Better conversion rates and sales

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The numbers don’t lie. Marketing automation is responsible for a 14.5% increase in sales team productivity and a 12.2% decrease in marketing expenses.

Another study on SMBs observed a 451% increase in the number of qualified leads, thanks to automated lead nurturing operations. Furthermore, the same study showed that these nurtured leads purchased 47% more products and services than non-nurtured leads.

There are several reasons why these performances are so interesting:

More accurate and precise reporting, allowing marketing teams to spot where they are failing in their marketing operations, and make early adjustments
The ability for teams to better analyze their data, thanks to the time savings that come from automating tasks
The ability to track and retarget leads more quickly, systematically and efficiently, and to more easily recover leads that may have fallen through the cracks

THE BENEFITS OF AUTOMATED MARKETING IN FIGURES – ©STARTUP BONSAI
In short, marketing automation fosters better coordination between marketing and sales teams. As canadian cto cio email list a result, not only do conversion rates increase, but customer relationships are strengthened over the long term. This way, your salespeople will be able to introduce more repeat purchases into the company's customer base.

How to implement an automated marketing strategy?
Marketing automation can help you a lot when it comes to qualifying your leads. In fact, you can schedule and obtain segmentation of your leads based on their behavior within your workflows. However, poor segmentation of your prospects in the initial phase, i.e. poor segmentation, can render any segmentation you want to do later in your automated marketing software useless.

Effective segmentation: get your target audience right
Automated marketing can be very powerful, but it can also be useless if you don't know who you're targeting beforehand. Who exactly have you created your product or service for? This is the essential question you need to ask yourself before you start.

Marketing automation can certainly help you a lot when it comes to qualifying your leads. You can schedule and segment your leads based on their behavior within your workflows.

However, poorly segmenting your leads up front – bad segmentation – can render any segmentation you want to do later in your automated marketing software useless.

Good to know:

To avoid this, you need to define your personas well in advance. A “persona” is the typical profile of your ideal customer. Before implementing an automated marketing strategy, it is necessary to carry out a serious study. The objective is to identify the most relevant socio-demographic and psychographic attributes of your target audience.

Choosing acquisition channels
Once you've defined your target audience, you need to know where to find them. You need to ask yourself what content your customers read, what social networks they visit, what groups or communities they participate in, etc. Acquisition channels are the places where you first come into contact with your prospects. They're the top of your marketing funnel, i.e. the place where your leads are generated.

This step should not be taken lightly. Just like wrong segmentation, wrong choice of channels can damage your entire automated marketing strategy.

For example, it makes no sense to use TikTok if you are targeting a professional audience over 40. Similarly, it would be unwise to spend hours creating posts for Linkedin if you want to sell a product aimed at housewives.