At a time when the customer journey is being analyzed in ever more detail with ever more powerful tools, customer relations are now part of this logic, punctuated by multiple points of contact and personalized experiences.
In this context, marketing automation is emerging as a decisive lever for transforming one-off conversions into lasting engagement, but also for optimizing resources within companies...
Marketing automation, a promise of large-scale personalization
Far from being a simple automation tool for campaigns, marketing automation today embodies a "global" approach to customer relations.
And while this can be summed up as sending targeted and relevant messages, based on the behaviors, interests, and journey of each individual, this practice actually leaves nothing to chance. It relies in particular on the analysis of collected data, allowing companies to trigger very specific actions.
In practice, this may involve a reminder after a shopping cart abandonment, a proposal of personalized offers, or even post-purchase follow-up. This personalization, made possible by CRM (Customer Relationship Management), ensures that each interaction is consistent and delivers value to a customer.
The strength of marketing automation lies in its ability to combine operational efficiency and customer experience, with messages sent at the right time, to the right person, to transform customer relations into a fluid and human dialogue… even on a large scale!
CRM and marketing automation: a winning duo for performance?
The integration of a CRM with marketing automation tools has recently marked a key step in the digitalization of customer relations. Indeed, these software programs have the advantage of centralizing all customer-related information, such as order history, interactions, communication preferences, social media engagements, and much more.
Marketing automation uses this data to orchestrate ultra-targeted campaigns, without ever losing sight of the consistency of the customer journey. All this synergy makes it possible to propose tailored offers, track the progress of prospects in the sales funnel, but above all to automate reminders or messages to build customer loyalty.
Sales managers benefit from a global vision of each customer or prospect. This allows them to intervene only when necessary, and with personalized arguments. The customer no longer receives generic messages, but communications that resonate with their needs and expectations, for an even more enriched customer experience.
Process automation, coupled with centralized data management, also offers unparalleled flexibility. Companies can set up complex journeys and measure the impact of each action, even with minimal technical knowledge.
In addition to promoting conversion, marketing automation is also beneficial for long-term engagement, by transforming each contact into a sales opportunity...
Focus on SMS, the king channel for instant engagement
Among marketing automation communication channels, SMS is essential for reaching customers quickly and effectively.
With open rates close to 98% according to studies and almost instant reading, SMS offers one of the most impactful direct experiences. It integrates perfectly into a marketing automation strategy, allowing advertisers and businesses to send transactional, promotional or relational messages, based on the recipients' actions.
The integration of SMS into marketing automation is also made easier, particularly thanks to solutions such as the SMSFactor plugin for HubSpot. This plugin allows you to send personalized SMS messages directly from the HubSpot interface, using CRM data.
Messages can be triggered automatically based on the lead's behavior, their status, or specific events, such as an event registration, an order placed, or an appointment reminder. For HubSpot customers, this provides constant responsiveness, with personalized, conversion-oriented messages.
By automating the sending of targeted SMS messages, companies can increase their conversions, but also strengthen customer satisfaction and loyalty. SMS campaigns, when well organized, then become a powerful lever...
Towards a unified customer experience?
While you might think that marketing automation is limited to automating tasks, it actually goes much further than that. Today, it is part of a larger approach, which aims to create a consistent and seamless customer experience at every stage of the journey.
By combining CRM data, process automation, and the integration of channels such as SMS, emails, or social media, companies can offer more engaging interactions.
At a time when customers expect brands to be responsive and personalized, marketing automation is becoming a true pillar of customer relations. When used well, it can transform each point of contact into a pretext for interaction. Companies that invest in these technologies strengthen their positioning, their brand image, and their ability to generate value over time.
Combined with solutions for managing SMS messages, emails, live chats, or even messages broadcast on social networks, marketing automation paves the way for a new era in customer relations. Where conversion previously marked the end of a journey, today it is only the beginning of a lasting and reciprocal engagement with a customer. But while this means that organizations that adopt these practices stand out for their ability to deliver memorable experiences, it also requires long-term, daily work.
With customers increasingly solicited with online and offline advertising, successfully creating a "global" customer experience also requires innovation in ideas and concepts. Furthermore, building a relationship of trust can only be done over time and based on the company's actions, which means having a communication strategy integrated into customer relations...
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