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Examples of marketing automation (MA 2022) | Introducing the secret to not failing in introduction!

MA

Isn’t there a lot of people who want to know the success stories of marketing automation (MA)? Knowing successful cases of marketing automation (MA) has the advantage of understanding the points that lead to successful implementation of marketing automation (MA) .

Therefore, we will introduce successful cases of marketing automation (MA) not only for large companies but also for ventures and SMEs. In addition, we will also explain more practical content such as points to avoid failure in introducing marketing automation (MA).

Table of Contents

  • What is Marketing Automation (MA)?
    • Introduction of MA is recommended for such companies
  • Marketing Automation (MA) Success Stories | Introducing Success Points
    • Large company edition
    • Venture/SME Edition
  • What to do to prevent marketing automation (MA) introduction failure
    • 1. Clarify the purpose of introducing the MA tool
    • 2. Identifying the functions necessary for your company
    • 3. Securing human resources with web marketing know-how
  • [Carefully Selected] 4 Recommended Tools for Marketing Automation (MA)
    • Tool 1 Marketo Engage|Representative existence of MA tool
    • Tool ② b→dash|Recommended for companies introducing MA tools for the first time
    • Tool ③ BowNow|Recommended for SMEs
    • Tool ④ Shannon Marketing Platform|Recommended for companies with hundreds to 1,000 employees
  • summary

What is Marketing Automation (MA)?

Marketing automation (MA) is a means to fulfill the desire of companies to “send sales messages tailored to each customer and streamline marketing activities . ”

Introduction of MA is recommended for such companies

Companies that want to promote sales DX

Introduction of MA is recommended for companies that want to promote sales DX. This is because the introduction of MA can promote the digitization of sales .

For example, if you use MA, you can automatically send emails for each lead (prospective customer)’s interest in your company’s services, or you can conduct sales activities with a certain level of interest in your company’s services.

Therefore, you will be able to break away from the inefficient sales activities that have hitherto been approaching customers who have zero interest in your company’s services through tele appointments and walk-in sales .

Marketing Automation (MA) Success Stories | Introducing Success Points

Many people would like to know specific examples of marketing automation and the points that have led to the success of each company. Here, we will introduce successful cases of marketing automation by dividing them into two categories: large companies and ventures/SMEs.

The following five successful cases of introducing MA are introduced in this article, including large companies, venture companies, and SMEs.

  1. Kirin | Email delivery that meets customer needs
  2. Hitachi, Ltd. | Realization of long-term customer development
  3. LIG Co., Ltd. | Appointment (business negotiation) acquisition rate increased by 5.6%
  4. ALUHA Co., Ltd. | Cut workload by 50%, double sales efficiency with no increase in staff
  5. Renesas Electronics Corporation | Significant efficiency improvement in seminar application management for about 80 types and about 300 times a year

Large company edition

Kirin | Email delivery that meets customer needs

Kirin Co., Ltd. is one of Japan’s leading beverage manufacturers. This example is an example of using MA tools when operating an EC site called “Kirin Online Shop DRINX”.

[Issues before introduction]1. As a result of emphasizing the speed of service development, it was difficult to manage email distribution for each customer
. Since the extraction of target people is done by the outsourced system company → the call center company), information such as “who, how many times, and what kind of email was sent” is distributed, and the results are analyzed and improved after the email is delivered. Couldn’t come up with a plan.[Introduced MA tool]

b→dash

[Effects after introduction]

1. Efficient sales became possible because it became clear to whom, how many times, and what kind of email was sent
. 3. The speed of thinking about improvement measures has increased
because the time to create reports that analyze the results of marketing measures has been greatly reduced.

[Points where Kirin succeeded in introducing MA]

Clarifying the purpose of introducing MA
→ In the case of Kirin, it took a year and a half to sort out marketing issues.

 

Hitachi, Ltd. | Realization of long-term customer development

[Issues before introduction]1. In attracting customers, customer information was managed for each channel (medium and route for attracting customers) such as websites and emails, so it was not possible to grasp the series of customer behavior
2. Simple emails wanted to create an environment for cultivating long-term customers, not just
sending[Introduced MA tool]

Marketo Engage

[Effects after introduction]

1. Display content can be optimized according to customers visiting the corporate site, and the click-through rate has been successfully improved
. became.
Example: Quantify the customer’s interest in the company’s services based on the responses to the emails sent, and guide those with high scores to the next step, such as a case study seminar.

[Points of successful introduction of MA by Hitachi]

Clarification of the purpose of introducing
MA → Hitachi introduced MA tools as a means to achieve the purpose of “cultivating long-term customers in sales activities” rather than aiming to introduce MA tools.

 

Venture/SME Edition

LIG Co., Ltd. | Appointment (business negotiation) acquisition rate increased by 5.6%

LIG Co., Ltd. is a pioneer of owned media (media owned by the company), and is a web production company whose blog boasts 5 million page views per month.

[Issues before introduction]1. The list of customers approached by sales over the phone was small, and it took a long time to create the list
.[Introduced MA tool]

Bow Now

[Effects after introduction]

1. One week after introduction: Appointment acquisition rate increased from 6.3% to 11.9
% Because we changed the process of making a phone call.
2. 3 months after introduction: We were able to receive orders from local customers that we could not get through tele appointments.

[Points where LIG succeeded in introducing MA]

Don’t rely too much on the scoring function
→ In order to increase the accuracy of selecting leads with a high order probability, LIG ​​set the lead that has viewed the important page specified by the company = lead with high priority. As a result, we were able to properly grasp the degree of interest of leads in our company’s services, which led to an increase in appointment acquisition rates.

 

ALUHA Co., Ltd. | Cut workload by 50%, double sales efficiency with no increase in staff

ALUHA Co., Ltd. is a
consulting company that focuses on digital marketing and content marketing. Since the mission is to “realize a company that does not operate”, it is characteristic that the number of newly acquired sales representatives is zero.

[Issues before introduction]1. As the number of acquired leads increased, the number of man-hours for internal work related to lead nurturing (cultivating prospective customers to a state of high willingness to purchase) continued to
increase 2. As the number of tasks increased, the number of mistakes in work also increased, resulting in the loss of business negotiations. Opportunities were lost
3. Customer management operations in Excel were complicated[Introduced MA tool]

[Effects after introduction]

1. We are now able to quickly analyze and improve the effectiveness of lead nurturing
2. By centrally managing customer information with “Kairos3”, we have been able to cut our internal work load by about 50%
3. Needs survey of leads We were able to conduct surveys of issues, etc., and the closing rate doubled compared to before the introduction.

[Points where ALUHA succeeded in introducing MA]

Selecting a functional level MA tool that can be used in-house
→ Introducing a tool that can be properly operated in-house instead of a high-performance/expensive MA tool led to results.

 

Renesas Electronics Corporation | Significant efficiency improvement in seminar application management for about 80 types and about 300 times a year

Renesas Electronics Corporation provides a powerful semiconductor product line, including microcomputers with the world’s top market share, to countries around the world.

[Issues before introduction]About 80 types of seminars were held about 300 times a year, so it was necessary to create an application page each time, which took a lot of time and effort.

[Introduced MA tool]

Shannon Marketing Platform

[Effects after introduction]

1. The number of man-hours required to create a seminar application page is halved
. 2. A campaign application system can be created that supports 6 languages, reducing the corresponding work by 1/3.

[Points of successful introduction of MA]

After narrowing down the functions necessary for
the company, instead of selecting tools → suddenly choosing MA tools, first identify the functions necessary for the company and carefully consider tools with the required functions. As a result, it was possible to prevent the failure of not being used well after introduction.

 

What to do to prevent marketing automation (MA) introduction failure

Before introducing marketing automation (MA), you can smoothly introduce it by understanding the points that do not fail. So, here are 3 things you should do to avoid failure when implementing marketing automation (MA).

  1. Clarify the purpose of introducing MA tools
  2. Identifying functions necessary for your company
  3. Securing human resources with web marketing know-how

1. Clarify the purpose of introducing the MA tool

As mentioned in the introduction case of MA, it is very important to clarify the purpose of introducing MA . As a common failure example, there are many cases where the purpose of introduction was vague and the introduction of the tool resulted in satisfaction, and it was not used well in the company.

Therefore, before introducing it, let’s carefully consider “why it is necessary to introduce the MA tool” and then select the tool.

2. Identifying the functions necessary for your company

Before selecting an MA tool, it is also important to identify the functions necessary for your company. If you select an MA tool without sorting out the necessary functions, the high-performance MA tool will inevitably look attractive. However, there are not many companies that can master high-performance tools.

First, organize the functions you need for your company and carefully consider the tools that have the functions you want .

3. Securing human resources with web marketing know-how

Marketing automation (MA) is the implementation of general marketing operations using IT tools. Therefore, it is possible to use the tool properly by operating it with a person who has a deep knowledge of marketing .

Therefore, before introducing marketing automation (MA), secure human resources with web marketing know-how.

[Carefully Selected] 4 Recommended Tools for Marketing Automation (MA)

Here are the four marketing automation tools we offer:

  1. Marketo Engage|Representative existence of MA tool
  2. b→dash|Recommended for companies introducing MA tools for the first time
  3. BowNow | Recommended for small businesses
  4. Shannon Marketing Platform|Recommended for companies with hundreds to 1,000 employees

Tool 1 Marketo Engage|Representative existence of MA tool

“Marketo Engage” is an MA tool from the United States that has been introduced by more than 5,000 companies worldwide, regardless of whether it is BtoB or BtoC. Even in Japan, it has been introduced regardless of industry or business type, from large companies to small and medium-sized enterprises and startups, so it can be the first candidate when choosing an MA tool.

Tool ② b→dash|Recommended for companies introducing MA tools for the first time

“b→dash” is a domestic MA tool that can be easily operated by non-engineers and beginners because of its easy-to-understand screen design using illustrations. It is recommended for companies that are introducing MA tools for the first time and companies that find it difficult to secure human resources familiar with web marketing.

Tool ③ BowNow|Recommended for SMEs

“BowNow” is supported as an introductory MA tool because even beginners can easily operate it and get started for free. It is recommended for small and medium-sized enterprises that find it difficult to secure a sufficient marketing budget, as it has sufficient functions as a “first-time MA”.

Tool ④ Shannon Marketing Platform|Recommended for companies with hundreds to 1,000 employees

“Shannon Marketing Platform” is a domestic MA tool with strengths in multi-channel management including rich functions and offline. It seems to be well received by companies that have introduced it, saying, “It is easy to use because it can be linked with kintone and Salesforce.”

Summary

This time, we introduced successful cases of marketing automation (MA) and points to avoid failure in introduction. Learning the secrets of not failing from successful cases before introduction and preparing in advance will lead to a smooth introduction.

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