Marketing Automation is a very valuable tool for Content Leads, since it allows them to execute a series of actions based on specific conditions or triggers.

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The Content Lead's job is to nurture Sales leads throughout the sales funnel, providing them with relevant content such as blogs, emails, messages, etc.; depending
of the stage you are in.

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This content can be customized depending on the stage. While the Sales Lead consumes this content, the Content Lead assigns ratings to it, which is known
in B2B marketing as lead scoring.

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This method helps to program automated actions based on conditions, while the lead moves through the funnel and receives the content, a rating is assigned according to specific criteria. The ultimate goal is for the lead to reach a final stage where an action such as receiving an automated call with a sales representative can occur.

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This is how companies achieve a level of personalization and closeness with B2B users: using technology.

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It's not just about sending as much information as possible in the early stages, but also about knowing the right time, message and information that the user should receive. As the Content Lead guides and nourishes the Lead with relevant content, it is essential to understand the target, the buyer persona, the buying committee, the problems they face and the phase in which they are in the funnel.

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Automation is key to carrying out this process in a massive, designed and organized way. It's massive because the Content Lead has access to an automated database with lead ratings.

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It's important that there is a condition that captures the Lead's responses, and that's precisely what automation does. This creates logical flows based on triggers, responding to the signals that the Sales Lead gives about their interest in the product and/or service.

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Also, we are seeing a change in the paradigm with the incorporation of Artificial Intelligence. Previously, scores were assigned based on the actions of the Content Lead, but now AI has transformed it to make it more predictable.

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Platforms that use Artificial Intelligence, such as z, offer a more automated way to assign scores to users. This provides the Content Lead with clearer signals about what content to send, based on a deeper analysis of user interests and behaviors.

Myth 1. The more complex your automation flows are, the more successful your campaigns will be.

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False, because the best way is to start simply and add complexity.

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In the beginning, there are many hypotheses to solve, for example, you have an E-book with information that will give value to your buyer persona, but you also have a complex automation flow that not only includes that E-book, but also contains other components, so building the journey will be longer and more time-consuming.

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According to Forrester, 70% of consumers consider it more beneficial to have a personalized experience. In addition, Epsilon reveals that 80% of consumers prefer to do business with companies that personalize the experience.

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Therefore, it is important to understand that personalization involves knowing your user in detail, since in the end these variants are the ones that make the automated journey more complex.

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Myth 2. Is marketing automation expensive?

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It's not expensive. However, it is key to keep two issues in mind: knowing what the problems are and at what stage you want to solve them.

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In addition, if you know the right tools that allow you to solve these problems, it will also be economical.

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As marketers, CEOs, sales representatives, etc., it's important to study user problems to understand how you can solve them through automation and then evaluate how to proceed.

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At Tres Pi Medios, we are familiar with case studies, so we recommend trying platforms such as HubSpot, Clientify, and others, that allow you to test with a pilot so that you can learn and learn about the Marketing automation process.

If you're a Marketing Director or are in a similar role and you don't have clear knowledge about automation technology, it's crucial to keep in mind the following: it's a must to explore and understand these platforms, as they can help you solve problems through Marketing Automation.

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Therefore, it is a must to know that these platforms exist and to understand the characteristics of each one.

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Then, it's time to implement automation, although there are platforms that allow you to do it yourself, many others are more complex. In these cases, you need to have a programming specialist or a marketing automation specialist to help you with the process.

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It is not necessary to understand the most complex terms, but it is essential to recognize that automation can solve specific problems and that there are platforms designed for this purpose. In addition, the integration of Artificial Intelligence has made this progress significantly.

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In conclusion, marketing automation can be effectively implemented if the problem being sought to solve is clearly understood. However, it is also true that it can become a challenge if it becomes more complex in the early stages.

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The modern marketer must recognize that they must not only focus on the marketing funnel, but be involved in the entire funnel and the customer journey. It is essential to keep in mind that the implementation of automation must begin with a pilot, carry out tests and then expand the strategy.