Acebo Insights


What’s involved with marketing automation?

Marketing automation is a difficult concept to explain in a few words and very difficult to get a complete picture of all the elements it includes. Marketing automation allows you to send timely, personalized, and relevant messages to your audiences, and it also allows us to track our marketing activity. These automated messages open frequently and generate more revenue than standard single campaigns. But not everything revolves around sending emails. In this blog, we explain some of the elements that are part of a marketing automation system.

Email Marketing

By 2025, email usage will reach 5 billion users worldwide, so companies simply need to use email marketing if they want to scale up quickly.

Landing Pages

Customized landing pages for specific emails can significantly improve the conversion rate. If you also implement dynamic content such as text, images, or calls-to-action based on criteria such as behavior on your website, location, industry, etc. You will reach maximum levels of participation.

Registration forms

Registration forms are the key tool to have your own generation of contacts. When a visitor fills out a form, it captures the information and adds it to the database. At the same time, they are classified according to the business area they are interested in, the geographic region, or the company they belong to, among others.

Lead Nurturing

Lead nurturing is a marketing automation technique aimed at maturing business opportunities in order to increase sales of a product or service. Through the periodic sending of useful information, the aim is to generate trust while at the same time getting to know your business and products. As a result, sales will be increased and at the same time, sales opportunities that you were not aware of will be pointed out.

On the other hand, the ability to automate marketing allows you to send relevant messages for each type of customer over time, based on predefined behaviors and segmentations. In addition to automating email and social media messages, you can maximize the impact of your marketing through a digital advertising and retargeting program, ensuring that when the customer is ready to buy, they choose you.

Lead Scoring

By using a point system or “scoring”, companies obtain a very clear and valuable insight into the preferences of the audience as a whole or of their individuals in particular, quickly identifying ready-to-buy individuals or organizations or potential customers who need constant marketing.

The best scoring systems use multiple models, which take into account demographic attributes, such as the size of the company the individual belongs to, the industry, or the position he or she holds. In addition, behavior is also taken into account, such as the number of visits to your website and which pages you have visited within it, how often, etc. By monitoring all these factors and assigning an appropriate score for each one, a comprehensive view of the participation and interests of the audience is obtained, automatically rating according to the relevance, frequency, and topicality of their activities

Lead Lifecycle Management

Implementing an automated marketing system makes it important to develop a marketing cycle. The traditional “funnel” begins with a lead generation program and ends with a closed deal. The number of steps between these two points depends on your internal marketing and sales processes. In a simple representation, anonymous visitors become leads, then opportunities, and ultimately customers.

Unfortunately, this marketing cycle leaves much to be desired. Every new unqualified opportunity goes directly to the sales department, wasting time, money, and resources. In addition, they never enter the cycle again, they get lost along the way. Forgetting the important rule of not leaving any contact aside. Contacts should never reach a dead end. If they still don’t qualify, recycle them and use tactics such as retargeting or nurturing to mature them into a potential customer or sale.


Maintaining the database in good condition is essential. Large databases are often full of duplicates and empty records. Cleaning up should be standard; emails and company names should remain correct at all times, and contacts that are no longer with the company or invalid emails should be deleted.

Also, collecting as much information as possible should be a goal, not just information about an individual’s personal data such as city or job title. Your profile should also include the visits made to your website and which part of it, the clicks in the emails, the changes in the “score”, in short, a complete history. By doing this, you will get a broad-spectrum view of what is going on. And, therefore, the quality of the interactions between your customers and your company will increase exponentially.

CRM Integration

For large or small businesses, the key to success is to have a deep understanding of your customers. Knowing what works and what doesn’t will help you close deals quickly. Customer Relationship Management (CRM) allows you to keep all customer information in one place, easily available, and in a user-friendly format. This way, you can easily understand your customer’s behavior and predict how different contacts will respond to different messages: which ones buy more easily, which ones leave the highest profit margin, which ones pay on time, and which ones don’t.

No matter what type of business you’re in, you’ll find that CRM systems provide indispensable value, especially when integrated with your website and marketing automation software. It makes your contact management very effective and seamless, helping your sales department to be better prepared and to delegate tasks more easily. It also helps you monitor company performance and detect customer trends as they occur.

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