This is just a little bit of marketing automation
Posted: Wed Jan 29, 2025 6:25 am
Your company's entire marketing is not based on one e-book, but perhaps you also run webinars, create content, conduct content marketing, send newsletters, etc. And a well-prepared marketing system, as we could say, reflects precisely this, that one person can only enter into a single interaction with one of your content, and can enter them regularly, repeatedly, return to them. And by collecting such points, show you that they are really engaged in your content, and therefore, probably, if you are going to contact someone about establishing cooperation, it is to someone like that.
And such a system will either pass it on to the salesperson, or if, for example, we are talking about an online store, or a service or product that you can click on yourself online to order it, it will suddenly change the entire marketing communication from promoting educational materials to direct promotion, like: come in and buy, come in and use.
However, I was deeply interested in showing the sense of such solutions and their implementation not through the prism of what is usually talked about. That is, focusing solely on the automation aspect, which in turn saves morocco rcs data time, money, jobs, no need to use external companies and so on. Rather, to show these systems, or to introduce these systems a bit from the side that, in my opinion, is much more important. That is, that tools usually associated with simple sequences, such as someone came to the website - they get a newsletter, someone came to the website - a pop-up pops up, to show in the context of truly qualitative use. For example, reflecting complex B2B purchasing processes. So it is not the case that marketing automation and tools of this type are only suitable for implementation in online stores. They are most often implemented in such companies, because there you can also see the return on investment in such an action very quickly.
They can be equally useful, especially because of their point-collecting, scoring component, wherever making a purchase decision does not take hours or days, but weeks or months. And sometimes even longer.
So think about what I was trying to say today, in a more or less philosophical way. That not every classically implemented marketing funnel, simple, seemingly sensible, accurately reflects the way decisions are made for some more expensive products, more expensive services, or simply in the B2B industry in general. And that not everyone who theoretically expressed interest in your product or service is actually interested in it, because at this first stage or during the first interaction, they are more focused on education than on considering the purchase itself.
They may already be willing to buy, but they don't have to be. And it's more often not the case than it is. And the solution that can be done, but it's the creme de la creme, the highest level of marketing activities and not only that, is marketing automation. Not the kind that is focused on simply doing something for us, the purely robotic part of this task, but the one that allows us to think together about what needs to happen around our materials, around our website and the various marketing or sales activities that we undertake to say: "This is a person who may actually be interested. Let's reach out to them."
And such a system will either pass it on to the salesperson, or if, for example, we are talking about an online store, or a service or product that you can click on yourself online to order it, it will suddenly change the entire marketing communication from promoting educational materials to direct promotion, like: come in and buy, come in and use.
However, I was deeply interested in showing the sense of such solutions and their implementation not through the prism of what is usually talked about. That is, focusing solely on the automation aspect, which in turn saves morocco rcs data time, money, jobs, no need to use external companies and so on. Rather, to show these systems, or to introduce these systems a bit from the side that, in my opinion, is much more important. That is, that tools usually associated with simple sequences, such as someone came to the website - they get a newsletter, someone came to the website - a pop-up pops up, to show in the context of truly qualitative use. For example, reflecting complex B2B purchasing processes. So it is not the case that marketing automation and tools of this type are only suitable for implementation in online stores. They are most often implemented in such companies, because there you can also see the return on investment in such an action very quickly.
They can be equally useful, especially because of their point-collecting, scoring component, wherever making a purchase decision does not take hours or days, but weeks or months. And sometimes even longer.
So think about what I was trying to say today, in a more or less philosophical way. That not every classically implemented marketing funnel, simple, seemingly sensible, accurately reflects the way decisions are made for some more expensive products, more expensive services, or simply in the B2B industry in general. And that not everyone who theoretically expressed interest in your product or service is actually interested in it, because at this first stage or during the first interaction, they are more focused on education than on considering the purchase itself.
They may already be willing to buy, but they don't have to be. And it's more often not the case than it is. And the solution that can be done, but it's the creme de la creme, the highest level of marketing activities and not only that, is marketing automation. Not the kind that is focused on simply doing something for us, the purely robotic part of this task, but the one that allows us to think together about what needs to happen around our materials, around our website and the various marketing or sales activities that we undertake to say: "This is a person who may actually be interested. Let's reach out to them."