Post by account_disabled on Jan 2, 2024 5:20:38 GMT
51% of companies already use marketing automation strategies. The reason? Marketing automation helps companies prioritize and execute their marketing actions in a more agile and efficient way, thereby achieving their objectives in less time. In just ten months, COVID-19 has led to a digital acceleration equivalent to five years, which means that companies that have not yet committed to digital transformation are pushed to do so. 2021 will be the deadline for this change; For this reason, after the success of its previous webinars , t2ó organized a new webinar last Thursday in which Xosé María Cid , Head of Process and Integration Services of the company, shared with viewers the guidelines for implementing a marketing automation strategy . If you do not see the embedded video correctly, click here . A meeting in which Xosé revealed the basic guidelines for working on a marketing automation strategy, but not only from a technological point of view, but Xosé showed us all the processes involved in this strategy; the steps to follow, what tools to choose to carry it out and, from there, establish the actions that must be involved and the agents that must be present in this process.
To begin, Xosé explained that marketing automation is a strategy that is based on data that, through technology, allows us to orchestrate, automate and personalize content. At the company level, Xosé noted Phone Number List that this strategy involves an investment that, in the case of large companies, can be high and, therefore, requires the participation of all actors. “The entire customer lifecycle must be involved, to provide them with relevant experiences,” he said. In addition, we also understood what marketing automation is NOT. “It doesn't mean buying a tool. «Marketing automation and CRM are complementary elements, but not the same, because each one has different objectives» It is not a regular emailing tool or a CRM either. «Many times we find that there is a lot of confusion. Marketing automation and CRM are complementary elements, but they are not the same, because each one has different objectives,” explained the expert, who stressed that CRM offers us the data layer and marketing automation gives us its activation. To the most common question about when we should implement a marketing automation strategy, Xosé answered always.
However, the expert stressed that it must be implemented as long as we have done our homework previously: identify the needs of the business, analyze the total cost of the marketing area and review how much you know about your clients, detect points for improvement in your relationship with customers. clients (structural, relational or emotional) and, finally, determine the investment capacity. When choosing the tool with which to carry out this marketing automation strategy, Xosé said that the pricing model must be taken into account, that the main factors by which it will be conditioned are the volume of contacts, the volume of shipments and the channels to integrate. Regarding the capabilities of the tools, we should look, according to the expert, at the customization capabilities, what integrations it has, whether it has an API and what that API allows us to do, the data model and the AI capabilities, which each are becoming more frequent. Finally, we must take into account its implementation, its updates and the support it offers. Once we have the tool, the first steps we must take, according to the information in this webinar, are the setup of the tool, the integration of sources and data dumping, the identification of use cases (journeymaps) and testing. And all this for what? Xosé asked rhetorically. “To establish objectives based on their prioritization. The sooner we make that cost profitable, the better ”, He stated; to which he added that once we have the use cases, we must implement the journey design.
To begin, Xosé explained that marketing automation is a strategy that is based on data that, through technology, allows us to orchestrate, automate and personalize content. At the company level, Xosé noted Phone Number List that this strategy involves an investment that, in the case of large companies, can be high and, therefore, requires the participation of all actors. “The entire customer lifecycle must be involved, to provide them with relevant experiences,” he said. In addition, we also understood what marketing automation is NOT. “It doesn't mean buying a tool. «Marketing automation and CRM are complementary elements, but not the same, because each one has different objectives» It is not a regular emailing tool or a CRM either. «Many times we find that there is a lot of confusion. Marketing automation and CRM are complementary elements, but they are not the same, because each one has different objectives,” explained the expert, who stressed that CRM offers us the data layer and marketing automation gives us its activation. To the most common question about when we should implement a marketing automation strategy, Xosé answered always.
However, the expert stressed that it must be implemented as long as we have done our homework previously: identify the needs of the business, analyze the total cost of the marketing area and review how much you know about your clients, detect points for improvement in your relationship with customers. clients (structural, relational or emotional) and, finally, determine the investment capacity. When choosing the tool with which to carry out this marketing automation strategy, Xosé said that the pricing model must be taken into account, that the main factors by which it will be conditioned are the volume of contacts, the volume of shipments and the channels to integrate. Regarding the capabilities of the tools, we should look, according to the expert, at the customization capabilities, what integrations it has, whether it has an API and what that API allows us to do, the data model and the AI capabilities, which each are becoming more frequent. Finally, we must take into account its implementation, its updates and the support it offers. Once we have the tool, the first steps we must take, according to the information in this webinar, are the setup of the tool, the integration of sources and data dumping, the identification of use cases (journeymaps) and testing. And all this for what? Xosé asked rhetorically. “To establish objectives based on their prioritization. The sooner we make that cost profitable, the better ”, He stated; to which he added that once we have the use cases, we must implement the journey design.