What is marketing automation?

Combined with inbound marketing, marketing automation saves sales teams a lot of time. Thanks to the automation of certain marketing tasks, your sales teams can then focus on the essentials: customer relations and high value-added actions?

Often used in e-commerce or B2B, automation marketing is a technique that consists in automating repetitive tasks in the marketing field. This includes, in particular, emails confirming subscription to a newsletter, sending targeted and individualized emails… Its use has a real impact on customer satisfaction.

The automation is based on the company’s sales cycle. The process begins with the visitor’s first action and continues according to a predefined workflow based on the Internet user’s path. There are therefore several possible scenarios for the same site. In this case, each visitor action triggers an automated action.

But marketing automation can also be a set of actions that are triggered under certain conditions such as :

• The number of orders placed;
• The most ordered type of product;
• Sending an email on the occasion of the anniversary;
• Sending a series of emails according to a predefined timing;
• Downloading content.

– A real strategy is put in place: the company keeps control and navigates within sight. There is no room for chance here, each scenario is studied and linked to a series of automated actions.

– A reduction in marketing costs: a large part of the sales cycle is handled by marketing automation. Once the customer or prospect is well engaged in the conversion tunnel, a human contact can take over to finalize a sale.