Marketing automation in one solution – be smart!

marketing automation with Kentico
There is an easy way to automate, optimize and analyse your online campaigns.
Marketing automation will let you not only generate leads on your website, but also nurture them. Here’s how to achieve it with Kentico.

Why use marketing automation?

Marketing automation provides repeatable marketing processes, closed loop analysis, automated multi-channel execution and customer segmentation. In other words, it lets you transform cold leads into sales-qualified ones in a consistent manner. It also helps to bridge the gap between lead generation activities and sales follow ups.

Marketing automation enables marketers to fully understand, develop and implement complex strategies and plans. This in turn delivers better educated and sales-ready leads as a result of an automated, scalable process.

It can increase effectiveness and the ROI of online campaigns through:

Lead nurturing:

You can deliver engaging content to prospective clients as they go through their buyer’s journey and establish yourself as an expert in what you offer.

Complex campaigns:

Why not use this opportunity to create personalised campaigns where each step is influenced by previous customer interactions with your brand?

Buyer guidance:

You can lead your visitors on their customer journey from abandoned shopping carts through a whitepaper download, all the way to the purchase decision and post-sales customer advocacy.

Engage existing clients:

Automated customer onboarding means that you can easily deliver all useful tips and hints to your users, educating them on how to get the most out of your products or services. This in return will help you to reduce your churn rate.

Marketing Automation with Kentico

Kentico is a fully integrated ASP.NET CMS, e-commerce and online marketing platform. Its marketing automation module combines elements, such as content management, lead scoring, email marketing, social media, web analytics and many more.

When marketing automation tools are combined with the right people and processes, they deliver sales-ready leads. Here are some introductory tips to make the most of it.

Basic marketing automation tips:

  • Align your marketing and sales efforts to ensure your teams agree on a common definition of an SQL (sales-qualified lead).
  • Determine a score threshold that will match this criteria.
  • Define key goals and metrics that define success in your ‘smarketing’ team.

Some more good practices:

  • Assign lead scores based on the rules assigned to certain activities, e.g. different value for behaviour of anonymous and logged in visitors.
  • Set up alerts for sales team when certain score thresh holds are hit.
  • Explore multiple scoring scenarios to gain greater insights into the leads’ levels of interest in different products or campaigns.

Marketing Automation requires constant adjustments based on what you learn and how your communication strategy evolves. Continuous review of scoring and criteria will help you to ensure that your processes are up-to-date and respond best to your organisational needs.

Since Kentico comes with a simple drag-and-drop interface, even marketers that aren’t exacly tech-savvy can create automated campaigns and modify the flow of activities in no time. It also provides a clear overview of won and lost opportunities, as well as lists high-scoring leads that didn’t turn into opportunities, so you can improve on your scoring and processes.

So if you’re looking for a sound marketing automation solution that’s easy to integrate with your existing enterprise systems, look no further than Kentico. Plus we’re here to help you with all the technical setup and configuration – just drop us a line and we’ll get the call rolling. 

Systems Analyst at Unity Group, graduate of Business Informatics at the University of Economics in Wroclaw. On a daily basis, Adam advises our clients on technologies that respond best to their business needs, including complex Kentico deployments. Keen enthusiast of Agile methodology and teamwork, Adam is studying to become a Scrum Master. At work, he always values most building positive rapport and satisfying relationships. In this spare time, Adam trains road cycling and track racing, he's also a great swimming and bouldering buff.

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