Principles of Marketing Automation and inbound marketing

You regularly generate a certain number of visitors, but what do you do with all this traffic? If your site is well designed, you'll undoubtedly receive requests, calls and other solicitations via your contact forms or other means of conversion.

As for the rest of your users, perhaps it's time to consider other ways of improving the buying experience and handling of incoming leads.

L'Inbound Marketing and the Marketing Automation respond to these challenges, both by fully mastering your target prospect's journey from site entry to sale, and by using automated processes to react quickly and appropriately to any interactions he or she may have.

Benefits of Marketing Automation

Automating marketing actions is today a new opportunity to save time and human resources, particularly on repetitive tasks or those that can be too time-consuming given the volume of visitors:

• personalized mailings
• personalized text messages
• commercial reminders
• behavior analysis
• contact database creation
• audience segmentation

A marketing automation solution is particularly useful when it comes to tracking your leads accurately and efficiently. Depending on their behavior on the site, it is then possible to set up "workflows"This allows us to take into account all possible scenarios and react automatically.

A scenario that can be implemented with a marketing automation solution:

1. A visitor downloads content from your site
2. He leaves his email address in exchange
3. He is added to your contact list
4. The automation solution sends him a confirmation e-mail
5. 3 days later, a second e-mail is sent to propose new content.
6. The contact opens the e-mail, clicks on a link and visits another strategic page on your site.
7. The automation solution moves this contact to a dedicated "strategic leads" list
8. A third e-mail is sent to the lead to offer him the product or service best suited to his visit to your site.
9. The lead opens the e-mail, returns to the site to leave his contact details
10. The automation solution moves the contact to the dedicated "leads to contact" list
11. Your sales rep can call the lead, taking into account the path taken so far, knowing that he's qualified and won't be a waste of time.

Depending on the type of workflow and case, marketing automation can be used for a variety of purposes:

• Promoting an event
• Lead scoring, i.e. the selection and distribution of leads according to their relevance to your business and their maturity.
• Promotion of additional content or premium offers (white papers, guides, webinars, studies, audits, etc.).

Automation and E-commerce

Although marketing automation is generally particularly suitable for websites BtoBIt can be particularly effective for an e-commerce site:

• relaunching abandoned baskets
• customer loyalty
• add to newsletters

Depending on the emailing solution you use (or wish to use), e-commerce platforms (Prestashop) offer modules dedicated to marketing automation. Highly effective and often very intuitive, they enable you to set up workflows and send personalized emails, and are easily connected to your site to obtain precise data on your visitors' behavior.

Itekcom puts its proven expertise in Marketing Automation at your disposal to optimize your lead acquisition, increase your conversion rate, and develop and retain your customer base.

Don't hesitate to contact us to discuss your digital strategy.