Digital Marketing Automation through Artificial Intelligence

Why do we stay up late watching TV shopping? In addition to those who have trouble sleeping, many are mesmerized by the idea that, with just three payments of €19.99, they can buy solutions to all their kitchen, bathroom or garden-related problems.

Mas o seu sistema de automatização de marketing não pode estar num anúncio de televisão. Não existe nenhuma solução do género "Ligue agora e oferecemos o dobro" que lhe permita captar dos dados de quem o visita e, de forma imediata, afunilar para a venda.

It’s time to give up the dream of shortcuts. Marketing automation is a repeatable system that will map all customer activity with multiple messages through an online conversation that takes place online. If done well, it will surely earn the consumer trust that all marketers envy.

Plus, it allows you to scale your marketing efforts by writing rules that remove some of the human element from processing each lead. While there will always be a point in the process where things don’t run smoothly, all the effort you put into your marketing automation system will save you time and money.

By setting up your system correctly from the start, you can create better conversations with your customers and learn how your potential customers behave.

As regras para as conversas com os seus clientes não são muito diferentes de qualquer discussão offline -- deve manter tudo relevante e dentro de contexto, gritar apenas quando necessário e responder sempre da mesma forma (ou canal) em que a conversa estiver a ter lugar. Tentar generalizar ou enganar o sistema pode levar a que o seu potencial comprador lhe dê um pontapé.

Imagine your aunt sends you a greeting card in the mail. She would love for you to call her back, but she would never want to receive a telemarketing call just because she visited your website.

To gain invaluable buyer trust and use marketing automation effectively, you need to set up your system in a way that can easily scale as your business grows. This is where the hard work begins, but there’s no point in building anything if it’s not done right.

Here are three ways to optimize your marketing automation systems for best results:

Determine your process

Process always comes before technology, so you should first determine the process for segmenting your customers and apply it to your marketing automation system. Define the stereotypes of your best buyers. Once you’ve identified their pain points and what they need to build trust, ask yourself how you’ll identify segments in real time based on demographics, firmographics, and behaviors.

The criteria you define will become rules that you implement in your marketing automation systems. You can also develop processes to process leads, align for sales and manage customer relationships.

Capture the data

Prioritize capturing behavioral data over sending emails or other short-term goals. The biggest failure of marketing automation companies is the data capture process, which is a missed opportunity that requires significant updating. You need to ask the right questions on your forms, have your sales team input critical data, and use data scrubbing or tailor your own tactics to learn as much about your customers as possible.

Set initial goals

The most overlooked element of a successful marketing campaign is initial projections. If you don’t know where you’re aiming, how can you expect to hit the target? Some marketers are hesitant to set initial goals because they can set the stage for failure.

Mas sabe que mais? O fracasso vai acontecer, pois o Marketing não é uma ciência exacta. Está dependente de uma variável que é extremamente volátil - o cliente. Enquanto qualquer campanha pode falhar, o grande falhanço passa por não ter um mecanismo que capte resultados e implemente alterações com base no feedback. Estabeleça objectivos e documento o processo e respectivos resultados para que possa aprender com os seus erros.

Marketers often use marketing automation technology to define their process. They look for software requirements and create those pieces. However, we guarantee that if you’re using technology to force a process to be created, you’ve already lost.

Marketing automation provides you with a solid process that will improve your lead generation, management and sales. From developing your process, capturing data and setting initial goals, you can use the system to grow your business effectively.

There are no shortcuts. If you’re willing to do the work, you’ll find success with marketing automation.