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Lead Generation, Marketing Effectiveness, Creatio CRM, Marketing automation

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11 Min Read

Marketing automation - making the case to improve

As a marketer, you already know the challenges of engaging, nurturing, and converting qualified leads in an increasingly digital and consumer-savvy marketplace. But convincing your C-suite (and the finance department) to invest in the marketing automation software you need to keep up isn’t always easy.   

If you tend to use your marketing automation system as a glorified email platform, even if it is tied to your CRM system and your website, the fact is that you’re not getting the full return on your investment.

Requirements of a well functioning marketing system.

Marketing-automation

The following are resources to help make the case for improving your business with marketing automation.

Use case #1:  Do more with less

What’s the best way to understand the value and potential of a state-of-the-art marketing automation system? Why not talk to some leading professionals who use the technology every day? Find out what they can do now that they couldn’t do previously. See how they’re building a clear competitive advantage by delivering a richer, more personalized customer experience. Get insight into how they’re doing things more intelligently and efficiently.

This series captures their ideas on how marketing automation can be a game changer in customer engagement and campaign effectiveness through a series of real-world use cases.

 


Use case #2: Triggered response, right time, right person

This is the second in a series that captures leading marketing executive ideas on how marketing automation can be a game changer in customer engagement and campaign effectiveness through a series of real-world use cases.

Triggered response campaigns are a favorite for marketers everywhere because they allow an organization to personalize experiences based on the content a customer is consuming at any given moment. It offers a way to make marketing’s holy grail of right message/right time/right person a practical reality.

With a triggered response campaign, marketers can send automatic messages to these people saying, “Please come back! Don’t miss out on this free trial! This could be the beginning of a beautiful friendship!” Previous generations of marketing outreach technology didn’t have this capability. The latest marketing automation platforms do

 


Use case #3: Events

This is the third in a series that captures leading marketing executive ideas on how marketing automation can be a game changer in customer engagement and campaign effectiveness through a series of real-world use cases.

Today's scenario that is possible with marketing automation:

The marketing team has set up an event-specific campaign weeks in advance of the show.  They’ve issued an invitation to the registration list and other contacts in the area to connect with them at the show. They give them a compelling reason to visit the booth. They’ve done blog posts about the solutions and topics they’ll be addressing on site. They’ve promoted any sessions and panels they’ll be participating on. They still have the shiny collateral, but it’s tailored to the event and the audience. There’s a lot less of it in hotel waste baskets and a lot more of it that makes it back to the attendees’ offices.

During the event, the team uploads the slide cards they’ve collected and automatically adds them to the campaign with the right lead source.  They don’t have to wait until the show floor closes to upload data. Leads get sent directly to sales immediately for follow up the same day.

Events and trade-shows are high-profile components of the customer experience. They’re a chance to put a human face on a previously online-only relationship. At the very least, they should offer the same levels of personalization, consistency, and relevancy that companies deliver in other phases of engagement. With marketing automation, event teams can ensure there’s no disconnect between what happens on the show floor and the rest of the customer’s interaction with the company.

Creatio marketing event, email designer

Creatio advanced marketing campaigns

 


Use case #4: For the Love of Data

This is the fourth in a series that captures leading marketing executive ideas on how marketing automation can be a game changer in customer engagement and campaign effectiveness through a series of real-world use cases.

Thanks to the explosion of marketing technologies that have become available over the past decade, Marketing has come a long way. Just a few short years ago, marketers didn’t have access to much more than basic statistics, such as open and click rates, for their campaigns and couldn’t answer even basic questions, such as:

  • Did the recipient forward the email to someone else?
  • Did recipients visit the website? If they did, how many times?
  • What content caught their attention?
  • Why and how did a particular campaign succeed or flop — and how could the campaign improve?

Marketers think holistically. Messaging, content, offers, communications timing — they’re all part of an integrated strategy that unfolds over time.

By nature, marketers are a driven bunch. They’re eager to pounce on the slightest messaging nuance or uncover the “aha” moment that can help drive a compelling campaign. They have a 360-degree view of customer and prospect interaction with email campaigns, website visits, and other channels crossed in the path to purchase.

Now, marketers can literally see how their efforts drive engagement and add to pipeline — by channel, by content, by campaign, or by any other metric they choose. Armed with this insight, they can refine strategy and make smarter use of budget and resources with future campaigns.

creatio-bulk-email-analytics



Watch for the next blog that will explore scoring models and how they are changing the game of customer engagement.

 Get Started with Success with CRM

Related resources:

Marketing fields you must have in your CRM

3 critical resources to help streamline sales and marketing teams

Creatio (bpm'online) CRM + BPM - built-in marketing automation 

 

Topics:   Lead Generation Marketing Effectiveness Creatio CRM Marketing automation

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