2025年全渠道自动化实战手册-Focussend

Core Viewpoint - The "2025 Omnichannel Automation Practical Handbook" published by Focussend aims to provide comprehensive guidance for enterprises in the field of marketing automation, helping them achieve marketing growth in a complex and changing market environment [1]. Group 1: Overview of Marketing Automation - Marketing automation is a digital system that integrates various marketing modules, optimizing operational management and distinguishing itself from CRM and SCRM [1][11]. - The future of marketing automation will involve integration with AIGC (Artificial Intelligence Generated Content), enabling cross-departmental collaboration and meeting private domain operation needs [1][27]. - Different types of enterprises have varying compatibility with marketing automation products, with B2B companies focusing on lead nurturing and B2C companies emphasizing consumer reach [1][35]. Group 2: Marketing Value and Strategic Significance - Marketing automation can achieve strategic growth in marketing, empowering refined operations and revitalizing existing users in the private domain [1][54]. - It amplifies and accelerates marketing strategies through multi-touchpoint data acquisition, leading to intelligent and automated operations [1][60]. - The system enhances marketing competitiveness, aids in precise marketing, and improves retention rates and return on investment (ROI) [1][62][66]. Group 3: Achieving Marketing Growth - Companies should align their marketing automation strategies with their Go-To-Market (GTM) strategies, focusing on customer insights, efficiency improvements, and marketing growth [2][72]. - Establishing a customer acquisition channel analysis model and matrix is essential for expanding both online and offline customer acquisition channels [2][88]. - Continuous testing and optimization of nurturing strategies are necessary, along with improving overall marketing collaboration between market and sales departments [2][30]. Group 4: Selection of Marketing Automation Products - Enterprises should assess their needs for marketing automation products based on digital transformation requirements, growth objectives, and lead operations [2][34]. - When selecting MA service providers, attention should be paid to product functionality, pricing, service quality, and the provider's reputation [2][34]. - A demand matching checklist should be established to clarify procurement and usage costs, avoiding common pitfalls [2][34].