Let’s start with a disclaimer: there is no single martech stack that suits all companies and all needs. Depending on your expectations, audience, the notoriety and attractiveness of your company, some tools will be indispensable while others are more superfluous. A company that sells its products or services directly to the consumer (B2C), for example, does not use the same channels or the same techniques as another that only addresses companies and organizations (B2B); hence the different technological needs.
However, marketers have long dreamed of a five-legged sheep capable of meeting all their requirements. But some specific needs require specialized tools, which bring finesse and functional richness. The evolution of the market reflects this complexity: in a single decade, we’ve witnessed some 150 marketing solutions develop into… 8,000! This is a staggering increase, as evidenced by this other figure: of all the solutions presently on the market, one in five didn’t exist just two years ago.
Zoom into the heart of this growing market.
Marketing automation has become essential to increase your campaigns’ efficiency and help you reach your business objectives. It can be defined as a series of actions designed to optimize lead generation and their progression in the funnel. So, how can you successfully generate leads, and with which tools?
Generate, nurture, and convert leads. That’s what lead generation is all about. What’s a lead? Any person who has expressed an interest in your company’s products or services: request for information by phone or via your website, download of one of your documents, registration for a webinar or sales event, underlying signals, such as frequent visits to your product pages.
Lead generation is about attracting potential customers with relevant offers and content. Once you arouse their interest and they form a positive opinion, these prospects can be contacted directly.
The final objective is to make a sale. The company achieves this in several steps:
All this is called the conversion funnel. Several models exist; this funnel model has the merit of simplicity:
Before the development of the web and digital marketing, brands used to attract attention by posting themselves at an audience hub and shouting as loud as possible. Today, customers first seek information on their own. The first commercial contact is later, so a relationship must be established beforehand and then cultivated. Content is now the key to this. But the right content has to reach the right audience at the right time.
Such is the vocation of marketing automation solutions: to help brands orchestrate scenarios that move contacts through all the stages of the conversion funnel.