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Role of Marketing Automation in Customer Journey


Do you know that marketing automation can be used throughout the customer lifecycle? Marketing automation is nothing but using software to automate the repetitive marketing tasks of your business. For example, an automated customer lifecycle platform can send personalized messages to customers based on their behavior, shopping patterns, interests, and preferences.  Let us see where marketing automation can be used in the customer lifecycle.

Marketing automation for capturing and nurturing leads

An automated marketing tool can use simple form data to analyze whether a lead would be interested in your business or not. It can also track data such as location, job, age, interests, etc. for every lead and use it to send personalized communication. In other words, it can segment leads based on the data collected and take action accordingly.

Marketing automation for building trust

Customers start trusting a brand if they know that it is providing some value to them. So, an automated marketing strategy can send personalized messages to the customers and start winning their trust. For instance, you can send emails regularly to your potential leads or customers, you can sign them up for a loyalty program and promise to provide rewards and incentives, etc. You can also send product recommendations based on what a customer does on your website.

Marketing automation for triggering a specific action

Now, you want customers to buy your products. So why not send them engaging emails asking them to take action and buy your product. For example, send them a free sample, ask them to try your tool for free, or provide them a certain discount. If a customer has already bought from you, make sure you do not forget them. It is important to follow up with existing customers and share product recommendations, new launches, exclusive discounts, or rewards with them to keep them coming back.

Marketing automation for retaining customers

Another way you can leverage marketing automation in customer journey is by maintaining a strong referral base. For example, once a customer makes a purchase and is connected with your brand for quite some time, you can send them emails encouraging them to refer your brand to their friends and provide them a reward in return. You can automatically send such emails to existing customers and keep them further engaged with your brand.

Marketing automation can prove to be extremely effective for your business. It can help you stay on top of communicating the right message with your customer at the right time. It can help you analyze whether your efforts are yielding affirmative results. It can keep your customers engaged and ensure better relations with them.

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