Business leaders, marketing directors, or sales directors, this book gives you the keys to deploying a marketing automation solution across all your touchpoints. By placing your customers at the heart of your business strategy, you accelerate your business and optimize your customer relationship. Marketing automation is no longer an option; it has become the essential tool for not missing your next growth driver.
I co-wrote “Marketing Automation, Delight your customers, accelerate your business” with Gabriel Dabi-Schwebel in order to combine the years of experience acquired both by his agency 1min30 and by Webmecanik. The book provides a comprehensive view of the entire customer journey and all professions.
New customer expectations are leading to the failure of old marketing practices. Marketing automation is the driving force behind this transformation affecting the entire company. Campaigns, as we used to orchestrate them in the past, aimed, at the time desired by the company, to impose the same message on as many people as possible. But customers now want a message that perfectly meets their needs or aspirations, at the time that suits them best. The threefold principle of “the right message to the right person at the right time” is not just a slogan. It is a reality that applies to everyone. Personalization, message accuracy, and timing are at the heart of an effective inbound marketing strategy in an omnichannel journey.
This book contains more than 20 highly detailed, concrete, illustrated, and quickly actionable scenarios to begin or improve automation. With this new book, you delight your customers and accelerate your business! By adopting the right test – analysis – optimization reflexes, this book supports you in building a unique customer relationship and an unforgettable customer experience.
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- B2B scenarios: the sales machine, customer onboarding – customer support – event – social media – chatbot – ambassadors.
- B2C scenarios: promotion during an event, cart abandonment, retargeting, reactivating inactive users, loyalty building, energizing your distributor network.
- Marketing/sales alignment scenarios: sales pipeline, Social Selling, GDPR compliance.
- Human resources scenarios: Inbound Recruiting, employee onboarding, Employee Advocacy, corporate alumni.
- Scenarios for higher education: alumni nurturing, student fair, executive education.
As a bonus, you will find a comparison of the best tools to support your strategy. Since most of them will meet your functional needs, we favored a ranking based on your strategic requirements: budget, agility, security, or even political choice—your business challenges are, above all, what determine the ideal solution.
Don’t discover marketing automation through your competitors. Boost your company’s performance, quickly buy the book from your favorite bookseller.
About marketing automation
Marketing automation is more than a new marketing tool. It is a profound paradigm shift within companies. Marketing became democratized in the 1960s when we moved from mass production, where everything was scarce and therefore everything sold, to a world where consumers have a choice. In the 2010s, consumers no longer just want to buy; they want to live an experience based on trust. Trust in the brand’s values, in the use of their personal data, in delivery quality, in the sourcing of materials. Relational quality at every touchpoint between the company and its customers is fundamental. Before the sale, during it, and after the customer experience. This means thoroughly rethinking all engagement processes between company employees and its customers.
Marketing automation makes it possible to write these scenarios with a partially automated multichannel approach, while people must fully regain their place within this new organization. It is fundamentally a company project involving the vision of top management and the involvement of all employees. This book aims to help both decision-makers and operational teams start this experience based on scenarios successfully implemented in the companies that have trusted us.
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