Automated marketing is the way to go if we want to scale our marketing effort. When we are unfamiliar with marketing, we are sometimes confronted with different concepts and terminologies. That’s why we’ve created this short guide.
You will find all the ideas related to automated marketing, which will significantly facilitate your understanding.
Here are the main terms explained according to The Illustrated Encyclopedia of Marketing:
Automated marketing is the way to go if we want to scale our marketing effort. When we are unfamiliar with marketing, we are sometimes confronted with different concepts and terminologies. That’s why we’ve created this short guide.
You will find all the ideas related to automated marketing, which will significantly facilitate your understanding.
Inbound marketing:
Inbound marketing refers to the principle by which a company seeks to have its prospects or customers come naturally or spontaneously by providing them with useful information or services.
The law is generally to rely on the needs of its target in terms of knowledge and content to generate visits and more or less qualified business contacts (leads) on a website.
KPI:
KPI is an acronym for Key Performance Indicator. In a marketing context, KPIs are used to determine the factors taken into account to measure the overall effectiveness of all marketing actions or a particular campaign or activity.
Landing page:
This is a page optimized for conversion only. Therefore, the user has only one choice: fill out a form and convert it on your page.
It conditions the transformation of a simple visitor, into a more or less qualified prospect or a customer. The landing page is also called a landing page or landing page.
Lead Nurturing:
Lead nurturing, which can be imperfectly translated as the breeding or incubation of prospects, is a procedure that consists of maintaining or strengthening a marketing relationship with prospects who are not yet ripe for a sales action or for whom this action failed because it was too early.
Lead generation:
Lead generation refers to all marketing actions allowing the creation of more or less qualified business contacts. A lead goes beyond the simple advertising or marketing contact insofar as there is usually a more or less extensive identification and qualification of commercial communication.
The main techniques or actions of lead generation are:
- Marketing content offer
- Commercial link campaigns + forms
- The offer of Ebook + form
- Implementation of landing page and popup + form
- Email recruitment campaign + form
Marketing automation
The term “marketing automation” can have a more or less broad meaning depending on its context of use. Understood in the general sense, it refers to all devices or techniques used to automate marketing campaigns.
Heard in its strictest sense, which most often corresponds to the use of the English expression, marketing automation can be defined as the automation of a series of actions and campaigns dedicated to optimizing the generation.
And lead management. Marketing automation understood in this sense is, therefore, mainly used in the context of B2B marketing, but it can also be used in specific B2C settings.
- Produce, organize and promote content and events
- Optimize the generation of leads linked to this content (optimization of forms and landing page)
- Qualify and score points and accounts
- Manage and nurture these leads (lead nurturing)
- Effectively supply edges to sales teams.
An organization and a marketing automation platform must help increase marketing productivity and efficiency to supply quality leads to sales teams.
Persona:
In marketing, a persona represents an imaginary character representing a target group or segment as part of the development of a new product or service or a marketing activity taken as a whole.
The persona usually has a first name and social and psychological characteristics.
Several personas can be used for the same development project. Personas are, among other things, considering the development of product/service characteristics and website content.
Prospect (Leads):
A prospect is a potential customer of the company whose information you have received. There are several levels of prospect qualification, depending on their progress and purchasing process.
Examples of prospect qualification:
- Session = Visit
- Subscriber = Newsletter contact
- Prospect = Downloading an ebook
- Qualified marketing prospect = Participation in a demo
- Qualified sales prospect = Starting a free trial
Trigger marketing:
Trigger marketing refers to the practices by which a marketing action (mailing, emailing, phone call, etc.) is automatically triggered when a customer or prospect takes a specific action (purchase, return coupon, Internet form, etc.) or when an event occurs (anniversary date).
Trigger marketing actions have developed considerably with the development of the Internet and digital marketing, as they allow fully automated marketing actions (marketing automation).
The most common forms of trigger marketing used in digital marketing and e-commerce are:
- Order tracking and confirmation emails
- Follow-up emails after cart abandonment
- Display retargeting campaigns
- Campaigns linked to the completion of a form
