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RESEARCH, ANALYSIS & TRENDS



      time. For example, you can send newsletters to custom-  communication with the customer, respond to actions
      ers based on what they have recently purchased and   and forward them to the sales organization in a timely
      offer suitable products. The likelihood that the customer   manner, thus increasing the conversion rate. In addi-
      will react to it is significantly higher than with impersonal   tion, automation allows the creation and combination of
      mass mailings. In addition, you can simplify workflows   system-wide reports from different data sources. In this
      in a way that customers reach their goals with a few   way, weak points can be identified immediately and get
      clicks instead of giving up frustrated after not being able   resolved: For instance, the marketing team generates
      to find immediately what they are looking for – ad-  enough leads, but the distribution does not care about
      vantages that will increase your sales.              them. Many prospective customers use a test account,
                                                           but still won’t become customers. Shopping carts are
      4. Feed your CRM                                     abandoned because of insufficient user-friendliness of
                                                           the online shop, etc.
      Without a well-maintained database, the best automa-
      tion system isn’t worth anything, and the better data can   6. Test what works
      be processed with the help of marketing automation,
      the better for the overall business. The CRM benefits as   Automation systems very quickly reveal what works
      well, because any interaction with the customer, or ac-  and what does not, so you can adapt and improve ac-
      tions of the customer, are automatically entered, mak-  cordingly. A / B testing and conversion optimization are
      ing the management of customer relationships easier.   handled by marketing automation casually. Since the
      However, one of the greatest advantages of marketing   era of mass news is clearly over, make sure to send
      automation is the value increase of the average trans-  only relevant information that enhances customer en-
      action which can be achieved with up- and cross-     gagement.  Since the goal of marketing automation is
      selling. For example, offer at the checkout additional   primarily to serve the customer better it is an excellent
      complementary products or perks such as free delivery   tool to significantly improve customer service. Automat-
      to boost your business.                              ed notifications ensure that a customer, who randomly
                                                           clicked, immediately receives a message or active sup-
      5. Analysis and development for better               port. ◊

      conversions
                                                                                             By MediaBUZZ
      Potential customers can find your business in many
      different ways, be it through search engines, a newslet-
      ter or traditional advertising. Companies with a sales
      team can also acquire them in the conventional way.
      However, an automation system helps to maintain the




































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