Marketing automation and CRM concerns the use of technological resources with the aim of automating certain marketing tasks and processes, such as generating leads, sending email marketing and managing the sales funnel. For companies looking for ways to sell more and more assertive solutions to meet their customers' needs, automation may be the answer.
In this post, we will better understand how these practices can optimize your business's workflows.
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How does marketing automation work?
A marketing automation is a set of automated processes that allow companies to optimize the management of their leads and customers, from the moment they become known until the closing of a sale. Through the use of specialized software, it is possible to create workflows that segment and personalize customer communication, generating qualified leads and increasing sales conversion. These flows can include actions such as:
- Capturing leads through forms on landing pages;
- Sending personalized emails, with content and offers relevant to each stage of the sales funnel;
- Segmentation of the contact base according to some criteria, such as profile, behavior, interest and needs;
- Lead scoring, which evaluates the maturity of the lead according to the interaction with the company;
- Lead nurturing, sending educational and informative content to help educate the customer and prepare them for purchase;
- Automation of social media and online advertising campaigns to expand reach and generate more leads;
- Analysis of metrics and results to identify areas for improvement and adjust the strategy.
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The functions of a CRM
O CRM ou Customer Relationship Management is a tool that allows you to manage and monitor all aspects of the customer relationship, from the first interaction to post-sales. With CRM, it is possible to centralize important information about customers, such as their contact details, purchase and interaction history, preferences, complaints and feedback.
The objective of CRM is to help companies maintain a close and personalized relationship with each customer, creating loyalty and increasing satisfaction. With the help of CRM, you can:
- Follow the customer lifecycle, from the first contact to after-sales;
- Identify upsell and cross-sell opportunities, offering relevant products and services to each customer;
- Manage complaints and feedback, seeking quick and effective solutions to problems presented;
- Personalize communication and service, using CRM information to offer a closer and more appropriate service to each customer;
- Analyze metrics and results, identifying trends and opportunities for improvement in customer relationships.
When used together, marketing automation and CRM can help companies build a solid lead and customer management strategy, increasing the efficiency and effectiveness of the sales process and generating more significant results.
Workflow
Marketing automation can have a big impact on a company's workflows, especially if that company relies on many manual, repetitive processes to manage its marketing efforts. Here are some of the main impacts of marketing automation on your processes:
Reduction of manual workload
With marketing automation, many tasks performed manually, such as sending emails or managing advertising campaigns, can be performed automatically. This means marketing teams can focus on more strategic and creative tasks.
Increased efficiency
Marketing automation can help optimize processes in the marketing department, reducing the time required to perform tasks and minimizing errors, as well as improving the overall efficiency of the marketing department.
Improved audience targeting
Marketing automation can enable better audience segmentation, enabling marketing teams to deliver more personalized and relevant messages to their customers and prospects.
Greater data visibility
With marketing automation, marketing teams can have better visibility into real-time campaign data, allowing them to monitor performance and adjust their strategies in a timely manner.
Better interdepartmental collaboration
Marketing automation can help improve collaboration between different departments of a company, especially if there is integration between marketing automation tools and other business tools.
Overall, marketing automation can help improve marketing department efficiency, effectiveness, and collaboration, allowing teams to focus on more strategic and creative tasks, as well as providing a better customer experience.
What is the impact on customer retention?
One of the main ways in which Marketing automation helps retain customers This occurs through the personalization of communications and interactions with customers. With automation, it is possible to segment the customer base according to their interests, purchase history and behaviors, allowing companies to create highly personalized and relevant marketing campaigns for each customer. This can significantly increase customer engagement and brand loyalty.
Furthermore, marketing automation can also help maintain contact with customers over time, through scheduled email marketing campaigns, for example, allowing the company to stay in constant contact with its customers by offering relevant content and keeping the brand present in their minds.
Finally, marketing automation can also help identify customers at risk of churn, allowing the company to take proactive steps to prevent customer churn. For example, it is possible to create specific campaigns for these customers, offer promotions or special discounts to encourage their stay.
Summary: For companies looking for intelligent ways to increase their productivity, as well as the effectiveness of their processes and campaigns, marketing automation combined with a CRM system promotes an approach that can maximize business results.
Do you want to know how good CRM tools can help your company achieve increasingly better results? Check out our other blog post about how the Hubspot platform can be your company's greatest ally.