marketing automation

Marketing automation: 7 keys to a successful strategy

In the field of web marketing, we often hear about marketing automation. It is an ideal pillar for saving time and therefore optimizing your ROI. In fact, this involves implementing a strategy that makes it possible to automate marketing campaigns. How to define marketing automation and what are the 7 keys to a successful strategy?

What is marketing automation?

Marketing automation concerns all the techniques put in place to make customer relations automatic. In a few words, we delegate part of the customer relationship, even prospecting, to a computer system. This concept is very popular today, because it saves a lot of time and therefore optimizes ROI. If you are looking marketing automation definition, know that the subject is vast. You will find numerous indications on the subject: principle, objectives, techniques and results.

At the heart of marketing automation is software perfected for a personalized online experience. This type of software helps attract and convert prospects into customers.

marketing automation computer

7 marketing automation keys to know

It takes approximately 1 year to observe a convincing ROI following the implementation of a marketing automation strategy. To succeed, here are 7 keys to know:

  • Know your prospect and anticipate their behavior: this way, you will anticipate their reactions and be able to direct them in their browsing decisions and trigger purchasing impulses.
  • Define your objectives in sub-objectives: a marketing automation strategy must be organized by aiming for targeted and measurable objectives in order to define precise actions guaranteeing a return on investment.
  • Work as a team: The marketing team and sales team must work together to generate qualified leads. Indeed, salespeople will help marketers find the core target and the best purchasing levers.
  • Organize a content audit: marketing automation is meaningless without quality content. Do a content audit to improve it if necessary (SEO, videos, infographics).
  • Establish a production plan: planning must be carried out in advance in order to have hindsight on the plan. This way, you will be able to implement a coherent and effective strategy.>
  • Finding the right automation technology: that’s the crux of the matter. There are many turnkey solutions like Plezi, Hubspot and Marketo, but you still need to find the solution best suited to your project.
  • Monitor KPIs: to optimize ROI, it is essential to monitor key performance indicators. This way, you will be able to know your return on investment, but also to see with more hindsight which strategies are working and which ones need to be adjusted or replaced.
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Marketing automation is a crucial and very interesting lever in terms of ROI. However, it is essential to go through a marketing plan in collaboration with the sales teams. In addition, emphasis should be placed on content, particularly written content (blog articles, product sheets, natural referencing).