Novos critérios de enquadramento na TSU

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Marketing automation is a software platform that helps organizations automatically manage customer-marketing operations across multiple channels and automate repetitive marketing and sales tasks. Marketing automation platforms use tools that streamline and simplify the tasks needed to support a modern marketing campaign. With marketing automation software, an organization can initiate a marketing campaign that targets their customers with automated messages using the web, email, social media, and texting. Varieties of communications are sent automatically, based on instructions called workflows.

Marketing automation software supports implementing digital marketing strategies without the need to manually press the “send button” for each email, campaign, message, or post. A good automation strategy, combined with good marketing automation tools, will identify the customer base, design the most appropriate content, and then trigger the marketing process. Once the campaign begins and the results start coming in, the marketing campaign’s effectiveness can be analyzed and components can be adjusted to match customer behavior. Automated marketing strategies take manual labor (and the tedium) out of digital marketing. They also support analytics, lead generation and the sales force, and help improve the customer journey. (For those interested in sales pipeline management, different software is used). 

Workflows

Workflow automation is explained as automating various marketing tasks by using preset rules, with the tasks being triggered automatically. Workflow triggers are events which launch the workflow. The triggers are typically actions taken by the customers while visiting an organization’s website or app. Automated workflows can be used to create detailed diagrams capable of communicating big picture goals to the entire organization. A marketing automation platform like Pardot lets you map your customer journey and automatically move customers along the funnel. 

Content marketing

Content marketing describes a low-pressure marketing strategy designed to attract, involve, and retain new customers. This is accomplished by sending/sharing relevant, informational articles, podcasts, and videos. This marketing strategy (providing it targets the right people) establishes the content’s publisher as a reliable and helpful “assistant or consultant” to the customer. Content can be distributed via an email marketing tool like Act-On, or you can put your content behind a lead generation form landing page built by a company like UnBounce. Content marketing is specifically focused on the creation and distribution of content across multiple channels. It is often used in combination with inbound marketing. 

Inbound marketing

The marketing strategy known as inbound marketing is used to draw potential customers to “your” website. Unlike content marketing, inbound marketing uses search engines to draw potential customers to it with useful articles and information. Inbound marketing emphasizes a website’s visibility on various search engines, drawing potential customers to the site. This process typically encourages readers to inquire about products and services, and purchase them. Marketing automation platforms like HubSpot supports inbound marketing by automatically guiding visitors through the customer journey.

Marketing funnel automation

Marketing funnel automation is a multiple step process. Real-world funnels have a top that is wide, and which steadily narrows to a small opening at the bottom, guiding its contents directly into the container. In terms of marketing automation platforms, a marketing funnel channels a website’s visitors to the sales automation process, with the goal of guiding them to the purchasing process, while promoting a positive customer experience.

There are a number of steps used to assure potential customers have enough awareness of the business’ products/services to consider making a purchase. The bulk of the website visitors start at the funnel’s top, with a wide variety of reasons for visiting the website. Ideally, most of them start on the landing page, and gradually move to the payment page. Over time, website visitors are guided through the funnel, and sent marketing messages designed to slow-walk them through the marketing/advertising process, and to making a purchase.

Marketing automation software

The successful use of marketing automation requires delivering the right message, at the right time, to the right person. Marketing professionals can create personalized campaigns based on customer behavior, and focused on creating a personalized experience. A marketing agency is no longer needed when a marketing automation system is in use. Marketing automation users can promote lead nurturing and customer engagement with little manual effort.