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What is marketing automation and what does it contribute to business

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What is marketing automation and what does it contribute to business

Talking about automation is talking about optimization. Yes, because optimizing is what is achieved when Lithuania Phone Number List start with a digital transformation process that includes automated marketing actions. When a company opens up to marketing automation, everything is optimized: the consumption of resources, the execution with greater efficiency and the obtaining of results. The first, because thanks to these automated processes, less investment will be required to achieve the objectives and because waste will also be less. The operation becomes more efficient because a reduction in response times is achieved and because the machines operate without interruptions. And the obtaining of results is optimized as a consequence of the two previous points – fewer resources invested and greater efficiency in the execution.

But, in order to implement automation techniques, you first have to understand. So before discussing marketing automation we need to understand the concept. Automation is the use of technological toolsfor the execution of one or multiple procedures simultaneously. But, be careful, we are not talking about giving a task entirely to a machine, but about combining people with technology to reduce errors and achieve a better result. Good automation occurs when teams design procedures and add technology to performing repetitive or ultra-complex tasks. Automation, then, is the awakening towards the good use of human, budgetary and technological resources; the specialization in the tasks and the execution with excellence.


What is marketing automation: a leap to improve digital results
Make marketing automated means incorporating digital platforms to manage complex processes relationship with the market and thus seek an increase in business results. The Forex Email List automation could also be defined as the use of software advanced for the execution of marketing actions without the intervention of person although this is not real all because people have to lay the foundations and get involved in the conceptualization of the processes machines will run, but the intervention of everyday tasks is minimal. Now, what stages or components of a digital strategy can be automated? Almost all, but the most common are: segmentation and categorization of audiences to design personalized actions, management of digital advertising actions, construction and improvement of conversion funnels, customer service procedures, workflows of the consumer journey and the stages of maturing a prospect to become a customer. The main purpose of marketing automations , then, is to make complex processes simple, thus increasing efficiency in the results. For example, taking a person on a guided journey through a sales funnel until they become a fan of a product is a process that seems simple, but it gets complicated when we are not talking about one person but many. It is there, in those scenarios, where marketing automation appears to give us a hand.

If the step-by-step of marketing automation is well designed , efficiency will reach unsuspected levels for companies, because – with the help of technological tools – professionals in this area will be able to process a large amount of data and carry out a huge number of tasks. simultaneously, which will serve to deepen the company-market relationship. All this, in addition, with a strict control of what was executed, with an exceptional quality and with a millimeter monitoring of the indicators. Basic glossary for marketing automation Like everything in the digital world, marketing automation is surrounded by new terms and concepts that must be understood in order to have a good implementation and effective performance. Most of these terms and concepts are in English and can be confusing, but below we will define the seven most important to simplify your understanding: Lead : this is not an exclusive term for marketing automation, but it is very important for understanding this type of process. A lead or prospect is a person who has come into contact with a business and has openly declared interest in what it offers. In other words, a lead is a user who delivers their data to an organization so that it can begin to interact with them.

Lead Scoring : this term could be translated as: qualification of a prospect. The lead scoring is the process of evaluating the quality of each of the prospects that are part of the database of the company. To achieve this rating, the automation tools analyze the proximity of the prospect to the conversion, taking into account multiple variables of the user’s relationship with the company —for example: how much visits the website, how active it is with the content that is publish on their social networks, how you react to the advertising that is issued or how you interact with the emails of the email marketing actions-. With this score, businesses will be able to recognize and categorize their prospects to design personalized marketing actions. Lead Nurturing : tied to the concept of lead scoring appears that of lead nurturing . This term could be translated as: nurture a prospect. In essence, what is being talked about here is the marketing actionsthat are taken to raise the rating of the prospect and move them closer and closer to conversion. A good example of lead nurturing is building a chain of sequential emails, Facebook ads, and SMS that add value to a user and increase their desire to buy the product or service. This process of nurturing the prospect with information that raises the desire to buy is known as lead nurturing . Triggers : the literal translation of this term is: trigger or trigger. A trigger is an event that triggers an automated marketing process. Triggers are typically user interactions with acompany marketing action. For example: visiting a specific web page, clicking on an ad, opening an email or filling out a contact form. The triggers are the building blocks of marketing automation processes because they are responsible for activating a chain of actions.

Workflow : the workflow is that process that is triggered when a user activates a trigger. These workflows are routes built from logical procedures in which marketing actions are sequentially executedthat are adapted to the behavior and circumstances of each prospect. The workflow is the step-by-step — with conditionals and dynamic behaviors — that machines interpret and execute in an automated way. Funnel – A conversion funnel is the guided path a prospect takes before becoming a customer. In theory, it is made up of three stages: knowledge, consideration, and conversion. The knowledge stage is that moment in which the user first comes into contact with the business. The consideration stage encompasses each of the subsequent interactions between the prospect and the company. The conversion stage is the moment when the prospect becomes a customer. For each stage, marketers design a series of actions; and that combination of actions is what is called a funnel .

Customer Journey : The last term is the consumer journey . This concept takes care of the entire journey and the relationship of a person with an organization, from the moment they meet it until the relationship ends. Throughout the journey, the consumer will be immersed in multiple funnels, will trigger multiple automation processes, will increase or decrease their rating, will be nurtured with each interaction and will experience multiple conversions. The customer journey is a detailed log that describes the customer-company relationship. The 6 benefits that marketing automation brings to businesses Automating a marketing process brings many benefits to business, starting with one that we address from the first paragraph: the optimization of actions and results. But the contributions of the use of technological tools in marketing teams do not end there . There are six other contributions that, although they are not the only ones, are critical to improve the efficiency of digital marketing . We present them below:

1. Simplify processes that are very complex for the marketing team
Let’s imagine a simple marketing action : a company wants to congratulate its customers on their birthday and send them a discount as a gift. This company has a database of one hundred clients. Well, to carry out this action successfully, the marketing team will have to create a list with the birthdays of each client in chronological order and be attentive every day to send the message of congratulations. So far the process seems simple, but clearly the team’s time is being misused and the possibility of errors due to forgetfulness or confusion of dates is opening up. This is where marketing automations come into save us. That process in the hands of a machine would run flawlessly — even if the database grows exponentially. Automations allow us to turn a highly complex process into a simple area to plan, manage and measure.

2. Reduce the operating costs of marketing actions and make them more efficient
Returning to the example we raised in the previous point, how many people would have to join the marketing team to manage the actions if the database is multiplied by ten or by a thousand? How many more if we want to synchronize the sending of the message so that all customers receive it first thing in the morning? How many more to attend to the responses of each client and to validate the effectiveness of the actions? All these problems are those that are easily solved, at low cost and with high efficiency with automated marketing tools , which also allow managing a large number of tasks with few resources and with magnificent results.

3. Increase control of the details and circumstances that are triggered by marketing actions
Every action taken in marketing triggers a response from the market. When these actions are small, it is possible to control every detail or derived circumstance, but when the actions are en masse, a lot of work will be required to attend to everything that emerges. With automated marketing, businesses will be able to create and implement highly complex workflows that will serve as a route or response protocol for each circumstance. Companies that implement these types of tools will be able to achieve extreme individualization for the relationship with their community of clients or prospects.

4. Segment the contact database automatically, to create personalized interactions
Manipulating a database, with many contacts, to create segments from specific variables and execute actions on them is a very complex task for people. Basically, because those segments change over time. For example, let’s think that we have a database of a thousand people in our business and we want to send a differentiated email for those who have visited the website and for those who have not. That is, we plan to send a message to those who have visited the website that is different from the message that we will address to those who have not visited it. This sounds simple, but the matter is complicated because the segment of users who visit the website is very volatile – it changes every minute. Then, a real-time effort will be required to guarantee that the message sent responds to the reality of each subscriber. And that effort is only possible with the support of a technological tool for automation ofmarketing .

5. Design better processes for education and automatic maturity of the prospect base We already talked about this benefit – known in marketing jargon as lead nurturing – in the glossary, but we simply define it there. Lead nurturing or maturing is only possible with an automated process, because it is really difficult for people to maintain one-to-one relationships — being aware of each circumstance and each stage of the consumer journey — in a large database. Machines, on the other hand, can manage an enormous amount of data and identify the moment and the behavior of each client to act accordingly. Understanding what each user expects and giving it to them in a timely manner, to improve the relationship and bring them closer to conversion, is only possible with an automated marketing process .

6. Automatically detect the most prepared prospects to send them a commercial offer We also talk about this contribution in the glossary – it is known as lead scoring . The marketing automated we can quickly recognize the value and quality of our enfilar a contact to those most likely to convert into female marketers batteries. For a person, dealing with each interaction — evaluating the moment in which it occurred, the time it lasted, and the decisions it triggered — of each individual in the database, would be a huge and almost impossible job to execute; but for machines it is simple.

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