A few years ago, the Marketing area had great difficulty in being perceived as strategic for many companies. Deliveries required a lot of effort, while the value was little perceived. The “turn of the key” came with advances in technology, which brought in its wake new formats of action, such as digital actions integrated with automation platforms that enable data collection and analysis.
As a result, it was possible to gain speed and assertiveness in decision-making, raising the perceived value and making the Marketing deliveries to the business areas more tangible.
According to the study by Emailmonday, named “The Ultimate Marketing Automation”, 75% of marketers currently use at least one type of automation platform. Although this is an expressive number, there is an expectation of growth of 14.2% this year, which, speaking in money, corresponds to US$ 5.84 billion, according to data from the “Marketing Automation Global Market Report 2022”. Marketing automations increasingly allow us to reduce manual work, increase the efficiency of actions and scale results.
We see companies in the market that have understood how the Marketing area has become a vital point for the generation of new demands and opportunities, as their tools and multiple actions have a large territorial reach, reaching their target audience with speed in interaction. Without these resources, for the sales team to obtain an approximate result, many professionals and presence in several locations would be necessary, a scenario impossible to achieve due to the high costs for the business.
In an integrated journey of these two areas, the sales team gains time to improve the relationship with its strategic customers, acting when an opportunity really exists, while on the other hand, the marketing team continues to work on generating new business. It’s an infallible gear.
Surely, you must have already been impacted by those transactional emails, which are automated, responsible for bringing different contexts of approaches along a campaign journey. These automations allow you to scale your action, increase the probability of conversion, learn more about your audience and thus deliver something more personalized.
The experiences with the use of automation do not stop there. Have you tried connecting your face-to-face events with online forms, embedded in a landing page to capture qualified leads and thus automate them in your CRM (Customer Relationship Management) system?
Integrated marketing platforms, when combined with CRM, allow the construction of the sales funnel, which is the key tool for managing, prioritizing and qualifying opportunities arising from marketing campaigns and all corporate channels, such as websites, blogs, landing pages , Google Ads and Social Ads.
There are numerous platform options on the market to transform the business. Just analyze which is the most adhering to the needs of the company. This is the step to enter the universe of automation. As a tip, here are some references for your company to become more competitive in the new Digital Age. Are they:
- Plataformas de CRM: Salesforce, SugarCRM, RD CRM, Microsoft Dynamics, Zoho e Zendesk.
- Plataformas de E-mail Marketing: Akna, RD Station, Salesforce, Mailchimp, Sendinblue e Constant Contact.
- Social Media Management Platforms: Metricool, Stilingue, AgoraPulse, Buffer, Zoho Social and MLabs.
The Marketing area is increasingly being guided by data, which is the Data-Driven concept. And, when used together with AI (Artificial Intelligence), it is possible to deliver personalized campaigns. The new Digital Age has made it possible to create possibilities never seen before, placing data as a central strategy and automation as the orchestrator of the entire process.
Fernando Barradas is Head of Marketing, Communication and Sales Operation at Engineering Brasil.
Image: Pixabay
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