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<Img
img="/uploads/10_Myths_About_Marketing_Automation_8ccf452df8.png"
alt="Myths About Marketing Automation"
/>

There are dozens of stereotypes about marketing automation. One of them is that it will make your business flourish without much effort from marketers. The main misconception about marketing automation is that it will launch a system that will do everything by itself and bring in leads effortlessly. But computers cannot do business for people: come up with strategies, build marketing communications and sell. 
 
Automated marketing really is a step forward for businesses. However, it will benefit only if you have a comprehensive approach and a deliberate strategy. Let's debunk popular myths about marketing automation. 

## What is Marketing Automation

Marketing automation is a special software that carries out a marketer's tasks automatically. Computers perform repetitive tasks wholly or partially, giving marketers more time to think about strategy and creative part. Automation is suitable for any sphere. 
 
[**Modern marketing automation platform**](/en) includes newsletters, advertising campaigns, tracking user activity on the website and reaction to it, conversion of visitors to leads with pop-ups, analysis of competitors' articles SEO, bidders in contextual advertising, audience parsing, data collection for analytics, content posting.

<Note>
[**Marketing automation**](what-is-marketing-automation-and-how-it-affects-business-development) is a set of actions and a marketing management system. An automated email newsletter is not equal to automated marketing.
</Note>
 
Automation ensures:

- Personalization of communication with minimal effort from marketers.
- More accurate data-based advertising. 
- Reduced workload for staff. You won’t have to hire more professionals when scaling the business. 
- Coordination of marketing with other departments. Joint automation of marketing and sales: all actions follow the same plan.
- Tracking user engagement.
- Control of the sales funnel from the beginning to the end. 
- That weak spots in the strategy are found.

## Myths About Marketing Automation 

### Myth 1. It's just an automated newsletter

The system will send newsletters and save marketers’ time. Still, without a plan and a systematic approach, it's just automation of a separate action. The sales funnel links several channels that the marketing automation service tracks. The system reacts to customer actions — it starts newsletters when triggers are activated. It also collects data for analytics, controls advertising campaigns and publishes content. 

<Note>
Do not confuse automated newsletters with spam. [**Spam is an unsolicited newsletter**](how-to-send-millions-of-emails-and-avoid-spam-filters) sent to users. Proper business automation personalizes offers and sends the client only relevant newsletters.
</Note>

### Myth 2. Automated marketing will replace marketers

It won't work that way. Even advanced systems can't work without human supervision. They can track user activity and provide data, but they can't draw conclusions and think through strategies on their own. Campaign planning can't be done without the human element. Only marketers see the whole picture and know how marketing is connected with other channels. They are always aware of the situation on the market and in the world.
 
Automated marketing will increase the number of actions per unit of time, but these actions need to be monitored and adjusted. It requires special skills and the manager's time. The system will show which campaign has brought more/less conversions, the person will answer why. 

### Myth 3. Marketing automation is only for email

[**Email campaign**](how-to-build-an-email-database) is a part of marketing automation. Modern digital marketing is omnichannel: your client can learn about your company from a social network advertisement, continue to search for your product in the search engine, subscribe to your newsletter and eventually purchase the product after an SMS message with a discount offer. We see that automation is a set of interconnected actions with a single strategy.
 
*Example. The client has been viewing the product on your website for a long time. The system «understands» it and shows an advertisement for this product and sends a promo code for it by email, but the client doesn't open it. If the user is logged in to the website and the company has their phone number, the system sends an SMS about the special offer. Eventually, the client makes a purchase.*

### Myth 4. Marketing automation is only for big businesses

Sales and marketing automation will pay off only if you have a large corporation with a large volume of tasks. It is a popular myth that was recently true. There was a time when marketing automation providers almost didn't specialize on small and medium-sized businesses. Small companies couldn't afford software for large ones. 
 
Nowadays, there are enough automation systems for small and medium-sized businesses. [**Cloud resources**](ways-to-address-customer-data-privacy-issues-in-digital-marketing) simplify implementation — businesses do not need additional resources: equipment and new specialists. However, it's important to remember that cloud solutions are not the most reliable today. It is easier to implement automation for a small company than for a large one: there are no dozens of departments with different data, fewer people will have to be trained than in a business with thousands of employees. 
 
Marketing automation is a chance to grow for middle-sized and small businesses. 

### Myth 5. Automated marketing is impersonal and soulless
 
Actually, it's the other way round. Automated newsletters and communication with the client in marketing channels customize offers and responses. The system tracks user activity in different channels and collects data to get a complete picture of user behaviour. The service sends out personalized offers because it knows the habits and interests of customers, segments the audience and selects which advertisement to show at a certain moment.
 
Without an automation system, a marketer needs more time to monitor all the data about the user: collect and process it. People are more likely to make a mistake due to inattention, e.g. call the user by a different name. An automated system will simply substitute the data from the database.

### Myth 6. Automated marketing is a trend that everyone will soon ditch

Our reality is constant information noise. Attention is a new currency, and you need to be faster than others to get it: respond instantly, personalize offers. Marketers are constantly learning new skills, mastering innovative services for Internet marketing and taking on more than they did a few years ago. Without automation, they will simply «drown» in routine and businesses they work for will become irrelevant. 
 
Communication channels are increasing in number and complexity. Only automation will be able to manage marketing without data loss. 

<Note>
On average, 51% of businesses are already [using marketing automation](https://www.emailmonday.com/marketing-automation-statistics-overview/), and another 58% of B2B companies are planning to implement it. This trend will last long.
</Note>

### Myth 7. Automation will solve marketing problems and make it stronger
 
Yes, automation will increase marketers' efficiency and facilitate the marketing process. But it won't magically make marketing work better. Automated marketing is like a car: it will speed up the movement from point A to point B if you know how to use it and choose a route without traffic jams.
 
Marketing automation is an ineffective tool without a strategy. Even with automated marketing, marketers and the sales department need to [**identify the target audience**](creating-a-customer-profile), create content for it and work with leads. Don't overestimate machines.

### Myth 8. Automation ends with the sale

After conversion, there can be additional sales and work with [**customer retention and engagement**](customer-loyalty-program-trends-for-2022). The system will wish a happy birthday, send a discount for a product that the client likes ([**based on collected data**](data-driven-marketing)), start a reactivation programme if the user hasn't purchased for a long time. Automation works to build relationships with customers: increases loyalty, takes care of customer needs and accepts feedback. An automated system won't miss a message from the client and won't forget to reply, as an overworked employee can do. Good relationships with customers create [**loyal users**](customer-loyalty).

### Myth 9. Automation requires technical skills

Any system requires resources: development of a CDP platform or CRM service for automation requires a lot of effort and skills. There was a time when such systems were really difficult to use, one needed to undergo long-term training to work with them. Modern services are intuitive and offer templates for work and require minimal technical knowledge.

Technical support solves the difficulties quickly. Products that are difficult to develop become easy to use.

<Note>
Test marketing automation with the [Altcraft Platform](/features/cdp). A friendly team, which accompanies you during implementation and integration, works for you. A staff member from the personal support chat will answer your questions during the process. It's easy to automate marketing with us.
</Note>

### Myth 10. Automation is only for B2C businesses

Automation is for any type of business: B2C, B2B and even for the service sector. Automation platforms take on repetitive actions that exist in every field. For example, sending out special offers from an online store via [**Push notification**](mobile-marketing-101-push-notifications) or an email reminder to a potential B2B client. In the B2B field, it takes longer to warm up leads than in B2C where spontaneous purchases are possible. So, a system that builds relationships and «warms up"» customers is useful for such a business.

## Conclusion

Marketing automation takes on routine tasks and facilitates the work of a marketer, but it won't solve all marketing problems and won't replace people. Specialists are still needed to develop strategies.
 
Marketing automation includes not only email newsletters. It also includes data collection for analytics, advertising personalization, content publishing, work with engagement and building relationships with the client. Automated marketing is a set of actions and a strategy.
 
Marketing automation is suitable for all businesses. Modern systems are affordable even for small businesses. Their implementation doesn't always require additional resources and new technical skills. 
 
To implement marketing automation is to take a step forward in business development and gain a competitive advantage. Automation is the future.

Marketing automation is only for big businesses. Automated marketing is impersonal and soulless. Let's debunk popular myths about marketing automation.

10 Myths About Marketing Automation.png

Let's take a look at popular myths about marketing automation. It's time to stop believing in them.

Top 10 Myths About Marketing Automation

10 Myths About Marketing Automation

<Img
img="/uploads/Low_Code_and_Zero_Code_a60f17f9e3.jpg"
alt="Low-Code and No-Code Development Platforms"
/>

Create a website without programming skills, make a [**chatbot**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses), an online store, a mobile app, automate a business process without the participation of developers. Do you think all this is impossible? Well, you definitely need to learn more about low-code and zero-code. 

These software development approaches are promising areas for business. [**26% of executives**](https://www.projectmanagement.com/contentPages/article.cfm?ID=719566&thisPageURL=/articles/719566/Citizen-Development-and-the-Adoption-of-Low-Code-No-Code--INFOGRAPHIC-#_=_) name low-code and zero-code as priority investments: during the pandemic, investments increased from 10% to 26%. The cost of developer labor is rising, so now it is not easy to find a good specialist. Small businesses cannot always afford such a developer because of the limited budget. At the same time, establishing an online presence is crucial in the digital age.

In this article, we will explain the difference between low-code and zero-code and tell you when each of these methods is used.

## What is Low-Code

Low-code is the development of software via a visual drag-and-drop interface with minimum hand-coding. In low-code development platforms, the user moves visual blocks of existing code to create a product with the desired functionality. Pre-built components speed up work with typical tasks and eliminate repetitive actions. However, you still have to write code for individual solutions, settings and personalization. Integrations with other systems are supported, there are also built-in services.

Low-code does not exclude traditional development and programmers, but speeds up their work. Even manual coding is not always a project from scratch: professional developers sometimes reuse templates of their own code to save time.

### Low-Code Platforms

[**ELMA 365**](https://elma365.com/en/) is a platform that automates and robotizes business processes and CRM. Here you can create corporate applications using minimum coding.

[**Mendix**](https://www.mendix.com/platform/) is a platform where you can use both a no-code environment and an interface for professional developers. The platform let you create applications for iOS and Android, which are deployed in cloud in one click.

[**WF Core**](https://csbi.ru/wf-core/) is a platform that manages data from any systems, even from CRM. The service has both graphical and API interfaces for working with business processes.

<Img 
img="/uploads/interfejs_low_code_mendix_c8e77dc6d3.png"
alt="Low-code platform"
src="Mendix interface"
/>

### Advantages of Low-Code

- **Speed**

Pre-built components and [**process automation**](what-is-marketing-automation-and-how-it-affects-business-development) in development speed up the creation of a new digital product. No long preparation is needed — you can create a working tool in a few days.

- **Flexibility**

On the one hand, the need for code in low-code platforms complicates the work. On the other hand, it gives flexibility in product creation. Standard [**drag-and-drop builders**](/features/email-template-editor) are convenient, but limited when it comes to solving non-standard tasks. Hand-write code allows you to scale the solution and expand the functionality of the product.

- **Development cost**

There is no need to inflate the staff of developers, whose salaries in the market are growing along with their requirements for employers. Compared to developing from scratch, a low-code project will take fewer hours of work, so business costs will decrease.

- **Reducing the burden on IT**

Making a product on a low-code platform is a lifesaver when the IT department is on fire and there are no free hands. While IT specialists are engaged in priority projects that require deep knowledge, employees without programming skills can create, for example, an application for internal company tasks. The role of professional developers remains minimal.

- **Low risks**

Investments in low-code development are lower than in traditional one. If you create an MVP ("minimum viable product") in the drag-and-drop builder and fail, it will not be as bad as if you spent months developing, investing resources, and, in the end, did not get a positive response from the market.

### Disadvantages of Low-Code

- **Programming skills will still be required** if the basic functionality of the low-code platform is not enough. Therefore, this development method is not suitable for all companies.

- **Vendor lock-in.** Not all development services provide open source and give free rein to developers. What's more, if you want to switch to a different platform, it will not be easy.

## What is Zero-Code, or No-Code

Zero-code, or no-code, is an approach of creating websites and apps without code. No-code development is suitable for citizen developers — ordinary users who do not know how to write code. A zero-coder creates a product via a visual drag-and-drop interface where there is no code at all. 

Zero coding is as simple as possible. It’s easy to learn how to work on the platform. You don’t need in-depth knowledge of how digital products work. It is enough for the user to understand the future functionality and be able to assemble a solution for it from pre-built components. As a result, the company does not have to hire professional developers.

### Zero-Code Platforms

[**Airtable**](https://www.airtable.com/) is a tool for creating online spaces for team work. It is based on tables with flexible settings and data visualization. There are also such features as a content calendar, web forms and Kanban boards.

[**Adalo**](https://www.adalo.com/) is a platform for creating interactive applications for mobile and web devices in a drag-and-drop interface. The application has a payment system and the system of tracking user actions.

[**Wix**](https://www.wix.com/) is a website builder without the need for code. You can create a website from scratch or using a template. There are ready-made options for landing pages, online stores and blogs.

<Img 
img="/uploads/wix_e5e16b5ee0.png"
alt="No-code platform"
src="Wix interface"
/>

### Advantages of Zero-Code

Some advantages of zero-code platforms coincide with the advantages of low-code platforms: speed, low risk of financial losses, low cost of development and reduced presure on the IT department.

But there are other benefits as well.

- **Maximum simplicity**

Any no-code platform is a tool without code, which should be understandable to the average user. Simple and intuitive interfaces make such platforms easy to work.

- **Information support**

No-code platforms are designed for inexperienced users. That’s why it is easy to find manuals and video tutorials explaining how to work with the platform.

<Img 
img="/uploads/tilda_4684d3937a.png"
alt="No-code platform"
src="Landing page courcebook on Tilda"
/>

- **Low risk of errors**

If you use hand-write code in the platform, there is a chance that you will make a mistake. In a zero-code platform, there are only pre-built modules with code that have already been checked and corrected by the developers more than once.

### Disadvantages of Zero-Code

- **Inflexibility and lack of customization.** Only the functionality of the platform is available. No-code constructors have enough opportunities, but they are not suitable for non-standard ideas.
- **Isolation from the IT department.** Creating products on a no-code platform without any control is a risk. Such a self-made tool without the participation of the IT department may be incompatible with other systems and harm security.
- **Software dependency.** It’s not easy to scale a zero-code solution to new conditions.

## Where to use low-code and no-code

Both methods are used for similar purposes. On low-code and zero-code platforms, you can:

- Build websites, browser or [**mobile applications**](mobile-app-as-a-marketing-channel), chatbots.
- Collect contact data and automate the process of sending messages to customers.
- Create tools for automating business processes. For example, it is possible to pull data from different marketing channels into one report automatically using no-code software. 
- Launch and validate the MVP. If the project fails, the company will not lose as much money as it could with full development.
- Test hypotheses or functionality.
- Assemble a prototype of a future product.

Marketers, product managers, analysts, designers, and even entrepreneurs work with no-code platforms. No-code is salvation at the start of a business. Previously, it was impossible to make a website without money or programming skills. Now the no-code approach is available to everyone.

Development on no-code platforms has even become a profession. People without programming skills master platforms and offer their services to create business tools.

## Differences between low-code and zero-code

Zero-code and low-code refer to PaaS (Platform as a Service) — cloud platforms as services. They also refer to aPaas (Application Platform as a Service) — application builders. At the interface level, the platforms are similar: the product is created using pre-built components, but low-code platform have fields for the code. Other differences:

<Table>
|  | **Zero-code** | **Low-code** |
| ------ | ------ | ------ |
| **Code skills** | Not needed | Needed for customized blocks |
| **Interface** | Visual blocks with ready-made code | Visual blocks and fields for writing code |
| **Development flexibility** | Limited by platform functionality | High due to the possibility of additional coding |
| **Code errors** | Low risk | There is a risk due to hand-coding |
| **Scalability** | Platform restrictions | It is possible with the help of services and open source |
</Table>

## Resume

Low-code is development in a visual interface with pre-built modules, but also with the ability to write code manually. At certain stages it does not require professional knowledge, but for non-standard solutions it is necessary that the code be written by a professional developer. Flexible development method with scalability.

Zero-code, or No-code, is development without code and special knowledge. This approach is not flexible enough for custom solutions, but simple. Errors are eliminated because there is no hand-coding.

On zero-code and low-code platforms, you can create websites, mobile apps, automate business processes, test hypotheses and launch MVP without additional cost. Both methods speed up and simplify the development process, but do not compete with the work of a programmer.

In this article, you will learn about low-code and no-code: when the approaches are applied and how they differ from each other.

Low Code and Zero Code.jpg

Create a website, a chatbot or a mobile app without programming skills. Do you think it's impossible? Well, you need to learn more about low-code and no-code.

Low-Code and No-Code Development Platforms: When to Use What

Low-Code vs. Zero-Code: When to Use What

<Img
img="/uploads/kak_vybrat_platformu_avtomatizacii_marketinga_push_cfd8d38807.jpg"
alt="Top 9 Factors to Choose a Marketing Automation Platform"
/>

Surviving in today's marketplace requires organizations to be at the very cutting edge of new technologies and solutions; otherwise, the competition will leave them in the dust. The advent of market automation software solutions presented a way for marketers to engage with customers, set up their workflows, and analyze the results of their initiatives. 

There are innumerable marketing automation platforms available to marketers today, but they are not all created equal. Choosing the right software can make the difference between success and failure, and that's what we're going to be looking into in this piece. Let's get right into it.

## Benefits of Marketing Automation Software

The digital age has come with vast opportunities for marketers to reach their target audience, but it also has its challenges. Different businesses will use marketing automation tools for different purposes.

Still, whether you're in the banking, hospitality, insurance, education, or medical industry, you will benefit from the sales, service, and marketing advantages that a good platform will offer you.

By some estimates, businesses and organizations that utilize marketing automation software will experience significant increases in their lead volumes, increased lead conversion rates, as well as a general increase in their ROI (Return On Investment). By all metrics, the benefits of marketing automation make these tools a must-have for any organization that's determined to succeed. 

## How to Choose the Best Marketing Automation Software

Like any software, there are several elements to look into when trying to pick out one for your business, including:

### Product Features

The simplest way to determine whether a software package has the features you need is to ask yourself a couple of questions. What do you need the software to do for you? Does it compare well with the software your competitors are using? Will it work well with the tools you are currently using? 

Should you need your software to carry out functions such as automatically sending out newsletters to your customers, it will need to have features such as [**MVT**](/features/mvt) (Multivariate Testing) and [**HTML drag-and-drop builder**](/features/email-template-editor).

Form creation and posting features will be needed in cases where [**customer feedback**](how-to-use-customer-feedback-to-increase-sales) is required. Keep in mind that any new software is supposed to maintain your business centralization and help your decision-makers do their jobs better. 

### Technical Support

You should get quick assistance from your marketing automation platform developer if you have any technical trouble or queries with the software.  Live chats, email, and calls are some of the most common avenues to get help. They should be reliable, quick to respond, and available during business hours, if not 24/7 so that you do not lose any business due to technical trouble.

### User Interface

This is one of the most critical features of this type of software as it plays such a crucial role in your day-to-day operations. You will want to ensure that the software you pick is intuitive, responsive, and user-friendly. This means that it shouldn't be too complicated while allowing you to switch among the tools, functions, tabs, marketing communications, and so on with minimal fuss.

### Learning Resources

Any software you don't know how to operate will not be helpful to your organization. You will need to ensure that the developer provides manuals, how-to-videos, eBooks, webinars, training programs, and other learning resources to help you understand how to make the software work best for you. 

### Prices

The [**cost of marketing automation software**](/prices) will depend on a number of factors, such as its premium features, the server type (on-site or cloud), and capacity.  Reasonable prices may be discovered by checking what competing developers are charging for the same services. Find out whether there are any discounts or offers you might qualify for.  

### Reviews and Forums

As with any software product out there, checking the reviews, other clients have posted online is a good way of finding out how well the software performs. Users with experience will be able to point out the pros and cons of the product, allowing you to make a more informed decision.

Check and see whether they have an online community or forum, as every good software provider does, as this can be a very dependable source of help, tips, and information.

### Integration

Careful attention will be required when choosing a suitable platform for your organization to ensure that it will work seamlessly with the systems you already have in place. For instance, in the case of marketing automation for banks, you might need to make sure it works with your global operating system, Customer Relationship Management Software (or other [**customer data platforms**](/features/cdp)), and any software you use for personalized messages.

### Software-as-a-Service (SaaS) or On-Premise

Depending on your organization's capacity and preferences, you will need to decide whether to [**choose between on-premise marketing automation or SaaS**](on-premise-vs-cloud). The difference between these two lies in the server location (data storage) and installation methods used.

In the case of many highly-regulated industries such as banking, government, and so on, where sensitive information is processed, on-site solutions are typically preferred. 

On-premise marketing software will usually be more expensive as the up-front hardware, installation, and maintenance costs will fall on the client. SaaS generally costs less, is easier to use, and requires minimal maintenance, which makes them attractive to small and medium-sized businesses.

These benefits, however, are offset by reduced data security levels and potential service interruption. You will need to consider the pros and cons of both systems before determining what will suit your purposes best.

### Scalability

The scalability of the software you choose will determine how much you can accomplish before you outgrow it and need another solution. A scalable platform will grow with your organization, reducing your overhead costs and eliminating the need for a new onboarding and training process with new software down the line. 

<Img
img="/uploads/10_Questions_to_ask_when_choosing_a_marketing_automation_platform_7e5f6ced89.jpg"
alt="10 questions to ask when choosing a marketing automation platform"
/>

## Final Thoughts

Whatever the focus of your business or organization, the best marketing automation services can only be identified through a careful selection process. Picking an unsuitable option might lead to lost time, money, and efforts down the road. However, you can gain a powerful marketing tool that will propel your company to new heights with the proper knowledge. 

Learn how to choose the marketing automation platform that will be perfect for your business. Here are 9 factors to consider.

kak-vybrat-platformu-avtomatizacii-marketinga-push.jpg

Choosing the right software can make the difference between success and failure, and that's what we're going to be looking into in this piece.

Top 9 Factors to Choose a Marketing Automation Platform

9 Key Factors to Consider When Choosing Marketing Automation Software

<Img
img="/uploads/Lead_Scoring_c068e89b5d.jpg"
alt="Lead Scoring"
/> 

There are no companies that have unlimited funds. When there are more customers' requests than managers can process, a collapse happens. What is the usual way to solve this problem? Managers call customers according to a list. Customers can be sorted by the date of their request or, for instance, alphabetically. But what if that very customer who is ready to make a purchase has a surname starting with the last letter of the alphabet. In that event, such a customer will get a phone call when another company is already rendering services to them. What should be done to avoid such scenarios? It is suggested that lead scoring should be employed in your marketing. It will allow you to prioritize your customers by their importance. In this piece we are getting into the notion of scoring, why and how this method is used in business.

## What is lead scoring

The scoring system originally appeared in banks to assess a client who applies for a loan. Banks examine their customers' paying capacity, credit record and other aspects. According to the collected data every customer gets their own credibility rating. This practice was later borrowed by marketers.

In marketing, lead scoring is ranking leads by certain features that determine their value.

In this term,

- **lead** stands for a prospective customer
- **scoring** stands for ranking a customer and giving them special points.

In layman's terms, lead scoring allows you to determine whether a client is ready to close the deal or not.

Each client receives a scoring point for some action: visiting a website, subscription and so on. These special criteria are chosen by the company before scoring. Then the points are summed up and a scoring rate is obtained. According to it, a company determines which customer is more important. The higher the score, the more likely this customer will make a purchase. After that, managers contact other customers, whose score is lower.

To make the process clear, all leads are divided into several categories.  The easiest way to do it is to classify all leads by their degree of «warmth»:

- **«Cold» leads** do not know much about the brand. They have just started to interact with it: clicked on the ad, visited a website, signed up for the newsletter. It is unlikely that such a person will buy something right after the manager's call.
- **«Warm» leads** are a bit closer to making a purchase, they have the need to do it. However, they may have some doubts. Or, such a person chooses between several options.
- **«Hot» leads** are those who are ready to make a purchase here and now. All you have to do is to remind them about it and make a favourable offer.

<Img
img="/uploads/classification_of_leads_b8f7877b25.jpg"
alt="Classification of Leads"
/> 

Another way of ranking your customers is to picture them in terms of a funnel:

- **At the top of the funnel** are the users who have just become acquainted with the brand: signed up, subscribed to social networks or newsletters.
- **The users who have shown their interest in the product**: got a lead magnet, and are actively interacting with the brand.
- **The proven leads that have been forwarded to the sales department.** Marketing has already worked with them and «warmed them up» enough. They are almost ready to make a purchase, but their objections need to be worked out.
- **Leads at the bottom of the funnel are those who are ready to buy something here and now.** These users have already explored the ways to order a product and/or added some items to favorites or to cart, but have not completed the order yet.

In both of these categories, the most important ones are those leads who are ready to make a purchase: «hot» leads/leads at the bottom of the funnel. Lead scoring will help to identify who is who on the basis of data, and not on such abstract thoughts as «these leads are more important because I think so».

## Why do you need lead scoring

Lead scoring saves businesses from wasting resources:

- human ones — it saves the time of a manager who calls irrelevant customers in vain;
- financial ones — the salary of this manager and the cost of the channels to communicate with customers.

You need to employ a scoring system when:

**Your business has a long purchase cycle and a complex system of working with clients.** When it is not quite clear which client is more important, and a lot of criteria should be taken into account.

**When your company has a large influx of incoming requisitions, and managers cannot cope with them.** Even if there are no urgent matters yet, there may come a moment X, when there are not enough resources. Lead scoring will help to prevent such a situation.

**When a specialist who processes the requests is a high-skilled one.** If such a specialist wastes their time, the company invests more in the employee than it gains.

## Lead scoring also helps to:

### To evaluate the effectiveness of customer acquisition channels

If a channel brings you thousands of leads, it is not effectiveness yet. Out of a thousand requests only ten people can actually make a purchase, and CAC will not pay off. Quality assessment of your leads will show which channel actually brings you profitable ones.

### To decline irrelevant requests

Not everyone who has responded to your marketing efforts will be your customer. Some will say that your products are too expensive, others will not understand the offer. Besides, some people can click the links accidentally. Scoring identifies unsuitable leads before you start actively working with them and assigns them the lowest priority.

### To optimize your work

Without lead quality assessment you can be trapped in one opinion, that is of your supervisor who thinks that these customers are more important than those customers, and it cannot be the other way round. Even employees themselves do not always know which customer will be more valuable. Scoring will help you to evaluate leads objectively basing on analytics. This approach will establish order in the joint effort of marketing and sales department. It will always be clear with what kind of client your manager works, whether their interest needs to be heightened or you can offer them to purchase something immediately. With proper evaluation of leads, one department will not do the work for another.

### To evaluate your managers' work fairly

It may be that some managers are doing their job better than others. And it is not always about efficiency and skills. If one manager always gets «cold» customers and the other one always gets «hot» ones, it will be easier for the latter to close sales. Scoring is an opportunity to redistribute leads more fairly.

The main benefit of scoring is a rise in profits of the company, which will no longer lose «hot» leads and learn how to optimize the work of employees.

## How to conduct lead scoring

For scoring, you need to describe what kind of lead is of good quality for your business. Besides, you need to determine the evaluation criteria, establish a certain value for each, and then conduct the evaluation.

<Img
img="/uploads/how_to_conduct_lead_scoring_beb05c00ed.jpg"
alt="How to conduct scoring"
/> 

### Step 1. Determine the criteria

Two types of data are usually distinguished. Explicit — external information about customers: their characteristics or data of companies where they work. Implicit — a customer's actions that a company can track on its platforms. All data is grouped into a customer profile. It is a kind of benchmark with which you will compare your leads during evaluation.

What criteria can be used:

**Demographics** — gender, age, interests, habits and other features of your audience. If your audience are men over 35 who have cars, a person who does not own a car will be a lower priority in your evaluation.

**Information about company** is relevant for B2B, when your customer is a business representative. You can include place of employment, position, size of the company and its industry in your criteria. For in-depth evaluation, you can add a customer's experience, income of the company and its location (if it is important) to the list.

**Users' behaviour**: how they interact with ads and newsletters. For evaluation, the number of clicks per user, subscriptions, information requests, lead magnet downloads, sending contact information and even attendance at online brand events are taken into consideration. Users' «last seen», their reaction to advertising campaigns and posts on social networks are also examined.

**Data quality.** Sometimes a customer can turn out to be a spammer or an agent of dishonest competitors who want to spoil your statistics with their actions. So, leads with incorrect, false or insufficient data find their way into your database. For example, a set of random characters instead of an email address is a sign of spam. Besides, poor quality leads are those who have left a personal email instead of a corporate one, though the information is for corporate customers.

### How to understand which criteria are really important

**First of all**, ask your employees to arrange a brainstorming session or to conduct a survey. Salespeople work closely with customers and know their needs well.

**Secondly**, ask your customers themselves what influenced their decision to buy.

**Thirdly**, focus on the analytics and see which customers bring you more profit. It is useful to employ [**attribution**](marketing-attribution-models).

### Step 2. Determine values

Each criterion should have its own weight on a selected limited scale. The higher weight will be given to the criteria of more profitable leads, whose conversion rate is better.

For example, we know that customers with higher education purchase twice as much on average as those with secondary education. In this case, the lead with higher education gets a higher score.

Negative criteria (minus values) are also important. Even the highest quality lead can «burn out» and stop being active.

Minuses in the scoring should be given for:

- unsubscribing from the newsletters;
- visiting a career page on the website: a person may hunt for a job and is not going to buy anything from you;
- a lead's position or industry does not fit your customer profile;
- a lead is from a competing company;
- low activity — a person stopped clicking on your newsletters.

### Step 3. To conduct evaluation

You have criteria, you have points. Now it is time to evaluate. But you should start with threshold values. Determine from what number of points your customer is assigned a low, medium, or high priority.  Do not over- or underestimate the values. Start with an average one and adjust it in the process.

Scoring can be conducted by one manager or a team. In case of the latter, the points of all participants in the assessment are summed up. At the end of evaluation, customers are ranked from higher priority to less valuable ones.

**Example of customer evaluation**

Let's imagine a prospective customer N, who has left their data.

Now let's set priorities according to the number of points:

High — 15–20 points.

Medium — 10–15 points.

Low — up to 10 points.

The maximum score a customer can get is 20.

Below you can see an example of a simple table with customer’s evaluation.

<Table>
<table>
      <thead>
          <tr>
              <th>Criterion</th>
              <th>Status</th>
              <th>Score</th>
              <th>Concordance (+)</th>
          </tr>
      </thead>
      <tbody>
           <tr>
              <td>Email</td>
              <td>Corporate</td>
              <td>+6</td>
              <td>+</td>
          </tr>
           <tr>
              <td></td>
              <td>Personal</td>
              <td>+1</td>
              <td></td>
          </tr>
           <tr>
              <td></td>
              <td>Not stated</td>
              <td>-2</td>
              <td></td>
          </tr>
           <tr>
              <td>Phone</td>
              <td>Stated</td>
              <td>+3</td>
              <td>+</td>
          </tr>
           <tr>
              <td></td>
              <td>Not stated</td>
              <td>-1</td>
              <td></td>
          </tr>
           <tr>
              <td>Position</td>
              <td>Supervisor</td>
              <td>+6</td>
              <td></td>
          </tr>
           <tr>
              <td></td>
              <td>Manager</td>
              <td>+3</td>
              <td>+</td>
          </tr>
           <tr>
              <td></td>
              <td>Other</td>
              <td>+1</td>
              <td></td>
          </tr>
           <tr>
              <td></td>
              <td>Not stated</td>
              <td>-3</td>
              <td></td>
          </tr>
           <tr>
              <td>Company</td>
              <td>Stated</td>
              <td>+3</td>
              <td>+</td>
          </tr>
           <tr>
              <td></td>
              <td>Not stated</td>
              <td>-2</td>
              <td></td>
          </tr>
           <tr>
              <td>Activity</td>
              <td>Subscribed to newsletters</td>
              <td>+2</td>
              <td></td>
          </tr>
           <tr>
              <td></td>
              <td>No subscription</td>
              <td>-1</td>
              <td>+</td>
          </tr>
           <tr>
              <td></td>
              <td>Unsubscribed</td>
              <td>-2</td>
              <td></td>
          </tr>
           <tr>
              <td colSpan = 3>Total score</td>
              <td>14</td>
          </tr>
           <tr>
              <td colSpan = 3>Priority</td>
              <td>Medium</td>
          </tr>
      </tbody>
  </table>
</Table>

## Tools for lead scoring

Lead scoring can be conducted in two ways:

**A simple but time-consuming one**: Google Sheets or Excel. In this case, you will have to calculate the results manually or set up formulas, which is quite time-consuming. You will also have to transfer all your customers’ data into sheets/tables.

**An automated one**: marketing platforms make it possible to conduct lead scoring simply and quickly. [**Altcraft Platform**](/en) is no exception.

The platform pixels track users' activity on company resources and third-party resources: websites, social networks, blogs, mobile apps and services in the browser, even the company's CRM.

Each action counts as a target for which a certain value or weight is assigned. Lead scoring is conducted according to these values. On our platform, you can track data on anonymous profiles, which will be later added to a user's official profile.

## Conclusion

Companies dream of streams of clients, but once the dreams come true, they cannot handle it sometimes. Prioritizing customers by their value during peak times is a sensible approach. Although it is better to foresee certain situations to prevent a disaster, such as lost customers, downgrade of service and even employees' nervous breakdowns. Everything is possible if you do not arrange work properly.

Lead scoring helps to optimize different processes and not to waste time on unprofitable customers, to coordinate the work of the marketing department and the sales department, and as a consequence, to earn more.

In this piece we are getting into the notion of scoring, why and how this method is used in business. Learn how to conduct lead scoring.

Lead Scoring.jpg

Lead scoring helps to optimize different processes and not to waste time on unprofitable customers and to coordinate the work of the marketing department and the sales department.

Why Do You Need Lead Scoring and How to Conduct It

Lead Scoring: What Is It and Why Is It Useful for Marketing

<Img
img="/uploads/Marketing_Automation_for_Insurance_Companies_d5f6116a5f.jpg"
alt="Marketing Automation for Insurance Companies"
/> 

The Internet has provided marketers with special tools for customer acquisition and customer retention. Marketing automation platforms are becoming one of the most powerful tools for the above-mentioned activities. The emergence of [**CDP**](/features/cdp) has brought about global changes that make it possible to work with clients on a whole new level. It goes without saying that these changes have influenced such a large field as the insurance business.

In this piece we are getting into the reasons why insurance companies need on-premise marketing automation and share five effective strategies of automation in this business field.
 
## Why does the insurance sector need marketing automation?

As we have already mentioned in the article about [**marketing automation**](what-is-marketing-automation-and-how-it-affects-business-development), this industry will increase to $8.42 billion by 2027. It means that automation will become an essential component of brand promotion in the market, without which companies will be uncompetitive.

The insurance business is developing rapidly nowadays, and companies feel the need to improve their strategies of insurance marketing. That is why they tend to introduce automation. For example, launching personalized campaigns makes it easier for a client to go from clicking on a promotion banner to purchasing an insurance policy. A unified on-premise marketing software provides companies with the following advantages:

- work processes optimization;
-  customer acquisition;
- customer retention;
- client data enrichment;
- cross-sell automation;
- all data sources integration in a unified platform (makes it possible to promptly segment the client base into targeted audiences);
- complete analytics for evaluating results and optimizing strategies.

When key work processes are automated, specialists make fewer errors and have more time to solve more global problems. Thus, the primary task for a marketer is to develop strategies that will promote insurance services for target audiences.

## Five strategies of marketing automation for insurance companies

So, we present to you five strategies of marketing automation for the insurance sector.
 
### 1. Prolongation of OSAGO (CMTPL insurance)

OSAGO is an abbreviation that can be translated as “compulsory motor vehicle third-party liability insurance”. It guarantees that in case of a road traffic accident a culprit’s insurance company will pay compensation for damage to victims. The insurance is issued for a term of one year, and it comes into force three days after it is issued. Thus, it is suggested that policyholders should apply for renewal in advance to avoid interruptions in insurance.

“What does it have to do with marketing automation?” you may ask. And the answer will be the following – OSAGO and marketing automation are most directly related. By automating the process of insurance prolongation you get rid of the necessity to make notification calls. You just need to set up a prolongation script once, and your clients will be notified on time. All they have to do is click the right link and send their application to the insurer.

Our Altcraft Platform makes it possible for you to implement marketing automation workflows of any complexity. It will greatly facilitate your work with clients because you will not have to send newsletters to them – the platform will do this work for you. You should interact with your clients, tell them about discounts and promotions, give them [**promo codes**](/features/loyalty-programs) and special offers. Just be beneficial to your clients so that they can be beneficial to your company.

<Img
img="/uploads/jpg_osago_ae10f15d07.jpg"
alt="Prolongation of OSAGO"
src="«OSAGO prolongation» strategy "
/> 

### 2. Cross-selling of CASCO Insurance

While OSAGO is compulsory insurance for the owners of motor vehicles, CASCO policy provides voluntary motor vehicle insurance. In this case, marketers in insurance companies have to develop different [**strategies**](/features/personalization) for cross-selling of CASCO.

Different companies prescribe their own rates for this policy, which depend on certain factors, such as driver’s experience and age, age of a motor vehicle, insurance period, etc. So, promoting CASCO, marketers apply some sales gimmicks, for example, they offer installment plans to their regular customers.

<Img
img="/uploads/Cross_selling_of_CASCO_Insurance_9ad94f4b35.jpg"
alt="Cross-selling of CASCO Insurance"
src="«Cross-selling of CASCO Insurance» strategy"
/>

### 3. A «Calculator-on-hold» scenario

Nowadays, clients do not need to call their insurance company to find out the price of the policy, for there are special calculators on the website of the company.

Imagine that a person by the name of Ivan Petrov, for instance, calculated the price of CASCO, which turned out to be acceptable, but a sudden call from work forced him to leave home on urgent business. To make sure Ivan does not forget about it later, your company needs to set up a “Calculator-on-hold” script so that you can remind your client of yourself.

<Img
img="/uploads/A_Calculator_on_hold_scenario_3819452138.jpg"
alt="A «Calculator-on-hold» scenario"
src="A «Calculator-on-hold» scenario"
/> 

### 4. Promotional codes and bonus points

Nowadays, people are interested in different types of insurance. Some people take out building insurance so that they can protect themselves from undesirable expenses in case of an unforeseen situation in their apartment or house. Tourists buy a travel insurance policy, and more and more people are choosing to take out health insurance.

You should motivate your clients not to delay taking out an insurance policy: offer them promo codes and bonus points that they can use to pay for a certain percentage of a policy price. If additional bonuses do not encourage your client to buy a new service, you should apply retargeting. The process of retargeting is easy to set up on our marketing automation platform – [**Altcraft Platform**](/en). Just take the data from necessary segments on the Platform and then add them to Yandex.Audience and Facebook Audience. In their turn, these services will launch targeted advertising according to the collected data. Thus, you will always stay in touch with your clients, and they will remember you at the right moment.

<Img
img="/uploads/Promotional_codes_and_bonus_points_07bef8d8d0.jpg"
alt="Promotional codes and bonus points"
src="«Promotional codes and bonus points» scenario"
/> 

### 5. Prolongation of VHI and cross-selling

VHI is voluntary health insurance that is actively used by the residents of big cities. It is issued for a term of one year, and people consider many factors when it is time to decide whether it is worth being renewed. You should help your clients to make a choice in favour of their health: give them promo codes, send them customer satisfaction surveys and take all [**responses**](how-to-use-customer-feedback-to-increase-sales) into account, remind them in advance that their policy is about to expire.

If your company uses Altcraft Platform, you will not have to resort to any outside services to create a questionnaire or a survey. For these purposes, we have developed our own internal tool – Forms. The Forms builder is intuitive, so you do not need any professional knowledge to create a questionnaire, a test or a survey. Moreover, you can customize the logic of the [**Form**](/features/forms-and-surveys) in the editor. It means that respondents will go to different pages depending on which answer they choose.

<Img
img="/uploads/Prolongation_of_VHI_and_cross_selling_256b22578d.jpg"
alt="Prolongation of VHI and cross-selling"
src="«Prolongation of VHI and cross-selling» scenario"
/> 

## Conclusion

On the one hand, marketing is moving onwards and upwards in the field of insurance. On the other hand, it is difficult for marketers in this sphere to stand out from competitors and develop an individual approach to clients at the same time. So, in this case, it is important to choose a solution that will make it possible for you to promptly and flexibly automate the strategy and communicate with customers without limitation.

Russian insurance market leaders [**AlfaStrakhovanie**](case-how-altcraft-platform-helped-top-insurance-company-increase-sales) and Soglasie are already successfully using our on-premise marketing automation software to implement their marketing ideas.


In this piece we are getting into the reasons why insurance companies need marketing automation and share five effective strategies of automation in this business field.

Marketing Automation for Insurance Companies.jpg

Marketing Automation for Insurance Companies | 5 Strategies

Marketing Automation for Insurance Companies

<Img
img="/uploads/how_to_send_an_email_blast_665202bc02.jpg"
alt="How to Send an Email Blast"
/>

Wondering how to send an email blast? Need to know what an email blast is? Trying to figure out how to create an email blast?

If you want to make the most of email blast marketing, you’re in the right place! Mail blasting is a proven way to get your message to potential customers quickly. Once you know how to do email blast, you’ll find mail blasting an easy and effective email marketing approach.

Whether you know it or not, you have probably seen an email blast example in your own inbox. Now, let’s explore how to leverage them for your business.

## What is an Email Blast?

An email blast is an email marketing tactic also known as an email broadcast.

When you send email blast, you’re sending a message to a large group of contacts at once. For example, if you have an existing email list with three segments – leads, customers, and past customers – an email blast would reach all of them. However, you would still [**personalize**](dynamic-content) the message with custom fields.

Some email blast examples include announcing a new product, a new feature, or a limited-time offer.

## When to Use Email Blast?

The best time to use an email blast is when you need to get the word out about a new business or offering fast.

If you can commit to doing A/B/n testing but you still need to make contact with potential buyers quickly, the email blast is the way to go. You can make the most of your customer data platform and get fresh eyes on your message right away, when it is at the peak of its relevance.

It is important not to overuse the email blast. If you send out an email broadcast for every little thing, you might lose subscribers. Plus, an email blast should only be sent to people you already have a relationship with.

The best email blast examples are enticing and add a lot of value even though they aren’t hyper-targeted!

## How to Create Email Blast

Here are the seven steps to create an email blast:

**1. Make Sure Your Email Database Is Clean**

Before any email blast, check your deliverability statistics and your [**email database**](how-to-build-an-email-database). Get rid of outdated entries that are causing emails to bounce. Also make note of any recent email messages with low deliverability so you know what to avoid in your email blast. These steps help you avoid being marked as spam in the future.

**2. Warm Up Your IP**

Warming up your IP establishes a good seller reputation and makes it less likely ISPs will automatically block your email messages. It is essential to warm up your IP if it is new or if you have not used it for an email campaign in the last 30 days. You must gradually increase the volume of emails you send over a period of several days. You can learn more about how to [**warm up your IP**](how-to-inbox) successfully.

**3. Determine Your Message Goals**

What do you plan to accomplish and what are the key metrics you need to monitor over time? Do you have a specific target for sign-ups or sales? Do you need to drive traffic to a particular page? This guides messaging and helps you set a baseline to know whether subsequent emails are trending in the right direction.

**4. Find the Right Marketing Automation Software**

The goal of your campaign, the size of your email list, and the messaging features you want to use will all come together to influence which [**marketing automation software**](https://altcraft.com/en) meets your needs best. Be certain whatever suite you select [**integrates**](/features/integration) with your Customer Relationship Management so you can keep all data in one place.

In Altcraft Platform, you can send a broadcast in a few clicks. Just choose your target audience, message content, and launch day:

<Img
img="/uploads/how_to_send_email_broadcast_in_altcraft_platform_4153415a62.png"
alt="How to send email broadcast in Altcraft Platform"
/>

**5. Create the Email Message**

On the surface, an email message seems simple enough: It’s a subject line, body, images, and a call-to-action. But each element must be fine-tuned to your intended audience. Craft the subject line with care, as well as the first 30 characters of the message, which are visible in the preview used by most mobile email clients. Altcraft Platform comes complete with its own [**drag-and-drop email builder**](/features/email-template-editor) to make this process easier.

<Img
img="/uploads/Visual_editor_96859a19ed.gif"
alt="HTML Drag-and-Drop Builder"
src="HTML Drag-and-Drop Builder in Altcraft Platform"
/>

**6. Embed Personalization in Your Message**

The cardinal rule of email marketing is this: No matter how many people you’re really talking to, your message should read like one-to-one communication. [**Use the data**](data-driven-marketing) you already have on your subscribers to build out custom fields with relevant content. First name personalization is a terrific place to start.

<Img
img="/uploads/facts_about_personalization_eecce752f8.jpg"
alt="Why personalization is important"
src="Facts About Personalization"
/>

**7. Use Your Subscriber Data to Improve Your Results**

By using audience segmentation, you can send a more personalized message even though you may be talking to thousands of people at once. The thrust of your message may be the same for everyone, but you might tweak the wording for leads, current customers, and past customers.

**8. Conduct A/B/N Testing to Refine Your Messaging**

Rome wasn’t built in one email. After 3-5 days, take a look at your [**data**](/features/analytics) so you’re equipped with lessons learned for the next email blast. Open rate, click-through rate, and unsubscribes are especially important to keep an eye on. If you’ve been [**split testing**](/features/mvt) so far, determine your winner and document the results.

<Img
img="/uploads/how_to_do_an_email_blast_the_right_way_1f71ed0166.jpg"
alt="How to do an email blast"
/>

## Conclusion

Done right, an email blast accelerates results from any promotion. With the tips above, you’ll be ready to create an email blast whenever your marketing plans call for it.

If you have any questions about how to send a broadcast, please [**contact us**](mailto:sales@altkraft.com).

Once you know how to do email blast, you’ll find mail blasting an easy and effective email marketing approach.

how-to-send-an-email-blast.jpg

Mail blasting is a proven way to get your message to potential customers quickly. Once you know how to do email blast, you’ll find mail blasting an easy and effective email marketing approach.

Email Blast: What Is It and How to Send It

How to Send an Email Blast

<Img
img="/uploads/Self_Marketing_How_to_Promote_Yourself_on_Social_Media_aeaf2a3f0c.jpg"
alt="How to promote yourself on social media"
/>

According to Statista, nearly 4 billion people, over half of the global population, are engaged in some form of social media. Furthermore, approximately 40% of those internet users interact in social media for self-marketing and business purposes.

Social media offers countless opportunities to present your activities or business initiatives to the public or other businesses. To develop your self-marketing techniques successfully, the essential objective should be to employ a strategy that conveys a consistent, accurate message, generates positive consumer awareness, and encourages interaction with prospective clients.

To optimize [**brand awareness**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya), however, you will need specific data and metrics to:
- recognize how online viewers are responding to your message
- understand why they may be interested in your story
- determine the reason why they may be moving on instead of acting

<Img
img="/uploads/daily_active_social_media_users_2032b83cdd.jpg"
alt="Daily active social media users"
/>

## Why You Should Develop a Social Media Presence

Social media offers almost limitless opportunities for self-marketing or increasing awareness for your products and services. With the potential to be far more focused and targeted than with more traditional media efforts, even individuals and the smallest companies can now afford to tout their products and strengths effectively in a broad spectrum.

One popular marketing concept that applies to effective self-marketing in social media is the Funnel Theory. This concept defines the [**journey of a prospective client**](stroim-customer-journey-map) from the point of not knowing who you are to total acceptance, trust, and conversion. While some prospects may click through early due to a lack of interest, others should be drawn further into the closing stages of your funnel. The job of a self-marketer is to maintain the momentum needed to lead prospects further and further into the funnel, eventually consummating a lead conversion.

But the key to a higher conversion rate will depend on what percentage of your prospective audience is attracted in the first place.

Finding a [**marketing automation tool**](/en) with the functionality to set up your unique marketing campaign to launch quickly on Telegram, WhatsApp, Instagram and other social media can be your best course of action. Let marketing automation platforms send emails, SMS and push notifications to your target audience as you focus on other value-added elements of your business.

As importantly, [**ongoing analysis**](https://altcraft.com/features/analytics) of your marketing campaign performance on the various social media platforms is a key to successful self-marketing. Altcraft Marketing can monitor how many people read or click-through your content, allowing you to adjust your content to enhance your success.

<Img
img="/uploads/most_popular_social_networks_worldwide_8d94d717b6.jpg"
alt="Most popular social networks worldwide in 2021"
/>

## How to Promote Yourself on Social Media

Here are 5 effective ways to promote your content using social media.

### Adopt the 80/20 Rule for Social Media for Self Marketing

One of the most important concepts to remember about brand development is that people will soon get weary of reading only about your strengths and value-added services. Just as at a live cocktail party or other social gathering, people will quickly begin to drift away from your space when they learn that your favorite topic happens to be yourself.

Many social media marketers employ the 80/20 Rule to avoid blatant self-promotion. The concept suggests that 80% of the content you post on social media should be informative and valuable, hopefully reliable enough to establish yourself as an expert on the topic.

The other 20% of the material should clearly define who you are and what you offer in a positive, consistent manner. Most importantly, demonstrating your expertise on a specific topic will go far in creating a loyal following.

Therefore, always remember to avoid monotonous content.

### Become recognized as an expert on your topic

The best way to draw attention to your brand is to present material that is useful, actionable, thoughtful, and solves a problem, where applicable.

Write all social media posts carefully and research the content in-depth before posting. Doing this will support your primary objective of developing trust and facilitating brand loyalty.

Since [**customer trust**](customer-trust) is the basis for any long-term relationship. Providing truthful information and expert insights on pertinent subjects that help your readers meet their goals will usually create the desired connection.

### Be consistent

With your website, Facebook, Instagram, and other social media platforms, maintaining a consistent image is essential. Many companies even employ a media guide that defines posts and website components to specific logo usage, fonts, colors, tone, and, most importantly, tone and message. To avoid confusion on a crowded platform, always remain consistent with your postings so that your audience will never be confused about who you are and what you represent.

### Encourage interaction

The most unmistakable sign that your content is drawing interest is from queries, comments, and other forms of interaction. Commentary and discussion allow you to respond immediately with explanation and clarification that can invoke further conversation.

Continued interaction enhances your conversion success.

### Encourage user input

The ultimate sign of success in your self-marketing effort is inspiring others to comment on your brand or related topics. Prospective clients today love to learn from others about their experiences and, as your reputation grows, this can create a &laquo;snowballing effect&raquo;.

<Img
img="/uploads/personal_branding_tips_for_social_media_32660cf438.jpg"
alt="Personal branding tips for social media"
/>

## Conclusion

Individuals and businesses today use social networks for their marketing or branding strategies for their growing companies. Social media accounts are one of the most effective ways to reach more people for less money, boost sales, increase repeat purchases, brand awareness and customer loyalty. However, as the number of users on social platforms is growing constantly, business owners are having a hard time engaging with their clients. For the best results, many marketers work with marketing automation software, because such tools allow them to collect and unite all data into a consolidated customer profile that provides ongoing feedback on their performance.


Find out how to promote your business using social media platforms: increase repeat purchase, customer loyalty and brand awareness.

Self Marketing: How to Promote Yourself on Social Media.jpg

Social networks are an effective way to promote your business. Read our article to learn how to brand yourself using social media platforms.

Self Promotion: How to Market Yourself on Social Media

Self Marketing: How to Promote Yourself on Social Media

<Img
img="/uploads/what_is_marketing_automation_1200_630_bb9965c4c3.jpg"
alt="What is marketing automation for business"
/>

Today, various businesses are actively implementing marketing automation into their businesses. According to Cision PR Newswire, the marketing automation industry will reach $8.42 billion by 2027. This suggests that automation will become an important part of brand promotion in the market. In other words, without it, companies will no longer be able to be competitive. 

In this article, we'll explain in detail what marketing automation is, what opportunities it gives to your brand, and how you can implement it in your business.

## What is Marketing Automation and Why Do You Need It

**Marketing automation is the use of software to automate marketing processes in order to save labor force and time resources.** Companies use marketing automation to send automated messages to customers via email, social media, and other communication channels.

By automating repetitive processes — emails, social media posts, ad campaigns, and more — you are able to promote your brand faster. This increases your sales as you engage with customers in the regular shopping process. The efficiency of the employees work also increases: this means they have enough time to solve more complicated problems, and the number of errors is greatly reduced.

The software helps marketers to attract leads and influence customer retention by delivering useful content on time. Let’s imagine John Doe goes onto your website and subscribes to the newsletter. From now on, the system starts automatically sending him letters with information he is interested in. If John opens the messages and follows the links, it’s most likely that he will take the targeted action you need, for example, a purchase.

Another indisputable plus of marketing automation is [**personalization**](https://altcraft.com/features/personalization). Let's go back to our John Doe. To create a personal offer for him that he cannot pass by, you need to know not only his personal data but also what he does, what he dreams of, where he works, etc. This is where automation comes in handy. With the help of automation, you will be able to quickly collect the necessary information about the consumer, process it and use it for a unique offer. This will happen with all clients, even if you have thousands of them.

**According to SharpSpring, nearly 90% of brands consider their marketing automation strategy to be successful.**

<Img
img="/uploads/research_on_the_success_of_marketing_automation_strategies_bff652e9ac.jpg"
alt="SharpSpring research on the success of marketing strategies across brands"
/>

## What Does Marketing Automation Do

So why is marketing automation useful for businesses?

### 1. Implements complex strategies

An important point in marketing automation is tracking marketing communications. You need to make it clear when and what interactions with customers and potential buyers are most effective.

Usually, companies use drip marketing. In other words, they send people a chain of letters, created in advance that take into account the actions of subscribers. However, there are business automation tools that allow marketers to work on more complex strategies.

For example, on the marketing automation platform Altcraft Marketing, there is a special tool for automating marketing processes and creating [**Customer Journey**](stroim-customer-journey-map) in digital environment — scenarios. You will be able to build a customer journey and set different conditions for running scenarios based on audience engagement. These conditions include an abandoned cart, a registered goal on the website, and others.

<Img
img="/uploads/Onboarding_ecom_en_3892c6f53b.png"
alt='First Purchase Scenario in Altkraft Marketing Automation Platform'
src="Example of First Purchase Scenario in Altkraft Marketing Automation Platform"
/>

### 2. Targets email marketing

Divide your subscriber database into segments. It's easy to do with the right software. Segments will increase the chances of your content and product offerings hitting the target. As a result, each lead will receive the information that will allow him to make a purchase decision faster.

In the [**Altcraft Marketing**](/en) platform, you can segment your audience by various parameters: by geolocation, by the history of subscribers' actions (opening email / SMS, any click in email / SMS, etc.), by subscriptions (email, SMS or push). You will also have the opportunity to segment data from your CRM / stores and billing systems without placing it on the platform.

### 3. Identifies qualified leads

Automation allows marketers to assess the likelihood of a potential customer making a purchase. For example, the sales team uses the platform to monitor the actions of a potential buyer towards your brand. If he opens all emails, subscribes to some events and visits the pricing page on your website — this is a "warm" option. If a potential client rarely opens emails and does not visit your site, this is a "cold" option.

<Img
img="/uploads/potential_customers_56dc2513e3.jpg"
alt="Warm and Cold Leads"
/>

### 4. Accumulates, processes and protects client data

Some companies store data on different systems. This means that the information is in parts in unprotected places. When a large amount of information accumulates, employees begin to get confused. In addition, a data leak can occur that will not even be noticed, or it will be noticed, but too late. With on-premise marketing automation in [**CDP**](https://altcraft.com/features/cdp), data is stored in a single platform, which allows you to keep it protected and controlled.


### 5. Provides analytics of ongoing communications

The platform provides [**analytical data**](https://altcraft.com/features/analytics) to measure performance. With the help of this data, you will be able to make a decision on further actions. For example, you can decide to improve your marketing campaign or predict future customer behavior.

### 6. Saves time and resources

Marketing and sales automation will save your company's workforce. The employee will set up a marketing strategy once and then it will be automated in the platform. All you have to do is regularly check the analytics and, if necessary, make adjustments. In addition, in today’s world, people are looking for products and services 24 hours a day. The software always works and will provide consumers with your offer on time.

## What Marketing Processes Should Be Automated

When you come to the decision to automate your marketing, consider your business goals. Smart workflows for different functions can help you to achieve the results you want.

### 1. Newsletters

The first thing you have to do is automate your mailings. If you are still sending email to clients through Outlook, you have absolutely no analytic data. Did the client open the letter? Did they click on the link? Did he perform the actions the company desired? Without tracking customer actions, you don't understand the result of your strategy and therefore you are wasting your time. The platform not only automates mailings but also provides you with analytics, thanks to which, you will increase your marketing efficiency over and over again.

Let's say you want to send a welcome email when someone fills out a sign-up form on a blog page. When a visitor clicks the "subscribe to the newsletter" button, he will immediately receive a welcome letter or a confirmation email.

Let's take another example. If a customer does not complete a purchase from your online store, you can send him a reminder email. Just create an abandoned cart scenario once and your customers will be reminded when they stop halfway through a purchase.

### 2. Ad campaigns

Use marketing automation to launch targeted digital ads across multiple platforms, such as search engine contextual advertising or social media ads.

Another thing you can automate is [**retargeting**](https://altcraft.com/features/omni-channel-marketing). Retargeting allows you to attract leads or remind people of the products they viewed on your site. This way, you will help them to find their way back to your store and make a purchase.

Altcraft Marketing platform synchronizes audiences for retargeting from VK, Yandex.Direct or Facebook. It is also possible to customize any platforms you want.

### 3. Social media posts

Always keep in touch on social media. Publishing posts manually is a long and tedious process, especially if you post them through multiple communication channels or you have a lot of content. With automation, posts can be scheduled at the perfect time in a single platform.

### 4. Mobile marketing

According to DataReportal, in January 2021, there were 5.22 billion active mobile users. So mobile marketing is very relevant in today’s world. First of all, we recommend automating push notifications to your mobile application. [**Push notifications**](ak-push) are a cheap channel for communicating with customers on a mobile device, which saves on SMS costs. It is also important to process and store the events that the client commits in the mobile app. In the future, you can use this data to target your audience and personalize offers.

Altcraft Marketing platform has a [**push notification editor**](updates-rich-push-i-formy) where you can create push message templates for different OS. You are able to notify a customer about any action, talk about promotions or sales, share news and trending articles. Thanks to push notifications, you will be able to achieve the following goals: increase sales, inform people about upcoming events, help customers complete a targeted action.

## How to Implement Marketing Automation

As we already discussed, creating campaigns through a variety of tools and managing your digital marketing strategy in a single platform will simplify the life of your business. However, this process takes time and training.

Here are a few recommendations to consider when implementing marketing automation:

### 1. Set your goals

What can you automate to save time and improve efficiency? What strategies will increase your ROI? How will automation improve these strategies through all stages of the marketing funnel?

Once you've identified your goals, decide on your marketing budget. If you don't have a marketer, it's time to find a qualified specialist, because he will be the one who will develop a great marketing strategy for your business.

### 2. Get to know your audience

What do your customers dream about? What do they lack that they need to improve their quality of life? Build a customer persona before implementing marketing automation workflows.

### 3. Track the customer journey to purchase

Customer satisfaction is an important factor. If you don't know what is stopping a customer from becoming your client, there are clearly gaps in the strategy. Plan the buyer's journey and make sure the automation simplifies the work steps.

### 4. Prep your content strategy

You should decide on content at different stages of the customer journey ahead of time. This way you will know exactly what tools and methods to use in your marketing campaign.

### 5. Plan your solution deployment

Consistency is the key to implementing automation into a business. Think about the actions in plenty of time so that you have enough time to test them.

### 6. Check implementation results regularly

Analyze workflows every month, quarter and year. Your automation needs to change with your business.

<Img
img="/uploads/results_of_marketing_automation_implementation_884584b953.jpg"
alt="Results of the implementation of marketing automation into businesses"
/>

## How to Choose the Right Marketing Automation Software

Before implementing a solution, you should make sure that the chosen tool is suitable for the business. Please note a few points before purchasing.

### Functionality

Ensure that the platform has the required functionality before implementation. Here are some of the features you shouldn't be without:

- automation of all campaigns in a single platform (Email, SMS, Push, Telegram, etc.);
- combining customer data from different sources;
- tracking customer actions in all communication channels;
- flexible audience segmentation based on collected data;
- [**Customer Journey**](customer-journey-automation) automation;
- [**A/B/n testing**](https://altcraft.com/features/mvt);
- detailed analytics.

### Integrations

The software should simply [**integrate**](https://altcraft.com/features/integration) with the tools you already use. Perhaps you have a program that you want to integrate with the new platform. For example, if you connect a platform to a transactional data warehouse, you will gain tangible benefits.

### Training

At first glance, it may seem that the chosen platform is easy to use. However, your team will still need training to get up to speed with the tool and start using all the features. This is an important point, because in order to unleash the potential of the platform, your specialists must feel at home with it. Ask the vendor for a detailed [**demo**](https://altcraft.com/setupDemo) and provide the necessary materials for further training.

### Tech support

The software provider should provide you with support. If a company only has email support and you have to wait for a response for a few days, take your time choosing such a platform. Just think, you may go unanswered at the worst possible time. That’s why, you’d better give preference to a vendor with support via online chat without a long wait.

### Scalability

Choose a marketing automation solution that adapts to your growth. The fact is, platforms have limitations, for example, a limit on the amount of data collected or campaigns sent. This is a signal that at some point you will not be able to download information or send a new message. The best choice is a platform with unlimited downloads and customer communications.

### Cost

The [**cost of the solution**](https://altcraft.com/prices) is no less a decisive factor than everything else. Think about this: you can choose a solution based on the number of customer profiles or the number of communications. If the number of your profiles is less than 500 thousand, pay attention to a cloud solution, or Private Cloud. There are platforms like Altcraft Marketing where you will pay for the amount of data you store but have unlimited amounts of sendings. Accordingly, the more profiles you have, the higher the price.

If you have more than 500 thousand subscribers, put your mind to an [**on-premise solution**](on-premise-or-saas). On-premise marketing software doesn't have any restrictions on the number of stored profiles and communications. Of course, the cost of such a tool is higher than the cost of a cloud one, but all of the data and the whole process will be under your control.

## Examples of the results after marketing automation implementation

Today it is difficult to argue with the value of sales and marketing automation in the digital space. A well-thought-out strategy and well-chosen software will help to take your sales to the next level. We invite you to check the experience of implementing the CDP platform. Take a look at the following cases.

### [**How Altcraft Marketing Helped AlfaStrakhovanie Group Increase Repeat Online Sales by 49%**](case-how-altcraft-platform-helped-top-insurance-company-increase-sales)

Our client's objective was to implement a marketing automation platform to operate with large amounts of data within the company's Intranet. Altcraft Marketing, in tandem with the CDI system, creates micro-segments and launches triggers using known customer information. This made marketing campaigns personalized and maximized customer engagement.

One year of collaboration brought the following results:

- A combination of machine learning, segmentation and micro-personalization created effective advertising campaigns templates.
- High rates of micro-personalized communications performance were reached: OR — 42% and CTR as high as 36%.
- The rate of contract renewals increased by 49%, that meant more frequent subsequent purchases.
- Revenue for products sold online increased by more than 30%.

<Img
img="/uploads/kejs_alfastrahovanie_776_517_21b0968b89.jpg"
alt="Case study on the implementation of marketing automation in Alfastrahovanie"
/>

### [How Otkritie Broker JSC Has Automated Communications with Clients Using Alcraft Marketing Platform](how-otkritie-broker-JSC-has-automated-communications-with-clients-using-Altcraft)

The company was looking for a tool for marketing automation to centralize all communications in a single platform and work with large amounts of client data within the corporate network. And Altcraft has provided Otkritie Broker with this opportunity.

Using the platform, the company launched triggers based on client data and personalized email messages. After sending the first full trigger, Otkritie Broker received the following results:

- the indicators of micro-personalized communications have increased: Open rate increased to 75%, Click rate - 27%;
- traffic via email channel increased to 27%;
- 26% of clients were reactivated via emails.

Thanks to the use of the built-in email template editor, Otkritie Broker was able to create more than 20 email templates that could be changed when new products appeared. In the end, we managed to achieve great results:

- Open rate — 75%;
- Click rate — 49%;
- more than two readings of the letter per client.

<Img
img="/uploads/kejs_otkrytie_broker_1f98a167dd.jpg"
alt="Case study on the implementation of marketing automation in Otkrytie Broker"
/>

## Conclusion

Process automation greatly simplifies marketing management. It saves time, resources and money, and helps you to make your life and the lives of your customers happier.

Good automation takes into account the changing needs of potential customers, their behavior and interactions with you across all communication channels. Using behavioral factors from social media or specific page views provides marketers with information that helps them better understand leads.

Effective marketing automation uses a variety of media to communicate, so the success of your campaign depends on all the channels that influence the buyer's decision.

If you want to dive deeper into the topic or learn more about the Altcraft Marketing platform, write to our [**mail**](mailto:experts@altcraft.com). We will be happy to answer your questions.

Find out all the details about marketing automation: what it is, how to implement it into your business, what processes should be automated

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Nowadays without marketing automation, companies will no longer be able to be competitive. We will tell you what opportunities brands get by implementing automation into their business.

The Role of Marketing Automation | Develop Your Business

Marketing Automation: What It Is and How It Affects Business Development

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Reduced push notification opt-out rates, increased OR, saved working hours

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

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