How can companies use marketing automation?

• Emails. Send targeted personalised and automated emails based on customer behavior, preferences, or demographics..
• Lead Scoring and Nurturing. Assign scores to leads based on their interactions, like email opens, clicks, or website visits.
• Behaviour-based nurturing:
  Move leads through the funnel with personalized touchpoints based on their actions.
• Customer Relationship Management (CRM)
  – Sales Pipeline Management:
  – Track deals, automate follow-ups, and keep sales teams aligned.
  – Unified Contact Management:
  – Store customer data, interaction history, and preferences in one place.
  – Win Probability:
  – Use AI insights to focus on high-potential deals.
• Customer Experience Automation
  – Onboarding Sequences:
  – Welcome new customers and guide them through product/service usage.
• Engagement Campaigns:
  – Automate check-ins, reminders, or feedback requests to maintain engagement.
  – Cross-Selling and Upselling:
  – Send recommendations for complementary products or services.
• E-commerce Optimization
  – Abandoned Cart Recovery:
  – Automate follow-up emails to recover lost sales.
  – Purchase Follow-Ups:
  – Send order confirmations, shipping updates, and post-purchase surveys.
• Customer Segmentation:
  Target customers based on purchase history or browsing behavior.
• Dynamic Segmentation
  – Real-Time Updates:
  – Automatically update customer lists based on behavior or lifecycle stage.
  – Notify account manager
  – Advanced Filtering:
  – Segment contacts by demographics, interests, engagement, or custom fields.
• Website and Landing Page Tracking
  – Site Tracking:
  – Monitor visitor behavior on your website to trigger relevant communications.
  – Landing Page Optimization:
  – Integrate forms or surveys to capture leads and trigger workflows.
• Social Media and SMS Automation
  – Social Integrations:
  – Manage ad audiences and retarget users through integrations with platforms like Facebook.
  – SMS Campaigns:
  – Send time-sensitive offers, appointment reminders, or order updates via SMS.
• Reporting and Analytics
  – Campaign Performance:
  – Analyze open rates, click-through rates, and conversion metrics.
  – Sales Insights:
  – Track revenue, pipeline progress, and deal trends.
  – Automation Effectiveness:
  – Monitor workflow performance and optimize underperforming areas.
• Integrations with Other Tools
  – Seamless Connections:
  – Integrate with tools like Shopify, WordPress, Zapier, Salesforce, or Google Analytics, and much more
  – API Access:
  – Customize workflows and data exchanges with custom integrations.

Discover more about marketing automation on brandfinity.ch

Segmentation in marketing automation is dividing an audience into smaller, targeted groups based on shared characteristics such as demographics, behavior, engagement level, or purchase history. This allows businesses to deliver personalized and relevant content, improving customer engagement, conversion rates, and overall marketing effectiveness.

Examples of triggers in marketing automation:

1. Welcome Email – Sent automatically when a user signs up for a newsletter or creates an account.
2. Abandoned Cart Reminder – Triggered when a customer adds items but doesn’t complete the purchase.
3. Post-Purchase Follow-Up – A thank-you email or request for a review after a customer purchases.
4. Lead Nurturing Email Sequence – Sent when a prospect downloads a whitepaper or interacts with gated content.
5. Re-Engagement Campaign – Activated when a user hasn’t interacted with emails or the website for a specific period.
6. Birthday or Anniversary Offer – A special discount or message sent on a user’s birthday or membership anniversary.
7. Price Drop Notification – alerting users when a product they viewed or saved goes on sale.
8. Event Reminder – A notification before a registered webinar, live event, or appointment.
9. Subscription Renewal Reminder – Sent before a subscription expires to encourage renewal.
10. Behavior-Based Retargeting – Displaying ads to users who visited specific pages but didn’t convert.

• Saves time by automating repetitive tasks.
• Enhances lead nurturing through personalized communication.
• It helps divide the audience into segments and react automatically to each segment’s behavior with the desired automated logic.
• Automatically follows up based on the scheduled waiting time Avoids human mistakes in proceeding with repetitive tasks
• oImproves customer experience with timely interactions.
• Helps sales team to see the sales pipeline and move it manually or automatically based on customer behavior
• Increases ROI through better segmentation and tracking.

1. For E-commerce:
   • Automate abandoned cart recovery emails.
   • Segment, for example, VIP customers for exclusive discounts.
2. For SaaS Companies:
   • Onboard new users with tutorial email sequences.
   • Trigger account renewal reminders.
3. For Education Businesses:
   • Automate course enrollment confirmation.
   • Nurture prospective students with program guides.
4. For Automotive Companies:
   • Send service reminders based on purchase history.
   • Promote financing offers to qualified leads.

While CRM focuses on managing customer relationships and storing data, marketing automation executes and optimizes campaigns, engages leads, and nurtures prospects at scale.

Yes, marketing automation platforms integrate with CRMs, analytics tools, CMSs, and more to provide a unified marketing and sales ecosystem.

Ask for the quote

Marketing automation can benefit almost all industries, including education, automotive, e-commerce, healthcare, and SaaS, by generating leads, retaining customers, and enabling sales.

No, businesses of all sizes can leverage marketing automation. Many platforms offer scalable pricing and features tailored to small and medium enterprises.

Ask us for a quote.

Customer experience optimisation agency

Consider factors like:

• Business size and budget.
• Features like email marketing, analytics, and integrations.
• Usability and customer support.
• Ask Brandfinity, and they will analyse your business needs and suggest the best solution.

The solution can be adapted for B2B and B2C.

B2B: Focuses on lead nurturing, account-based marketing (ABM), and long sales cycles.

B2C: Prioritizes personalization, behavioral triggers, and high-volume campaigns.

Results can vary based on the complexity of your campaigns, but most businesses see noticeable improvements in lead engagement and sales within 3-6 months.

• Over-automating and losing personalization.
• Poor data quality or segmentation.
• Failing to track or measure results effectively.
• Spamming the contacts

• Use double opt-ins for email subscriptions.
• Ensure that the content is relevant and personalized.
• Limit email frequency and provide unsubscribe options.

Personalization is critical to building trust and engagement. Marketing automation enables the delivery of personalized content based on customer behavior and preferences.

Lead scoring helps prioritize prospects based on engagement and behavior, allowing marketers to personalize campaigns, nurture high-potential leads, and improve conversion rates.