According to a report by Observatorio e-commerce y Transformación Digital, an impressive 57% of Spanish companies are already harnessing the power of automated marketing. This trend reflects the growing need for efficiency and personalization in customer interaction.
This change translates into a competitive advantage, especially for SMEs, which are still exploring the enormous potential of this technology.
- Companies that nurture their leads through automated marketing generate a 451% increase in qualified leads (HubSpot).
- Companies implementing automated marketing systems increase their marketing ROI by 26%, campaign conversion by 19%, and campaign effectiveness by 27% (Salesforce).
- The recovery of abandoned carts through automated processes can recover up to 75% of lost sales (Barilliance), a percentage that in some cases can exceed 80%,
Digital Heart of Customer Experience
Automated marketing tools are more than just software; they are the heart of the customer experience. They manage contacts, segment audiences, and personalize communications, ensuring that the right message reaches the right person at the right time and through the right channel.
Comprehensive Management and Advanced Tracking
By integrating a CRM, these tools enable holistic customer and prospect management. They provide valuable data on users’ online behavior through pixels or cookies, enabling automations based on specific interactions to drive conversion.
Email Marketing and Landing Pages
Email marketing features are robust, with intuitive templates and editors that adapt to mobile devices and comply with anti-spam regulations. Landing page capabilities boost campaign results, guiding users to conversion with attractive and consistent designs.
Intelligent Forms and Progressive Profiling
Create easily integrated forms into different digital platforms, allowing you to initiate automations and immediate welcome or personalized attention processes. Progressive profiling, on the other hand, enriches customer information in a gradual and less intrusive manner.
Multichannel Campaigns and Automated Processes
Campaigns are orchestrated across multiple channels, from email to WhatsApp to SMS, while maintaining consistency and context. The construction of journeys or automated processes is simplified, allowing SMEs to execute complex marketing strategies without requiring large teams.
Integrations and Dynamic Content
Connectivity with a broad ecosystem of applications further enriches the capabilities of these tools. Dynamic content personalizes the experience as much as possible, changing elements of the email or the website based on the user’s previous interactions.
Lead Scoring and Deep Analysis
Lead scoring qualifies prospects, optimizing the focus of marketing and sales actions. Analytical dashboards and reports provide a clear view of the performance of campaigns and automations, helping to make data-driven decisions.
Automation Tools for Every Need
The market offers a variety of automation tools, each with unique features to suit different needs and company sizes. Here are some that could be particularly useful for SMBs and small businesses: ActiveCampaign, Zoho Campaigns and Automation, HubSpot, Sales Manago or Mautic. You can also use tools such as Mailchimp.
Each tool offers functionality ranging from basic contact management and email marketing to landings generation and smart form implementation, aiming to optimize the customer journey and marketing operations. Many already have functionalities driven by Artificial Intelligence for generating automated flows, content, audience selection, etc.
In the information age, marketing automation is not just an operational improvement but a strategic transformation. It facilitates efficient, personalized communication at scale, enabling SMEs and small businesses to compete in the digital arena more efficiently and accurately. Automation is not only the future; it is the imperative present for any business looking to thrive in the digital age.
Automation is the sixth step of Method 7 covered in my book Selling More in Seven Steps.
Have a good week!
