Personalize the Customer Journey with Marketing Automation
Posted: Wed Dec 04, 2024 7:52 am
How to personalize the Customer Journey with Marketing Automation ? Why is it important to do so? Find out with Blendee's 7 best practices.
Understanding the user's customer journey in complex purchasing dynamics, ranging from online to offline, is certainly one of the worries of many marketers. Consumers are not all solely sensitive to price, many of them can also give up an exhausting search for the lowest price, if the user experience offered appears more reassuring and personalized. Let's see together seven best practices to personalize the customer journey with marketing automation .
Leading the customer journey and not being subjected to it
In an article in the Harvard Business Review from a couple of years ago we find a very interesting example of how to guide a customer journey , instead of being subjected to it. It talks about a solar panel company, Sungevity, which has chosen to guide the user proactively through all the phases, accompanying them step by step "from one experience to another". The journey begins when the user receives an email from Sungevity containing a URL, with an image of their house taken from Google Earth: the solar panels are already rendered on the roof and immediately show what the final result could look like. Another click leads to a quote page that considers the family's consumption, the angle, the presence of nearby trees and how much energy the system could actually produce, resulting in significant savings. With a further click the user is put in contact with a sales person who, by viewing the same page, can answer questions, clarify financial aspects and doubts.
The salesperson can of course list of argentina consumer email provide him with much more information, such as references from neighbors who have adopted the same solution. Assuming that the potential buyer wants to think about it a little more, every time he returns to the Sungevity site he is recognized and can find the same salesperson on the other side of the screen who knows exactly where in the journey he is (and can consequently activate push levers, such as an email to close the deal, schedule a visit, etc ...). The journey continues, but the meaning is certainly clear to you.
Sungevity has customized every step of the journey, making it so simple and immediate that it leaves no time for the potential buyer to evaluate other competitors, beating everyone on time and relevance.
Best practices for building a customer journey- based experience
Let's take a look at how the Sungevity team might have worked to create this type of user experience, identifying some best practices that are the basis of implementing a marketing automation strategy .
1. Analyze the user journey
It means listing all the touch points that enter the customer journey , without forgetting any digressions (online – offline). To know which points are more decisive in the journey and understand where the action could stop – or at the same time where the user could expect something – you must collect all the data at your disposal. For the most part, this is quantitative data based on web analytics . On the other hand, it is absolutely essential to question all the company actors with qualitative interviews that help better understand “hidden” dynamics.
Understanding the user's customer journey in complex purchasing dynamics, ranging from online to offline, is certainly one of the worries of many marketers. Consumers are not all solely sensitive to price, many of them can also give up an exhausting search for the lowest price, if the user experience offered appears more reassuring and personalized. Let's see together seven best practices to personalize the customer journey with marketing automation .
Leading the customer journey and not being subjected to it
In an article in the Harvard Business Review from a couple of years ago we find a very interesting example of how to guide a customer journey , instead of being subjected to it. It talks about a solar panel company, Sungevity, which has chosen to guide the user proactively through all the phases, accompanying them step by step "from one experience to another". The journey begins when the user receives an email from Sungevity containing a URL, with an image of their house taken from Google Earth: the solar panels are already rendered on the roof and immediately show what the final result could look like. Another click leads to a quote page that considers the family's consumption, the angle, the presence of nearby trees and how much energy the system could actually produce, resulting in significant savings. With a further click the user is put in contact with a sales person who, by viewing the same page, can answer questions, clarify financial aspects and doubts.
The salesperson can of course list of argentina consumer email provide him with much more information, such as references from neighbors who have adopted the same solution. Assuming that the potential buyer wants to think about it a little more, every time he returns to the Sungevity site he is recognized and can find the same salesperson on the other side of the screen who knows exactly where in the journey he is (and can consequently activate push levers, such as an email to close the deal, schedule a visit, etc ...). The journey continues, but the meaning is certainly clear to you.
Sungevity has customized every step of the journey, making it so simple and immediate that it leaves no time for the potential buyer to evaluate other competitors, beating everyone on time and relevance.
Best practices for building a customer journey- based experience
Let's take a look at how the Sungevity team might have worked to create this type of user experience, identifying some best practices that are the basis of implementing a marketing automation strategy .
1. Analyze the user journey
It means listing all the touch points that enter the customer journey , without forgetting any digressions (online – offline). To know which points are more decisive in the journey and understand where the action could stop – or at the same time where the user could expect something – you must collect all the data at your disposal. For the most part, this is quantitative data based on web analytics . On the other hand, it is absolutely essential to question all the company actors with qualitative interviews that help better understand “hidden” dynamics.