Marketing Choosing automation software is like climbing a mountain without a guide…. Let our independent Marting Automation experts advise and guide you.
Setting up a professional customer database is crucial for customer segmentation and personalization. A good database is by definition not a webshop, e-mail, client or ERP system. Personalization only has a real effect if you can record sufficient customer characteristics. This includes, for example, age, gender, children, purchase history, click behavior in an e-mail, surfing behavior on your website, and much more. The more you know about a customer, the better you can 'steer' a customer. Your customers can then be divided into customer groups. Such a customer group with similar characteristics is also called a audience named. You can create personalized content based on specific characteristics and behaviors per audience. For example, an e-mail to customers who have bought for more than € 300 in the past year, but not in the past three months. This way you effectively draw attention to your brand again and encourage customers to make follow-up purchases. Cherish existing and valuable customers in this way and you will see your business grow.
There are two categories of buyers that are interesting for your company, namely existing customers and potential customers. For most companies, the group of potential customers is the largest and often receives the most attention. However, acquiring new customers costs more money than retaining existing customers. That is why investing in customer retention is very profitable. This is where Customer Lifecycle Management (CLM) comes in. From the vision behind it, the focus is mainly on the potential value that a customer represents for your company and the degree of 'attention' that fits with that and yields the desired return.
Capturing data from potential customers – prospects or leads – is still often done in traditional CRM systems or customer databases. Many CRM systems have efficient workflows built in, which automatically initiate follow-up actions at any time there has been contact with a potential customer. But what exactly is the definition of 'customer contact'? Currently, CRM systems are mainly used in B2B companies. Marketing Automation systems, on the other hand, are strongly on the rise for generating B2C campaigns. But what is the difference?
If all information about a customer is bundled in one solution, we quickly call it a CRM system. But in addition to offline customer behavior and historical information about purchases, much more information from digital channels can now be recorded and linked. You can think of opening and clicking in an e-mail newsletter, search and click behavior on your website/webshop and activities on social media. If you bring all that information together in one system, in combination with software and tools to automatically generate marketing actions, we call this Marketing Automation. The art of good Marketing Campaign Automation is creating a so-called '360 degree customer view', from which relevant information and/or action follows.
In every step that (potential) customers take during the customer journey, they receive relevant information and offers. And with every action, the customer himself adds valuable data to his customer image. A well-designed Marketing Automation workflow follows the customer and sat until the desired transaction. This principle is universal. But Marketing Automation works most powerfully and delivers the most with a business and industry-specific application. Based on appealing best practices, our specialists show you what results you can achieve.
To achieve ultimate personalized Marketing Campaign Automation, you take a number of important steps. Not only is setting up systems and processes essential, the organization as a whole must also be willing and able to focus on one-on-one communication. The foundation is laid by collecting all customer information in one customer database, preferably a Customer Data Platform or CDP. In this CDP, audiences are created of potential customers who have many similarities - the so-called customer segments. Based on this, you can optimize the customer journey with suitable, personalized campaigns. Our motto? Take small, manageable steps, experiment, evaluate, and take the next step. Each phase in the Marketing Automation process requires attention, time and, above all, a lot of testing. A natural cycle of testing and adjustments quickly emerges. And the tangible results will inspire your Marketing Automation team to raise the bar ever higher. The first step towards results? Get advice from the experts at Ecommerce result.
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