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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
MediaBUZZ Pte Ltd - Independant ePublisher for Asia