Marketing automation

Use marketing automation across the entire customer journey. Based on data, you deploy marketing with the aim of delivering an excellent experience. This affects the number and quality of new leads, the volume of converted leads and the growth of loyal customers.

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Marketing automation

How does it work?

Automations start with data. A well functioning CRM system in which all data is available in real time is essential. The more data available, the more complex and extensive your marketing automations can be.
Marketing automations consist of different workflows. Each workflow needs a trigger to be activated. When an activity occurs or a property is updated, that can start a workflow.
Once the workflow has started, different branches, tasks and actions can be configured. These are executed based on filters.
You set the ultimate goal per workflow. This can be a specific activity such as viewing an email or even reaching the next lifecycle stage.

Benefits of marketing automations

Example workflow

A successful workflow starts by mapping tasks and structures within the organisation. From there you create workflows that deliver efficiency and a strong customer experience.

As an example, consider the follow up of qualified leads. When a new qualified lead submits a form, that action must be followed up correctly. When the form is submitted, the lifecycle stage changes to lead. You want to do everything you can to nurture the new lead and guide them to the next lifecycle stage. With personalised content that is valuable for your leads, you build these relationships further.
Building these automations looks as follows.

Getting started with marketing automations

Marketing automations are an extension of your inbound marketing strategy. You start by creating a valuable and effective relationship with potential and existing customers. For this you need insight into who your target audience is, and those insights must be stored centrally. Next, determine which content fits and at what moment. Think of whitepapers, blogs, demos and webinars.

You then determine which leads are most valuable to you and work with lead scoring.

It is therefore very important to use a system that meets your needs. HubSpot is fully set up for this and offers various tools that are relevant for configuring and managing marketing automations.