Marketing automation
Automation is worth having when it does something a person would otherwise do badly or late: following up an enquiry within the hour, reminding somebody about an abandoned basket, or keeping in touch with a slow lead for six months. It is not worth having as a more efficient way of sending people things they did not want.
The work
What marketing automation involves
Start with one sequence that earns its keep
One welcome or follow up sequence that works is worth more than a diagram covering a wall. The first one usually pays for the platform, and it tells you whether the rest is worth building.
Built on data you actually hold
Automation is only as good as the information behind it. The data is tidied first, what gets recorded and when is agreed, and the website, the forms and the CRM are connected so a lead does not have to be typed in twice.
Questions
Common questions
Which platform should we use?
Whichever fits how you sell and what your team will maintain. There is no tie to any one platform, and for many businesses the tool they already pay for is adequate.
Will it feel impersonal?
Only if you write it that way. The best sequences read as though somebody sat down and wrote them, because somebody did.
How much can we automate?
Less than the software suggests. The follow up that closes a sale is usually a person, and automation is what makes sure they call in time.
What about data protection?
Consent, records and an easy way out are part of the build, not an afterthought. It is set up to be defensible.
How long to get running?
A first working sequence within a few weeks, assuming the data and the integrations are in a reasonable state.
Will it work with our CRM?
Most current CRMs connect to the main automation platforms directly or through a standard integration. Where yours does not, that is established at the outset, before anything is built around it.
Services
Related to marketing automation
Email marketing
Email campaigns and automated sequences sent to a list you own, designed and written to be read, with deliverability managed so messages reach the inbox.
Lead generation
Lead generation measured on customers won, not form fills: the right audience, a simple way to enquire and a fast follow-up process that converts.
Lead magnets
Guides, tools and templates worth exchanging an email address for, with a follow-up sequence that turns new subscribers into genuine enquiries.
Tracking and analytics
Analytics and conversion tracking set up around enquiries, calls and sales, with reporting that shows which marketing is actually producing customers.
E-commerce marketing
Online shop marketing that covers the whole path to purchase: product search visibility, shopping ads, stronger product pages, email and retargeting.
Conversion rate optimisation
Your website analysed to find where visitors drop off, with fixes and properly run tests that turn more of your existing traffic into enquiries and sales.
Start a conversation
Describe what happens today when somebody enquires and how long it takes to reply. That answer usually shows where automation would earn the most.
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