Post by account_disabled on Mar 5, 2024 0:05:11 GMT -5
Marketing Automation: Examples of automations to scale your marketing strategy. Interview with Ana Tejeiro Mateusz Swiatek Tell us a little about yourself and your experience in B2B Marketing. My first experience in marketing, while still an intern, was precisely exercising B2B strategies. She worked on a job portal that served other companies with their own database, monetizing it in the form of Email Marketing campaigns .
Imagine the amount of personal data that any user is willing to give if their objective is to search for a job. Likewise, the amount of data a company requires to Industry Email List hire a new employee. The type of sector I was in opened up a world of possibilities for marketing and a great vein of business.Not only was a line of business established in which the objective was to serve companies with the greatest number of registered (quality) job offers, but we could also provide training companies with the possibility of offering their courses. to users who were looking to grow professionally or have the necessary requirements to find work.
In addition to all this, there were other times when a database could also be monetized through mass advertising Email . I'm not saying that it isn't done or can't be done now, but there were certainly other times when the words Deliverability, Email Reputation or GDPR didn't resonate as much as they do now.Segment is the first CDP I have had the opportunity to learn about, implement and play. I find it a very interesting tool, which orchestrates all the channels of the marketing mix in a very intuitive way for marketers; It makes the most technical tasks easier for us and gathers and activates data in a global way.
I believe that this type of tools will become essential for all companies that want to do good marketing automation or that intend to join the trend of loyalty and customer first towards which marketing is heading in recent times.Speaking of automations in content creation and management, what automations would you recommend to B2B Marketers? So far, my experience in this part of Automation involves automating content management to paint Emails.
Normally, through scoring models (or other models that my colleagues in the Data department always enlighten us on) we categorize and prioritize what content is shown in first position in this type of communications based on how relevant we estimate it will be for the potential client.In any case, what is relevant is that any marketer can automate content based on user behavior data, both within their automation campaigns and on the websites themselves. Relying on data experts or Machine Learning tools is essential to achieve this goal.In relation to capturing potential clients (leads), what do you think can be automated in B2B Marketing?I would say that any marketing action, through any channel, that leads the user or the client company to save steps until that final lead.
For me, and surely for any Automation professional, it is interesting to keep in mind that you can capture a potential new client or even “recapture” and push clients who already know us . Getting leads, or in other words, getting a user to leave us some of their data, is expensive enough (at all levels) to give it up so quickly; Automation was born precisely to make this task more efficient thanks to technology.
Depending on the phase of the funnel in which we locate these potential clients, it would automate impacts on some channels or others. For example, to obtain new leads in more open phases of the funnel, I would automate campaigns in paid media, browsers, websites, social networks with purchase incentives, product information, more emotional or connection messages, which transmit the values of your company.
For recurring leads, you can now automate Email, SMS or even calls campaigns, depending on the data you have about that customer. In this case, surely the information we must provide is related valuable content, easy access or direct access to that lead, success data from the previous service to promote a future service.In our case, the connection with final sales has been quite far away for a long time, since it was the mission of our clients (insurers). Even so, we have pushed, especially with automations in the Email channel , everything we can to help them, with special attention to incentives, gifts, offers of help... We have also made many automations with the aim of avoiding losing contact with the user ; That is, if it was impacted by Email (but they don't open or click), we move them to the telephone or SMS channel.
Imagine the amount of personal data that any user is willing to give if their objective is to search for a job. Likewise, the amount of data a company requires to Industry Email List hire a new employee. The type of sector I was in opened up a world of possibilities for marketing and a great vein of business.Not only was a line of business established in which the objective was to serve companies with the greatest number of registered (quality) job offers, but we could also provide training companies with the possibility of offering their courses. to users who were looking to grow professionally or have the necessary requirements to find work.
In addition to all this, there were other times when a database could also be monetized through mass advertising Email . I'm not saying that it isn't done or can't be done now, but there were certainly other times when the words Deliverability, Email Reputation or GDPR didn't resonate as much as they do now.Segment is the first CDP I have had the opportunity to learn about, implement and play. I find it a very interesting tool, which orchestrates all the channels of the marketing mix in a very intuitive way for marketers; It makes the most technical tasks easier for us and gathers and activates data in a global way.
I believe that this type of tools will become essential for all companies that want to do good marketing automation or that intend to join the trend of loyalty and customer first towards which marketing is heading in recent times.Speaking of automations in content creation and management, what automations would you recommend to B2B Marketers? So far, my experience in this part of Automation involves automating content management to paint Emails.
Normally, through scoring models (or other models that my colleagues in the Data department always enlighten us on) we categorize and prioritize what content is shown in first position in this type of communications based on how relevant we estimate it will be for the potential client.In any case, what is relevant is that any marketer can automate content based on user behavior data, both within their automation campaigns and on the websites themselves. Relying on data experts or Machine Learning tools is essential to achieve this goal.In relation to capturing potential clients (leads), what do you think can be automated in B2B Marketing?I would say that any marketing action, through any channel, that leads the user or the client company to save steps until that final lead.
For me, and surely for any Automation professional, it is interesting to keep in mind that you can capture a potential new client or even “recapture” and push clients who already know us . Getting leads, or in other words, getting a user to leave us some of their data, is expensive enough (at all levels) to give it up so quickly; Automation was born precisely to make this task more efficient thanks to technology.
Depending on the phase of the funnel in which we locate these potential clients, it would automate impacts on some channels or others. For example, to obtain new leads in more open phases of the funnel, I would automate campaigns in paid media, browsers, websites, social networks with purchase incentives, product information, more emotional or connection messages, which transmit the values of your company.
For recurring leads, you can now automate Email, SMS or even calls campaigns, depending on the data you have about that customer. In this case, surely the information we must provide is related valuable content, easy access or direct access to that lead, success data from the previous service to promote a future service.In our case, the connection with final sales has been quite far away for a long time, since it was the mission of our clients (insurers). Even so, we have pushed, especially with automations in the Email channel , everything we can to help them, with special attention to incentives, gifts, offers of help... We have also made many automations with the aim of avoiding losing contact with the user ; That is, if it was impacted by Email (but they don't open or click), we move them to the telephone or SMS channel.