenerering? Det kan føre til dyre fejl eller spild af tid – og det er mere almindeligt, end du tror! 🤔

I denne video gennemgår vi:

• Hvorfor overgørelse og undergørelse sker, og hvilke problemer det kan skabe.

• Eksempler på faldgruber, som virksomheder ofte falder i.

• En bedre tilgang til leadgenerering ved hjælp af Build, Measure, Learn-modellen.

🔑 Højdepunkter:

1. Hvad der sker, når virksomheder overinvesterer i komplekse løsninger uden reel data.

2. Problemet med små kampagner uden en klar strategi.

3. Hvordan du kan optimere din proces med en enkel og effektiv model.

👉 Hvis du vil have en strategi, der balancerer indsats og resultater, så se med! Husk at like og abonnere for flere tips om, hvordan du optimerer din leadgenerering. 😊

You know that marketing automation can help with email marketing. But do you also struggle to get an overview of what else marketing automation can do?

Before I give you your overview back, let’s first describe what marketing automation covers:

Simply put, marketing automation is about providing your customers with a delightful, seamless, and professional experience by automatically ensuring personalized and targeted content.

A more technical definition of marketing automation could be:

Marketing automation is software that handles routine marketing tasks without the need for human intervention.

In this post, I will help you fully understand marketing automation. What it means for potential and existing customers—and how you can benefit from it in your business.

How does marketing automation work?

In general, marketing automation software allows you to automate monotonous marketing tasks. In the marketing department, you can automate repetitive tasks such as email marketing, social media posts, and even advertising campaigns. Not just for efficiency but also to give customers a more personalized experience. The technology behind marketing automation makes these jobs faster and easier to perform.

Most companies consider marketing automation a mid-funnel tool, ideal for nurturing leads through automated email sequences. However, automated marketing strategies should be implemented throughout the customer’s lifecycle.

When marketing automation is integrated thoughtfully, it lays the foundation for healthy and long-lasting customer relationships.

Personalized workflows

The first aspect is the ability to create personalized workflows. Every action your prospects take provides new data, telling you what the customer is looking for at that moment. This knowledge is valuable. However, it’s impossible to track this behavior manually.

With marketing automation software, your company can use these inputs across different platforms. This can give you a deeper understanding of customers’ needs and the ability to deliver the right content at the right time.

A customer might have visited your website as a result of a search on marketing automation. Here, she has provided her contact details in exchange for an e-book on the subject. Through your marketing automation system, you now have the opportunity to send customized and targeted information in an email flow.

These personalized workflows help guide qualified leads towards valuable content, which in turn gives you warm leads. Carefully nurtured, they should ideally become customers.

Marketing automation doesn’t stop there. With the customer at the center, companies can continue to engage customers with personalized workflows. The goal is to lead to loyal repeat customers who also recommend your business to their friends and family.

Streamlined processes

The second aspect is streamlined processes. Specifically, it means bringing your entire business together with streamlined processes that keep your customers at the center.

You have the opportunity to build processes that work across your functional teams. This reduces customer effort throughout their journey. It’s important to focus on breaking down your silos and working together to provide a consistent user experience—from the very first click to the final purchase and subsequent customer service and follow-up.

With effective marketing automation, there’s no need for complicated handover procedures from, say, marketing to sales because everything is automatically stored centrally. It also becomes easier to allocate and prioritize tasks as they arise.

How to get the most out of marketing automation

When it works best, marketing automation is a combination of software, strategy, and a customer-centric approach. It allows you to nurture leads with useful and relevant content, helping you turn leads into happy customers and customers into loyal ambassadors.

To get the most out of marketing automation, you should aim to integrate automation throughout the business to break down silos and connect teams with time-saving processes. Combined with the human aspect, marketing automation creates an engine that continuously grows your business.

Focus on the customer journey

Start by focusing on the customer journey rather than your own business needs. Identify potential customer actions that could benefit from marketing automation. And build processes that ease the customer’s movement from one data point to the next.

• Organize your contacts with a CRM (Customer Relationship Management) that integrates with your marketing automation software. Every action your customer takes will become a new data point.

• Use these data points to connect customers to their next step in the journey, whether it’s educational and informative content, a salesperson reaching out, or a follow-up check-in with a satisfied customer.

The advantage of marketing automation is the ability to use this smooth and elegant approach across thousands of customers simultaneously.

Synchronizing teams

A good marketing automation strategy synchronizes your teams by prioritizing tasks and making handovers seamless. Contact information can be owned by marketing until a lead is warm and ready to be contacted by sales, after which an automated workflow assigns and informs the salesperson.

When the customer buys, Customer Success gets a notification. In the system, they can see all previous conversations and actions the customer has taken on the journey to the purchase.

Not only is the process smooth and efficient, but it also builds a long-term relationship between the customer and the company.

Offer a seamless overall experience

No one likes to repeat themselves, especially potential customers who may be uncertain and have many questions.

That’s why marketing automation is so ideal. Data is collected, stored, and used in your marketing software so you can offer your customers a personalized experience. This can be pre-filled forms, targeted emails that address their needs and answer their questions, and customer service that feels as pleasant and familiar as what they get at the local store around the corner.

And don’t forget that with marketing automation, it’s possible to give the customer the same experience no matter which channel they contact you through.

Marketing automation is thus the boost to your marketing that will generate more warm leads and streamline your workflows. With the right strategy, it’s the tool that puts the customer at the center.

And that’s exactly what it should all be about.

Are you looking for an agency that can help you with marketing automation? If so, I recommend you read this article first: 7 questions you should ask your (next) marketing automation agency.

If you want to hear more about how Autobahn can help you with marketing automation, you can book a meeting with us right here.