Webinar

Marketing Automation: what publishers will never tell you

Hosted by Nicolas Boissard,

Marketing Director Kestio

Would you like to deploy a Marketing Automation solution in your company, but the overly technical jargon used by software publishers prevents you from fully identifying the functionalities required by your organization?

At Kestiowe work with our customers around 4 key criteria to help them make sense of the jungle of Marketing Automation solutions.

Marketing Automation: Definition

The term Marketing Automation refers toall the devices used to automate marketing operations. This can range from sending e-mails and publishing posts on social networks to segmenting contacts and carrying out lead scoring.
The advantages of this automation are to save precious time and to identify and "feed" your hottest prospects automatically.
Such a system is generally coupled with aninbound marketing strategy and the use of a CRM solution (click on the link to take part in our dedicated Webinar on CRM tools!

Pay attention to the technical complexity of solutions

According to a study carried out by Focus, " 50% of respondents claim not to be using the full functionality of their Marketing Automation software ". Not all software requires the same level of technical expertise.

To find the solution best suited to your needs, you need to identify the level of complexity of your campaigns. The higher the level, the more functional the chosen solution will need to be. Certain resources and skills will also need to be deployed in-house.

This balance is key to the success of your Marketing Automation strategy! If your solution is too complex for your needs, you'll lose efficiency when you start using it. On the other hand, if you underestimate your needs, you'll soon find your solution too narrow.

Marketing Automation is not the only answer to your marketing challenges

But deploying an effective Marketing Automation solution won't solve all your marketing problems!
On the contrary, to achieve real results, you need a solid marketing foundation upstream.

Your solution is just a support for your actions! A real marketing strategy needs to be established, with precise objectives and targets. Your action plan must be ready to ensure that your processes run smoothly.

Once these prerequisites have been met, your Marketing Automation system can finally bear fruit!