Below is the 1st of 3 interviews conducted by Sandrine Touzé from the Chambé-Carnet team. Thanks to her
Apr 4, 2014
Bringing together email campaigns, landing pages, CRM tools, phone or mail follow-ups, identified tracking, ultra-personalized communication with your audience… that is what marketing automation offers. The goal? Automate your business relationships to improve your conversions. We asked a few questions to Daniel Rivalin, the speaker at the upcoming June 12 “Je dis Web” event dedicated to this approach.
Daniel, can you introduce yourself?
Having started in the subcontracting industry, I held every role within a company.
Broadly speaking, what are the principles and benefits of marketing automation?
Think of a company with salespeople:
- The worst salesperson uses email campaigns,
- The best uses marketing automation.
- The worst salesperson will send the same email to their entire database. They will repeat the operation several times a year. They are unable to personalize their message. Their recipients are treated in a completely uniform way. They are unable to adapt their message, and do not know, for their prospects, their stage in the conversion funnel and, for their customers, their level of loyalty and interest.
- The best salesperson constantly listens to their segments, and automatically knows where they are in their thinking. They act at the right time with the right message and boost their close rates, build loyalty, retain customers, intelligently combining email campaigns, on-site content, offline operations such as phone calls and mailings.
This comparison comes from an American marketing automation platform vendor, and I expanded on it to adapt it to our topic.
Marketing automation is the ability to constantly take the pulse of your prospects and customers. And to act, “automatically,” accordingly with relevance and timing. Instead of a “blind” and standardized approach, marketing automation enables a personalized 1:1 digital relationship with each segment, multiplying sequences and conversion funnels tenfold, effortlessly once the scenarios have been set up.
What led you to take an interest in marketing automation?
My first contact with marketing automation was 3 and a half years ago, when I discovered that my email software offered me scoring of my website visitors according to their interaction with my emails. It was no longer just a matter of knowing which visitors opened my emails and clicked on my links, but also of putting their behavior into context over time. So I could know my ” fan club ,” and those I was probably spamming.
The logical next step was to look for how to use this type of high-value information to engage in a personalized conversation with them. And to do it at scale. I then discovered, thanks to #MA, multi-scoring based:
- on the proven, identified behaviors of visitors on my site,
- the scoring of the contact coming from the CRM,
- according to product and service families,
- and no longer just scoring based on my emails,
- and of course, the possibility of automatically orchestrating my digital relationship with them.
Thank you Daniel, see you soon to continue discussing this vast topic! If you are interested in this subject, register for the conference now.
