But magical thinking is always deceptive. Just as buying a CRM does not automatically generate a relationship of trust with customers, often limiting the solution to monitoring sales activity, Marketing Automation will only deliver fluidity with contacts in the light of a real business strategy.
This means that the following three prerequisites are met:
General management, HR and IT are involved as much as the Sales/Marketing couple and work together
The desire to transform the company into a 24/7 organization
Be ready to transform the roles of employees and distributors , and open to substantial modification of the offer
We are far from the implementation of an email cannon in a digital team by a business school intern.
The ACCOR group has done a remarkable job on this, working on all taiwan phone number functional layers to achieve a 24/7 business for its customers across all its brands.
video – article
“Think Different”
Marketing Automation is a strategy that intervenes at all levels, because everything is linked internally. The company operates 24/7, it must be accessible, agile and involve all departments. The Sales Department no longer has exclusivity on sales development: monitoring and quality of service are an integral part of its business. The company thus has the capacity to keep its customers, to do cross-selling at all levels, including after-sales service.
While 44% of companies prioritize opening new customers to grow, it is proven that spending on customer acquisition is 5 times higher than spending on retention. Knowing your customer, their needs, their habits, ensuring their loyalty by building loyalty through a qualitative contribution of services and content is the assurance of doubling your profitability.
While Marketing Automation is still seen as a marketing gimmick, it is in reality a real program engaging employees in the company's strategy.
Generating leads through tags and forms is marketing, not strategy
Marketing automation is not just about preparing forms and automating responses. It is about spotting weak signals in front of customers.
Methodology for a business strategy dedicated to Marketing automation
Strategic Board Workshop
Reflect on and (re)define the company project
What is MA and how do I integrate it into my current and future strategy, how do I enhance the benefits for the company and what are the tools intended for the management committee,
Where does automation start, what does it mean for my organization?
How will we streamline automation and relationships at all levels?