Marketing Automation Operations

What is marketing automation?

Marketing automation is the collective name for the mechanisms and tools that automate and streamline the whole run of marketing activity, from winning prospects through nurturing them to creating meetings.
It gathers and analyses behavioural data, site visits, document requests, email opens, and automatically takes the right approach according to the level of interest. A first-time visitor might receive an email introducing the service, while a prospect who has viewed a particular page several times receives an invitation to a meeting: activity personalised to behaviour.
It also lets you select the hot leads most likely to become meetings before passing them to sales, which raises sales efficiency.
Marketing automation is not merely an email tool; it is a platform that combines lead nurturing, scoring, segmented delivery and reporting to optimise the whole of your marketing strategically. Adoption is growing, led by B2B companies, and it is drawing attention as an essential tool for producing strong results with limited resource.

With NowVillage's marketing automation management we cover the whole of it, from configuring the tool and building the scenarios through data analysis to improvement. We put a setup that leads directly to sales results in place quickly, and maximise the benefit of the platform.

The advantages and disadvantages of marketing automation

The first advantage is being able to automate lead nurturing. You can send emails and offer content at the right moment according to behavioural data, developing prospects into warm leads before they reach sales.
Because the effect of each activity can be seen in numbers, improvement based on data is possible. It also brings sales and marketing closer together, which can improve both the rate at which leads become meetings and the rate at which they close.

There are disadvantages.
Scenario design and scoring are complex, and adopting it without a strategy can leave you with nothing more than a tool that sends emails automatically. Beyond the licence fee you also need resource to produce content, and it can take time to show a return.
NowVillage's marketing automation management takes on strategy, operation and improvement comprehensively, resolving the problems that come with running a platform and delivering marketing that genuinely produces results.

Points to watch in running marketing automation

There are several things to watch in using marketing automation well.
First, be clear about the goal. Whether the aim is to strengthen lead generation or to nurture existing customers changes the scenario design considerably.
Content design is also essential, and easily forgotten. However well the automation is built, without emails, white papers and case studies that land with customers there will be no result. Working with sales matters too. Scored leads passed to sales are lost opportunities if the handover process is not in place.
After implementation you need to keep a cycle of improvement based on data running, reviewing the scoring criteria and the scenarios regularly.
Our management service covers configuring the tool, building the scenarios, producing content and proposing improvements in one place, resolving the state of we adopted the tool but see no results.