How will I know if it's really worth it?

[ayshakhatun3113]

What's next? Should I go for the next level of process automation within Marketing?

I will summarize the answer in just 3 points.

Audience unification and segmentation: It doesn't matter where potential customers come from. We can collect them and have them all in the same tool and segment them according to their source of entry: paid media, contact forms on our website, social networks... We can carry out all kinds of segmentations that respond to any objective of our campaigns.

A very precise level of segmentation that allows us to impact the user in a very specific way, taking into account their personal interaction with our brand.
A unique and personalized message for each user: Joana, a potential client of the real estate agency, is not going to receive the same message as Luis, another potential client. Perhaps Joana prefers communications via WhatsApp, and Luis uses email more. Joana may be interested in selling her flat as quickly as possible, but for Luis the price is what is important.

Well, we can personalize the messages that both users receive viber data and in the same Journey. We do not have to create different automations for different types of leads. Nor use different platforms for each communication channel: Email, SMS, WhatsApp and even notifications in the app in the same tool.

We are talking about centralizing and automating all the processes. We are going to create in the user a feeling of personalization and adaptation to their wishes. We will be a brand that listens to their needs and responds to them in the time and channel of their preference.
Journey Builder Example. Marketing Cloud Functionality
Journey Builder Example. Marketing Cloud Functionality

Real-time analysis and reporting to the sales team: Is Luis opening my emails? Has he hired my services since he first interacted with my brand? Has he returned to my website? All of this is fully measurable on an ongoing basis. There's no point in having an automated process if I'm not able to listen to my audience and act accordingly.

And most importantly: inform the sales team about what interests Luis, how he interacts with my brand and where they can 'attack' him. And this is possible thanks to Marketing Cloud.
Even more to the point, a practical case
If I haven't taken up too much of your time yet, I'll give you an illustrative example so you can see the potential of the tool.

I have a Google Adwords campaign for a specific city nationwide to capture leads. Example: 'People interested in selling their home in Alicante'. Each user who clicks on my ad lands on a landing page where they leave their contact details (Name, Surname, Telephone and Email).

These leads will surely reach our Call Center and the sales team will follow up on the sales. Meanwhile, in Marketing Cloud we will have a Journey set up that will do the following: