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Nowadays, there are numerous digital platforms available to carry out the aforementioned automation, which adapts to different needs and budgets, depending on the strategic and commercial objectives of the companies interested in enabling this option. However, in this case, we will focus on the Active Campaign platform and learn about its available services and its advantages when implementing it.

What Is Marketing Automation?

Marketing automation is the use of software to perform marketing actions in an automated way. As a result, a company can execute processes that would naturally be very complex, as well as obtain greater efficiency and greater control and monitoring of these processes.

In this sense, marketing automation software is known as an “all in one” platform that allows to automate and manage in a single program all the automation processes related to the Marketing Department of a company.

This modus operandi offers a number of advantages, which are detailed below in order to explain the benefits of its implementation in the marketing strategy:

  • It allows the development of complex marketing processes.
  • It provides more efficiency in the process and reduces costs and labor time.
  • It offers the company an exhaustive control over the marketing actions carried out and a thorough follow-up of their impact.
  • Ensures the design of automatic database maturation processes and, thanks to automation, delivers the content or email at the right time.       
  • It automatically detects the records that are ready to receive a commercial offer, taking into account their profiles and behavior with the company.

When the business starts to grow exponentially and it is not feasible to have a one-to-one relationship between the company and the customer, it will be very beneficial and interesting to evaluate the possibility of automating the marketing processes using this ‘marketing automation’ software.

What Marketing Techniques Can Be Automated?

Generally, during the marketing automation process, up to eight strategic marketing actions related to content generation and customer and prospect acquisition and retention can be carried out. We have detailed the different possibilities in the following list:

  1. Content creation
  2. Landing Page
  3. Email Marketing: Sending mass emails
  4. Lead Nurturing: Interaction with potential customers to achieve their purchase
  5. Social Media Marketing: Programming and publication of content in social networks
  6. Marketing Analytics: Return on Investment (ROI) analysis
  7. Marketing Automation: Automation of the sequence of emails
  8. SEO: Search Engine Optimization

It is also possible to use this automation software to send our potential customers a fully customized content, based on their relationship with the company and their personal needs as a consumer of the products or services offered by the company.

Active Campaign: Marketing Automation Tool

Active Campaign can be considered as the marketing tool that was born to provide a solution to business managers who wanted to stay in touch with their customers. The main objective of this software, whose company is based in Chicago, is to help marketing specialists to carry out a series of operations and key actions in the marketing strategy.

It is a kind of CRM (Customer Relationship Management), whose practical utilities are the preparation and control of the automation of processes, the labeling of the different customers related to the company and the management and sending of emails both individually and in groups.

Among the possible automations present in Active Campaign you can find the creation of personalized welcome email sequences, the creation of temporary contact screening, the sending of emails at key moments of the purchase of a product or service or the response to the curiosity of those interested in the brand, as well as the scoring of contacts based on the relationship they have with the company.