It is no secret that one thought has crossed our mind on many occasions: We would like to predict the near future of our company, or to know what our customers want. This is possible with Machine Learning.
Companies must understand that information is the greatest resource they have, so databases are their most valuable resources.
By knowing the information of its users, you can predict consumer behaviors.
And by detecting those behavioral patterns, we can plan what measures need to be implemented.
Machine learning
Before, we used to think of an Artificial Intelligence (AI) of robots that solved problems for humans. But today, it exists as process automation, and data collection that we apply to company projections.
Machine learning, was born as an ambitious idea of AI in the 1960s. To be more exact, it was a subdiscipline of AI, a product of computer science and Neuroscience.
What this branch intended to study, was the recognition of patterns (in engineering processes, mathematics, computing, etc.) and learning by computers. At the dawn of AI, researchers were eager to find a way in which computers could learn only based on data.
We work in probabilistic reasoning, statistics-based research, information retrieval, neuromarketing. By joining all this, is created a profile style of our customers.
In this way, with AI, we are able to create alerts and projections once you recognize patterns that users have had and others go in the same line.
Nowadays, companies know that decisions are made based on data. This is why, the better the information, it will offer more value to perform the projection.
Netflix, Real Case in Machine Learning Technologies
Netflix is a great example: We understand that Machine Learning is born from artificial intelligence, and seeks to create an effect in its database.
Through different algorithms, as well as lessons learned from other users, it is capable of predetermining profiles. This is why sometimes, it recommends movies that it thinks we would like, because other people have seen it.
Even in its last upgrade, it decided to show it as a percentage, where it tells us how close or near it is to our preferences.
This is why with Machine Learning, Netflix tries to personalize your experience, based on your preferences and those of similar people.
The algorithm learns the things you like, and based on that, selects a flow of information (in this case movies and series) to display.
Consider these ideas for Machine Learning
Now that you know that you have no limit to apply the Machine Learning to different aspects of your company, we leave you a list of ideas that you can implement:
Create a dynamic and automated database with all the information that is relevant to your customers.
If you know their preferences, so when they visit your page you can offer product recommendations.
Offer products such as the probability that the buyer will look for seasonal items.
Personalized marketing is based on a simple principle: the more you can know about the customer and his behavior, the better he can serve you and will result in more sales.
Avoid money laundering. Paypal has tools that compare millions of transactions and can distinguish precisely between legitimate and fraudulent transactions, between buyers and sellers.
And if you still want to know more about AI and ML, here is a video that tells us more about it:
Throughout the years, marketing developed different strategies and processes in order to reach potential customers. That’s why the Marketing Automation Software was born.
Better known as Automatización del Marketing in Spanish, we previously talked about it in our previous article:
Marketing Automation starts from the moment we attract traffic, until we generate the desired conversions with the new leads we capture through the Internet and other media and channels.
Then, it is responsible for speeding up and making the marketing processes of the companies more efficient.
Meet the 6 best marketing automation software tools that are currently on the market to automate Digital Marketing strategies.
Marketo
Marketo is a marketing software based on the cloud, so it adapts to the needs of all companies.
The Marketo platform works on the execution, management and analysis of online and offline marketing activities and interactions.
The solution integrates advanced applications that include integrated campaign management.
It also works with Email Marketing, Social Marketing, Marketing Management, Sales Insight and Revenue Analytics.
The clients of this solution come from different sectors, both in B2B and B2C environments.
They also use their applications in isolation or in combination with other applications or solutions, such as CRM.
Hundreds of companies develop applications that extend the functionalities of the platform, or make easy its integration with other systems.
Among the positive qualities of Marketo that we can mention, there are the following:
Good integration of most areas of marketing.
Easy to use and intuitive system.
Very powerful scoring of potential customers.
Customization of content blocks or parts of the design in emails.
Infusionsoft
Infusionsoft is a marketing automation and sales software.
It combines the e-mail management system (such as Aweber, Constant Contact, etc.) with the e-commerce of your website (like 1ShoppingCart), marketing through social media (Facebook and Twitter).
In addition, it gives you the super power to create “campaigns” that are planned based on the reactions of your potential customers or the ones you already have in your database.
Lead Scoring: Rate your contacts to measure your interaction.
Affiliate system: Sells more having an affiliate network.
Ecommerce: Sells your products online.
Campaign Builder: Automates your marketing and sales processes.
Bills / Budgets: Manage your documents from the contacts tab.
eTrigue
This Marketing Automation Software, through the eTrigue platform, allows to launch more marketing campaigns and generate more leads from qualified potential customers.
eTrigue effectively manages its lead generation campaigns.
It also includes the tools for lead segmentation, email marketing, lead evaluation, alerts and real-time tracking.
Some of the things you can do with this platform are:
Measures, reports and analyzes automatically.
Segmentate lead profiles based on the search.
Provide the Sales Department with detailed alerts of potential customers in real time.
Identify and monitor anonymous visitors on the web.
Create dashboards in real time.
According to its CEO, Paul Dippell, get to know how Marketing Automation allows you to improve both his business and that of his clients:
HubSpot
The tool “workflows” of HubSpot goes beyond the automation of email. It is responsible for helping you boost your growth and spend less time on repetitive tasks.
Automate the tracking of sales opportunities with gradual email marketing campaigns.
Automate your email campaigns to help your prospects move through the funnel.
Generate more qualified sales opportunities.
Create extraordinary emails without having to modify codes
In the following video, we’ll show you a small summary of what makes this Marketing Automation platform that focuses on inbound.
Silverpop
The Silverpop platform is focused on B2B, so they offer Marketing Automation solutions for small and medium businesses.
Some of the most outstanding characteristics of Silverpop for marketing automation are:
Automated lead nurturing.
Multichannel marketing.
Activity tracking of the web page.
Social Media.
Automated segmentation.
Watson Marketing is the company creator of Silverpop and its Marketing Automation system is done through Watson Assistant for Marketing.
This allows marketers to easily analyze the effectiveness and get quick information about their campaigns, being smarter sellers by working faster.
In addition, improve decisions quickly and, ultimately, offer more effective experiences to your customers.
Adobe Campaign
As you learn what your customers want, Adobe Campaign can help you use Marketing Automation technology. With this tool, you will find the path very easy.
Using Adobe Campaign, will allow you to get customers data to create, coordinate and send dynamic campaigns according to the client’s needs.
Besides, you can speed up your experience in Adobe Campaign with step-by-step learning and recommended events through guides, webinars and training documentation.
A couple of days ago, Latam Digital Marketing, was in negotiation with Adobe, achieving to make a strategic alliance to be Adobe’s first Official Partner for Latin America. This is driven by our work at the hands of Marketo.
Marketo as an ally of Marketing Automation
Even when there are endless tools, we focus on Marketo as our ally in Marketing Automation.
Marketo has settled itself as a leader among the manufacturers of Software applied to Marketing.
For some time now, the company has not stopped receiving praise and recognition from international analysts.
It is consolidated as the best Marketing Automation Software for many analysts, and has allowed us to work with clients in different countries.
Besides, Marketo allows to automate the most mechanical and heavy marketing tasks such as:
Massive sending of emails with all kinds of information about products and services: features, offers, newsletters, white papers, comparatives, etc.
Analysis and selection of the most suitable potential clients based on multiple variables: age, sex, economic level, likes and dislikes, web pages they visit, information they have requested, etc.
Management of sales with a direct orientation to the client, which is known as CRM (Customer Relationship Management).
Currently, we are Marketo’s Regional Partner for the Continent.
Lead nurturing and lead scoring
An example of Marketing Automation is the nutrition of leads or lead nurturing (chains of emails that are sent automatically after the visitors of a site carry out a specific action).
And there is also lead scoring or qualification of leads, procedure by which is evaluated in which phase of the purchasing process is located each lead that appears in the database of the company.
These two procedures are essential to convey to users the benefits that can be provided by the product or service offered by the company and bring them closer to the purchase.
In recent years, Marketing Automation continues to evolve, and demand increases.
This is because these tools not only increase sales, but generate leads according to the company’s needs.
They also allow a more systematic communication with the buyer, and work the strategies in real time.
If you want to know more about related topics, our Marketing Automation section can tell you more about the use of software to automate tasks.
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