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| Marketing Automation |
MA is a tool that automates marketing activities to improve profitability. In addition, by introducing MA, it will be possible to communicate according to the interests of each prospective customer, and it will be possible to build a good relationship.
On the other hand, for MA to be effective, it is necessary to hold down various points. We will introduce the basic knowledge of MA, points of utilization, success stories, etc. so that even those who are new to MA can get an overview.
MA is a tool that automates marketing activities and develops prospective customers.
The elements that make up MA can be divided into the following three.
・ Collection/accumulation of customer information ・
Development of prospective customers
Analysis of marketing measures
Another major feature is that these three elements can be automated and labor-saving by utilizing technology.
Let's take a closer look in order.
Collection and accumulation of customer information
Marketing measures begin with the collection of customer information.
Today's consumers are exposed to information through various channels such as email, websites, SNS, and videos. To respond to the diversification and complexity of consumers, it is necessary to take detailed measures in marketing activities.
Many of you are familiar with the marketing concept of "One to One Communication," which has been regarded as important in recent years. One-to-one communication is the idea of improving customer satisfaction by communicating according to the interests of each customer.
MA collects customer information by providing the best content at the right time and accumulates it in the right way.
Fostering potential customers
After collecting and accumulating customer information, the next step is to develop potential customers into customers.
To practice one-to-one communication, "add the person who requested the material to the list as a potential customer", "send the seminar invitation email 3 days after the request", "send the case introduction material if there is no response", "to some extent" If you can see the high level of interest in the business, you will need to do steady work such as "Tel appointment from sales."
If you have 10 prospective customers, you can handle it manually, but if you have hundreds or thousands of prospective customers, the work will be enormous and will go bankrupt.
MA's role is to automate day-to-day marketing activities with technology and enable one-to-one communication with prospects and existing customers. MA motivates you to buy and helps you monetize by providing the information your prospects are looking for at the right time.
Analysis of marketing measures
MA also has the feature of visualizing the profit process that was previously a black box and making it easier to work on improvements. By introducing MA, it is possible to track and centrally manage the online behavior of each prospective customer, such as opening / unopened emails and visiting the company's website.
Centralized management of data makes it easy to measure the effects from various perspectives such as individual marketing measures and the entire profit process and enables the PDCA cycle to run at high speed.
If you want to know more about MA, please download and use the "Introduction to Marketing Automation Guide".
Main functions of MA
MA is provided by various domestic and foreign companies. By knowing the basic functions of MA, let's understand the role of MA and how to use it in practice more concretely.
The functions of Market o Engage, one of MA's representative tools, are also introduced in the following ebook.
Lead management function
The lead management function is a function that can centrally manage the information of prospective customers (leads) obtained at various points of contact such as the company's site, landing page, email, seminar, etc. In addition to business card information such as company name, name, job title, and email address, you can freely set fields and manage customer attributes such as demographic information such as gender, occupation, and age, and psycho graphic information such as hobbies and preferences. ..
The fact that the information of a prospective customer is linked to the real name by exchanging business cards or acquiring personal information is called "real name conversion". In addition, prospects that are not real-named are called anonymous prospects.
The prospects you can manage aren't limited to real-named ones. Anonymous prospective customers who visit your site once can get a cookie for continuous tracking. The behavior history of these anonymous prospects may later be linked to their real name by form application or business card exchange. This will help you to know the level of interest and the direction of your interest, such as knowing that the prospective customer who exchanged business cards for the first time was interested in your service for a long time.
Scoring Function
The scoring function is a function that gives a score to the behavior of individual prospective customers. By using the scoring function, it is possible to visualize the height of interest numerically.
For example, set a score such as +2 points for visiting the company's website, +10 points for requesting materials, +3 points for opening emails, and -3 points for unopened emails. It is possible to set the stage of interest. We will utilize prospective customers who are more likely to reach a contract by sending them to sales and bringing them into business negotiations.
Campaign Management Function
The campaign management function is a function that automatically sets the implementation of marketing measures for prospective customers who meet the conditions.
You can specify condition settings and detailed actions that combine attribute information and actions, such as "a prospective customer with a score of 50 or higher presents a coupon in a pop-up when he/she visits the price page of his / her site
".
Email Marketing Function
The email marketing function is a function to manage email marketing. We will create an email distribution list based on the lead attribute information, and deliver emails to attract customers to events and foster fans of products and brands.
In addition to being able to set the content, timing, and delivery frequency of emails according to the attributes of the lead, it is also possible to set trigger emails to be delivered according to the behaviour of the lead, as introduced in the campaign management function.
In addition, you can grasp the delivery rate and open rate of emails, CTR (click rate), CVR (conversion rate), and the delivery stop rate (rate of receiving delivery stop requests for each delivery), which is indispensable for considering the delivery frequency. You can compare and verify the effect by the / B test. With these features, you can efficiently improve the accuracy of your email marketing.
Build Customer Relationships with Ebook
See the ebook below for specific ways to build customer relationships through email marketing.
In-house alert function
The in-house alert function is a function that delivers an alert to the sales staff when a prospective customer opens an email or browses the company's site. In addition to email, some MAs can deliver alerts to business chat tools such as Slack and Chat work.
You can set attribute information and actions to pick up potential customers that meet your criteria. For example, it is possible to acquire information in real-time such as "a prospective customer who has an annual contract for a competing service is browsing the company's site at the timing of the renewal month soon" and tell the sales staff without missing an approaching opportunity. Is possible.
Landing page and form creation
Landing page and form creation support function
As the name implies, the landing page and form creation support function is a function to create landing pages and forms.
When operating MA, it is important to visualize lead behavior and speedily implement PDCA for scenarios and marketing measures. Therefore, when it comes to creating and modifying simple landing pages and forms, it is more advantageous in terms of speed and cost for marketers to respond rather than asking engineers or website production companies. Therefore, MA has a function that makes it easy to create landing pages and forms.
Personalization function of own site
The personalization function of the company's site is a function to sort out the contents and advertisements displayed on the website according to the user's interests and interests.
Consistent communication through multiple channels, such as email, website content, and web advertising, can be expected to promote consideration and improve engagement.
The details vary depending on the MA, but some can deliver personalized information to anonymous customers, while others can use machine learning to understand the needs of prospective customers.
CRM / SFA Integration Function
The CRM / SFA integration function is a function that integrates a CRM tool or SFA tool with MA.
CRM (Customer Relationship Management) is translated as customer relationship management. It is a method that aims to improve profits by centrally managing customer information and using it appropriately as needed. SFA (Sales Force Automation) is translated as a sales force automation system and refers to a method of visualizing the progress from the start of a sales negotiation to receiving an order and managing its activities.
Even if your customer support department uses CRM tools and your sales department uses SFA tools, you can integrate with MA so that each department can share the same data. Sharing data enables you to respond appropriately to your online behavioural information. In addition, since the contribution of marketing measures can be measured, it is also useful for negotiations to increase marketing investment.
The tools that can be linked differ depending on the MA, so if you have decided which tool you want to use with MA, you need to select an MA that can be linked.
Details on the benefits of linking CRM and MA can be found in the following articles.
Use MA to improve the efficiency of marketing activities
Now that the channels of communication with consumers have become diversified and complicated, one-to-one communication is indispensable for acquiring and nurturing prospective customers. To that end, it is necessary to develop optimal marketing measures by visualizing the behavior of prospective customers, which has been a black box and determining the degree of interest.
MA is what makes this possible. Introducing MA not only raises awareness of potential customers through tracking but also automates and saves labor in marketing activities, leaving marketers with the capacity to improve their policies. By developing more sophisticated marketing activities, it will be possible to realize branding of companies, products and services, increase the order rate of the sales department, and improve profits.
However, it cannot be said that MA will be effective as soon as it is introduced. For MA to show its true value, it is necessary to overcome departmental barriers, review the optimal profit process for the entire organization including the top management, identify issues to be solved, and implement them to achieve a common goal. It is also important to select the optimal MA according to the type of industry, business model, and issues to be solved.
Among the many MAs, Market o Engage, which is used by more than 5,000 companies worldwide, is highly regarded for its expand ability, reliability, and openness, and has earned the trust of many marketers.
If you want to know more about how MA can help marketers automate and save labor, build relationships with customers and increase sales
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