Marketing automation isn’t just about tools and platforms. Knowing the terrain and having a clear vision of how to apply it are key factors to getting started.
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First, keep in mind the goals of your strategy : are you currently expanding your lead capture and business opportunity generation? Are you looking to generate greater demand for content and relationships with your lead/customer base ? Knowing what to expect from your strategy will help you understand the paths you should take on a day-to-day basis to achieve these goals.
At this point, context is important. So, find out the main channels where marketing automation will be welcome, to enhance what your company already puts into practice.
And, of course, understand the channels, content commercial property owners database and aspects of the journey that best resonate with your audience. After all, this is the main point of every strategy: the more appropriate your actions are to the language and expectations of your leads, the greater the likelihood of success .
Once these aspects are well aligned between those involved, it is time to analyze what type of resource you will need to make this work, and which tools can meet the demands of your strategy.
Opening the toolbox
If the best products come from the best raw materials, great strategies also need the best resources to achieve good results.
Fortunately, the market is full of tool options , from the simplest and most accessible, to the most complex and investment-intensive solutions.
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Good examples that are widely used in Brazil are tools like Hubspot and RD Station , among others that are making their way here, such as ActiveCampaign . They all have advantages in common, mainly the possibility of creating relationship rules, to apply with your lead base, in an automated way.
Here, the highly useful functions such as creating email campaigns, sending automated emails, lead segmentation, conversion points integrated into the website, lead scoring and lead tracking , among others, are the great attractions of these tools.
In addition to operational gains, it is also possible to analyze, process data and obtain great insights on how to optimize your strategy, promoting efficiency and results.
Scalability and cost-benefit become even more important when we consider the possibilities of integration with other tools that your team uses daily. For example, email inboxes, research and data analysis tools, CRM, customer service and support, among other solutions.