Inbound Marketing Automation –transforming data into revenue


Inbound Marketing strategies reinforced by Marketing Automation tools can significantly increase the effectiveness of your company’s Marketing activities such as blogging and social media campaigns. Successful Marketing Automation can also facilitate lead generation resulting in a several hundred percent increase of all generated leads.

Inbound Marketing vs. Marketing Automation

Effectiveness of Inbound Marketing activities can be increased by combining it with another highly efficient strategy – Marketing Automation. This term is most frequently used in reference to Marketing tools allowing a business to go from conversion (3rd pillar) to closing a sale (4th pillar). As an example, Marketing Automation can be used in the process of sending initial emails informing the customer about your offer. Marketing Automation tools can also be employed in lead segmentation and keeping your company’s Sales Department up to date.

Although Inbound Marketing is based on the premise of consumers looking for information before they make a purchase, successful Marketing Automation allows you to reach out to them as potential customers, and also facilitates communication. In other words, the aim of Marketing Automation is to send information tailored to needs and interests of the recipient based on website statistics analysis and other Inbound Marketing techniques. This way, every piece of mailing customers receive should be a source of information and not just another generic spam message to be moved to trash as soon as it arrives in their inbox.

This kind of synergized activity is referred to as Inbound Marketing Automation.

Inbound Marketing Automation

Inbound Marketing Automation combines two dominant Marketing strategies: Inbound Marketing and Marketing Automation reinforcing its effectiveness.

Inbound Marketing prompts potential customers to visit your website through balanced SEO techniques, blog activity and social media presence. Once they visit your website, you should make the best of their interest in you by offering unbeatable products and services tailored to their needs. Continuous development of this relationship should eventually lead to one-time customers becoming returning brand-loyal customers.

In the context of Inbound Marketing, Marketing Automation also comprises Marketing data analysis automation, social media monitoring, email marketing and their influence on sales.

Inbound Marketing Automation tools

Most Inbound Marketing specialists use tools automating the entire process. However, typical computer software of this kind can only analyze data from limited sections. As an example, only data from SEO, social media or CRM activities can be presented and analyzed.

Top Inbound Marketing Automation providers – Hubspot, Genoo and Pardot are trying to maximize both quantity and quality of processed data coming from various sources. Their products feature sets of Inbound Marketing Automation tools. Another provider of this type of software – LeadFormix offers an Inbound Marketing Automation platform designed to maximize the profits of your Marketing activities.

Because this particular approach requires professionals to have both Marketing and IT skills, a new type of specialists has recently emerged. They know the ins and outs of the process (principles of the approach, its development, computer software, web design) and understand the specifics of Marketing activities (Inbound Marketing, SEM, social media, content marketing).

Have you got any experience with Inbound Marketing Automation tools? We’d love to learn what you think. Let us know in the comments section below.

Dorota is currently advising clients how to create and manage effective advertising campaigns in accordance with the principles of Inbound Marketing. She offers training sessions and provides consulting and audit services for businesses of all sizes. To date, Dorota has worked with over 60 professionals, private entrepreneurs and top 500 companies. She has also been responsible for the online presence of over 40 businesses (white label).

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