But be careful: all these warnings are useless if the data available to the company have not first been converged onto a single system , or at least onto a single access point, which allows for their integration and interpolation .
The operational phase: from lead nurturing to message personalization
It's time to take action. Once you have collected and analyzed enough data to outline the identikit of potential customers and generated valuable leads, you will proceed to nurture them through the automated sending of emails and messages consistent with the profiles and behaviors of the target , as well as with the objectives of the marketing campaigns. This is the so-called lead nurturing , a preparatory operation for lead grading , essential for automatically assigning scores to leads that measure them with ever greater accuracy in terms of objective parameters within the CRM; parameters that range from demographic data to the type list of telegram users in australia of online behavior, including the frequency of interactions with the brand.
In turn, lead grading is essential to correctly segment the user groups identified to start the actual marketing automation initiatives. In this case, we are talking about the automatic personalization of the content to be conveyed - via e-mail, on social media or through instant messaging platforms - based on the characteristics of each identified interest group and, of course, the organization's objectives: whether it is retention, cross-selling, up-selling or simply acquiring additional personal data from customers, it doesn't matter. Only the effectiveness in achieving the goal counts.
If the project has been conceived and implemented correctly, the final goal should now be within reach: however, you need to have secured the tools for developing landing pages , forms and data acquisition modules that help maximize conversion rates .
The adjustment phase: triggering the continuous improvement process
Marketing automation is a path without a predefined arrival point. Above all, it is a constant work in progress. Data analysis allows you to increasingly focus on the photograph that the company takes of consumers and markets, but we must not forget that we are still talking about subjects in continuous movement. For this reason, after having set the mechanism in motion, we must trigger a process of continuous improvement , with the aim of making tools and skills increasingly flexible and learning to predict the moves of the target based on changes in the scenario . From tracking online behavior (for example: how many emails they open, how many clicks they make, which web pages they visit, how many forms or modules they fill out, which keywords they use), to social listening to collect from users' conversations on social networks, to all that information useful for feeding the lead database: choosing the path of marketing automation means starting to approach data analysis in a completely different way.
