Core Concepts in Digital Marketing: Automation & Lead Scoring

Key Inbound Marketing Concepts

What Is Inbound Marketing?

Inbound marketing is a strategy that focuses on attracting customers or leads via company-created content (Content Marketing), thereby having potential customers come to the company rather than marketers asking for their attention. This type of marketing tries to make it easier for customers, who are already actively looking for goods or services via the Internet, to find what a company offers.

Defining Your Brand Voice

The brand voice is the company's communication manual, a document that guides marketing and community manager staff on the best ways to communicate (and what to avoid).

Transactional Emails Explained

A transactional email is an email sent as a result of an interaction on a website. These emails are generated by actions such as registration, an order confirmation, an invoice confirmation, or when resetting a password.

Marketing Automation Essentials

Marketing automation refers to software designed to automate marketing actions. Many marketing departments need to automate repetitive tasks such as emails, social media posts, and other website actions. Marketing automation technology makes these tasks easier.

What Can Marketing Automation Achieve?

• Qualify leads
• Have a personalized conversation with each potential client
• Strengthen relationships with potential customers
• Generate greater brand awareness
• Better analyze the impact of marketing actions
• Improve the ROI of your actions

Lead Scoring Techniques

Lead scoring is a marketing automation technique that aims to qualify leads in a database based on their degree of proximity to the ideal customer (buyer persona), their interaction with the company, and their stage in the purchase process, or the opportunity to acquire or expand contracted products or services.

Retrospective Scoring

Retrospective scoring calculates a score based on all the actions a user has taken within a company's database or exclusively with the data provided. This score serves to assess each user based on past actions.

Predictive Scoring

Predictive scoring incorporates an analysis of each lead's behavior to obtain information on the probability that the person will end up fulfilling a defined objective, often utilizing Big Data analysis.