Guide to increasing sales with marketing automation

Increasing sales with marketing automation is possible thanks to the various tools and features offered by this technology. However, many companies still find it difficult to turn their technological efforts into tangible sales results.

In this guide, we'll explore the best tools and strategies to take full advantage of the multiple benefits of automations and turn all your digital marketing efforts into real sales.

Marketing automation tools and use cases

Email Marketing

Email remains one of the most effective channels for businesses to communicate with their potential customers. However, managing email marketing campaigns is a very competitive field, where companies “fight” for consumer attention in the midst of a sea of daily emails.

With tools from email marketing automation, multiple tasks can be performed simultaneously, such as schedule emails, segment audiences and monitor performance. Automation also allows companies customize the contentbased on customer preferences, behavior and buying patterns, which translates into a increase in open and conversion rates.

Use case: a financial institution implements email marketing automation

Un bank with a global presence it needed to improve its engagement strategies with its users to compete in a new digital landscape driven by fintechs. For this reason, they decided to implement an email marketing tool that would allow them to segment their wide customer base into different groups.

• A first segmentation was carried out under the label “financial needs”, composed of individuals interested in different products, such as savings plans, mortgage advice or investment opportunities. Instead of generic emails, customers began to receive messages that connected with their specific financial goals.For example, prospective homebuyers received materials on mortgage rates and tips on how to prepare for buying a home. Those interested in investment opportunities received information about the latest market trends and the bank's various investment options.
• Another segment, called “spending behaviors”, represented customers with different spending patterns, such as frequent travelers, online shoppers or those who usually eat at restaurants, for example. With marketing automation, the bank was able to track and analyze these behaviors to provide tailored promotions. Frequent travelers received special travel insurance offers and credit card points redeemable for miles. Online shoppers received exclusive discounts with e-commerce platforms associated with the bank and the latest security updates for online transactions. Those who regularly eat at restaurants received credit card offers with a cashback program and exclusive discounts at popular dining establishments.

Lead Management

With marketing automation, companies can revolutionize their lead management process, improving the efficiency and effectiveness of turn prospects into customers. Lead management tools streamline the “care” of potential customers, as well as their recruitment, qualification and Scoring. This translates into more leads that are better qualified and ready for sale, with faster response times, which drives the revenue growth.

Use case: a retail company improves its sales opportunities with lead management

Una regional retail store of household and lifestyle products, he discovered that his large and diverse customer base was not being effectively managed. This led to problems such as lost sales opportunities and low engagement. To address this, they used marketing automation in their lead management.

• They created a system of lead scoring and scoring to prioritize those most likely to convert, allocating more resources and attention to the most valuable customers. They scored them based on the following stages: frequent buyers, seasonal buyers, and potential buyers (frequent visitors who haven't yet purchased). The model assigns points to each prospect based on their level of engagement, purchase history, and browsing habits, allowing the marketing team to focus their efforts on the most promising leads and improve conversion rates.
• To capture potential customers more effectively, the company designed and implemented a series of landing pages adapted to different customer segments. These landing pages presented unique offers and information tailored to the specific interests of each group, persuading visitors to register or make a purchase. Using this method, they were able to capture a greater volume of quality leads.
• Customers who interacted with the brand through social media ads were automatically added to specific email campaigns, keeping them informed after showing interest in a product or abandoning their shopping cart, recommending similar products or offering discounts to encourage them to complete the purchase.

Landing Page Builder

La creating landing pages is essential in the digital marketing process, providing a powerful tool for lead capture, engagement and conversion. An effective landing page acts as the gateway to a business, attracting visitors with compelling content and encouraging them to take a specific action, whether it's subscribing to a newsletter, downloading a guide, or making a purchase.

Use case: An insurance company streamlines customer acquisition with a landing page builder.

Una Leading insurance company used a landing page builder and created specific pages for different insurance offers such as health, car, travel and life insurance.

• The landing pages were designed with a specific audience in mind, providing relevant information and resources for people interested in that particular insurance product. For example, the life insurance landing page offered guidance on various health plans, their benefits and features. The automobile one included a quotator based on the model and year of the vehicle, with the corresponding coverage. The travel one showed a map of destinations and their approximate costs.
• The landing page builder's intuitive drag & drop feature greatly accelerated the process and helped the marketing team quickly create pages without the need for extensive programming knowledge. This feature not only saved time but also allowed for rapid customization and testing of various design elements to optimize engagement and conversions.
• Each landing page was also designed with dynamic forms lead capture to collect visitor details. With each interaction, the company asked visitors for a little more information about themselves, gradually building a more complete profile of their interests and needs. For example, a first-time visitor could be asked only for their email address and the type of insurance they were looking for. On subsequent visits or interactions, the form could ask about your age, occupation, or specific insurance needs. Thus, the company was able to better customize its follow-up campaigns and offer products in line with the real needs of prospects.

Custom Audiences for Ads

A key feature of a good marketing automation tool is the ability to curate and target personalized audiences for ad campaigns. This technology allows companies not only integrate advertising platforms such as Google Ads, Bing Ads and Meta Ads into your CRM, but also achieve a more detailed approach to your ads, improving the relevance of content for each lead, increasing engagement and the likelihood of conversion.

Use case: A university optimizes paid campaigns with personalized audiences.

Una University decided to apply a more targeted approach to its enrollment campaigns in order to attract a wide range of students. To achieve this, he began to directly address the interests and needs of several groups of potential students. The result was a significant improvement in click rates and conversions, optimizing your advertising spend more effective and efficient campaigns.

• The university integrated its marketing automation tool with Google Ads and Meta Ads. In the process, they developed distinct audience segments based on a variety of data, including geographic location, age range, search history, and previous interactions with the university's website or social media profiles.
• International students saw announcements highlighting the university's support for foreigners, with information on scholarships, languages, international validation and orientation programs. On the other hand, national students were shown advertisements that highlighted the variety of scholarships, campus life, and the university's strong connections with local industry for internships and better employment.
• Mature students were the target of advertisements that emphasized flexible study options, support for those seeking to change careers, and testimonials from other students who had successfully completed their studies. Meanwhile, prospective students who showed interest in specific fields of study (e.g., engineering, business, social careers) were presented with advertisements highlighting university success stories, faculty profiles, and alumni achievements in those areas.

In today's digital environment, marketing automation tools have become an essential component for companies seeking to streamline their processes, enhance customer engagement and increase revenue growth.

The inConcert Marketing Automation tool has already helped organizations from various industries to successfully optimize your digital marketing efforts. Don't hesitate to contact us and find out how we can help you develop a customized automation solution to meet your unique business needs.