What is Marketing Automation?
Marketing Automation is a collection of tools that makes it possible to approach potential customers automatically with the aim of converting them into customers.
In this blog, we would like to tell you about the applicability of Odoo's Marketing Apps. If you do not know Odoo yet, first read; What is Odoo?
There are many online tools that can help you with your marketing. But all these tools often stand alone and have no integration with the rest of the business software. Marketers often work completely separately from the rest of the organization, and that is not always very convenient. Odoo's vision is precisely to integrate everything in order to achieve the greatest possible efficiency. This is because data can easily be combined and shared. Because every employee works with the same software, it is easier to learn and transfer information. But what exactly is Marketing Automation and how can Odoo help you with it?
In marketing, there are multiple objectives, and depending on your own goals, you use different resources. For example, your focus may be on increasing brand awareness, collecting leads, or stimulating website sales. You can use Marketing Automation for all these goals.
You start by sharing valuable information or, for example, launching a paid Google campaign. This helps your business get found more easily. Your information makes it interesting enough for the lead to share his or her email address with you. As soon as a potential customer has shared his or her email address with you, you can start approaching them automatically.
Approaching a potential customer should be done in a subtle way. At this point, you only have his or her email address, but the ultimate goal is to convert the lead into a sale. This process of enticing a lead to become a customer is called Lead Nurturing.
What is lead nurturing?
Lead nurturing is the process of persuading a lead to proceed to the purchase of your product or service.
But how do you get a visitor to your website to share his or her email address with you? It is actually very simple: you share something valuable in exchange for the email address. But people do not do that just like that these days. So you need to think carefully about what a visitor to your website is looking for. You call that a Call-to-Action. You want the visitor to take action, and that action is: "Give me your email address or phone number" 😉.
Please note: You must, of course, ask properly whether you may use the phone number or email address for marketing activities.
You can automatically approach customers by email. You can send them more valuable information, such as a follow-up to your e-book or a discount coupon for a purchase. But who do you send what to, and who might you call personally? Which lead is 'warm' and which is even 'hot'? For this, you can use Lead Scoring.
What is Lead Scoring?
With lead scoring, you can assign a value to potential customers in order to estimate the value of your lead.
For example, you can assign points to the pages on your website that the lead has visited, or based on which marketing campaign brought the lead to your website. But instead of asking only for an email address, you can also request more information, such as company size or interests.
You can then assign a score to that as well. If a lead reaches a certain score, you can approach them personally and stop the automated process. It is time to win over the customer!
Marketing automation in Odoo
Odoo integrates all your processes into one simple solution. So you can also manage all your marketing activities in Odoo. Thanks to the integration of all Odoo Apps, you can set up your marketing campaigns very effectively. You will track visitors to your website and convert them into a lead.
Lead Nurturing starts by including the lead in a marketing campaign in Odoo's Marketing Automation app. You entice the lead to make more visits to your website. You track that visitor and assign points to them with Lead Scoring. You convert leads into opportunities and follow them in your Sales Funnel. You assign the expected revenue, probability of success, and expected closing date.
This gives sales managers immediate insight into the entire pipeline and sales forecast.
Summary
Customers are not given to you, you have to earn them! You have to do your best to turn the visitor to your website into a paying customer. You cannot contact every visitor personally. But you do want to convert that visitor into a customer. So how do you do that effectively?
Use Marketing Automation for this. With marketing automation, you can create useful marketing campaigns and automatically send messages to visitors and pamper them; this is what we call Lead Nurturing. Your valuable leads will automatically rise to the top of the list by qualifying them automatically (Lead Scoring).
With Odoo, you can set up these marketing campaigns effectively, so that you can achieve more in less time. Odoo Marketing Automation is integrated with:
- Odoo Sales
- Odoo Website
- Odoo eCommerce
- Odoo CRM
- Odoo Email Marketing
At Odoo Experts, we are happy to help you set up the marketing automation process to help you win new customers!
All the possibilities of Odoo
- Create leads from your Odoo website
- Add a score to your leads
- Start email campaigns to your leads
- Convert your lead into a prospect
- Keep control of your sales pipeline and sales forecast
- Convert your prospect into a customer
- Sell via webshop or direct sales
Tip: Your lead is now a customer, but do not forget to pamper your customer as well 😊. Make it a recurring process. Every now and then, you send him or her new valuable information and start the process again.
