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What is marketing automation (MA)? Introducing definitions and how to select tools!

marketing automatio

Many people may be thinking, “I want to know about marketing automation (MA)”. Knowing about marketing automation (MA) has the following benefits:

  • Able to give a persuasive explanation when proposing the introduction of MA tools within the company
  • Be able to communicate with stakeholders (customers, employees, shareholders, etc.)

Therefore, this time, we will explain the basic knowledge of marketing automation (MA) in an easy-to-understand manner so that even beginners can understand it.

Table of Contents

  • What is Marketing Automation (MA)?
    • Difference between MA and SFA/CRM
  • The Role of Marketing Automation (MA)
    • Role ① Acquisition of leads
    • Role (2) Development of leads
    • Role ③ Selection of leads
    • Role ④ Analysis of marketing measures
  • Marketing automation (MA) 6 functions
    • Function ① Lead management function|Acquisition of leads
    • Function 2 LP/Inquiry form creation function | Acquisition of leads
    • Function ③ Scenario creation function|Lead development
    • Function ④ Scoring function | Lead selection
    • Function ⑤ Report creation function | Analysis of marketing measures
    • Function ⑥CRM/SFA integration function
  • Useful Terms and Indicators for Marketing Automation (MA) Operation
    • index
    • the term
  • 3 Benefits of Marketing Automation (MA)
    • Advantage 1: Brand value is increased by building relationships with customers
    • Advantage 2: Acquire projects and business negotiations that could not be received until now
    • Advantage 3: Order rate and project realization rate improve, leading to increased sales
  • What to do to avoid failure in introducing marketing automation (MA)
    • (1) Securing human resources with web marketing know-how
    • ② Estimate enough resources
    • ③ Scoring is not perfect
    • ④ You need a sufficient number of customer lists
    • ⑤ Expand content
    • (6) Know-how for mail distribution is required
  • Marketing Automation (MA) Operation Method
    • Step 1: Marketing strategy planning
    • Step 2: Create a customer journey map
    • Step 3: Planning of content to be distributed
    • Step 4: Content creation
    • Step ⑤: Set up delivery scenario
    • Step 6: Post-implementation analysis and PDCA cycle management
  • Marketing Automation (MA) Success Stories
    • Case 1: Hitachi, Ltd. | Realization of long-term customer development
    • Case ② LIG Co., Ltd. | Appointment (business negotiation) acquisition rate increased by 5.6%
  • Introduction of marketing automation (MA) is recommended for these companies
    • Companies that want to promote sales DX
  • Tips for choosing the right marketing automation (MA) tool
    • Selection point ① Is the function level that you can master at your company?
    • Selection point ②Is the support system substantial?
    • Selection point 3: Have other companies of the same scale and industry introduced your company?
    • Point to choose ④ Either for BtoB or BtoC
  • 3 Recommended Marketing Automation (MA) Tools
    • Tool ① Marketo Engage
    • Tool ②Pardot
    • Tool ③ SATORI
  • 2 Recommended Books on Marketing Automation (MA)
    • [Fundamentals] Book 1. Textbook for introducing marketing automation Creating a system that automatically nurtures excellent customers
    • [Practice] Book 2: MA / Marketing Automation: MA Introduction in 5 Minutes and 8 Successful Processes
  • If it is difficult to introduce it at your company, you may request a “seminar” or “consultation”.
  • summary

What is Marketing Automation (MA)?

Marketing automation (MA) is simply “a tool for streamlining and automating marketing activities to acquire new customers” .

As a premise, when developing new customers, it is necessary to conduct marketing activities that provide the “optimal information” at the “optimal timing” and “optimal method” according to the interests and behavior of each prospective customer (hereinafter referred to as “lead”).

Taking insurance sales as an example, wouldn’t it be a hassle if an insurance salesman came to your house when you didn’t need it and pestered you? In other words, it is better to aggressively approach people who are highly interested in your service (e.g., a high rate of visits to your site), and not to persistently recommend your service to those who are not.

However, it requires a large number of personnel to understand the interests and behavior of each prospective customer in detail. Therefore, marketing automation (MA) was developed to streamline and automate the aforementioned marketing activities.

Difference between MA and SFA/CRM

Many people confuse MA with SFA/CRM, so I will explain the three differences.

<Covered area of ​​each tool>

  • MA: From lead acquisition to handing over the deal to sales
  • SFA: From Lead to Proposal to Order Receipt
  • CRM: After receiving an order

<Usage scene of each tool>

  • MA

MA is used when you want to increase the number of leads .

Specifically, through marketing measures such as email distribution and exhibitions, leads are nurtured to a point where they are highly motivated to purchase, and then handed over to the sales department.

  • SFA

SFA is used when you want to share the status of negotiations between sales representatives, or when you want to increase the closing rate of negotiations .

By using SFA, you can grasp the progress of business negotiations for each salesperson at a glance, so you can smoothly manage schedules and take over. As a result, the number of abandoned customers will decrease, leading to higher closing rates.

  • CRM

CRM is used when you want to grow a closed customer into a repeat customer .

Since CRM can record the details of transactions and communication between the company and customers, it can be used as a basis for determining the content and timing of sending new product information by e-mail, seminar information, etc. As a result, you will be able to sustain interest in your company and lead to repeat customers.

The Role of Marketing Automation (MA)

Know the basic role of marketing automation (MA) and deepen your understanding of MA. Here are the four roles of MAs:

  1. Get Leads
  2. Lead nurturing
  3. Lead screening
  4. Analysis of marketing measures

Role ① Acquisition of leads

MA tools demonstrate their true value after “Role 2: Lead development”, but there are also functions that support the previous stage, “Acquisition of leads”. There are two features that support lead generation:

  • Lead management function
  • LP / inquiry form creation function  *Explanation of each function will be described later

Role (2) Development of leads

The biggest role of MA tools is to nurture the leads acquired in ① into a state of high willingness to buy (lead nurturing). Functions that support lead development include a scenario creation function (*Explanation of functions will be described later).

Role ③ Selection of leads

After nurturing leads, we select leads that have a high probability of purchase in order to improve the efficiency of sales activities. Functions that support lead selection include scoring functions (* function descriptions will be described later).

Role ④ Analysis of marketing measures

Finally, we analyze the results of marketing measures such as sending out e-mail magazines and seminars, and use them to plan improvement measures. Specifically, we analyze which messages grabbed the user’s attention and how much the scenario contributed to marketing results.

A representative function that supports the analysis of marketing measures is the report creation function (*Explanation of the function will be described later).

Marketing automation (MA) 6 functions

Here are the 6 functions of MA that we will introduce this time.

  1. Lead Management Features | Lead Acquisition
  2. LP / Inquiry form creation function | Acquisition of leads
  3. Scenario creation function|Lead development
  4. Scoring function | Lead selection
  5. Report creation function | Analysis of marketing measures
  6. CRM/SFA integration function

Function ① Lead management function|Acquisition of leads

The lead management function is a function that allows you to collectively manage lead information obtained from various points of contact, such as your own website, landing page, emails, and seminars. Examples of lead information include:

  • Company name
  • Full name
  • Position
  • email address
  • Visit history of own site
  • Seminar participation history

With the lead management function, you can create the optimal marketing activity strategy for each lead, which will lead to an increase in the rate of winning business negotiations.

Function 2 LP/Inquiry form creation function | Acquisition of leads

LP (landing page) / inquiry form creation function is a function to create LP and inquiry form as the name suggests. When operating marketing automation (MA), it is important to modify the LP and inquiry form appropriately in order to increase the user’s document request rate.

And if it is a simple LP or form creation / correction, it is more advantageous in terms of speed and cost to respond in-house rather than outsourcing. Therefore, marketing automation (MA) has a function that allows you to easily create LPs and forms.

Function ③ Scenario creation function|Lead development

The scenario creation function is a function to create a “rule book that defines what kind of customer and how to approach” . Email distribution is a typical method of approaching customers using marketing automation.

However, it will be difficult to develop new customers just by blindly delivering emails. Therefore, by utilizing the scenario creation function, it is possible to take the optimum approach according to the degree of interest of each lead.

Specifically, a scenario is designed in advance and emails are delivered based on it. An example scenario in email delivery is:

  • People who opened the email: Send materials and website URLs
  • People who haven’t opened the email: Send an email with a different text than the previous email

We have provided a simple scenario design example here, but in practice more complex scenarios are designed.

Function ④ Scoring function | Lead selection

The scoring function is a function that gives points to each lead’s actions. Examples of lead behavior include:

  • Visit history of own site
  • Seminar participation history
  • Document request
  • email open rate

With the scoring function, you can grasp the interest and degree of interest in your company’s services for each lead at a glance, so you can focus your sales activities on leads that are highly likely to close. As a result, you can prevent the mistake of “I left a customer who was highly likely to close”.

Function ⑤ Report creation function | Analysis of marketing measures

The report creation function is a function that summarizes the results of implementing marketing measures as a report.

[Examples of reports that can be created with MA]

  • Email open/click rate
  • landing page conversion rate
  • Comparison of the number of leads acquired by each marketing measure
    Analysis of contribution to business negotiations

With the report creation function, you can find improvement points in marketing measures from various angles and help plan appropriate measures.

Function ⑥CRM/SFA integration function

The CRM/SFA integration function is a function that integrates SFA (sales support system) and CRM (customer relationship management) with MA. The advantage of linking with SFA and CRM is that it leads to more efficient sales and customer management.

MA is used by the marketing department, and SFA/CRM is used by the sales department. However, by integrating MA, SFA, and CRM into one, such work can be reduced.

Useful Terms and Indicators for Marketing Automation (MA) Operation

If you are thinking about operating marketing automation (MA), make sure you fully understand the meaning of the indicators and terms introduced below before implementation. Knowing what it means up front will help you avoid panic after implementing marketing automation (MA).

Index

Indicator 1 CV (conversion)

If you are in charge of web or marketing, I will explain “CV (conversion)” that you should keep in mind. CV (conversion) refers to the final result of a website in the field of marketing.

[Example of CV (conversion)]

  • Purchasing products and services (in the case of EC sites such as retail and service businesses)
  • Acquisition of business negotiations through inquiries and document requests (when it is not possible to complete purchases on the website due to the complexity and high cost of the products handled)
  • Application for free trial version (demo)
  • Membership registration/mail magazine registration

A marketer’s mission is to get CVs (conversions) more efficiently and get more customers.

Indicator ② Number of clicks

The number of clicks is the number of times an ad was clicked, and it refers to the number of times the ad was led to your site. It is necessary to check the number of clicks because it is possible to grasp “how many prospective customers were guided to the company’s site” by the number of clicks .

Indicator (3) Number of opens

The number of opens is the number of emails that have been opened. Email delivery is a typical method of approaching customers using marketing automation, and it is an indicator to check when implementing this measure.

Indicator ④ number of arrivals

The number of deliveries is the number of emails delivered to the recipient. As mentioned above, it is an indicator to check when sending emails, which is a typical approach using marketing automation.

Indicator (5) Number of deliveries

Number of deliveries means the number of emails delivered. If the goal of email delivery, which is one of the marketing measures, is to “deliver company information to many customers”, it is an indicator that should be checked.

The term

Terminology (1) Lead

A lead is a potential customer. The definition of a lead varies from company to company, but here are some common definitions:

  • I have some interest in your service
  • You have some point of contact (e.g. know the customer’s email address) and can approach them

In other words, customers who do not know your company’s services at all or customers who are not interested in your company’s services are not called leads .

Note that marketing leads are different than sales leads . Leads in marketing generally refer to “potential customers created by marketing measures” such as email newsletter distribution, seminar attendance, and website inquiries.

Sales leads, on the other hand, are narrower and fewer in number than marketing leads. Specifically, it is common for the sales representative to lead the customer at the stage when he/she feels a certain level of response and sees a concrete path to receiving the order.

Term ② Nurturing

Nurturing means “customer development” . Developing prospective customers to become highly motivated to purchase, and cultivating existing customers to become repeaters, are both referred to as nurturing.

In addition, since prospective customers are called “leads”, cultivating prospective customers to a state of high willingness to purchase is often called “lead nurturing” .

Term ③ Scenario

A scenario is a rulebook that defines what kind of customers to approach and how to approach them . By setting scenarios, appropriate actions can be taken according to the customer’s level of interest.

[Example of scenario after mail delivery]

  • Send materials describing how to use the product to customers who have opened the email
  • Send seminar information to customers who click the URL in the email and view a specific page Send
    campaign information to customers who have not taken action for a while
  • Re-send email with different content to customers who did not open the email

Term ④ Perception change

Perception change is to change the consumer’s perception to what the company wants, increase interest in the company’s services, and lead to purchases .

Here are some reasons why perception change is getting so much attention. Nowadays, with the spread of smartphones, it is possible for consumers themselves to collect information about services. Therefore, it is difficult to get customers to choose their own services with only one-sided PR from companies.

Therefore, attention is focused on changing perceptions that lead to purchases by changing consumers ‘ perceptions of their own services and getting them to know new values .

Terminology (5) Lead Qualification

Lead qualification is the selection of prospective customers with a high probability of purchase from prospective customers (leads) . There are two main reasons for conducting lead qualification.

①Improve effectiveness and efficiency of sales activities
②Avoid sales activities that are not profitable for prospective customers
  • Effectiveness and efficiency improvement of sales activities

Giving leads to sales that are unlikely to win will waste the sales team’s time and money on unproductive sales efforts. Therefore, it is necessary to select leads with a high probability of receiving orders (lead qualification).

  • Avoid sales activities that are not profitable for prospective customers

Conducting sales activities to leads who are not sufficiently motivated to buy increases the time and cost of both the company and the leads. Therefore, it is necessary to select leads with a high probability of receiving orders by lead qualification and conduct sales activities.

3 Benefits of Marketing Automation (MA)

By knowing the benefits of marketing automation, you will know whether you should introduce it to your company. Here are the top three benefits of marketing automation.

  1. Building relationships with customers increases brand value
  2. Acquire projects and business negotiations that could not be received until now
  3. The order rate and the project realization rate improve, leading to an increase in sales.

Advantage 1: Brand value is increased by building relationships with customers

The first is the improvement of brand value by building relationships with customers. By using marketing automation, you can analyze behavior such as where leads are looking on the website and who has downloaded what materials.

Therefore, it is possible to provide information of interest to leads at the right time. As a result, it will lead to an improvement in the image of your company’s services to customers.

Advantage 2: Acquire projects and business negotiations that could not be received until now

One of the benefits of marketing automation is that you can acquire projects and business negotiations that you could not receive before. Communication through marketing automation emails and seminars will help you identify leads who are highly interested in your services.

As a result, it is possible to acquire customers who were previously unable to actively communicate because they could not properly grasp the interest level of leads.

Advantage 3: Order rate and project realization rate improve, leading to increased sales

Through communication through marketing automation e-mails and seminars, it is possible to nurture leads into a state with a high probability of receiving orders and pass them on to the sales department. As a result, the order rate and project conversion rate tend to be higher than customers approached from scratch by the sales department through walk-in sales and tele appointments.

What to do to avoid failure in introducing marketing automation (MA)

Before introducing marketing automation (MA), you can implement it smoothly by understanding the points that do not fail. So, here are 6 things you should do to avoid failure when implementing marketing automation (MA).

  1. Securing human resources with web marketing know-how
  2. Estimate Adequate Resources
  3. Scoring is not perfect
  4. Need a large enough customer list
  5. Expand your content
  6. Email delivery know-how required

(1) 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.

② Estimate enough resources

When operating marketing automation (MA), it is said that abundant human resources are required . Marketo, a provider of marketing automation tools in the United States, recommends that approximately 6 to 7 people are required for effective operation.

However, building a marketing automation (MA) operations team of six to seven people can be difficult for many companies. Therefore, when choosing a marketing automation (MA) tool, it is necessary to check whether it can be operated by a small number of people .

③ Scoring is not perfect

As mentioned in the MA function introduction, the scoring function is a function that scores the behavior of each lead. However, it is important to note that the use of the scoring function does not provide an accurate understanding of all leads’ interest in your company’s services .

The scoring function is certainly an effective function, but the accuracy of selecting highly probable leads will change greatly depending on the conditions and how many points are given.

For example, if you have the following settings:

  • Ad click: +10 points
  • Email magazine opening: +10 points
  • Document download: +20 points

When a lead downloads your materials, marketing automation (MA) tools identify them as customers who are highly interested in your services. However, in reality, there are many cases in which there is no interest in the company’s services, such as “downloading materials for study purposes”.

Therefore, it is necessary to formulate a hypothesis that “leads with XX attributes and △△ actions are highly likely,” and update the hypothesis during actual operation.

④ You need a sufficient number of customer lists

To effectively operate marketing automation (MA), you need a large enough customer list. This is because the more customers you have on your list, the more accurately you will know how interested they are in your services.

However, in the case of small and medium-sized enterprises and venture companies, there are many cases where the customer list is thousands or tens of thousands. Therefore, in order to acquire a sufficient customer list at a low cost, it is recommended to use not only exhibitions but also websites to acquire leads .

⑤ Expand content

Before introducing marketing automation (MA), it is necessary to design the contents and format of the content according to the stage of information gathering. This is because the role of marketing automation (MA) is to deliver the appropriate content to be guided next to the leads who visited the site .

For example, blog articles for those in the process of gathering information, and webinars and free consultations for those in the stage of comparing tools are appropriate content.

(6) Know-how for mail distribution is required

Among Japanese companies, there are many companies that are not able to make good use of email distribution. Therefore, it is possible to differentiate from other companies by knowing the know-how of email delivery before introducing marketing automation (MA).

[Example of email delivery by a typical Japanese company]

  • Deliver seminar information by e-mail when there is a shortage of business negotiations to attract customers
  • Send notification emails when new products become available

In other words, the current situation is that it is only selling its own company. Therefore, it is important to build a relationship of trust by distributing useful information to customers .

For example, if you are a provider of marketing automation (MA) tools, you can provide specialized knowledge such as the difference between MA, SFA, and CRM.

Marketing Automation (MA) Operation Method

In addition to understanding the points that do not fail in the introduction of marketing automation (MA), understanding the operation flow in advance will lead to a smooth introduction. Here, we will introduce 6 steps to operate marketing automation (MA).

  1. Marketing strategy planning
  2. Create a customer journey map
  3. Planning of content to be distributed
  4. content production
  5. Delivery scenario settings
  6. Post-execution analysis and PDCA cycle management

Step 1: Marketing strategy planning

First , analyze the strengths and weaknesses of your service, the characteristics and needs of your target audience, and develop a marketing strategy . When developing your marketing strategy, keep these three things in mind:

  • What layer are you aiming for?
  • What kind of marketing measures will be implemented (email distribution, seminars, etc.)
  • How to connect to orders

Step 2: Create a customer journey map

A customer journey map is necessary to create more accurate marketing measures by drawing a detailed path from a lead to purchase and contract.

  • Highly accurate marketing measures : Being able to provide the right information to leads at the right time

In addition, it is important to continue improving the customer journey map while operating marketing automation, rather than “creating it once is the end” .

Step 3: Planning of content to be distributed

After completing the customer journey map, design the content according to the customer’s interest in your company’s services. The point in this step is that the information requested differs depending on the customer’s level of interest .

For example, providing basic knowledge to leads who are at the stage of a little interest in your company’s services, and providing more practical content such as points on how to use tools for leads who are very interested.

Step 4: Content creation

After deciding what kind of content to distribute in step 3, let’s start creating content.

Step ⑤: Set up delivery scenario

As mentioned above, a scenario is a “rulebook that defines what kind of customers to approach and how to approach them.”

[Example of scenario after mail delivery]

  • Send materials describing how to use the product to customers who have opened the email
  • Send seminar information to customers who click the URL in the email and view a specific page Send
    campaign information to customers who have not taken action for a while
  • Re-send email with different content to customers who did not open the email

The point of this step is to roughly set up the scenario. Marketing automation (MA) is to repeatedly update the implementation, verification, and improvement of measures, so it is okay to set a rough scenario at first.

Step 6: Post-implementation analysis and PDCA cycle management

  • PDCA Cycle : An acronym for Plan, Do, Check, and Action. Repeating this cycle is a method of promoting quick improvements in operations. After making improvements, it is important to return to the initial plan and circulate.

Finally, analyze the results of your marketing efforts and improve them. By analyzing the results of marketing measures, formulating hypotheses, and repeating improvements, the effectiveness of measures will increase.

Marketing Automation (MA) Success Stories

In order to successfully implement marketing automation, it is important to learn the points of success from successful cases. Here, we will introduce one success story for a large company and one for a venture company.

  1. Hitachi, Ltd. | Realization of long-term customer development
  2. LIG Co., Ltd. | Appointment (business negotiation) acquisition rate increased by 5.6%

Case 1: Hitachi, Ltd. | Realization of long-term customer development

Issues before introduction

  1. In attracting customers, customer information was managed for each channel (media and route for attracting customers) such as websites and emails, so a series of customer behaviors could not be grasped.
  2. We wanted to create an environment that would not only send simple emails, but also develop long-term customers.

Introduced MA tools

Marketo Engage

Effects after introduction

  1. We have succeeded in improving the click-through rate by optimizing the display content according to the customers who visit the corporate site.

  2. It became possible to analyze the movement of customers on the web and propose the information each customer wants.
    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.

Key points of Hitachi’s successful introduction of MA

  • Clarifying the purpose of introducing MA

Hitachi did not aim to introduce MA tools, but introduced MA tools as a means to achieve the goal of “cultivating long-term customers in sales activities.”

Case ② 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 personnel by phone was small, and it took a long time to create the list.
  2. I don’t know the level of interest in the company’s services from customers approached over the phone.

Introduced MA tools

Effects after introduction

  1. One week after introduction: Appointment acquisition rate increased from 6.3% to 11.9%.
    This is because we changed the process to selecting only leads with a high degree of interest that visited the specified important pages such as the introduction case page and inquiry page, and handing them over to the sales department, who then called them.

  2. 3 months after introduction: We were able to receive orders from local customers that we could not get through tele appointments.

LIG’s successful introduction to MA

  • Don’t rely too much on scoring features

In order to improve the accuracy of selecting leads with a high probability of winning an order, LIG ​​sets that leads who have viewed important pages specified by the company = leads 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.

Introduction of marketing automation (MA) is recommended for these companies

Companies that want to promote sales DX

For companies that want to promote sales DX, we recommend introducing MA. 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’s level of interest in your company’s services, or you can conduct sales activities with a certain level of interest in your company’s services. As a result, you can break away from the inefficient sales activities that used to approach customers who had zero interest in your company’s services through tele-appointments and walk-in sales .

Tips for choosing the right marketing automation (MA) tool

This time, I will explain the following four points.

  1. Is the function level sufficient for your company?
  2. Do you have a good support system?
  3. Are other companies of the same scale and in the same industry as your company introducing it?
  4. Either for BtoB or BtoC

Selection point ① Is the function level that you can master at your company?

When choosing an MA tool, first check that it has a level of functionality that you can use at your company. Expensive MA tools include advanced functions, so beginners will have a high hurdle to use.

Therefore, if you do not have multiple people familiar with marketing in your company, or if you are a company that is introducing MA tools for the first time, we recommend introducing tools for beginners .

Selection point ②Is the support system substantial?

An item that should be checked along with the function is the completeness of the support system. In particular, companies that do not have in-house personnel who are familiar with web marketing should choose an MA tool that has a full support system .

Examples of MA tools with a full support system include not only FAQ sites but also tools that can be contacted via chat, email, or phone.

Selection point 3: Have other companies of the same scale and industry introduced your company?

When choosing an MA tool, also check whether other companies in the same size and industry as your company have introduced it. This is because knowing which MA tools are being used by companies with similar business content and the same scale as your company allows you to guess whether your company can operate it effectively .

Point to choose ④ Either for BtoB or BtoC

When choosing a marketing automation (MA) tool, it is necessary to decide whether to introduce “for BtoB companies or for BtoC companies”. If you are a BtoB company, choose a tool for BtoB, if you are a BtoC company, choose a tool for BtoC, so choose a tool that suits your business.

  • BtoB : A business model in which companies provide goods and services to companies. automobile material manufacturers, etc.
  • BtoC : A business model in which companies provide goods and services directly to individuals (general consumers). Rakuten, etc.

3 Recommended Marketing Automation (MA) Tools

Here are the three marketing automation tools we offer:

  1. Marketo Engage|Over 5,000 installations worldwide
  2. Pardot | Can be linked with other tools provided by Salesforce
  3. SATORI | Contributing to the acquisition of prospective customers

Tool ① Marketo Engage

“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 ②Pardot

“Pardot” is an MA tool provided by salesforce.com, Inc. It is recommended for those who use tools provided by Salesforce, as it can be linked with other tools provided by Salesforce and can manage data collectively.

Tool ③ SATORI

“SATORI” is a MA tool from Japan. In the case of domestic tools, there are no time differences or language problems like overseas tools, so you can expect prompt support.

2 Recommended Books on Marketing Automation (MA)

So far, I have broadly explained the basic knowledge of marketing automation, but if you want to gain deeper knowledge, we recommend using books. Therefore, we will introduce recommended books on marketing automation (MA) divided into basic and practical editions.

[Fundamentals] Book 1. Textbook for introducing marketing automation Creating a system that automatically nurtures excellent customers

This is a book that explains the basics of marketing, the philosophy of marketing automation, what to do before introduction, and the introduction procedure. Therefore, it is a recommended book for beginners.

  • Publisher: MDI Corporation
  • Release date: June 1, 2017
  • Author: Kento Hasegawa and others

 

[Practice] Book 2: MA / Marketing Automation: MA Introduction in 5 Minutes and 8 Successful Processes

This is a book that carefully explains the points for successful introduction and operation of marketing automation. Recommended for those who are serious about implementing marketing automation.

  • Publisher: ENY Publishing
  • Release date: 2018/2/27
  • Author: Mototsugu Kumagai

If it is difficult to introduce it at your company, you may request a “seminar” or “consultation”.

As we have introduced so far, there are various steps in the operation of marketing automation, and there is a huge amount of preparation to be made. Therefore, it may be difficult to implement on your own.

In such a case, one way to reduce the time and effort is to use seminars and consultations.

Summary

In this article, I focused on the basic knowledge of marketing automation (MA) and explained it in an easy-to-understand manner so that even beginners can understand it.

If you are interested in marketing automation (MA) in this article, it is important to first clarify the purpose and necessary functions of your company. This will allow you to introduce effective tools to your company and will lead to results.

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