Why Marketing Automation is Important

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Marketing automation involves setting up and planning the entire process of converting a lead into a customer from “attraction” to closing the sale.

The term “automation” refers to certain actions and notifications that are carried out automatically with the help of software.

Its importance lies in the fact that once potential customers enter the circuit, they can move forward along a pre-formulated path. In this way, the marketing department saves time and can concentrate its efforts on attracting more potential customers to the company.

At the same time, automating marketing processes favors the design of more personalized campaigns that, logically, are more effective. This leads to an increase in the volume of leads and online sales with a lower investment cost. It is also a way to optimize sales and advertising work, since both are organically unified in a digital system.

How marketing automation works
To gain audience awareness and plan marketing automation, you uk whatsapp number database must first create a sales funnel . This is a series of proposals that promote actions according to how you want the customer to travel the path to the sale.

The inverted pyramid represents the steps of “filtering” leads until the sale is closed, starting with specific promotional campaigns for each stage. For example: offering valuable content that can be found on search engines, followed by trial days of a service and then, offering a plan at a promotional price.

The funnel-shaped conversion diagram shows the stages that a potential customer must go through to become a loyal consumer of the brand.

With this information, you can develop a commercial strategy tailored to each user and generate more personalized marketing. To better profile your buyer personas , you can collect key data throughout the different phases of the journey.

Depending on the funnel stages in which customers are located, labels are developed that allow the database to be segmented and, subsequently, the activation of automatic actions can be managed according to the planning.

To achieve a higher volume of organic leads on your site, it is necessary to have a series of automation tools. These are predetermined software that perform the function of collecting the data provided by prospects and leads, and that carry out the planned automatic actions.

The paths that automation should encourage are aimed at conversions and, therefore, must be designed for each customer at a certain stage.

Among the marketing automation tools, we will compare what the following are about: Hubspot vs RD Station.