marketing-automation-pme

Marketing automation :
what advantages for SMBs?

Table of Contents

You’ve probably heard about it because it is praised (and used) everywhere. 

Marketing automation was born as often in North America about ten years ago and then infiltrated the marketing strategies of pure players (companies with an online existence only), before conquering any kind of business.

  • But why this success, and what is marketing automation really all about?
  • And above all, what can it really bring to SMBs?

 

Marketing Automation : what is it really?

Marketing automation is a digital marketing technique based on a software platform.

This platform centralizes all the contacts of a company, segments them and automates a large number of repetitive marketing tasks often performed by employees.


What is the purpose of marketing automation?

Marketing automation can be compared to a Swiss Army knife. Mostly, companies use it for :

  • Save time in the management of repetitive tasks (email reminders, forms, after-sales procedures, order follow-up)
  • Provide qualified leads to your sales team
    Measuring and tracking the behavior of website visitors
    Increase the conversion rate between prospects and customers
  • Generate additional sales to existing customers
    Send the right message at the right time to the right person
 
 

Les 5 avantages principaux du marketing automation pour les PME

 

1 – Re-target your website visitors

Thanks to cookies, you can send them specific messages based on the pages they have visited.

Case study: If Mr. X has visited the same product page on your site 5 times, chances are that he is ripe for a purchase. Why not send him an automatic email to help him order?

  • This can be a proposal for a personalized phone call,
    A list of arguments to remove the obstacles to purchase that you have identified with your customers,
  • A promotional code of 5 or 10% to be used within 24 hours only (success rate of about 40% on this type of technique for goods)

 


2 – Engage your email contacts in automated email sequences

You are a SME in a niche market. Your purchasing cycles are generally between 4 and 9 months from the first contact.

For various reasons, your prospects need to become familiar with your product or service.

Once you have retrieved a prospect’s email, you can integrate it into an automated email sequence, the goal is :

  • Educate the prospect about your company, its history, your product or service, your positioning and your values.
  • Do not pass for spammer and leave time between each email sending (for example 4 days)
  • Segment your prospects according to their email opening rate (cold leads, average leads, interested leads, very interested leads).
  • Save a considerable amount of time by automating all these actions
 

 

3 – QUALIFY YOUR PROSPECTS WITH AUTOMATIC FORMS

The new generation of forms allows the collection of information that a human should have obtained by phone or manually.

Thanks to these forms that you can parameterize with the greatest simplicity, it is now possible to automate part of the work of commercial qualification.

Indeed, thanks to only 5 or 6 obvious questions such as :

  • What stage of the project are you at?
  • Are you the final decision-maker?
  • Is the budget defined?
  • If this project is not done: what happens?
  • Have you already identified other partners?

You can already prioritize your prospects based on their response and implement the appropriate actions.



4 – Let your sales people focus on the right prospects

By segmenting your prospects, you can set up an internal alert system. 

Concrete example: one of your prospects goes into “hot lead” or “hot prospect” status, you can automatically send an email to the sales manager or any person you deem relevant to inform him/her of this news and take over.

As a result, your sales teams don’t waste their time (and your SMB’s money) with unqualified prospects.



5 – Retention: generate new sales with your existing customers

It is an important component of marketing automation for SMBs, keeping in touch with existing customers and implementing the necessary automatic actions to make them come back.

Case in point: a new customer buys one of your products or services in September and thanks to the automated customer satisfaction emails he has been engaged in, you know via his status that your customer is a satisfied customer.

Depending on your product or service, you wait a few weeks or a few months before getting back in touch with him.

You then engage him in an automated email sequence dedicated to existing customers to present him products or services complementary to the one he has consumed.

If the prospect opens each of the emails, you can set up an internal alert so that someone takes over before the end of the sequence, everything is configurable…

 


Is marketing automation complicated and expensive for a SMB?

No.

Today, there are many marketing automation platforms (Sendinblue, Hubspot, Active Campaign, Get Response etc) and they offer several types of subscriptions ranging from a few hundred to sometimes a few thousand euros depending on the number of email contacts.

To set up this platform, depending on your objectives and the type of website you use, it takes only a few days.


B2B or B2C ?

This is of little importance. Marketing automation is for small companies as well as for SMEs or large groups, whether B2B or B2C does not matter.

 


Conclusion

Marketing automation is today an essential tool in any digital strategy.

SMEs can derive significant benefits from it, both in terms of communication relevance and in terms of saving time or increasing the company’s sales.