MARKETING AUTOMATION

marketing automation

Most companies with a customer database now send an email newsletter. But the bulk still sends one and the same email newsletter to all addressees. But why does everyone receive the same newsletter when every customer has different interests? A well-designed Marketing & CRM Automation solution offers a solution! Email is the basis for most companies Online Marketing activities. That is not surprising, because enamel is cheap, and very effective when used properly. But the latter is precisely the problem. Using Email marketing will only become really effective if it is segmented and personalized.

Segmentation and personalization can only take place when a decent customer database has been set up. A good customer database is by definition NOT a webshop system, email client or ERP system. Personalization only has real effect if sufficient characteristics of the customer can be recorded. This concerns, for example, age, gender, children, purchase history, click behavior in an email, surfing behavior on the website, etc. The more you know about a customer, the better. All customers can then be divided into customer groups. Such a customer group with similar characteristics is also called an Audience. Based on certain characteristics, appropriate communication can then be sent per customer group. For example, an email to customers who have bought more than € 300 in the past year, but not in the past three months. In a personal way, customers are reminded of your company and stimulated to buy something again. Cherish your existing and valuable customers in this way!

HOW AND WHAT ?

How does that work in my organization?

There are two categories of persons that are of interest to a company, namely the existing customers and potential customers. For most companies, the group of potential customers is the largest and often receives the most attention. However, the acquisition of new customers costs more money, so managing existing customers is just as important. Then Customer Lifecycle Management (CLM) comes into play. This vision focuses on the value a customer can have for a company and the degree of "attention" that can be invested. The recording of potential customer data is done in the traditional CRM system or customer database. In many CRM systems, beautiful workflows have been built to initiate a follow-up action every time there has been contact with a potential customer. But what is the definition of "customer contact"? CRM is used more for B2B and Marketing Campaign Automation systems more for B2C campaigns. But where is the difference now?

CRM vs Marketing-Automation

When all information about a customer is bundled in one solution, it is quickly called a CRM system. But besides offline behavior and historical information such as purchases, much more information from digital channels can now be recorded and linked. You can think of opening and clicking in an email newsletter, click behavior on the website / webshop, behavior and sentiment on social media, etc. When we bring all that information together in one system and automatically act on it, we call this Marketing. Automation. The art of good Marketing Campaign Automation is to create a so-called "360 degree customer view" from which relevant information and / or action follows. In every step a (potential) customer takes in his "customer journey" (Customer Journey), he is then confronted with relevant communication. At every step he adds information to his own customer image. With a well-organized Automation workflow, the customer is followed and persuaded to make a purchase. This principle is universal, but will have to be applied in a specific way within each industry.

Customer data is the new gold

In order to achieve ultimate personalized Marketing Campaign Automation, a number of important steps must be taken. Not only setting up systems and processes, but also the organization will have to focus on one-to-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 made of similar (potential) customers. Subsequently, the Customer Journey campaigns can be set up. Building up small steps is the motto. Every step in the Automation process requires attention, time and above all a lot of testing. This creates a natural cycle of testing and adjusting. The new life of your Marketing (Automation) team ........

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