营销自动化Marketing Auto ** tion的理解与应用

What is MA？

Marketing Auto ** tion can be defined as a process where technology is used to auto ** te several repetitive tasks that are undertaken on a regular basis in a ** rketing campaign. 营销自动化是一种市场营销工作人员可以应用营销每日任务和工作内容，使企业营销工作中简单、自动化技术的营销构思，可以提升运作效果和提升工资水平。

A tool that allows an individual to design, execute and auto ** te a time-bound ** rketing workflow can be called a Marketing Auto ** tion platform. Marketers use the platform to plan, coordinate, ** nage and measure all of their ** rketing campaigns, both online and offline. 营销自动化会取决于营销服务平台/专用工具，但服务平台/专用工具并不是营销自动化的所有。高新科技更改营销，营销自动化是营销高新科技Martech的一个运用，根据方式方法改进市场营销。The use of a ** rketing auto ** tion platform is to streamline sales and ** rketing organizations by replacing high-touch, repetitive ** nual processes with auto ** ted solutions。Marketing Auto ** tion platforms allow ** rketers to auto ** te and simplify client communication by ** naging complex omni-channel ** rketing strategies from a single tool, and to help you prioritize and execute your ** rketing tasks in a more streamlined and efficient way.

Why we need MA?

Marketing Auto ** tion is a subset of customer relationship ** nagement (CRM) and customer experience ** nagement(CXM) that focuses on the definition, segmentation, sche ** ng and tracking of ** rketing campaigns.

The ulti ** te goal with ** rketing is to generate more revenue for our company. To accomplish this, we need to drive traffic, convert that traffic into leads and close those leads into customers. In other words, we need to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. Where ** rketing auto ** tion really ** kes an impact is the conversion and closure stages of this process. Marketing auto ** tion typically generates significant new revenue for companies, and provides an excellent return on the investment required.

市场营销自动化可以协助您鉴别潜在客户，全自动实行将这种潜在客户培养成合理顾客的全过程。 市场营销自动化可以以完成买卖和逐渐不断关联为总体目标，全自动让潜在客户在恰当的机会立即与营销团队触碰，并且所采集的信息可以促进您挑选的市场营销对策。市场营销自动化根据大幅度提高漏斗模型的高效率、应用各种各样对策组成快速将很多潜在客户转换为如愿以偿的顾客来完成这一总体目标。

举例来说，在潜在客户培养全过程的前期环节，文化教育和认同度可能是重要每日任务。 市场营销自动化可以给予合理的信息来创建对您知名品牌的信赖和重视，快速而轻轻松松地协助潜在客户掌握她们会获得哪些。 除此之外，当潜在客户进一步变小有兴趣的产品类型范畴时，您可以向对您的知名品牌发展最有帮助人群传出量身定做的信息。 最终，当根据市场营销自动化系统软件追踪的行动主要表现出更潜心的爱好时，一位达标、全方位且被充足掌握的潜在客户便全自动转交给营销团队。

市场营销自动化还能对潜在客户的行为表现开展更丰富、更细腻的剖析。 应用个人行为追踪方式，例如追踪客户访问网站的途径，市场营销自动化手机软件可以协助您的市场营销精英团队掌握潜在客户的兴趣爱好以及所在的选购生命期环节。 市场营销精英团队接着便可依据这种行为点订制跟进行为。

运用从接触面（包含网站浏览和免费下载、社交媒体主题活动和立即市场营销）搜集的信息，可以对潜在客户开展全自动得分、验证和摆列优先。 接着，便可以促进更普遍的市场营销主题活动，包含：

触发式市场营销信息用于维持关心的经常性“渗入式”电子邮箱人性化电子邮箱Facebook 或twiter信息

除开潜在客户培养全过程自动化技术以外，市场营销自动化手机软件还能够在用户生命期中创建清楚，客观性的进展指标值。 以往，潜在客户是不是准备好进到市场销售阶段很有可能在于个人市场营销工作人员的判断力，如今则要根据事先界定和考量的結果。

以这类剖析为关键，市场营销自动化可以协助摆列业务员的時间优先、考量接触面对潜在客户的有效并明确市场营销主题活动的整体实际效果。

这一全过程再也不需要凭空猜测：尤其是明确将潜在客户从市场营销向市场销售阶段转交的机会。 实际上，应用闭环控制汇报可以精确测算每一个可能的费用及其市场营销工作中的投资收益率。

How to Use MA?

Marketing Auto ** tion assist greatly in areas like Lead Generation, Segmentation, Lead nurturing and lead scoring, Relationship ** rketing, Cross-sell and upsell, Retention, Marketing ROI measurement. Marketing auto ** tion is a great way of guiding potential customers through your website, social channels and e ** il to generate new leads, all while converting existing ones. Applicable uses include: Social Media Marketing, E ** il Marketing, Lead Generation, Lead Nurturing, Metrics and Analytics, Management Activities.

As an example, here is what a basic auto ** ted e ** il workflow could look like:

Step 1: You send an e ** il invitation to download your latest ebook to a targeted list of contacts

Step 2: You send a thank you note to all the people that downloaded the offer

Step 3: A few days later, you send a follow up e ** il to the list of people who downloaded the ebook, offering them a case study relating to that topic

Step 4: Finally, when someone downloads that case study, your sales team will get a notification so they can follow up with them (this person is now much more qualified and is likely farther down the buying process)

How do you know if it’s time to invest in ** rketing auto ** tion?

If you’re producing effective inbound ** rketing content, you’re generating a steady flow of new, organic leads, and you’re ready to scale your successful efforts, chances are it’s time to focus your efforts on a ** rketing auto ** tion strategy that will nurture those quality leads into paying customers. Below are some good questions to ask yourself when deciding if ** rketing auto ** tion is the right move for your business.

• Are you generating a steady flow of new and qualified leads?

• Is your sales team overwhelmed with the number of quality leads you’re passing along to them?

• Has ** rketing and sales agreed on what conversations should happen with ** rketing and which with sales?

• Do you have an efficient content strategy ** pped to your buyer’s journey?

• Are you tracking your leads’ digital body language across every touch point and ** rketing channel (not just e ** il)?

• Do you have a proven lead nurturing strategy that you want to scale?

These are all good signs that ** rketing auto ** tion (when done right) could work for your business. The key here is understanding that ** rketing auto ** tion does not do ** rketing for you, but can help scale your successful efforts.

The Dos and Don’ts of Marketing Auto ** tion

Don’t just auto ** te your current process without revisiting your goals

DO integrate ** rketing auto ** tion with you inbound ** rketing strategy

DO send highly-targeted and specific content to a narrowed au ** nce

DON'T forget about your customers and DO set up customer engagement campaigns to keep your current customers happy and coming back for more

Glam, DON'T spam

DON'T Once and Done

Centering your ** rketing messages around the real, live person at the receiving end of your campaigns

Recognizing that ** rketing auto ** tion does not do ** rketing and lead generation for you, but can help scale your successful efforts

营销自动化工具和CRM的

市场营销自动化软件与CRM 有明显的区别，前者在购买过程的萌芽阶段便管理潜在客户的培育过程。 但市场营销自动化与 CRM 配合紧密，在从首次接触、成为销售线索、成为潜在客户再到成为客户的过程中，这两套系统都维护着一致而详细的个人资料：

首先，市场营销自动化可以处理潜在的兴趣，并通过广泛的在线和离线渠道的营销活动来处理潜在客户生成和潜在客户培育CRM 随后接管那些潜在客户，跟踪销售和销售机会，以及管理持续的客户关系。

举例来说，销售人员可以访问有关潜在客户行为、潜在客户访问的页面及其下载内容的信息。 与此同时，市场营销团队能够看到客户的过往购买行为。 最重要的是，通过营销自动化与 CRM 之间的闭环报告和分析，可以调整营销活动，从而提高效率。

Three categories of ** rketing auto ** tion software

Marketing Intelligence

Uses tracking codes in social media, e ** il and webpages to track the behavior of anyone interested in a product or service to gain a measure of intent. This allows more accurately targeted response and the development of a nurturing program specifically targeted towards their interest and vertical ** rket. Due to its interactive nature this has been described as Marketing Auto ** tion 2.0.

Marketing auto ** tion

Has a focus on moving leads from the top of the ** rketing funnel through to becoming sales-ready leads at the bottom of the funnel. Prospects are scored, based on their activities, and receive targeted content and messaging, thus nurturing them from first interest through to sale. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles.

Advanced workflow auto ** tion

Encompasses auto ** tion of internal ** rketing processes. These include budgeting and planning, workflow and approvals, the ** rketing calendar, internal collaboration, digital asset creation and ** nagement and essentially everything that supports the operational efficiency of the internal ** rketing function. Typically these systems require a CRM or COM administrator to set up a complex series of rules to trigger action items for internal sales and ** rketing professionals to ** nually process (designing files, sending letters, sending e ** il campaigns). This type of system increases ** rketer's ability to deliver relevant content to relevant individuals at relevant times. Limitations ** y apply, based on the hu ** n resource capacity of an organization and their level of commitment to the tasks as they are assigned.

营销自动化在业务场景上介于广告（获客前端）和 CRM（客户管理）, 传统上是忽略这一层的. 传统市场部更加注重过程, 销售注重效果. 而营销自动化从业务逻辑上属于营销, 但是效果驱动的. 市场营销人员/话事者需要转换思路, 把以买流量换 leads 为主导的营销方式, 转变为两条腿, 继续买流量, 同时注意加强对流量到 leads, leads 到真实销售机会的转化，加强对已经获得或者存量销售机会的精细化运作。最简单的做法, 就是设定转化效率的 KPI, 不光看 CPM, CPC, Leads 数量, 还要看 cost per leads, cost per SQL (sales qualified leads, 有效销售机会). 现在流量越来越贵, 到了把流量和已经获得的机会充分挖掘的时候了.

The goal should be to ** intain and scale your business profitably and successfully, and we need to remember that not all ** rketing strategies are created equally. Marketing auto ** tion is an important piece to your ** rketing puzzle—and by no way a means to an end. It needs constant care in order to flourish.You need to constantly reshape and ** yze your strategy to discover what’s working, and what isn’t in order to be successful.