Like 80% of companies*, you know that marketing automation software is essential for better lead qualification.
Indeed, marketing automation scenarios are essential for automating and optimizing your marketing campaigns. They help improve efficiency by automating repetitive and time-consuming tasks and actions, allowing marketing teams to focus on higher value-added tasks. This helps optimize the overall efficiency of the marketing process and create personalized experiences for prospects and customers. Using behavioral and demographic data makes it possible to send targeted messages and offers, which improves engagement and your leads’ conversion rates. But to see these wonders, you have to get started! So, which marketing automation scenario examples should you start with to boost your conversions ?
Discover five easy campaigns to set up to get started:
- Welcome new customers
- Offer a demo following a webinar
- Present new products
- Re-engage former customers
- Build customer loyalty
Before setting up a marketing automation campaign, you need to determine 4 essential elements. This step is essential before you start creating a scenario, whatever its objective.
- What is your target audience?
- What is your objective?
- What are the stages of the journey?
- What content should be used?
Find our template here to make creating your first campaign easier!
Welcome new customers
The workflow – or welcome campaign – is one of the most commonly used marketing automation scenarios. It is essential for building a relationship of trust with new subscribers and for providing them with information about the company and its products or services. In the case of e-commerce, it is highly recommended to send a welcome promo code to drive the prospect to convert as soon as they receive the first email from your company. Time is precious in this case! Here, we recommend sending a promo code by email or SMS no later than one hour after your prospect clicks on the first email you sent.
> To carry out this first marketing automation campaign, get help from our experts here.
For a welcome campaign, here are the 4 steps to complete:
- What is your target audience? New newsletter subscribers
- What is your objective? Convert them into a first purchase
- What are the stages of the journey? Send a welcome email presenting the new collection, then:
If they click = send a -10% promo code 1 hour later
If they do not click = send a questionnaire asking them which product they are looking for
- What content should be used? The questionnaire, product sheets, emails
Offer a demo following a webinar
Like any marketing event, the objective of a webinar is to convert your lead. The invitation and then the offer to watch a webinar replay are campaigns commonly carried out in marketing automation. They are an excellent lever for boosting your customer acquisition. Through a web conference on your area of expertise, you demonstrate your credibility and reassure the prospect. Here is an example of a marketing automation campaign designed with Webmecanik Automation software to encourage your prospects to request a demo following a webinar or a trade show.
> To carry out this marketing automation campaign, get help from our experts here.
First, complete your 4 steps here:
- What is your target audience? Webinar registrants
- What is your objective? Get them to book an appointment with one of our sales representatives for a demo.
- What are the stages of the journey? Check whether or not they attended the event and their attention rate. Depending on the results, offer them a demo request or additional content (replay, guide, nurturing).
- What content should be used? The webinar registration forms, the registration landing page, the post-event sales email, the replay email, dynamic content on the replay landing page.
Extra tip: monitoring and analyzing the behavior of your contacts and prospects is essential! Marketing automation scenarios provide detailed data on users’ interactions with your marketing campaigns. You can track email opens, clicks, conversions, and other important metrics to assess the effectiveness of your campaigns. This data helps you continually adjust and improve your marketing strategy.
Present new products
In this example of a marketing automation scenario, the goal is to encourage prospects to discover the new models from a car dealership and take action. As in any campaign, the prospect must not be left stranded if they are not interested in the marketer’s primary objective. You need to plan a backup option. Here, if the car dealership’s new models do not interest them, the marketer can still send them an invitation to open house events so they can come to the dealership without feeling obliged to buy.
> To carry out this marketing automation campaign, get help from our experts here.
First, complete your 4 steps here:
- What is your target audience? Prospects over 35 years old
- What is your objective? Get them to discover the new vehicles
- What are the stages of the journey? Send an email to discover the models
They click: send them the landing page + directions to the dealership and a dealer’s contact details
They do not click: offer them invitations to the dealership’s open house events
- What content should be used? The email with the new models, the landing page, directions for getting there, a description and a dealer’s contact details, emails
Extra tip: lead nurturing. Marketing automation scenarios make it possible to implement lead nurturing actions and processes. In other words, to create content (e-book, kit, webinar, etc.) that nurtures your prospect and helps them move through the conversion funnel. You can send personalized and automated email series to guide prospects throughout the buying cycle. This increases the chances of conversion and fosters a relationship of trust with your prospects. In this specific case, creating directions to get to the dealership or attractive invitations to participate in open house events are good ways to convince your prospect that you care about them and want to make their life easier when choosing their vehicle. The more accessible you are, the more comfortable they will feel contacting you.
For additional inspiration, discover our automotive use case with Renault Sport and their configurator.
Re-engage former customers
Do you have a pool of dormant customers and want to wake them up? A marketing automation campaign may be a good idea! In this example, a gym wants to bring its members back so as not to lose them. Indeed, you must do everything possible not to be forgotten by your customers, especially if your business model works with a subscription system. The objective: customer retention!
> To carry out this marketing automation campaign, get help from our experts here.
First, complete your 4 steps here:
- What is your target audience? Women aged 18 to 39
- What is your objective? Keep them subscribed
- What are the stages of the journey? Send an email presenting the club’s 2 latest machines
They click: send them an e-book on all the exercises that can be done with these machines
They do not click: focus on group classes: article on the summer’s sports trends
- What content should be used? An e-book on the machines and exercises, an article on sports trends, emails
Please note: here, it is through the presentation of two new exercise machines and articles on summer trends that customer interest can be reignited and they can be encouraged to return to the gym.
Extra tip: you need to take the customer lifecycle into account. Marketing automation scenarios help you manage your customers’ lifecycle based on their level of familiarity with and loyalty to your company. You can send welcome messages, renewal reminders, loyalty offers, etc. This helps improve customer retention and foster loyalty.
Build customer loyalty
In this case, a software publisher wants to convince its customers on the free plan to move to a paid plan as part of a loyalty-building approach. Here is the marketing campaign it could implement for this purpose.
> To carry out this marketing automation campaign, get help from our experts here.
First, complete your 4 steps here:
- What is your target audience? Users of the free plan
- What is your objective? Paid plan subscriptions
- What are the stages of the journey? Welcome email, email presenting the paid plan’s features
They visit the site : paid plan pop-in + form to fill out
They do not click : follow-up with a sales representative’s contact details for a callback
- What content should be used? the pop-in, the form, the emails
Extra tip: multichannel automation. Workflows or marketing automation scenarios can be used across several channels, such as email campaigns, social media, push notifications (such as pop-ins), etc. This allows you to reach your prospects and customers where they are, which strengthens your presence and engagement.
After these five examples of marketing automation scenarios, it’s time to get started! You will see that they offer significant benefits in terms of efficiency, personalization, performance tracking, lead nurturing, and customer lifecycle management. They are a powerful tool for optimizing your marketing efforts and achieving your business objectives.
Marketing automation examples to manage your leads and build customer loyalty
These examples of marketing automation scenarios are intended to address several objectives, such as converting your contacts into new qualified leads to integrate into your CRM, or building loyalty among your existing customer base. Marketing automation should be considered a support for your sales strategy, because marketing campaign workflows will allow you to use the web and different communication channels to meet specific marketing and sales objectives. Several tools are then available to you, from email marketing to synchronization with your CRM, including behavioral analysis tools to effectively segment your audiences.
