{"id":2221,"date":"2018-08-16T08:22:46","date_gmt":"2018-08-16T08:22:46","guid":{"rendered":"https:\/\/www.itekcom.com\/?p=796"},"modified":"2023-03-07T09:59:59","modified_gmt":"2023-03-07T08:59:59","slug":"marketing-automation-takes-customer-acquisition-to-the-next-level","status":"publish","type":"itek-infos","link":"https:\/\/www.itekcom.com\/en\/itek-infos\/le-marketing-automation-aller-plus-loin-dans-votre-acquisition-clients\/","title":{"rendered":"Marketing Automation: taking your customer acquisition to the next level"},"content":{"rendered":"<h2><strong>Principles of Marketing Automation and inbound marketing<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">You regularly generate a certain number of visitors, but what do you do with all this traffic? If your site is well designed, you'll undoubtedly receive requests, calls and other solicitations via your contact forms or other means of conversion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As for the rest of your users, perhaps it's time to consider other ways of improving the buying experience and handling of incoming leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L'<strong>Inbound Marketing<\/strong> and the <strong>Marketing Automation<\/strong> respond to these challenges, both by fully mastering your target prospect's journey from site entry to sale, and by using automated processes to react quickly and appropriately to any interactions he or she may have.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-800 aligncenter\" src=\"https:\/\/www.itekcom.com\/wp-content\/uploads\/2018\/08\/Inbound-marketing.png\" alt=\"inbound marketing process diagram\" width=\"997\" height=\"382\" \/><\/p>\n<h2><strong>Benefits of Marketing Automation<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Automating marketing actions is today a new opportunity to save time and human resources, particularly on repetitive tasks or those that can be too time-consuming given the volume of visitors:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">personalized mailings<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">personalized text messages<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">commercial reminders<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">behavior analysis<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">contact database creation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">audience segmentation<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A marketing automation solution is particularly useful when it comes to tracking your leads accurately and efficiently. Depending on their behavior on the site, it is then possible to set up \"<strong>workflows<\/strong>\"This allows us to take into account all possible scenarios and react automatically.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A scenario that can be implemented with a marketing automation solution:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A visitor downloads content from your site<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">He leaves his email address in exchange<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">He is added to your contact list<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The automation solution sends him a confirmation e-mail<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">3 days later, a second e-mail is sent to propose new content.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The contact opens the e-mail, clicks on a link and visits another strategic page on your site.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The automation solution moves this contact to a dedicated \"strategic leads\" list<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A third e-mail is sent to the lead to offer him the product or service best suited to his visit to your site.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The lead opens the e-mail, returns to the site to leave his contact details<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The automation solution moves the contact to the dedicated \"leads to contact\" list<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Your sales rep can call the lead, taking into account the path taken so far, knowing that he's qualified and won't be a waste of time.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Depending on the type of workflow and case, marketing automation can be used for a variety of purposes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Promoting an event<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Lead scoring, i.e. the selection and distribution of leads according to their relevance to your business and their maturity.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Promotion of additional content or premium offers (white papers, guides, webinars, studies, audits, etc.).<\/span><\/li>\n<\/ul>\n<h2><strong>Automation and E-commerce<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Although marketing automation is generally particularly suitable for websites <strong>BtoB<\/strong>It can be particularly effective for an e-commerce site: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">relaunching abandoned baskets<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">customer loyalty<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">add to newsletters<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Depending on the emailing solution you use (or wish to use), e-commerce platforms (Prestashop) offer modules dedicated to marketing automation. Highly effective and often very intuitive, they enable you to set up workflows and send personalized emails, and are easily connected to your site to obtain precise data on your visitors' behavior.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Itekcom puts its proven expertise in Marketing Automation at your disposal to optimize your lead acquisition, increase your conversion rate, and develop and retain your customer base.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don't hesitate to <a href=\"\/en\/contact\/\">contact us to discuss your digital strategy<\/a>.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>In terms of webmarketing strategy, there are always 2 schools of thought: the first is to go out and find prospects, and the second is to attract them to you. In the latter case, better known as Inbound Marketing, Marketing Automation techniques are becoming increasingly important in order to adapt to your visitors' behavior and better transform your prospects into active customers.<\/p>","protected":false},"featured_media":3434,"template":"","categories":[45],"class_list":["post-2221","itek-infos","type-itek-infos","status-publish","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing Automation : pour aller plus loin dans votre acquisition clients<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment les techniques de marketing automation vous permettent de vous adapter au comportement de vos visiteurs et de mieux transformer vos prospects en clients actifs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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