Intelligent marketing automation: dream or reality?

By Colin Lalouette

Published: November 10, 2024

While automation is certainly essential for addressing big data sets, we also know that marketing personalization is crucial. Can we hope to automate in a personalized way? Find out all our tips on how to use lead generation to improve your marketing actions.
CONTENTS

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The ingredients of marketing automation

An opportunity with big data

Automating tasks saves time, enabling you to prospect a greater number of marketing contacts. The end result is more customers. This approach is all the more tempting in the age of Big Data. The data collected is immense. It's so much material to feed the sales pipeline.

The importance of personalization

It's tempting to base your approach on sheer volume, as long as the quality follows. The logic of quantity has its limits. Commercial canvassing has multiplied. Over-solicited recipients have grown weary. Mass marketing is a thing of the past. Today, it's all about refining the target and personalizing the message. But how can you prospect widely while segmenting finely?

Computer intelligence as a solution

This is where machine learning comes into its own. Manual processing of big data is unthinkable. Firstly, because it would be both time-consuming and energy-intensive. But also because it would be impotent and hardly relevant. That's why automatic data processing is so welcome, especially if it's intelligent. Machine learning is a form of artificial intelligence. The machine not only integrates data, but also reconciles and interacts with it to produce a continuous analysis. This massive processing results in instant, autonomous analysis. The richness and history of the panel provide the tool with relevant predictive capacity. We speak of a learning algorithm.

For more effective prospecting

Better quality scenarios

We can try to predict different user experience (UX) scenarios manually. The aim is to consider all possible scenarios and plan the associated actions. But experience shows that humans tend to idealize the consumer journey. However, this rarely happens as planned. That's why "the machine" brings real added value. A computer program will be both more complete and more relevant, because it will consider all possible scenarios in an exhaustive and impartial way.

The effectiveness of inbound marketing

Deploying richer scenarios makes it possible to implement an inbound marketing strategy. It's all about getting prospects to come to you, generating inbound calls and clicks. This is the opposite of outbound marketing, in which you approach your prospects via an outgoing call or e-mail. The appeal of inbound lies in its low implementation costs, compared with the results it can deliver. Keeping a blog, setting up a newsletter, having a presence on social networks or providing a white paper are all channels for generating leads - sales contacts. This content is an invitation to discover your brand and the expertise associated with it. This is known as content strategy or content marketing.

Better qualified lead management

The aim is to address your content in a contextualized way within your scenarios. By offering the right content at the right time, the probability of a lead becoming a customer is 80%. To achieve this, you need to regularly nurture your leads - known as leadnurtering - and watch out for their signals of maturity. The fact that a prospect visits your site and downloads your white paper is a positive signal: is it time for you to send them a specific e-mail outlining your offer in greater detail? These actions, spread throughout your scenarios, follow a lead scoring logic.

How do you go about it?

Attentive marketing software

New-generation CRM (Customer Relationship Management) software is based on technology combining Big Data and machine learning. The result: intelligent marketing automation. Such is the case with Plezi, which collects all the information on your prospects, to build tailor-made scenarios for them. This leads application manages the inbound marketing chain from A to Z, automatically and personalized. Connected to your website, the solution will, for example, decipher the last visits of one of your contacts, or the articles they have read. A qualitative database on which you can personalize your newsletter: by selecting the articles they haven't read, for example, or the themes likely to interest them.

Key contextual data

Plezi respects the confidentiality of its users' databases and information. Nevertheless, the wealth of content that passes through the solution enables the editor to establish cross-analyses. Rendered as contextual data, this information provides user companies with a benchmark to situate their performance relative to their sector. The application can also help with operational questions such as: when to send content, and at what rate? Based on the success rates of individual actions, Plezi is in a position to guide each of its users in optimizing the impact of their marketing strategies.