Webinar

Marketing Automation: What Software Providers Will Never Tell You

Hosted by Nicolas Boissard,

Marketing Director of KESTIO

Do you want to deploy a Marketing Automation solution in your company, but the overly technical jargon used by software vendors prevents you from fully identifying the features necessary for your organization?

At Kestio, we work with our clients around 4 key criteria to help them see more clearly in the jungle of Marketing Automation solutions.

Marketing Automation: Definition

The term Marketing Automation refers to all the systems used to automate marketing operations. This can range from sending emails and publishing posts on social networks to segmenting contacts and performing lead scoring.
The advantages of this automation are thus to save valuable time and to automatically identify and "nurture" your hottest prospects.
Such a system is thus generally coupled with an inbound marketing strategy and the use of a CRM solution (click on the link to participate in our dedicated Webinar on CRM tools!).

Pay attention to the technical complexity of the solutions

D’après une étude réalisée par Focus, « 50% des interrogés affirment ne pas utiliser l’intégralité des fonctionnalités de leur logiciel de Marketing Automation ». En effet, tous les logiciels ne demandent pas le même niveau de compétences techniques.

To find the solution that best suits your needs, it is necessary to identify the level of complexity of your campaigns. The higher the level, the more features the chosen solution should have. Certain resources and skills will also need to be deployed internally.

This balance is a key element in the success of your Marketing Automation strategy! If your solution is too complex for your needs, you will lose efficiency when getting to grips with it. Conversely, if you underestimate your needs, you will quickly find your solution restrictive.

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, it's necessary to have a solid marketing foundation beforehand.

Your solution remains only a support for your actions! Thus, a real marketing strategy must be established, with specific objectives and targets. Your action plan must be ready to ensure the smooth running of your processes.

Once these prerequisites are met, your Marketing Automation system will finally bear fruit!