Wat is het verschil tussen marketing automation en e-mailmarketing?

Er ontstaat regelmatig verwarring tussen marketing automation en e mailmarketing, omdat beide gebruikmaken van e mails en automatische verzendingen. E-mailmarketing wordt vaak gebruikt voor het versturen van losse nieuwsbrieven of vaste e-mailflows, zoals een welkomstmail na inschrijving of een periodieke update. De communicatie verloopt daarbij vooral via e-mail en volgt meestal een vast patroon. Marketing automation gaat verder dan dat. Hierbij wordt niet alleen e-mail ingezet, maar wordt communicatie afgestemd op gedrag en interesses over meerdere kanalen. Denk aan een websitebezoek dat automatisch leidt tot het tonen van aanbevolen producten of een andere vorm van opvolging binnen de klantreis.

Wat is de impact van marketing automation op mijn ROI?

Marketing automation draagt bij aan een beter rendement door marketinginspanningen slimmer en consistent in te zetten. De opbrengst zit vooral in het beter benutten van klantdata voor relevantere communicatie gedurende de hele klantreis. In de praktijk zien organisaties verbeteringen op de volgende gebieden: Een toename aan leads en conversies. Door klanten op het juiste moment te benaderen met passende content, stijgt zowel het aantal leads als het conversiepercentage. Meer efficiëntie in campagnes. Automatisering maakt het mogelijk om tot vijf keer zoveel campagnes uit te voeren met dezelfde capaciteit. Marketingprocessen verlopen hierdoor consistent en zijn beter te sturen. Door deze data te analyseren kunnen campagnes continu worden verbeterd en onderbouwde keuzes worden gemaakt. Beter klantenbinding. Door gerichte opvolging en persoonlijke communicatie neemt klantretentie gemiddeld toe met 5 tot 10 procent, wat de druk op nieuwe klantenwerving verlaagt.

Hoe begin ik met marketing automation?

Begin met het bepalen van wat je wilt bereiken, zoals betere leadopvolging, meer klantbehoud of een betere klantbeleving. Breng vervolgens je doelgroep en klantreis in kaart en zorg dat je klantdata op orde is. Kies een oplossing die past bij je organisatie en start met een eenvoudige automatisering, zoals een welkomstbericht of opvolging na een aankoop. Door resultaten te meten en stap voor stap uit te breiden, groeit marketing automation mee met je doelen.

Hoe kies ik de juiste marketing automation software?

De juiste marketing automation software sluit aan op je doelen, je organisatie en de data die je beschikbaar hebt. Let daarbij op gebruiksgemak, zodat teams er zelfstandig mee kunnen werken. Kijk ook naar de mogelijkheden om data uit verschillende systemen te integreren en of de software kan meegroeien naarmate je marketing volwassener wordt. Een goede oplossing ondersteunt je huidige behoeften, maar biedt ook ruimte om later uit te breiden zonder opnieuw te moeten beginnen.

Wat zijn goede best practices voor marketing automation?

Marketing automation werkt het best wanneer je het stap voor stap inzet en koppelt aan duidelijke doelen. Begin met het vaststellen van wat je wilt verbeteren, zoals leadopvolging, klantbehoud of communicatie. Betrek daarbij de teams die met de software gaan werken, zodat marketing en sales dezelfde uitgangspunten hanteren. Zorg dat je klantdata op orde is en bereid content voor die past bij verschillende fases van de klantreis. Start met eenvoudige automatiseringen en breid deze geleidelijk uit op basis van resultaten. Door campagnes continu te meten en te analyseren, kun je marketing automation steeds verder optimaliseren en laten meegroeien met je organisatie.

Hoe ziet marketing automation er in de praktijk uit?

In B2B wordt marketing automation vaak gebruikt om leads stap voor stap te begeleiden. Denk aan een automatische opvolging na het downloaden van een whitepaper, een reeks informatieve e mails tijdens de oriëntatiefase of een melding aan sales wanneer een prospect duidelijke interesse toont. In B2C zie je marketing automation vooral terug in persoonlijke en tijdige communicatie. Voorbeelden zijn een herinnering bij een niet afgeronde bestelling, een gerichte aanbieding op basis van eerder gedrag of een persoonlijke boodschap op een speciaal moment. In beide gevallen helpt marketing automation om klanten op het juiste moment relevante communicatie te bieden, zonder handmatige acties.

What is Marketing Automation and how does it work?

Marketing Automation Whitepaper

What is it and how does our solution work?

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What is Marketing Automation?

Marketing automation is software that allows companies to automate repetitive marketing activities and personally target customers and prospects at any point in their customer journey. It helps marketing and sales departments save time in the lead process,better target campaigns and make communications consistent.

From the initial introduction to the customer retention phase,marketing automation ensures that messages,offers and follow-ups are sent automatically at the right time and through the right channel.

In this article,we'll take you step-by-step through the key components of Marketing Automation.

Table of contents

The tools within marketing automation software
What are the benefits of marketing automation?
How does marketing automation work?
Roadmap to get started with marketing automation
Trends and developments within marketing automation
Why choose marketing automation from Ternair?

Whitepaper Choosing marketing automation

The tools within marketing automation software

There is a lot of marketing technology on the market. Thecomparing platforms is important because capabilities vary by platform. Some software stems from CRM systems,which offers advantages in data integration but can be less flexible. Other solutions are simpler and suitable for smaller organizations,while larger companies often need a platform that can grow with them. The main features within marketing automation are:

Email campaigns
With advancedemail marketing automation you can set up automatic email flows that respond to behavior,needs or interests. Think welcome emails,reminders or personalized offers. Emails can be sent based on a schedule or automatically triggered by a specific customer action. Connecting multiple flows together creates a complete customer journey workflow.

Lead scoring
Withlead scoring you assign points to actions,such as opening an e-mail,visiting a product page or filling out a contact form. Based on this real-time data,you know which leads are ready to be contacted by sales and can prioritize follow-up.

Lead nurturing
Withlead nurturing you can guide leads step by step in their buying process. By tailoring this follow-up to the lead's behavior and interests,the communication remains relevant and personal. In this way,leads grow naturally into a purchase decision,while the process is largely automatic.

CRM integration
Linking marketing automation to a CRM system creates a single integrated view of customer data,interactions and campaigns. This allows marketing and sales to work from the same information and better manage the entire customer journey.

Dynamic content and personalization
Based on all available data,you can create content dynamically or manuallypersonaliseren. Communication in emails,on websites and in advertisements automatically matches customer behavior and interests. Through smartsegmentatie companies can redefine which message is most relevant to each customer or prospect every moment.

Omnichannel communication
Marketing automation goes beyond email alone. You can reach customers through multiple channels,such as social media,personalized ads,text messages,app messages or web push notifications. Theseomnichannel marketing approach ensures that all channels are aligned,resulting in a unified brand experience throughout the customer journey.

What are the benefits of marketing automation?

Marketing automation is valuable for both B2B and B2C organizations. In B2B (Business-to-business),it helps bring marketing and sales closer together. Leads are followed up better,conversations are more personal,and campaigns connect seamlessly to the stage a prospect is in.

For B2C (Business-to-consumer),the power lies primarily in personalizing communications at scale. Consumers receive relevant messages and offers at the right time,tailored to their behavior and preferences. This is how you build a strong customer relationship step by step and increase the likelihood of repeat purchases.

Listed below are the main benefits:

Efficiency and time savings
Automation takes a lot of repetitive work off your hands. Repetitive tasks happen automatically,making campaigns more consistent and less prone to error. This leaves more time to work on growth and quality.

More focused follow-up on leads
Leads are automatically followed up with relevant content that matches needs. Potential customers receive the right information at the right time,guiding them step by step toward a purchase decision. This not only increases engagement,but also the conversion rate.

Customer retention
In your customer data,(real-time) all kinds of signals come in. From order systems,customer service notes,web visits to store (checkout) information. The correct registration and follow-up of an order,a complaint and the follow-up offer are overcome with Marketing Automation. Moreretentie atupsell simply means less pressure on generating new customers as well.

Personal communication at scale
By using customer data smartly,companies can send personalized messages to large groups of customers without extra work. Each recipient gets content that matches their preferences,behavior or stage in the customer journey. This makes the communication feel personal,while the process is fully automated.

Better insights
Marketing automation provides comprehensive reports on behavior,performance and results. By analyzing that data,companies can see which campaigns are performing best and where improvements can be made. That makes it easier to make decisions based on facts rather than feelings.

Closer collaboration between marketing and sales
When both teams work with the same up-to-date data,lead transfer is much more efficient. Marketing can clearly identify which leads are ready for follow-up,while sales has better insight into potential customers' interests and behavior. This creates more trust,less miscommunication and higher conversions.

How does marketing automation work?

Marketing automation works by bringing together data,triggers and workflows. A trigger is an action taken by a user,such as opening an email or clicking on a link. A workflow is the series of steps that follow automatically,such as sending a follow-up email or adjusting a lead score.

Suppose someone views a product on the Web site. That visit can automatically trigger an e-mail with additional information or an offer that matches the customer's interest. In this way,marketing automation responds directly to behavior and provides relevant communication.

The operation of marketing automation consists of four steps:

1. Collecting data
The software continuously collects information about the customer and interactions through various channels such as e-mail,websites,social media and events. Together,all this data forms a complete picture of the customer and his stage in the customer journey.

2. Segmentation of target groups
With the data collected,customers are automatically divided into groups with similar characteristics or interests. Thus,each target group receives messages appropriate to their situation,from first introduction to repeat purchase.

3. Automatic communication flows
Once a customer shows interest or performs a specific action,a series of messages or actions are automatically triggered. This could be an e-mail with additional information,a reminder about a product or an invitation to an event. In this way,communication moves with the customer's behavior.

4. Analyze and optimize
The results of campaigns are continuously measured and analyzed. By looking at behavior and performance,communication can be increasingly tailored to what customers expect and value.

Case example:

Suppose someone downloads a white paper on data integration. From then on,various triggers and workflows are activated automatically:

Trigger 1: the download of the white paper

Workflow: the visitor immediately receives an email with a thank you message and a link to additional articles on the same topic.

Trigger 2: the e-mail is opened or a link is clicked on

Workflow: the system registers interest and automatically schedules a follow-up email with in-depth information or a customer case.
Workflow Ternair

Trigger 3:a few days after the download

Workflow: the visitor receives an invitation to a webinar on data integration,tailored to the interest previously expressed.

Trigger 4: the visitor signs up for the webinar

Workflow: this person's profile is automatically enriched with new data and the sales team receives a notification to contact for further follow-up.

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Roadmap to get started with marketing automation

A successful start with marketing automation requires a clear strategy. By working step by step,you lay a solid foundation and prevent automation from becoming a separate project. To get you off to a good start,we have developed a practical step-by-step plan that guides you fromorientation to selection:

Setting goals and KPIs
Start by setting concrete goals. Do you want to generate more leads,improve customer retention or improve the customer experience? Involve your key stakeholders in the process. Then set measurable KPIs to these goals,such as the number of new contacts per month or the percentage of returning customers.
Collect and integrate customer data
Bring all relevant customer data together in one central place. Consider data from your website,CRM,email and social media. Make sure the data is current and complete so that segmentation works reliably later.
Preparing content and campaigns
Provide valuable content that fits the different stages of the customer journey. Think inspirational articles for new visitors,product information for exploratory customers and service messages for existing relationships. Create a content calendar in advance so you know which messages to deploy at what time.
Developing workflows
Design scenarios that are automatically triggered by customer behavior. For example: a newsletter subscription leads to a welcome email,a click on a product to a follow-up message. Start with one simple flow and then expand incrementally so that each customer segment has its own workflow.
Testing and optimization
Analyze how your campaigns are performing and try different variations. Small adjustments in subject lines,timing or content can have a big impact on results. Use data from your reports to inform improvements instead of working by feel.
Scale up
Once the initial workflows are working well,you can expand further. Add new channels,refine your segmentation and integrate more data to make the customer journey even more personal. Regularly review whether the automation still fits the organization's goals.

Trends and developments within marketing automation

Marketing automation is evolving rapidly. Three developments stand out and define how organizations reach and understand their customers.

AI makes campaigns smarter

AI is playing an increasing role within marketing automation. It helps to analyze large amounts of data and recognize patterns that are otherwise difficult to see. This makes it easier to estimate what customers need,make target groups more precise and better tailor communications to behavior at the time.AI for marketingsupports marketers in making choices and ensures that campaigns are increasingly relevant.

Personalized chatbots become part of the customer journey

Chatbots are more often linked to marketing automation. They answer questions,give advice and can even assess leads based on information that is already known. Because the chatbot uses the same data as other channels,the communication better matches the customer's situation. Thus,a chatbot becomes not just a service tool,but a valuable addition in the customer journey.

Increased focus on privacy and use of first-party data

Stricter privacy regulations mean companies can rely less on third-party data (third-party data).First party data , so the information an organization collects itself is becoming increasingly important. Marketing automation helps to collect,organize and use this data securely. It allows you to approach customers personally without sacrificing privacy and transparency.

Why choose marketing automation from Ternair

Ternair offers more than justmarketing automation software. We help organizations bring data,communications and channels together in one environment. Thanks to a flexible data model,Ternair connects effortlessly to existing systems. Data sources are quickly linked,easy to manage and adapt.

Ourmarketing automation specialists work with a personal approach and make sure everything works well. You can count on direct support from the people who developed the software and know exactly how best to use it. As a Dutch organization,we understand your market and are close by with personal guidance and practical support.

We believe it is important to keep customer data well protected. The software meets GDPR guidelines and is ISO certified,so you can work safely with your own data. Users appreciate the combination of flexibility,personal service and ease of use. This is why more and more organizations are choosing Ternair as a reliable alternative to expensive or limited systems.

FAQ

Frequently asked questions about Marketing Automation

What is the difference between marketing automation and email marketing?

There is frequent confusion between marketing automation and e mail marketing,as both use e mails and automated sendouts. E-mail marketing is often used to send individual newsletters or fixed e-mail flows,such as a welcome e-mail after registration or a periodic update. In this process,communication is primarily via e-mail and usually follows a set pattern.

Marketing automation goes beyond that. It involves not just email,but communication tailored to behavior and interests across multiple channels. Think of a website visit automatically leading to the display of recommended products or some other form of follow-up within the customer journey.

How does marketing automation impact my ROI?

Marketing automation helps improve returns by deploying marketing efforts more intelligently and consistently. The payoff is primarily in better utilization of customer data for more relevant communications throughout the customer journey. In practice,organizations are seeing improvements in the following areas:

An increase in leads and conversions
Targeting customers at the right time with appropriate content increases both leads and conversion rates.
Greater efficiency in campaigns
Automation makes it possible to run up to five times as many campaigns with the same capacity. As a result,marketing processes run consistently and are more manageable. By analyzing this data,campaigns can be continuously improved and informed choices can be made.
Better customer retention
Through targeted follow-up and personal communication,customer retention increases by an average of 5 to 10 percent,reducing the pressure on new customer acquisition.

How do I choose the right marketing automation software?

The right marketing automation software matches your goals,your organization and the data you have available. Pay attention to ease of use so that teams can work with it independently. Also look at the ability to integrate data from different systems and whether the software can grow with you as your marketing matures. A good solution will support your current needs,but also provide room to expand later without having to start over.

How do I get started with marketing automation?

Start by determining what you want to achieve,such as better lead follow-up,increased customer retention or a better customer experience. Then map out your target audience and customer journey and make sure your customer data is in order. Choose a solution that suits your organization and start with simple automation,such as a welcome message or follow-up after a purchase. By measuring results and expanding step by step,marketing automation grows along with your goals.

What are good best practices for marketing automation?

Marketing automation works best when you deploy it step by step and link it to clear goals.

Start by identifying what you want to improve,such as lead follow-up,customer retention or communication.
Include the teams that will be working with the software so that marketing and sales have the same principles.
Get your customer data in order and prepare content that fits different stages of the customer journey.
Start with simple automations and gradually expand them based on results.
By continuously measuring and analyzing campaigns,you can continually optimize marketing automation and grow with your organization.

What does marketing automation look like in practice?

In B2B,marketing automation is often used to guide leads step by step. Think of an automatic follow-up after downloading a white paper,a series of informative e mails during the orientation phase or a notification to sales when a prospect shows clear interest.

In B2C,you see marketing automation primarily in personal and timely communications. Examples are a reminder when an order is not completed,a targeted offer based on previous behavior or a personal message at a special moment. In both cases,marketing automation helps provide customers with relevant communication at the right time,without manual actions.

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