5 Marketing Automation beyond Email


Understand how the tool can bring productivity gains with Leads management and delivery processes.

Marketing Automation is a powerful tool. It is responsible for maintaining personalized email relationships intelligently and scalably. But what few people know is that this tool has many other possibilities.

Email is, in fact, the main result generator. However, automating the Leads management and delivery processes also brings great gains in productivity – and consequently results.

In this post, we’ll show you how your company can automate 5 processes. In this way, you can extract the full potential of Marketing Automation beyond email.

1. Change Lead Stage

Among its base of contacts are mixed customers, new and old Leads, potential or not, distributed among the stages of your sales funnel.

So to ensure a quality relationship, you need to separate who is who and talk to each one to deliver the maximum value possible.

The price of not personalizing the relationship is to see customers receiving sales contacts, which generates lost business opportunities and certainly more complaints than your Leads thanks.

With Marketing Automation, we can change the stage of the funnel in which Lead participates, separating who customers are, Qualified Leads and business opportunities from the rest of the base, guiding their relationship.

How we use Digital Results

When a sale is closed in Sales CRM, this information returns to RD Station Marketing in the form of conversion.

This conversion serves as a trigger for Marketing Automation, which changes the stage from Lead to “client.”

Making this exchange prevents you from having vendor approaches with someone who has already bought your solution and start working on an after-sales relationship.

2. Add / remove tags

Often, based on Leads, there are groups that do not share any criteria for bringing them together.

A classic example is when you import Leads into the base, which were not generated by a Landing Page integrated into your Leads management platform.

Tags will help in this task, making it easier to identify and target that group.

How we use Digital Results

When someone joins one of the many openings to work with us, we insert in them a tag called “talent.” With this, we can easily segment them, thereby preventing this Lead from being sent to a seller, wasting his time.

3. Mark Lead Owner

Addressing leads that become business opportunities quickly can be a watershed for more effective closures for the sales team.

Assigning an owner to Lead generates a notification to the seller in real time.

You can use several triggers, as long as they are targetable, to understand when a salesperson should act on a potential Lead.

How we use Digital Results

When a Lead is approached and purchased, it is interesting that the same vendor continues to follow.

In this way, both the seller can identify a new way to gratify it as the Lead may once again become interested.

The fact that the same seller resumes trading improves the end buyer’s experience since he already knows the Lead context.

4. Mark Lead owner by distributing

It is a variation of the “mark Lead Owner” function, necessary for the automation of the passage of business opportunity to sales.

This is because it makes scalable the process of assigning an owner to the Leads, distributing opportunities alternately among a group of sellers.

How we use Digital Results

We deliver business opportunities for sales based on the Lead segment. We provide each section of performance to a specialist seller.

With this, we create salespeople who know more about the potential customer segment. They can create a stronger value proposition, which improves team closing rates.

5. Mark as an opportunity

It is a way of signaling if the Lead should be or is being addressed. While assigning an owner indicates that the Lead should be reviewed by the seller, marking it as opportunity shows that the seller saw potential and can make the approach.

This markup is also widely used as an integration hook between the Marketing Automation platform and CRM, signaling Lead’s delivery from marketing to sales.

How we use Digital Results

We have RD Station Marketing integrated into a CRM tool. Whenever a Lead is marked as an opportunity, a deal is generated in CRM directly in its owner’s pipeline.

In cases where conversion necessarily implies an approach, we cause the flow of automation itself to assign ownership to the first step.

Lead is marked as an opportunity in the second, generating the deal in real time for the seller.

More possibility of Marketing Automation besides email

There are still other possibilities for this tool. The aim is always to automate manual processes and allow volume escalation.

This productivity gain is reflected in the results of the company. In this way, mistakes in marketing and increasing the agility of approach of the sales team.