7 examples of marketing automation scenarios to roll out the red carpet for your strategy
Marketing automation is now an essential part of any sound marketing strategy. Previously used mainly in a B2C context, marketing automation applied to B2B is gaining in importance. Do you want to optimise your communications and strengthen engagement with your customers? Let's take a look at marketing automation scenarios and why they're the ideal answer.
But what are the best practices and examples of scenarios you can implement to maximise this effective technique? From segmenting your database to post-webinar follow-up and dealing with basket abandonment, we're going to explore case studies backed up by concrete examples.
Each section will provide you with practical advice and ready-to-use scenarios to take your marketing strategy to the next level. Ready to transform your customer interactions and boost your conversions? Let's get started! ✈️
What is a marketing automation scenario?
Marketing automation is an essential technique for automating various marketing processes. It facilitates customer relationship management and boosts engagement in a targeted way.
A marketing automation scenario is a sequence of predefined actions that are automatically executed in response to specific audience behaviours. These behaviours can include :
- interacting with an email
- visiting a web page
- or downloading an online resource.
Today, faced with a deluge of content, it's becoming crucial to ensure that your messages are not only timeless, but also personalised and relevant. 🎯 Isn't it frustrating to be overwhelmed by communications that don't interest you?
Marketing automation scenarios allow you to create a genuine link with your customers while saving time and resources. What's more, they're ideal for cultivating leads and improving conversion rates. 🤝
7 examples and scenarios to put into practice
1. Segmenting your database
Segmenting your database is one of the essential pillars of marketing automation. It consists of dividing your list of contacts into smaller groups, based on specific criteria such as demographics, purchasing behaviour or past interactions. Effective segmentation means that you can send more targeted messages, increasing the relevance and engagement rate of your communications.
By segmenting your database, you can personalise your campaigns and propose offers that correspond to the specific needs of each group.
For example, by segmenting your contacts according to their interests or their stage in the buying journey, you will provide them with information that will encourage them to take action.
👉 Example of a database segmentation scenario
Imagine you have a database of subscribers to your newsletter. Instead of sending the same message to everyone, consider segmenting these subscribers according to their purchase history. Those who have purchased beauty products could receive recommendations for new products in this area, while those interested in accessories could get offers on similar items.
Accurate segmentation not only increases email open rates, but also conversion rates, as contacts receive content that is really relevant to them.
2. Lead scoring
Lead scoring is a method that assigns points to prospects based on their behaviour and engagement with your brand. This process is vital for identifying promising leads, directing your sales and marketing efforts towards those most likely to convert into customers. It can be based on a variety of criteria, such as email opens, clicks on links or visits to specific pages on your site.
The aim of lead scoring is to prioritise prospects in order to maximise resources and improve the effectiveness of sales actions. A well-designed scoring approach also helps to refine the lead nurturing strategy, enabling teams to better integrate communications, such as special offers or personalised follow-ups.
👉 Example of a lead scoring scenario
Let's imagine that a new contact fills in a form on your site to obtain an eBook. They receive points for this action. If they then open the email containing the link, additional points are added. Later, if they visit a product page on your site, they accumulate even more points.
As this lead's score increases, your marketing automation system can trigger appropriate actions, such as sending them a more engaging email or inviting them to speak to a sales representative. This optimises lead nurturing while maximising the chances of conversion.
3. Downloading an online resource
Downloading an online resource, such as an eBook or report, is a key step in the customer journey. This action allows you to collect valuable information and engage meaningfully with your audience. Isn't it better to educate your prospects while building a more intimate relationship?
To maximise the effect of this scenario, track user behaviour after downloading. This will enable you to carry out appropriate and relevant marketing actions, while maintaining the lead's interest in your company.
👉 Example of a scenario after downloading an online resource
Let's say a web user downloads your guide to digital marketing. After that, configure your marketing automation system to send them a thank-you email with a link to the guide. In this email, also include other interesting resources.
Three days after downloading, a second email can be sent offering an invitation to a webinar hosted by an expert on topics related to the content of the guide. This encourages the lead to interact more with your offers, while maintaining regular contact with useful information.
4. Webinar follow-up
Follow-up after a webinar is a crucial and often neglected stage. When you invest time and resources in a webinar, it is imperative to maximise the return on investment by continuing to engage participating leads. A well-orchestrated follow-up can capitalise on the interest generated during the webinar and convert hot leads into customers.
This process can include summary emails, additional information or offers based on the webinar content. By reinforcing the speakers and topics covered, you deepen the relationship with your attendees and position yourself as an authority in your field.
👉 Example of a scenario after a webinar
Let's say a prospect attends your webinar on online ad optimisation. After the event, a follow-up scenario is set up via your marketing automation tool. This thank-you email could contain a link to the recording for those who missed the webinar or would like to see it again.
Three days later, a second email offers a free consultation to discuss putting into practice the advice discussed during the webinar. This shows your interest in their experience and qualifies the lead further, while offering them a logical follow-up.
5. Subscribe to a newsletter
Subscribing to a newsletter is an essential first step in building a lasting relationship with your contacts. At this stage, you start to create a community by nurturing their interest through relevant content, product updates and promotions. Newsletters also keep your brand in mind: isn't that essential in a competitive market?
The scenarios linked to subscribing to a newsletter encourage the right information to be sent at the right time, influencing engagement with your brand.
👉 Example of a newsletter sign-up scenario
Let's imagine that a new user subscribes to your newsletter by filling in a form on your site. An initial scenario is triggered, sending a welcome email where you introduce your company, your values and the type of content they can expect.
Shortly after registration, set up a second content-rich email, such as a popular article or a "Welcome Pack" infographic containing useful tips for optimising their experience with your products. By providing value from the moment they sign up, you increase the chances that this new subscriber will stay engaged.
6. The birthday message
The birthday message is often underused but incredibly effective at boosting customer engagement. By sending a personal message on a customer's birthday, you show that you care and reinforce brand loyalty. This type of personalised communication encourages customers to think positively about their experience with your company: isn't that what we're all looking for?
A birthday message can include warm wishes and a special offer, making the experience even more memorable.
👉 Example scenario for a birthday message
Let's take the example of a clothing shop. When the customer registers, you collect their date of birth. Using your marketing automation system, on their birthday you can send them a friendly email with your best wishes.
By adding a special offer, such as a discount on their next order, this message becomes an opportunity. This combination of personalisation and buying incentive celebrates the customer while increasing the chances of conversion.
7. Basket abandonment
The basket abandonment scenario is a classic in marketing automation. When a user adds items to their basket without completing their purchase, it's a missed opportunity for the company. By setting up an automated follow-up, you can bring these prospects back into the purchasing process and significantly increase conversion rates.
Understanding why customers abandon their shopping baskets is essential. This can range from resistance to shipping charges to simple distraction. Using marketing automation to target these expectations and re-engage customers can prove invaluable!
👉 Example of a basket abandonment scenario
Imagine a potential customer adds three items to their basket but doesn't buy. After this abandonment, an automatic email can be triggered within 24 hours to remind them of the items left on hold. This message can include photos of the items and an engaging text inviting them to complete their purchase.
Two days later, a second additional email with an incentive, such as an immediate discount, can be sent to encourage quick action. By creating a sense of urgency and appeal, this scenario turns a potential loss into a lucrative opportunity.
Bonus: 2 more examples of lead nurturing scenarios
It's crucial to create personalised content to nurture and engage leads at every stage of the conversion tunnel. Re-engagement scenarios can evaluate and reactivate inactive contacts.
Example of a free trial scenario
Offering a free trial of a product can be effective. After registration, automated follow-up can educate the customer on how to use the product and encourage conversion to a paid version.
Example of collecting customer reviews
Automating the sending of satisfaction questionnaires allows you to classify customers according to their feedback, while becoming a valuable source of improvement for the service or product.
How can these scenarios be used for lead nurturing?
Lead nurturing involves establishing meaningful relationships with prospects at every stage of their journey. The right use of marketing automation scenarios enriches this process, ensuring frequent and relevant communications. By integrating these scenarios into a coherent strategy, you can maximise the impact of each interaction with your target audience.
The aim is to support the customer strategically, from awareness to purchase and beyond. Continuity of contact is essential to guarantee customer satisfaction.
The limits of workflows
Although workflows are powerful, they do have their limits. Relying solely on automation without taking customers into account can make communications impersonal. Prospects are often looking for authentic relationships. So what would you do when faced with repeated, irrelevant ads?
It's essential to balance automation with human interaction. Personalised follow-ups for qualified leads can bridge this gap.
Workflows and intelligent campaigns: what are the differences?
Workflows describe a sequence of predefined actions, whereas intelligent campaigns are more adaptive. They evolve according to users' real-time interactions.
This difference is crucial, because these two strategies need to come together to create a dynamic, optimised experience.
Using both for a complete lead nurturing strategy
For an effective lead nurturing strategy, combine the rigid scenarios of marketing automation with the more flexible scenarios of intelligent campaigns. Use workflows to quickly manage certain activities while incorporating adaptable elements to accelerate lead conversion.
A perfect balance between precise implementation and rapid response to customer behaviour will ensure maximum engagement.
Tools for building relationship scenarios
To get the most out of scenarios, it's essential to select the right tools. Various software packages make it easier to implement automated campaigns and manage customer data effectively.
Many solutions and platforms offer excellent functionality for integrating customer data and running multi-channel campaigns (email, SMS, etc.).
Our advice: assess your specific needs before choosing a tool: what criteria are essential for your new relationship with them?
In short, how can you make the best use of these scenarios?
To sum up, marketing automation scenarios are a real asset for optimising your communication and conversion strategies. They allow you to personalise interactions with your prospects and customers, while maximising the effectiveness of your campaigns and saving you time and resources.
However, the application of these scenarios needs to be well thought through and balanced, incorporating the human aspect where necessary. From the segmentation of your database to post-webinar follow-up, birthday messages and abandonment reminders, each scenario represents an opportunity to improve customer relations.
But don't stop exploring here. Immerse yourself in the tools and techniques of marketing automation, continue to experiment with new scenarios and adapt to the feedback you receive. Curiosity and openness to innovation are essential for successfully navigating the dynamic landscape of digital marketing.
So, ready to dive even deeper into the world of marketing automation and discover all the possibilities it offers for your business? 🔥
Article translated from French