Post by account_disabled on Dec 26, 2023 12:49:25 GMT 9
In recent years, Marketing Automation has acquired a leading role in companies, since it offers a multitude of advantages; However, there are still many doubts surrounding this strategy, such as the differences that exist between it and a CRM or how it can impact a brand's business objectives. To answer this and other questions, the second episode of Digital Talks by t2ó ( the first was about Conversational Marketing ), revolved around CRM and Marketing Automation and their impact on the user experience. And for this, Esther Checa , Head of Innovation at t2ó and in charge of presenting the program, was accompanied by Silvia Matesanz , Director of Growth Marketing at Sabbatic and Xosé María Cid , head of the Automation and Relationship Marketing area at t2ó. To begin, Checa wanted to understand, from the experts, what the relationship between brands and new customers is like in the current context, and asked them if loyalty actions or customer acquisition actions are becoming more important at this time.
For Matesanz, it is important to be clear about three points that will help understand whether a business needs to undertake acquisition or loyalty strategies: billing objectives , since CRM is a fundamental billing Phone Number List tool; the life cycle of users , from leads, potential customers to recurring customers. At this point, the expert highlighted that the CRM is capable of adapting to this entire customer cycle. And, finally, the third block, which includes the channels , both owned and paid, in which the brand has a relationship with users. “Taking these three large blocks into account, we will be able to detail what a customer strategy is going to be, which will then help us decide what we should prioritize, and whether that strategy should be customer acquisition or loyalty,” she says. . To Matesanz's response, Cid added that many times the CRM part is conceived as a tool or as something even commercial, but that it is very important to understand that it consists not only of that information, of that data, but that it is also capable of support internal company processes , such as managing the customer life cycle.
“In this sense, it is very common to find that they focus either on a CRM strategy at the acquisition level, or at the loyalty level, but it is difficult to understand it as something comprehensive,” he says. To continue, Checa wanted to clear up one of the most common unknowns between CRM and Marketing Automation: whether they are exclusive or complementary technologies , and what are the main differences between the value propositions that each tool has. “They are not exclusive technologies at all,” Cid replied; He explained that there are technologies that include a CRM layer and an Automation layer, and that, depending on the type of business, they will work better or worse for us. “The important thing is to understand what functionalities at the CRM level and at the marketing automation level we are going to need,” advises the expert, who also assures that the ideal is for these technologies to go hand in hand, either in the same solution, in complementary solutions from the same provider or even solutions from different providers.
For Matesanz, it is important to be clear about three points that will help understand whether a business needs to undertake acquisition or loyalty strategies: billing objectives , since CRM is a fundamental billing Phone Number List tool; the life cycle of users , from leads, potential customers to recurring customers. At this point, the expert highlighted that the CRM is capable of adapting to this entire customer cycle. And, finally, the third block, which includes the channels , both owned and paid, in which the brand has a relationship with users. “Taking these three large blocks into account, we will be able to detail what a customer strategy is going to be, which will then help us decide what we should prioritize, and whether that strategy should be customer acquisition or loyalty,” she says. . To Matesanz's response, Cid added that many times the CRM part is conceived as a tool or as something even commercial, but that it is very important to understand that it consists not only of that information, of that data, but that it is also capable of support internal company processes , such as managing the customer life cycle.
“In this sense, it is very common to find that they focus either on a CRM strategy at the acquisition level, or at the loyalty level, but it is difficult to understand it as something comprehensive,” he says. To continue, Checa wanted to clear up one of the most common unknowns between CRM and Marketing Automation: whether they are exclusive or complementary technologies , and what are the main differences between the value propositions that each tool has. “They are not exclusive technologies at all,” Cid replied; He explained that there are technologies that include a CRM layer and an Automation layer, and that, depending on the type of business, they will work better or worse for us. “The important thing is to understand what functionalities at the CRM level and at the marketing automation level we are going to need,” advises the expert, who also assures that the ideal is for these technologies to go hand in hand, either in the same solution, in complementary solutions from the same provider or even solutions from different providers.