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What should not be missing from the functions of a marketing automation platform? Call to action : they attract the user's attention and invite them to take an action, such as downloading an ebook or requesting advice. Chatbots: These can be placed on different pages of the website and help gather information about the user while directing them to the next step. Find out more in the article dedicated to chatbots! Landing page : this is the page the user arrives on after clicking a call to action; it is essential to collect information on the user and start an initial cataloging of the lead.
Activate lead nurturing Once prospects have been converted into leads, it is essential to continue to fuel wedding photo editing service their interest in the hottest topics in the sector. Lead nurturing activities are aimed at consolidating the relationship of trust between the company and the contacts present in CRM, with the aim of qualifying them until they are ready to finalize the purchase and speak to a sales representative. Intriguing, attracting attention and involving leads is essential in this phase, to make them proceed gradually and naturally in the purchasing process. How? Offering personalized content that delves deeper into the information deemed most interesting.
If you think the contact is ready enough to move into commercial consultancy, you can invite them to seek support from an industry expert. From this perspective, the support of a lead scoring activity proves strategic. Measure results As with any activity, even those managed by the company's marketing automation platform should be constantly monitored and analysed. The objective is to optimize the strategy, intervening on processes that have worked poorly or could be more effective. Among the factors that may emerge, we find the need to entrust certain processes to marketing automation or to integrate additional functions.
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