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Marketing automation: Converting the funnel into a cycle

Today we want to give a twist to the generic understanding of the marketing funnel. What would you say if we tell you the funnel could become a cycle? That’s right, nowadays, different software allows us to reduce leaks in the marketing-to-sale process by maximizing the nurture of our leads. Thus, helping us to scale our marketing efforts. How so? By the automation of our marketing actions.

What is marketing automation?

It is a tactic that incorporates the usage of software and technology to optimize, automate, and measure marketing tasks. Which tasks? The repetitive ones, the complex ones, and the tailor-made actions for clients. For example, if I need to make a categorization of 100.000 users, according to their behavior, to determine whether they could be potential clients. I would use an automated qualified lead strategy. Let’s take another case. For nurture campaigns, where the content shown to users changes according to their type of interacción and their place at the marketing funnel, only an automated strategy could make this happen.

Automating allows marketers to maximize their time, become more efficient, and spend more time on essential assignments. At the same time, it enables companies to sharply estimate the ROI of a marketing campaign by improving their targeting strategy. In brief, it allows companies that generate several leads to nurture them across multiple channels.

How does it work?

The nurturing process uses highly personalized, valuable, and timely content that allows converting prospects into leads. Then, it helps prioritize the right leads for us, marketers, to make them surf through the funnel to become clients. More precisely, it is about giving the prospect the information they need in the specific moment they want it, personalizing their journey as a customer. In a world where customers seek to interact with humanized companies, this is a helpful tool.

Specifically, marketing automation has two edges: The outbound and the inbound. In the first case, the company uses its intelligence to target communications based on the prospect’s known characteristics related to their responses or actions online. In the second case, after showing valuable content to candidates, the software can gather data related to the prospect’s activities and engagement. Both strategies allow marketers to present individuals with the right personalized content at the accurate time.

Last but not least, this strategy could and should be applied to different channels and uses: Social Media Marketing, Email Marketing, Metrics and Analytics, Lead Nurturing, Lead Generation, and Management Activities. So, how do these actions transform the funnel into a cycle? When prospects are not ready to buy at a specific time, they can still be returned to more nurturing marketing.

At this point, you must be asking yourself when is the right time to invest in it, if you have not already. Here is a clue: Suppose you are generating valuable content that brings on a constant flow of new and organic leads, and want to take them to the next level -nurturing them into clients-. In that case, you should think of developing an automated strategy. Do you have any questions? Do not hesitate to contact us!

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