Marketing automation is a methodological solution that, through a combination of activities, technology and processes , allows for the complete automation of numerous work steps related to digital marketing & sales, with a view to both demand generation and sales finalization.
The automation of repetitive procedures and activities is triggered by a set of predefined conditions , based on the different behaviors of users who interact with the brand (from a simple visit to the site to france telegram mobile Phone Number listfilling out a form, registering for a webinar, etc.).
The most advanced marketing automation platforms , such as HubSpot , offer a wide range of features related to interaction with users and aimed at transforming them into customers: think of the management of email marketing activities , sending workflows focused on gated content with possible in-depth analysis of user needs, the optimization and testing of landing pages and forms, lead management processes that implement the qualification of leads that are transformed from cold to qualified, and much more.
Horsa Group: a successful case study
To better understand how Marketing and Sales can benefit enormously from the automation of their relevant processes, let's examine the case study of Horsa Group , a system integrator that designs ICT solutions for businesses.
The project, managed by Digital360Hub, involved the introduction of marketing automation in the company to assist marketing and sales in lead generation and lead management processes .
Let's see some of the project needs :
A targeted increase in your contact database;
The profiling of such contacts no longer based solely on personal data, but also on interests;
Personalization of messages, with a view to reducing database stress;
Creating a flow of “hot” leads , i.e. contacts with clear and recognized interests, from Marketing to Sales.
Horsa obviously already had a well-structured and functioning initial platform ecosystem, which was easily connected to Hubspost.
As a further setup action, all touch-points were integrated into HubSpot , a blog and a structured database were created , which was then appropriately clustered.
Let's see some of the activities carried out, specifically the nurturing strategies for Marketing and Sales.
Nurturing workflows on the marketing side
The general strategy implemented included the creation of specific automations and nurturing flows, both on the marketing and sales side , directly linked to the needs expressed by Horsa.
The goal of automatic email nurturing flows is to have the lead download content that can increase their engagement, to warm them up and make them ready for the next commercial phase.
The first step in creating nurturing flows was to map all the content already available to Horsa (white papers, guides, webinars, infographics, etc.), which were divided by area of interest and phase of the funnel. Other specific content was subsequently produced and continues to be produced.
The same subdivision by areas of interest and phase of the funnel was applied to the contact database , which were then clustered and subjected to a scoring process to understand their quality (cold, MQL, SQL); following this, the contents were matched .
