Online Marketing Amsterdam

Marketing automation drives growth with automated marketing processes

About marketing automation

Marketing automation helps companies make their marketing processes smarter and more efficient. By automating processes, you can generate leads at every stage of the customer journey and convert unknown visitors into valuable leads. Automation of the lead process plays a crucial role here, as it helps convert unknown visitors into quality leads.

By automating email marketing, lead nurturing, workflows and automated campaigns, you reach potential customers with the right message at the right time throughout the customer journey. When marketing automation works well, processes and workflows are set up and optimized automatically, making your marketing activities more effective. This not only saves time and costs by automating repetitive tasks, but also increases the relevance and conversion of your marketing activities. Inbound marketing and lead generation are supported by marketing automation, which focuses on creating valuable and interesting content to attract and retain potential customers.

With a good marketing automation approach, you create scalable communication that feels like personalized customization, leading to generating valuable leads and strengthening customer relationships. Key functionalities of marketing automation include automating email campaigns, lead scoring, segmentation and setting up personalized workflows. You can also leverage additional functionalities, such as sending content based on lead origin and analyzing sales reports.

Description of marketing automation tools

With marketing automation, you take your online marketing to the next level. By cleverly combining data, such as from a customer data platform, and technology, you ensure consistent and relevant content across multiple channels, such as email campaigns, social media and personalized websites. Think dynamic content that adapts to the behavior and preferences of prospects and existing customers. Marketing automation also makes it possible to send relevant follow-up emails based on customer behavior, such as abandoned shopping carts. The timing of emails can be improved by using customer lifecycle data. A well-executed email marketing automation strategy can additionally lead to cost savings by reducing customer contacts with inquiries. Thus, you deploy marketing automation software to move leads through the funnel faster, generate quality leads and identify sales qualified leads. A marketer uses these tools to send user instructions or targeted follow-up emails after purchasing a particular product, for example, which increases customer satisfaction and saves costs.

Key functionalities of a marketing automation tool include lead scoring, which allows you to assign points to leads based on their behavior and interests, and email marketing automation that provides automated follow-up and relevant calls to action. This ensures that marketers can offer the right content at the stage a prospect is in, significantly increasing the likelihood of most conversions. The higher the lead score, the more likely a lead is to proceed to a purchase. Lead scoring helps distinguish qualitative leads from non-qualitative leads. Lead scoring is a method that assigns points to leads to determine if they are ready to buy. Lead scoring and lead nurturing also help identify a sales qualified lead so you can follow up in a targeted manner.

What to expect:

Analysis and setup of workflows and triggers
Automation of email marketing and multipurpose campaigns, such as a win-back campaign
Lead nurturing and lead scoring for better segmentation and recognizing a sales qualified lead
Integration with CRM systems and other marketing automation platforms, including email marketing automation
Reporting and optimization of open rates and conversions
Setting up reports that provide insight into the progress and results of marketing automation

Sample applications:

Automatic welcome campaigns that welcome new leads
Lead scoring based on behavior and interaction with different content, assigning points to leads
Personalized emails at scale with dynamic content and a clear call to action
Re-engagement campaigns for dormant leads or a win-back campaign
Multi-channel marketing automation flows through e mail, social media and more
Sending an instruction manual or follow-up email after purchasing a particular product

Our working method

Analysis & strategy – we map out your goals, target audience and processes and determine how marketing automation works within your customer journey.
Technical setup – selection and pairing of the right marketing automation package and software build for optimal integration.
Campaign development – building flows, content and triggers for automated campaigns and e mail campaigns with relevant content.
Optimization – measuring, learning and continuously improving the marketing automation approach to increase the number and quality of leads. It is important to properly plan and visually represent workflow processes within marketing automation.

What is marketing automation, lead scoring and why is it important?

Marketing automation is the automation of marketing processes using marketing automation tools, software and data. Email marketing automation is an important part of this, as the automated sending of relevant emails ensures an efficient customer approach. The goal is to generate leads and reach customers more efficiently while increasing relevance. Processes are automated through automatic triggers, segmentation and personalization, increasing your chances of conversion and loyalty.

How does marketing automation work?

The software automates workflows and ensures that the right message reaches the right person at the right time. Split testing of emails can help optimize email campaigns by measuring which version performs better. At a time when customers have high expectations for speed and relevant communication, marketing automation is indispensable for growth and achieving the benefits of marketing automation.

Take your email marketing to the next level with marketing automation

By using dynamic content within automated campaigns, you can offer personalized and relevant content that matches the stage a prospect is in in the customer journey. This not only increases the effectiveness of your email campaigns, but also contributes to a better customer experience and higher conversion rates. Marketing automation can help improve the efficiency of marketing teams. Lead scoring plays a crucial role here: by assigning points to leads based on their behavior and interactions, you can quickly determine which leads are most valuable and ready for follow-up by sales. Email timing can be improved by using customer lifecycle data, allowing you to reach prospects and customers at the right time.

Lead nurturing is an essential part of marketing automation

It allows you to follow up leads with relevant content that matches their interests and stage in the customer journey. Through smart segmentation and personalization via email marketing automation, you build a lasting relationship with potential customers. Lead nurturing also ensures that scored leads do not quickly dissipate. This fits perfectly with inbound marketing, where valuable content is central to attracting, nurturing and ultimately converting leads.

Tooling and prerequisites for successful marketing automation

A successful marketing automation approach starts with choosing the right marketing automation tools and creating the right framework conditions within your organization. Marketers need to clearly define what they want to achieve with marketing automation before getting started. It is important to compare tools before choosing a marketing automation software to make sure it fits your organization’s needs. The foundation is powerful marketing automation software that works seamlessly with your CRM system and possibly a customer data platform. This allows you to centrally manage all relevant customer data and use it to automate your marketing activities.

It is important to choose a marketing automation tool that fits the size and needs of your organization. Consider functionalities such as lead scoring, dynamic content, automated email campaigns and integration with social media. In addition, the marketing automation system should be easy to link with other platforms so you can bring together data from different sources and leverage it for targeted communications.

In addition to the right software, there are also organizational prerequisites that determine the success of automation. Make sure you have clear objectives, a clear workflow and good segmentation of your target audience. Successfully implementing marketing automation requires good segmentation of the target group based on behavior, interests and demographic characteristics. Collaboration between marketing and sales is essential to effectively follow up valuable leads and convert them into customers. Remember to regularly evaluate and optimize: by measuring which automated campaigns perform best, you can continuously improve your marketing automation and increase the number of quality leads.

In addition, a good brand strategy, such as a branding journey or proposition development, can increase the effectiveness of your marketing automation. By combining a strong brand identity and a clear brand story with your marketing automation approach, you ensure consistent and compelling communication. Storytelling and tone of voice development play an important role here to authentically reach and engage your target audience.

Mapping the customer journey and developing buyer personas are also crucial steps within inbound marketing and marketing automation. By accurately analyzing and optimizing the customer journey with UX and UI design, user flow optimization and conversion-oriented design, you can offer the right content at the right time. This increases the relevance of your communications and improves the performance of your email marketing automation.

For organizations looking to take their marketing automation to the next level, we also offer strategic guidance and workshops, such as positioning workshops, content strategy and creative concept development. Stakeholder engagement is essential for a successful marketing automation implementation, as it involves major investment and working changes. Thus, we ensure that your marketing automation is not only technically sound, but also perfectly aligned with your brand and target audience.

In short, with the right combination of marketing automation tools, a well-established CRM system, a data-driven approach and a strong brand strategy, you lay the foundation for successful, scalable and effective marketing automation that contributes to growth and customer satisfaction.

Reviews

Jona Bronkhorst

OMA is scherp en resultaatgericht. Ze combineren strategie, technologie en creativiteit op een no-nonsense manier, waardoor merken écht impact maken. Als freelance creatief heb ik meerdere keren met hen gewerkt aan naamontwikkeling, design, themacampagnes en employer branding. Soepel in de samenwerking en fijne club. Aanrader!

Noelle Carr-Ellison

I am working with OMA for a multi restaurant business. These guys have really made a difference to us! I recommend wholeheartedly!

Kenzo

Wij hebben via Online Marketing Amsterdam (oma) een grote Campagne opgezet met het oog op de personeelstekorten in de Beton en Bouwsector.
Michael en Jasper denken mee en bedienen hun klanten optimaal. Door hun creativiteit en bevlogenheid starten we binnenkort met een van de grootste online campagnes op het gebied van personeelsvoorziening. Nieuw en met de allernieuwste marketing technieken.

Victor Mulder

Bij Oma is het altijd gezellig.
OMA – kort voor Online Marketing Amsterdam – voelt eigenlijk gewoon als thuis. Je krijgt wat te drinken, een hapje erbij, en ondertussen word je op slimme ideeën getrakteerd waar je echt wat aan hebt. Altijd een goed verhaal. En nog beter: Oma heeft altijd gelijk. Marketingadvies waar je niet omheen kunt. En waar je met plezier voor terugkomt. ❤️

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The crew at OMA is an absolute pleasure to work with! Their swift and clear communication makes every interaction a breeze. Add to that their skill set and work ethic, and—several projects later—I can't recommend them highly enough.

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