Planning and managing sales campaigns and prospect (or lead) collection is quite complex without the right tools. It is not enough to simply launch a promotion. You need to track the entire path that the potential customer will take until they close a deal with your company. Therefore, marketing automation is essential to check whether the planned actions are producing results and, if necessary, to outline new strategies.

We know that staying competitive in the market is not an easy task. That’s why you need to be visible at all times, especially on the internet. Social media , websites, blogs, email marketing sequences, ebooks, and other digital strategies should be opportunities to establish an engaging relationship with your audience.

At the same time, “feeding” and managing content from all these vehicles and promoting campaigns that really deliver results is no easy task, especially if your marketing team is small.

Digital marketing actions, when well planned and executed, aim to bring customers closer and convert business. And marketing automation comes to contribute to all this work, closely monitoring everything that is being done.

Want to know a little more about the marketing automation process ? In this article, we will explain what it is and how you can use it to facilitate your company’s processes.

What is marketing automation?

Marketing automation is the process that will special database the monitoring of your company’s marketing activities. Basically, it uses software that optimizes activities and is capable of monitoring the entire purchasing journey of the potential customer.

With these tools, you can monitor the return and productivity of each action. From there, you can think about maintaining and optimizing strategies that show returns and progress, and replacing those that are not profitable or that did not achieve the expected objective.

I’ll give you a very simple example.

Sending marketing emails may even yield ux interface design  results. But it will not show its full potential for conversion if it is not after sending.

There are platforms that not only facilitate the sending of these emails, but also monitor the path of the generated lead and deliver specific content based on their type of behavior.

Let’s assume that a person is interested in receiving content from your company and signs up to receive the newsletter. They opened the first two emails, but did not open the third. Instead of following the flow and receiving the fourth email scheduled within the strategy, the tool identifies that they did not open the third email and “changes” the sequence path, sending a new message before continuing with what had been planned.

This entire marketing automation process helps not only the marketing teams, but especially the sales department, observing what, in fact, generates conversion and promotes the closing of deals.

But don’t think that with marketing automation you will be deliberating actions for “machines”. You need to have professionals specialized in digital marketing to design the strategy, monitor the results of the actions and make all the necessary changes to achieve the objectives.

Marketing Automation Examples

Now that you’ve read a little more bulk lead the subject, it’s time to learn about some of the real possibilities that marketing automation can offer your business. Let’s go!

Marketing automation is a key tool for managing leads captured through digital campaigns on your website, with ads or on social media. With the help of this tool, you can learn more about each customer’s unique interests and start “nurturing” them with the specific content they want.

Generally, lead capture begins by offering them some material of interest to this audience: it could be an ebook, an infographic, an audio, a video, a series of classes, tutorials, in short, content that your company can offer.