Skip navigation
Technologies

Marketing Automation

Teknologia_alasivu

Integrating Marketing Automation into Your Strategy

Marketing automation has become an increasingly important part of companies' marketing strategies. It refers to the use of various technological solutions to automate and streamline marketing processes. Marketing automation helps businesses save time and money, improve sales efficiency, and deliver a better customer experience.

  1. Automate repetitive marketing and sales tasks

  2. Save money in marketing and time in sales

  3. Leverage workflow nurture models and lead scoring

Marketing automation is your company's best salesperson and most dedicated customer service agent – without the constraints of the physical world. Always on, always motivated, always focused, 24/7. With automation, you serve an unlimited number of people with the same efficiency and precision.

Ask us more

What Is Marketing Automation?

Marketing automation means automating repetitive marketing tasks. These tasks can be both internal (e.g. updating contact data and sending reminder messages) and external (e.g. emails and social media updates).

Marketing automation technology also enables the implementation of various nurture models, allowing each recipient to receive personalised, timely communication based on their specific situation, behaviour or stage in the buying process. Automated message sequences might relate to providing additional information, personalised recommendations, retargeting, or reactivating an abandoned shopping cart.

What Are the Benefits of Marketing Automation?

When used correctly, marketing automation saves a company time, money and effort. Automation helps sales and marketing work more efficiently, as routine tasks can be delegated to technology. This also drives better results, as the company can simultaneously serve a large volume of leads to a high standard.

Marketing automation also accelerates the buying process. When progress along the buyer journey can happen around the clock, neither time of day nor geographical location creates delays. You can also track with precision exactly where in the buyer journey each lead currently sits.

A lead requires different content, communication and service depending on where they are in the buying process. With automation, a lead's behaviour triggers timely messages and a nurture model tailored to them – delivered in real time, at exactly the moment they are engaged with that topic. All of this leads to a better customer experience. When service and communication are personalised, timely and precise, the overall experience is dramatically better.

Request a proposal

Five Reasons to Use Marketing Automation

  1. When you're struggling to convert prospects into leads

  2. When sales doesn't have enough time to manage all leads

  3. When your leads are low-quality "tyre-kickers"

  4. When you want to boost sales performance

  5. When you're developing your digital marketing

Automatically Nurture Leads Along the Buyer Journey

Marketing automation simultaneously builds a better customer experience and streamlines the company's own marketing, sales and customer service processes. With automation, your business nurtures leads forward along the buyer journey. Automation allows you to reach out to leads naturally at exactly the right moments, increasing the likelihood of conversion. It's no coincidence that companies using automated lead nurturing generate more sales – at lower cost. Nurtured leads also tend to make larger purchases than those who haven't been nurtured.

Request a proposal
Blink_hubspot_kuvitus_1200x900px

Marketing Automation Framework Across the Buyer Journey Stages

The marketing automation approach is grounded in buyer journey thinking. Purchasing happens in stages and always involves a certain period of consideration.

  1. Awareness stage. When the buyer persona becomes aware of a need to purchase, attract the prospect to notice your company and services.

  2. Consideration stage. When the buyer persona is exploring different options to solve their challenge, offer added value related to your company's services – for example through high-quality content.

  3. Comparison stage. When the buyer persona has already outlined solution options and refined their need into a more specific form, communicate your company's competitive advantages in a compelling way.

  4. Decision stage. When the buyer persona is making a purchase decision, support the buying process and make the case for choosing your company. Stay present in a relevant way throughout the entire buying process, especially when the decision takes several months or longer to form.

  5. Delight stage. When the buyer persona becomes a customer, help them be a satisfied one. This way, customers want to buy more and share their experiences with others.

Funnel or Flywheel?

Although buyer journey model is often described as a funnel, it is really a recurring cycle in which value circulates and the customer relationship is maintained and developed even after the sale. With marketing automation, all of these different stages of the buying process can be supported efficiently and at the right time, based on the buyer persona's behaviour.

 

Leverage Workflows and Lead Scoring to Supercharge Marketing Automation

At its simplest, marketing automation might be a confirmation message sent to a lead who has registered for an event. But marketing automation can be so much more.

Workflows (nurture models) are at the heart of marketing automation. A workflow is a series of pre-defined actions – such as emails or text messages, contact tagging and sales reminders – that are triggered by customer behaviour along the buyer journey. A specific type of behaviour always triggers a specific message sequence, which can look very different depending on the choices the customer makes. Workflows allow you to create countless ways to branch your marketing automation down different paths.

Also bring lead scoring into your marketing automation. Leads can be programmatically qualified and categorised. Scoring criteria might include website behaviour and engagement with the company's marketing communications. For example, your sales contact list can be prioritised to those who most closely match your defined buyer persona and appear to be at a stage in their buying process where it makes sense for sales to reach out. This allows sales to use their time efficiently by focusing on the leads within the overall pipeline who, at any given moment, show the most potential.

Request a proposal

Explore Our Other Technology Services!

  • HubSpot Implementations & Development

    HubSpot Implementations & Development

    HubSpot provides modern tools for marketing, sales and customer service. Put them to work with a carefully refined process.

    Read more
  • Website Projects

    Website Projects

    The right kind of website supports your company's brand, generates more leads and improves search engine findability.
    Read more
  • HubSpot Websites

    HubSpot Websites

    HubSpot CMS is a versatile and user-friendly website platform. It allows you to continuously improve your visitors' customer experience and lead conversions.
    Read more
  • Web Service Audits

    Web Service Audits

    The audit ensures the functionality, security, user-friendliness and maximum search engine visibility of the website.
    Read more
  • Growth-Driven Design

    Growth-Driven Design

    Growth-Driven Design offers the possibility to continuously evolve the site according to the needs of the users.
    Read more
Shall We Automate Your Marketing?

Get in touch or book a time in my calendar!

Antti Tolonen Managing Director antti@blinkhelsinki.fi +358 50 348 0347