What is MA tool?
Background of the demand for MA tools
What you can do with MA tools
Examples of MA tool implementation conducted by ALIVE
ALIVE's case studies of actual problem solving when implementing MA tools
What kind of results were obtained before and after the introduction of the MA tool?
At ALIVE, we often receive inquiries from companies that are considering implementing MA tools (marketing automation tools), and many of them want to know more about what they can do with MA tools and case studies of their initiatives.
Therefore, in this article, we will introduce what can be achieved with MA tools and actual examples of how ALIVE has actually supported the implementation of MA tools in the following flow.
What is MA tool?
Background of the demand for MA tools
What you can do with MA tools
ALIVE's MA tool implementation support examples handled by
By reading this article, you andorra business email list will gain a systematic understanding of what MA tools can do and get a clearer picture of how they can be used in your company.
What is MA tool?
MA tools (marketing automation tools)are tools for visualizing and automating marketing activities in the new customer acquisition and lead customer development phases.
The system automatically and efficiently performs a series of activities, from centralized management of contact information and collected behavioral data of prospective customers, to stimulating customers' willingness to purchase, to segmenting and approaching customers who have increased their willingness to purchase.
Specifically, MA tools can automate the flow of marketing activities, such as sending emails to customers according to pre-set conditions or dynamically displaying content on a website.
For example, you can do something like "If a customer browses a certain product page but leaves without purchasing, an email about the product is automatically sent a few hours later".
MA tools can also automate data collection and analysis. By collecting and analyzing customer action histories, purchase histories, website access logs, and other data, it is possible to build marketing strategies tailored to the customer.
Background of the demand for MA tools
MA tools are useful tools that efficiently improve the accuracy of marketing measures.
From here, we will explain the three market backgrounds that have led to the demand for MA tools.
1. Changes in consumer behavior
The first background is due to changes in consumer behavior.
As the Internet continues to grow in popularity, 60% of consumer purchasing processes are now completed online. In addition, online purchasing activities have become more complex due to the diversification of media used, such as SNS and videos, as well as websites as a source of information collection.
Digital marketing, therefore, now requires precise strategies and measures to adapt to complex consumer behavior, using a vast amount and wide variety of data.
2. Lack of human resources in companies
The second reason for the demand for MA tools is the lack of human resources at companies.
Japan is currently experiencing a serious shortage of human resources due to a shrinking workforce and other factors.
On the other hand, in BtoB business, data shows that if lead customers who do not purchase products right now are left alone, 80% of them will purchase from another company.
MA tools are the solution to the problem of inadequate approach to lead and dormant customers due to lack of human resources in companies.
3. Changes in the working environment
The third background is due to changes in the working environment.
The spread of the COVID-19 over the past few years has led to the rapid spread of the remote work style in the world. More and more business meetings are also conducted in a non-face-to-face manner, making it difficult to elicit the true feelings of potential customers face to face.
In response, marketing strategies are increasingly focused on the importance of how to interact with customers digitally (non-face-to-face), and MA tools are increasingly being sought as a tool to solve this problem.
What you can do with MA tools
From here, we will explain the main functions that can be performed with MA tools, using ALIVE 's main MA tool "Marketing Cloud Account Engagement (formerly Pardot)" as an example.
Generate forms and LPs
MA tool functions can be used to quickly generate inquiry forms and landing pages (LPs).
Creating web forms and LPs from scratch takes more time and effort than expected, and by utilizing the functions of MA tools, production and development work can be streamlined.
User scoring
Scores can be assigned for specific user actions.
For example, a score can be given for various actions such as viewing a specific page, opening an email, clicking a link in the text, or pressing a specific button in a web page.
It is also possible to group and score actions, for example, if there are multiple product categories.
Separate dynamic content
Depending on the score conditions assigned, some of the content displayed on the web page can be dynamically displayed in different ways, and some of the contents of the mail magazine can be dynamically displayed in different ways.
For example, let's look at the case of a online shopping website.
To encourage new users who have just registered to use more products, show them trial products and other products with low unit prices.
For loyal customers who have been using the company for a long time, introduce products that offer discounts for bulk purchases and regular purchases.
These are some of the examples.
Email newsletter
The content and timing of the next email to be sent can be automated based on behavioral conditions such as opening or clicking on a mail magazine.
