Business leaders, marketing directors or sales directors: this book gives you the keys to deploy a marketing automation solution across all of your touchpoints. By placing your customers at the heart of your business strategy, you accelerate your growth and optimize your customer relationship. Marketing automation is no longer an option—it has become the essential tool to ensure you don’t miss your next growth relay.
I co-wrote “Marketing Automation, Please Your Customers, Accelerate Your Business” with Gabriel Dabi-Schwebel in order to combine the years of experience gained both by his agency, 1min30, and by Webmecanik. The book offers an exhaustive perspective on the entire customer journey and on every role.
The new customer requirements lead to the failure of old marketing practices. Marketing automation is the driving force behind this transformation that involves the entire company. The campaigns—such as the way we orchestrated them in the past—were designed, at the time the company wanted, to deliver the same message to the largest number of people. But today the customer wants a message that perfectly matches their needs or aspirations, at the time that suits them best. The triptych “the right message to the right person at the right time” is not just a slogan. It is the reality that imposes itself on everyone. Personalization, the accuracy of the message, and timing are at the core of an effective inbound marketing strategy across an omnichannel journey.
This book includes more than 20 hyper-detailed, concrete, visual, and actionable scenarios to start with or improve automation quickly. With this new book, you delight your customers—you accelerate your business! By adopting the right habits of test – analyze – optimize, this book helps you build 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, energizing your network of distributors.
- Marketing/sales alignment scenarios : sales pipeline, Social Selling, GDPR compliance.
- Human resources scenarios : Inbound Recruiting, employee onboarding, Employee Advocacy, company alumni.
- Higher education scenarios : nurturing alumni, college fair, executive education.
As a bonus, you’ll find a comparison of the best tools to support your strategy. Since most will meet your functional needs, we prioritized a ranking based on your strategic requirements: budget constraints, agility, security, or even political choices—first and foremost, it’s your business priorities that determine the ideal solution.
Don’t discover marketing automation through your competitors. Boost your company’s performance—buy the book now from your favorite bookstore.
About marketing automation
Marketing automation is more than a new marketing tool. It’s a profound paradigm shift in businesses. Marketing democratized in the 1960s when the move was made from mass production—where everything is scarce so everything sells—to a world where the consumer has 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 the quality of delivery, in the sourcing of materials. Relational quality across all of the company’s touchpoints with its customers is fundamental. Upstream of the sale, during the experience, and downstream of it. In other words, it means rethinking from the ground up all the engagement processes between company employees and its customers.
Marketing automation makes it possible to write these scenarios with an automated multi-channel component, but where humans must take their full place within this new organization. Fundamentally, it’s a company-wide project involving the vision of the executive leadership and the commitment of all employees. This book aims to help both decision-makers and operational teams start this experience based on scenarios that have been successfully implemented in the companies that trusted us.
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