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for any channel

We have developed our own system for collecting and storing analytics. It quickly processes large amounts of data, immediately calculates and displays analytical reports. You will receive the necessary information for any time period without delay. 14 summary reports and 13 data sets are available for you.

Bring together all the data from every channel and source — including contacts, activity history, target actions, and external CRM actions — into a single customer profile. Gain a complete understanding of each customer and provide personalized interactions when and where they're most effective.

CDP Altcraft — all customer data in one place

Make quick and informed decisions based on a thorough analysis of your clients' actions. By accurately assessing customer behavior, you can create an effective marketing strategy for each segment, resulting in increased average order value, conversion rates, and customer lifetime value.

Any audience in the platform can be automatically synchronized with the external database according to the set schedule. We have implemented this function on request from our customers. It simplifies the life of the marketing department and developers.

Interesting and useful articles about marketing, our product and online communications

Import all customer personal data in CDP Altcraft Platform. This way you will have an undeniable advantage, because there are no limits on the amount of data stored in our marketing platform. The more information you have about your customers, the more targeted your email, SMS and push notifications will be.

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When the software is customized for your individual needs, the job becomes easier. All the functionality your business needs will always be at your fingertips. We offer:

Personalize your content across all channels

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Data-driven marketing involves using customer information to optimize business advertising and marketing communications. Collect data and run it through analytics tools in CDP Altcraft Platform.

What data can be collected:

Segment audiences according to accumulated and combined data in the platform and synchronize them with external information sources. Personalize your mailings in different channels using accumulated data and data from external sources.

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Content is generated using data obtained from external SQL database

Your customers will be able to grow faster and earn more using the new features of Altcraft Platform. We have prepared for you favorable terms of cooperation. Contact us and find out more.

Collect leads and gain new insights about your customers with our customizable forms and surveys. With up-to-date data, you can stay ahead of your customers' needs and preferences. Regularly monitoring the Net Promoter Score (NPS) allows you to promptly address customer feedback and enhance your services.

Advanced and functional HTTP API in Altcraft Marketing will satisfy the needs of developers. API supports JSON and XML formats. It is possible to use queue servers (such as RabbitMQ) to import large numbers of client profiles in real time.

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Glossary

All functional modules are available to you from the get-go, regardless of your tariff plan. You can send as many messages as you like and store any amount of data for the entire period of use. You can also influence product development by participating in discussions about new features.

Export your customer segments to Google Ads and Facebook Ads Manager and launch targeted ad campaigns. You can also set up webhooks and notify third-party systems about events registered in the platform.

Our self-learning algorithms analyze customer behavior to calculate the optimal time to send messages to each subscriber, resulting in higher open rates. With the help of predictive analytics, you can improve the customer experience and boost marketing metrics.

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Try out new features in the fast-paced Altcraft Platform. We constantly communicate with our partners, exchange ideas and develop ourselves.

Communicate with your customers through their preferred channels, whether it's messaging or mobile apps, email, SMS, or web push notifications. Consolidate all contact points with your buyers in one place to quickly connect with them when they need you.

Deploying the platform within your business infrastructure resolves all issues related to the information security department. Our use of an Open Source technology stack reduces Total Cost of Ownership. Altcraft Platform provides a reliable and secure solution with a scalable architecture designed to handle high loads.

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Create a theme for the form by choosing the appropriate color scheme. Change the style and color of the text. Add photos and YouTube videos to the form. To do this, insert additional code into the required tag.

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Find out what your customers want through questionnaires and surveys. Getting feedback on time will work in favor of your business. If you respond quickly to customer feedback, you will increase their trust and brand loyalty.

High-quality customer feedback

You can customize the logic of the form so that respondents go to different pages depending on which answer they select. This will make your survey or questionnaire more targeted. Before submitting the form, select the «Actions» tab. If the form is completed successfully, the data are automatically imported into your database.

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Create forms and surveys in minutes

Questionnaires, customer satisfaction surveys, feedback forms — in Altcraft Platform you can design both simple and complex forms. Any form element can be made mandatory, so you can be sure that the user fills in the required fields.

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Why business chooses Altcraft

of companies see a positive return on investment within the first year of implementing marketing automation

Leverage customer data for deep segmentation. Delight your buyers with personalized offers and recommendations. Individual promo codes for regular customers will not only increase sales, but also foster long-term loyalty.

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Tune your marketing for <0>maximum</0> with Altcraft Platform

Reach your audience with personalized messages through Telegram, Viber, WhatsApp, and other messaging platforms. We can connect any messenger app you prefer to ensure your messages reach your customers without delay.

An event registered on the platform can be redirected to an external system. This provides endless opportunities for integration. Connect external BI, DMP, CRM and other tools.

In Altcraft Platform, you can set up any scenarios for sending messages through various delivery channels. By analyzing the actions of customers, you can anticipate events many steps ahead. Here are examples of scenarios that can be implemented in our marketing automation service:


Email marketing is one of the most important customer communication channels. Four out of five marketers are more likely to give up social media marketing than email marketing. Here are illustrative examples of the email marketing strategy:


Conduct experiments to find the most compelling email, push, and SMS templates. Test multiple ideas simultaneously to identify the one that resonates best with your audience. Additionally, unsuccessful variations can provide insights on how to avoid similar mistakes in the future.

Build messages dynamically based on customer data and specified conditions in the template. This data can be obtained from an external SQL database. Substitute data from an external HTTP service via API or based on data from any web page.

<Img 
img="/uploads/rassylki_whatsapp_16d60919ba.png"
alt="WhatsApp Newsletters"
/>

WhatsApp* is the most used messaging app in the world with [**two billion users**](https://www.statista.com/topics/2018/whatsapp/#dossierContents__outerWrapper). It can be used to quickly communicate with customers, increase [**sales conversion up to 112%**](https://m.aisensy.com/blog/whatsapp-statistics-for-businesses/), send files, and integrate with your CRM and other services. All this is beneficial for business.

WhatsApp offers its own business solutions. You can send messages to customers manually through the WhatsApp Business App or automatically through the WhatsApp Business API.

In this post, you will learn why businesses benefit from communicating with customers on WhatsApp, as well as the basic rules for such newsletters.

## How WhatsApp newsletters work

<Note>
WhatsApp newsletter is a one-to-many message that a company sends to users through a business account. WhatsApp supports different formats such as text, emoji, images, video and audio files, documents, buttons and links.
</Note>

**For business newsletters, the messaging app has two main options:**

**WhatsApp Business App** is an application where a marketer manually creates and sends messages to a group of contacts. There are 15,000 messages available per month. The number of contacts is also limited; you can send to 256 contacts at a time. There is no such functionality as integration with third-party services and importing a list of contacts, so this option is more suitable for micro and small businesses. Only one phone number (mobile) can be linked to an account.

<Img
img="/uploads/example_of_products_catalog_on_whatsapp_242a45a0da.png"
alt="WhatsApp Business product catalog"
src="In WhatsApp Business, you can add products in the catalog and send them to contacts."
/>

**WhatsApp Business API** is a solution that allows you to connect CRM and other services. It is possible to automate campaigns and integrate a chatbot without the risk of falling into WhatsApp spam. This option is a little more complicated for businesses because it requires configuration and sometimes involves experts with knowledge of code. The services that WhatsApp integrates with are paid, but make it easier to reach customers through trigger emails or workflows. The app also offers to create message templates that are approved by the system before being sent to users.

### Newsletters via personal accounts

Any user can send messages to a group of contacts, but this is not a good option for business. There is a risk of being blocked. Besides, you can't reach a large audience because the number of messages is limited. Personal accounts are best reserved for communication within the team or with partners.

The personal user account is not credible for mass messaging because it does not pass verification as an official account. In this case, it is also impossible to integrate with third-party services for automation.

### Newsletters via WhatsApp groups

When you send messages to a WhatsApp group, it is also a newsletter, but without personalization. But there are some disadvantages. The main one is that subscribers sometimes miss information in the chat. Secondly, if you add people to a group without their consent and send promotional messages there, it may be considered spam on WhatsApp. Thirdly, new participants do not see previous messages. They see only those that are sent after they join the chat. So you often have to duplicate information, which is annoying. WhatsApp groups are more of a communication tool for a small team within a company, rather than a tool for mass messaging customers.

## What businesses benefit from WhatsApp newsletters

- **High open rate.** WhatsApp messages get [**98% open rates**](https://m.aisensy.com/blog/whatsapp-statistics-for-businesses/), which is higher than SMS and email.
- **Messages do not go to the spam folder** because there is no such thing as a spam folder.
- **Different content formats are available:** images, texts, video and audio.
- **Instant information delivery.** Users check the inbox a couple of times a day, while a phone is always at hand.
- **There are message statistics to analyze the effectiveness of the campaign.**
- **Automation is available:** chatbots and third-party services integrated via API.
- Regular personal messages via WhatsApp is the key to customer loyalty. Especially if you quickly inform users about the status of the order and delivery.
- **The sender is trusted.** WhatsApp tags official accounts, so users know that this is a company rep sending messages to him, and not a fake account.
- **Attraction of new customers.** Leads from your site or advertising are redirected to the [**messenger**](messenger-marketing).

## WhatsApp newsletter rules

First of all, read the [**WhatsApp business policy**](https://www.whatsapp.com/legal/business-policy/?lang=en) of WhatsApp and also follow the rules:

**1. WhatsApp newsletters cannot be directly advertising.** It is recommended to send welcome and engaging messages first, carefully leading the person to purchase. Messenger maintains its reputation as a communication tool. Although it has its own business apps, it does not like direct, much less intrusive sales pitches.

**2. It is acceptable to inform in messages about events**, order statuses, payments and appointments, as well as send news and useful content. Customer support through video and voice messages is also used on WhatsApp.

<Img
img="/uploads/whatsapp_chat_3_5c69915bca.png"
alt="Inform the customer about prices"
/>

**3. Mass messaging on WhatsApp is not allowed without permission from users.** The user must opt-in and confirm that he or she wishes to receive future messages from your company. 

It is safe to send messages to customers who have added your business account to their contact list. Don't buy someone else's contact lists. This is a sure way to block.

**4. The company must use an approved message template** to initiate a dialogue with a user. 

**5. Remove the user from your mailing list immediately after the first complaint** or request.

**6. It is possible to automate sending messages within 24 hours** from the beginning of the dialogue with the user, but there should be an option to switch to communication with the manager.

**7. WhatsApp does not approve the newsletter** when too much information is sent to one user.

### How to pay for newsletters on WhatsApp Business

When you send messages using the WhatsApp Business API, you are [**charged for the number of sessions**](https://developers.facebook.com/docs/whatsapp/pricing/), and not for the number of messages. 

The business sends a message and starts the session. From now on, there are 24 hours when the business and the user can exchange messages. After 24 hours, the business can start a new session. It will be charged again.

Charges for conversations depend on who starts the dialogue. If the company messages first, the price of such a conversation is higher. When it is the user who starts out, it is cheaper. But if the customer comes from an advertisement that leads to a text message, There is no charge for the conversation, if the user messages the business using call-to-actions buttons on Ads that Click to WhatsApp or Facebook Page call-to-action buttons.

You don't always have to use paid WhatsApp, there are no-cost options. For example, the WhatsApp Business API provides 1,000 free messages that are available for a month. Even if a WABA has multiple numbers attached, the free tier threshold is still 1000.

WhatsApp newsletters from personal accounts are free, but only suitable for micro-businesses. There is a limit of 256 messages and the risks of getting into spam. Besides, you can not import the contact list. That’s why small and medium-sized companies choose a WhatsApp Business account, which will bring more benefits.

## How to send newsletters on WhatsApp

First, collect the contact list through advertising. To do this, set up a transition to the app. Install the WhatsApp widget on your site, make an announcement in your social networks about a new communication channel.

**1. Create an account in the WhatsApp Business app or select the WhatsApp Business API.** When it comes to the second option, you will have to choose a provider — a third-party service with an interface for sending campaigns. We recommend [**Altcraft Platform**](/features/messengers) for marketing automation. Specialists will connect not only WhatsApp, but any other promotion channel.

<Img
img="/uploads/message_templates_in_altcraft_platform_931e9bfaf4.png"
alt="WhatsApp message templates in Altcraft Platform"
src="WhatsApp message templates in Altcraft Platform"
/>

**2. Get verified.** You will get a WhatsApp Green Tick that confirms that your account is actually owned by the company.

**3. Plan your campaign.** Set the frequency and schedule for sending a message, think over the content and [**CTA options**](what-is-cta). [**Segment your audience**](how-and-why-to-segment-target-audience) and decide which group gets which message.

**4. Decide how to communicate with customers on WhatsApp.** Will it be a personal communication with the manager or do you want to use a chatbot?

**5. Schedule message chains.**

**6. Prepare templates** for sending at each step of the scenario and set up the chain in a special service.

**7. Import the contact list** (only available for WABA).

**8. Send the messages and monitor the result.** Adjust if necessary.

Without the WhatsApp Business API, automation steps are excluded. If you use the WhatsApp Business App, click the menu button and select "New list” in the menu and create a list for sending messages. In the case of a personal account, it is enough to select "New broadcast" in the menu and the users to whom it should come.

Whatever method you use, it is important to give the user the option to opt out. This is how you show respect to the customer, and at the same time insure your account against complaints.

## Conclusion

A WhatsApp newsletter is a cost-effective and reliable way of personalized communication with customers. Businesses use the WhatsApp Business App and the WhatsApp Business API. The latter makes it possible to send an unlimited number of messages and automate communication through third-party services.

By sending messages through WhatsApp, you get higher deliverability and open rates, as well as customer loyalty. But it is important to comply with the requirements of the app. Do not send ads, but engage subscribers. You also need to send messages only to those users who have agreed to a dialogue with your company.

If you decide to do WhatsApp newsletters, start by registering a WhatsApp business account and verifying it. Then think through your content plan and scenarios. Next, segment the audience and prepare a different message template for each type. In the case of the WhatsApp Business API, import your contact list. If you are dealing with WhatsApp Business, add the recipients manually. After your WhatsApp campaign goes out, do not forget to analyze and improve it. 

**Meta and its products are recognized as extremist in the Russian Federation.*

Find out what business benefits from communicating with customers on WhatsApp, what rules to follow and how to run a WhatsApp campaign.

medium_rassylki-whatsapp.png

small_rassylki-whatsapp.png

thumbnail_rassylki-whatsapp.png

rassylki-whatsapp.png

WhatsApp offers its own business solutions. Use them to communicate with your customers.

WhatsApp Newsletters: Settings, Benefits and Rules

WhatsApp Newsletters: How to Do It Right

<Img 
img="/uploads/case_premier_cad4ee7d2a.png"
alt="Case: PREMIER online cinema and Altcraft Platform"
/>

Online cinema PREMIER, part of Gazprom-Media Holding, was founded in 2018. It is a streaming service for movies and TV series. Today, more than two million subscribers watch the latest movie releases on PREMIER.

## Results achieved

### Altcraft Platform has been implemented into business workflows and all communication channels has been collected in one platform

PREMIER was looking for software that could be customized for specific business tasks and deployed on the company's servers. They chose the on-premise solution of Altcraft Platform which ensured complete security of customer data in the holding's digital environment. [**Qvant**](https://qvant.ru/) helped quickly deploy the platform in Gazprom-Media Holding.

Previously, disparate direct marketing tools were a headache for PREMIER. However, now it has all communication channels in one place. This allows the business to work effectively with data and automate interaction with customers in various online channels.

The platform made the work in direct channels transparent and reduced the **time spent on sending campaigns from three hours to one**.

<Img 
img="/uploads/reduced_time_51f19b2d4a.png"
alt="Reduced time spent on sending campaigns"
/>

The company also received an unlimited plan for the amount of data stored and the number of messages sent. PREMIER replaced several services with a single platform and significantly reduced marketing costs.

### Broadcasts, trigger campaigns and scenarios for automating interaction with service users have been set up

Through detailed segmentation, users were divided into separate groups based on their subscriptions.

Then the marketing team set up personalized email broadcasts for each segment. Here is the content they send:
 
- movie recommendations;
- new sports channels;
- new releases of movies and TV series;
- other.

Deep segmentation made it possible to send personalized messages to customers, interact with them at the right time and track the effectiveness of communications. For six months of work in the email channel, PREMIER has achieved the following results:

- Open Rate increased by 3% (from 5% to 8%); 
- Click Rate increased by 0.4% (from 0.3% to 0.7%).

<Img 
img="/uploads/open_rate_click_rate_856e18f203.png"
alt="Open Rate and Click Rate"
/>

The [**push channel**](mobile-marketing-101-push-notifications) was not overlooked either. Users who install the PREMIER app receive push notifications about new releases.

<Img 
img="/uploads/premier_push_996325d21b.png"
alt="PREMIER push notifications in the mobile app"
/>

PREMIER marketers also set up scenarios and trigger campaigns. When a user leaves contact details on the site, these details are sent to Altcraft Platform via API requests. After that, the trigger fires and the user receives an SMS message with a code to confirm registration. As a result, PREMIER deals only with high-quality leads and lets users who are not interested in their service go.

<Img 
img="/uploads/case_premoer_scenario_58b4e11b76.png"
alt="PREMIER automation scenario"
/>

## What has been done to achieve the results

The Qvant team deployed and configured the platform on PREMIER servers in a month.

The company integrated a corporate SMS gateway and a Viber gateway. So marketers got the opportunity to work with familiar tools.

The company's marketers transferred all customer information to the platform. Now all data obtained from online sources is stored in a single customer profile.

Thanks to [**deep segmentation**](how-and-why-to-segment-target-audience), which partners from Gazprom-Media Data helped set up, the PREMIER team created micro-personalized campaigns. Now subscribers receive only the offers they are interested in.

Depending on the goals, different types of campaigns are used: broadcasts and triggers.

The company analyzed the launched campaigns and improved the marketing strategy based on the results. Detailed analytics helped to identify gaps and fix them.

According to PREMIER specialists, Altcraft Platform has made marketing processes simpler and clearer.

## What our client says

> We were looking for a solution that we could implement into the business infrastructure, so we contacted the Altcraft team. Their technical support helped to quickly figure out how to work in the platform. With the help of the platform, we have reduced labor costs and made the work in direct channels clearer. We plan to continue cooperation with the company and increase the number of customers.

> Rinat Sibgatullin

> Head of Qvant Communications Platform

Check out the PREMIER online cinema case study. The marketers have collected all communication channels in one place, set up campaigns and automated scenarios.

medium_kejs-premer.png

small_kejs-premer.png

thumbnail_kejs-premer.png

kejs-premer.png

Check out what results the online cinema has achieved using Altcraft Platform.

How PREMIER Reduced the Time to Send Campaigns to 1 Hour

Case Study: How PREMIER Set up Broadcasts and Automation Scenarios and Reduced the Time for Sending Campaigns to 1 Hour

<Img
img="/uploads/chto_takoe_vebhuki_4d3dbae977.png"
alt="What are Webhooks"
/>

The human body knows exactly when to eat or sleep. We don't have to ask ourselves every time, «Are you hungry?». A signal received at the right time, without prior request. Webhooks work in the same way. Let's look into the subject: what it is and what advantages it brings.

## Webhook is the easiest way to communicate

The technology consists in sending system notifications to a specific URL in real time, as soon as the expected event has occurred. There is no need to regularly request a report on the state of the system. This is how APIs work. WebHooks will make themselves known if something happens.

Let’s consider some examples. Often after a meeting with friends, we ask them to report back as soon as they get home. We ask because we care about them. What's next? Your friends get home and text you, as promised. Your request in the language of technology is a command. The moment when friends get home is an expected event. Your phone to which messages are delivered is a unique URL that ensures the privacy of correspondence.

Bank cards work in a similar way. For example, you are waiting for a salary. To know about account replenishment, you can set up notifications about transactions in the mobile application. This is how the command is set. Now the system will automatically notify you of any changes in the bank account. The system will send an event notification to a unique URL — phone number, email or [**push**](mobile-marketing-101-push-notifications).

Webhooks are needed to exchange event data between independent systems. They are used in data management services, when setting up automatic debiting of money for the services provided. When funds are debited from the account automatically, the client needs a receipt confirming the payment. For this, a banking service and a webhook programmed for activity at the time of debiting are used. Thus, the client will automatically receive all checks.

## Why webhooks are used

Here are some reasons why businesses should use webhooks:

- Work efficiently with data.
- Easy automation.
- Consolidation of independent systems.

Any business collects and **processes data**. Often the results are used in several applications at the same time. The question is how to deliver them there without confusing algorithms and loss of information. In that case, webhooks are necessary. There are many other tools that work with events, but only webhooks send information to external systems as soon as the trigger fires. Think about bank notifications:  you set them up once, and you no longer have to request information - the system itself will notify you of all changes. 

Managers working with [**Big Data**](data-science-in-marketing-and-business) will highly appreciate this tool, because instant access to  the necessary information is often the key to success. The efficiency of work is also increased by the fact that the specialist gets rid of the need to manually check the status of the system each time.

**Automation of routine processes** is elementary with webhooks. They especially help in data management and data transport processes. The user sets up the command, defines the target event, and specifies the action to follow. The webhook will automatically transfer the necessary information online to the specified URL. Close control and manual control will be a thing of the past.

Imagine a situation where you want to set up user alerts that are sent every time a purchase is made. Automating the described process is fast if you connect webhooks to this.

**Webhooks build a direct connection** between applications, thereby achieving specificity and accuracy. It’s not necessary to combine several code elements in order to unite the data system. It’s much simpler than the API. At the same time, all information is secure and under full control.

## Action Hooks in Altcraft Platform

Advanced marketers have long appreciated webhooks: they make marketing easier, more accurate, and more effective. Optimization in the field of work processes is achieved, and the quality of data management is improved. Modern CDP has long provided users with this tool for work.

For example, [**Altcraft Platform**](/en) developed Action Hooks. It is a tool that sends notifications to external systems when an event is recorded in the platform. This includes system actions such as message delivery, profile import, triggered customer actions seen by pixels on your website or app.

Events are recorded in all connected databases or in a particular one. Captured events are sent in one batch in JSON format over HTTP or sent to the broker's queue asynchronously. As you have already noticed, the described technology provides unlimited possibilities for [**integration**](/features/integration). Improve your marketing — connect external BI, DMP and CRM and other tools. 

In this article, we talk about what webhooks are, how they work, and what benefits they have for your business.

medium_chto-takoe-vebhuki.png

small_chto-takoe-vebhuki.png

thumbnail_chto-takoe-vebhuki.png

chto-takoe-vebhuki.png

Webhooks open up endless possibilities for integration. Read about how this technology works.

What Are Webhooks and How to Use Them in Your Business

What are Webhooks

<Img
img="/uploads/marketing_automation_for_education_f5808fc978.png"
alt="Marketing Automation for Education"
/>

The Internet has given marketers a variety of tools to attract new customers and retain old ones. One of the most powerful among them is marketing automation software. The advent of [**CDP**](/features/cdp) has brought the work with client data to a new level. Of course, this cannot but affect the fast-evolving industry of EdTech.

In this post, we will explain why the educational industry needs marketing automation. We will also share with you five effective automation strategies in this industry.

## Why the Education Sector Needs Marketing Automation

The EdTech industry saw explosive growth during the COVID-19 pandemic. In 2019, EdTech investment amounted to [**$18.7 billion**](https://www.mishcon.com/news/the-growing-edtech-sector-amidst-the-pandemic) worldwide. In 2020, they almost doubled and reached $36.4 billion. In 2021, this sector strengthened its position. People from all over the world appreciated the convenience of online learning. After all, even under lockdown conditions, they still had the opportunity to take interesting courses, master popular professions and improve their skills.

Let's take a look at statistics. Sitecore collected the following [**data on the benefits of marketing automation**](https://moosend.com/blog/10-marketing-automation-statistics-need-know/) in business:

- **36% of marketers** have time for meaningful and interesting projects;
- sales productivity **increases by 14.5%**;
- the number of [**qualified leads**](what-is-a-lead-magnet) increases by 451%;
- subscribers open **triggered emails 70.5% more often** than routine newsletters;
- **63% of companies** outperform competitors due to marketing automation.

The point is, online education services also need marketing automation. A single platform will provide the education technology industry with the following benefits:

- attraction of new clients;
- consolidation of data on prospects and existing students from all channels, which will allow you to segment the client database into audiences for targeting;
- personalized offerings;
- generation of quality leads;
- improvement of training formats;
- advanced analytics to evaluate results.

## Five Marketing Automation Strategies for Education

Here are five marketing automation strategies for the education technology industry.

### 1. Selling a course

Now people do not need to sign up for courses and go to college at the appointed time to get additional knowledge. Clients can simply choose the topic they are interested in on an online platform they like and listen to lectures when and where it is convenient. It doesn't matter if you're sitting at home, walking in the park, or just having a coffee break at work.

So how do you get people to buy? Let’s say a visitor gets interested in a course and leaves his contacts for more information. What is your move? Send him a course description and give him the first lesson for free. In this way, a potential student will quickly understand whether he wants to become your client or not. One introductory lecture will not bring losses, but it will attract only interested people.

Such a scenario is easy to implement through the [**CDP Altcraft Platform**](/en). It will make it easier for you to work with clients, because you no longer have to send emails manually — the platform will do everything for you. By the way, more complex automation chains also can be implemented in Altcraft Platform.

<Img
img="/uploads/selling_a_course_eng_fa9c136b25.png"
alt="Scenario «Selling a course»"
src="Scenario «Selling a course»"
/>

### 2. Selling a webinar

Professionals do not always need to take a whole 3-month course to improve their skills. They often look for one quality webinar that contains not empty chatter, but the maximum amount of useful information. In this case, lecturers need to hold a really productive event so that listeners want to return to the educational platform.

Your task is to take clients from the application for the webinar to the webinar itself. Up to 1,000 people can be in a virtual classroom at the same time. Sometimes even more. Are you really going to send each of them an individual message manually? Unlikely. Well, this is where marketing automation comes in handy again.

You can automate the process of sending emails to remind participants of the upcoming event. Just set up a regular campaign. This way you will forget about the routine and your clients will not forget about the webinar.

<Img
img="/uploads/selling_a_webinar_eng_a4592d325f.png"
alt="Scenario «Selling a webinar»"
src="Scenario «Selling a webinar»"
/>

### 3. Signing up for an online intensive course + cross-selling

The goal of the free intensive course is the same as the introductory lecture — to encourage the client to buy the course. However, while a lecture is just a small piece of the whole material, an online intensive is a complete immersion of a person in a topic. Students know in advance how the training will take place and determine whether this format suits them or not. During an intensive course, students usually complete practical tasks to consolidate their knowledge, and this is another advantage of the course.

You should accompany your potential client throughout the intensive course. For example, send him a schedule, notify him of lessons and remind him when a period of study is over. All this will highlight the positive aspects of your educational platform. The student will think: "If they take such good care of me during the brief course, then what awaits me during the full one?"

Help customers make a choice in favor of education. For example, give students [**promo codes**](how-to-use-promo-codes-for-business) and discounts after completing an intensive course. You can also ask students to take a survey to gauge their satisfaction with the event. Don't forget that it's important to take both positive and negative feedback into account.

In Altcraft Platform, you do not have to use third-party services to create surveys. We have our own built-in service. This tool is called [**Forms**](/features/forms-and-surveys). The form builder is intuitive, so you can create surveys, questionnaires and tests even without professional knowledge.

The student may not enroll in the course after the free training, but he can tell you about the topics of interest in the survey. In this case, do not let him forget about you and regularly send useful materials. We will discuss this strategy in the next paragraph.

<Img
img="/uploads/sign_up_for_intensive_and_cross_selling_eng_2fc7c302b4.png"
alt="Scenario «Signing up for an online intensive course + cross-selling»"
src="Scenario «Signing up for an online intensive course + cross-selling»"
/>

### 4. Useful newsletters from your educational platform

Today you will not interest people in your product by imposing it. However, marketers and sellers have found a way out.

You've probably heard the word "warming up" on social media more than once. For example, warm up your leads, warm up your cold audience, etc. Usually this method is used by bloggers with an already gained loyal audience. They warm up their subscribers by gently, without being intrusive, telling them about a product or service for some time.

Let's take an example. Jane runs a lifestyle blog. Her posts are read by several thousand people. One of the her hobbies is dancing. She dances for herself. Jane regularly tells her audience about her favorite hobby and shows rehearsals from the studio. Christina, who works as a trainer, notices Jane. She plans to start a personal stretching course, so she offers Jane access to the course for free in exchange for Jane showing her progress to the public. The options for the contract can be different. The point is that Jane, without changing her communication style, will tell subscribers about the classes in a way that encourages them to buy the course.

Useful newsletters work the same way. You don’t need to offer discounts in every email, give promotional codes or sell two webinars for the price of one. Send messages with valuable information without a hint of a sale. Subscribers will read those emails with interest and when you offer to buy an educational product, they will be ready.

<Img
img="/uploads/newsletter_from_an_educational_platform_eng_0e825c643a.png"
alt="Scenario «Useful newsletters from your educational platform»"
src="Scenario «Useful newsletters from your educational platform»"
/>

### 5. Communication in messaging apps

The [**messaging app**](messenger-marketing) is a useful tool for working with clients. The functionality of these apps is not limited to direct sales, announcements of new products and notifications of long-awaited promotions. You can send personalized offers to a chat with a potential client or even run a full-fledged course using a chatbot.

For example, a user takes an English test on your site to find out his vocabulary and get the first lesson for free. He leaves contact details (email address and phone number) to get the result and arrange a trial lesson. After that, the user receives an email with the test results. At the same time, he receives a message in the messaging app — he is asked where and when it is convenient for him to discuss a trial lesson. 

Nowdays people often receive spam calls, so a message in the messaging app is a real way to get a loyal attitude towards the brand.

Another example. Today many experts have their own trainings. It can be courses on personal growth, copywriting, SMM or in any other field. Now it is not necessary to send lessons by email or ask a person to sign up on the website to listen to lectures in their personal account. It is enough to create a channel in Telegram and teach there. In the channel, you can organize a relaxed atmosphere, open comments and sometimes send off-topic messages. If you want a more strict format, use a chatbot.

In Altcraft Platform, you can connect a Telegram bot and a Telegram group. Create a campaign for your bot and set up the scenario once. After that, students will receive lessons according to the schedule: on the right day and at the right time.

<Img
img="/uploads/communication_in_messenger_eng_a0afaa1133.png"
alt="Scenario «Communication in messaging apps»"
src="Scenario «Communication in messaging apps»"
/>

## Conclusion

On the one hand, marketing for online education is gaining momentum. On the other hand, it is difficult for marketers in this industry to stand out from competitors and simultaneously develop an individual approach to clients. That’s why, it is important to find a solution that will allow you to quickly and flexibly automate the strategy and communicate with customers without restrictions.

Altcraft Platform can become such a solution for you. Our marketing automation software will replace several marketing tools at once. You can use it to:

- set up effective customer data management;
- automate communications with customers in different Internet channels and build a customer journey
- experiment, analyze the results and find the best solutions in marketing;
- protect the personal data of customers in accordance with the requirements of the law.

In this post, we will explain why the educational industry needs marketing automation and share with you five effective automation strategies in this area.

medium_marketing automation for education.png

small_marketing automation for education.png

thumbnail_marketing automation for education.png

marketing automation for education.png

Here are a few examples of how a good marketing automation strategy can be applied to the education sector.

5 Marketing Automation Strategies for Online Education

Marketing Automation for Online Education

<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**](/why-altcraft) 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.

medium_10 Myths About Marketing Automation.png

small_10 Myths About Marketing Automation.png

thumbnail_10 Myths About Marketing Automation.png

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**](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.

large_Low Code and Zero Code.jpg

medium_Low Code and Zero Code.jpg

small_Low Code and Zero Code.jpg

thumbnail_Low Code and Zero Code.jpg

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.

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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.

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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.

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