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How Can Event-Triggered Automation Help You Engage Potential Leads on Time?

Efficiency is the key to success in the current business landscape. Whether it’s streamlining employee onboarding or automating marketing efforts, event-triggered automation ensures workflows run smoothly with minimal human intervention. 

What Is Event-Triggered Automation?

Event-triggered automation activates when a predefined event occurs. Different user activities require different trigger messages. These triggers can be any activity that the automation software can detect. Activities like filling out a form, leaving a shopping cart, subscribing to a newsletter, or creating a new account can all trigger. An automation platform is configured to execute a specific set of actions every time it is triggered.

For instance, your sales and marketing teams receive an alert when a lead enters the sales cycle. Or, marking a task as ‘closed’ in your CRM system can trigger actions like sending a notification to the person who created the task.   

Types of Event Triggers For Running Automation

You can define and set triggers for any stage of the buyer journey to maximize personalization. Trigger campaigns can use different channels like email, SMS, in-app messages, push notifications, and others, either separately or in the omnichannel campaign. 

There are three main types of event triggers for running automation:

  1. Polled: The automation platform checks for trigger events at predefined intervals.
  2. Real-time: Websites and apps notify the automation platform immediately when an event occurs.
  3. Scheduled: Triggers that are executed at specific times and dates.

You can also add conditions to specify when an automation takes place, allowing for further customization based on specific criteria.

What Are The Benefits of Event-Triggered Automation?

Implementing event-triggered automation can enhance your existing business model to tackle the challenges around modern marketing. Additionally, it can help you cut costs and increase the ROI for your campaigns. The most significant benefits of event-triggered automation are as follows: 

  1. Efficiency: Workflows move quickly and seamlessly, minimizing delays and shortcomings in operations.
  2. Time Savings: Event-triggered automation runs in the background, freeing up time for other tasks without constant manual intervention.
  3. Versatility: Event-triggered automation can be applied to virtually any process across HR, finance, sales, and beyond, offering a scalable solution for diverse business needs.
  4. Branding: Event-triggered automation can increase brand awareness by tracking prospect activities and delivering relevant content on time.
  5. Loyalty: Event-triggered automation can increase customer loyalty by reinforcing your brand image. 

With rapidly changing customer expectations, businesses must stay relevant throughout the sales cycle to stay ahead of the curve. Event-triggered automation has emerged as a powerful tool to ensure timely and personalized interactions with prospects and customers. However, these benefits can only help you once you have understood the impact and applications of trigger-based campaigns. Let’s explore the power of trigger-based campaigns.

Understanding The Power Of Trigger-Based Campaigns

Event-triggered campaigns automate marketing efforts based on specific actions or events in the customer journey. Businesses can tailor their communications and services at each touchpoint by understanding buyer personas. This approach enhances conversions and customer satisfaction.

Nike utilizes trigger-based automation to engage customers across digital platforms. By analyzing user interactions, Nike delivers personalized content and offers, driving higher engagement and sales.

Exploring Different Types of Trigger Campaigns

Different types of trigger-based campaigns serve different purposes and objectives. The following are the major types of trigger campaigns:

  • Behavior-Based Campaigns: These campaigns use data about how customers behave. By personalizing communications based on this data, you can increase email click-through rates by 31% and conversion rates by 48%.

  • Engagement Campaigns: Personalized messaging based on user interactions can lead to a 60% boost in conversion rates and a 48% increase in revenue per recipient (DMA). Improve customer engagement by sending targeted messages and notifications based on user interactions.

  • Event-Based Campaigns: Leveraging special events and occasions can result in a 33% increase in conversion rates and a 52% increase in revenue per email (Epsilon). Use special events and occasions to offer enticing deals, promotions, and exclusive offers.

  • Emotional Campaigns: Connecting with customers’ emotions can lead to deeper connections. This can increase brand loyalty by up to 82% and boost customer lifetime value by 30% (Capgemini). Appeal to customers’ emotions and sentiments to drive action and foster stronger connections.

Expedia employs various trigger campaigns tailored to different stages of the customer journey. From behavior-based emails to event-triggered promotions, Expedia provides personalized travel experiences, driving bookings and revenue.

Best Practices For Crafting Effective Trigger-Based Campaigns

Crafting effective trigger-based campaigns requires precise planning and execution. Here’s a step-by-step guide to creating an effective trigger-based campaign:

Learn Your Buyer Persona 

Understanding your buyers is essential for crafting relevant and personalized campaigns. You must analyze customer pain points, motivations, and behaviors to engage them and effectively drive communications.

Plan According to If/Then Statements 

Define trigger events and corresponding actions using “if/then” statements. Identify potential triggers based on user behavior, website activity, conversions, browsing history, etc.

Determine Actions After Triggers Hit 

Configure the actions you want your automation platform to execute once you have identified the triggers. Craft personalized messages and interactions to engage leads and guide them through the sales funnel.

Build Personalized Messages

Use trigger-based marketing campaigns to deliver personalized messages that resonate with your audience. Optimize offers and engagements to various stages of the customer journey for maximum impact.

Set Up Repetitive Marketing Tasks

Automate mundane tasks to streamline marketing efforts and improve efficiency. Utilize automation to send targeted emails, notifications, and reminders to segmented audiences.l

Analyze Data at Every Stage 

Monitor campaign performance and analyze data to identify areas of improvement. Use these meaningful insights to refine strategies, strengthen weak points, and optimize campaigns for better results.

Sephora utilizes trigger-based campaigns to boost engagement and sales. By analyzing customer behavior, like purchase history and skincare preferences, Sephora delivers personalized product recommendations and exclusive offers through email and mobile notifications, driving conversions and loyalty.

Maximizing the Impact of Trigger Strategies

Using effective trigger strategies is important for nurturing leads, reducing churn, and maximizing customer lifetime value. Businesses can deliver timely and relevant messages by using automation and personalization. Event trigger automation can drive conversions and build long-term customer relationships.

Summing It Up

Event-triggered automation is a valuable tool for marketers in today’s fast-paced digital landscape. By sending personalized messages at the right time,  businesses can create deeper customer relations. With the right strategies in place, based on data-driven insights and a focus on customers, event-triggered automation paves the way for sustained growth and success.

Share Your Thoughts

Did we miss anything? We would love to know what you think about event-triggered automation. Please leave a comment in the comment section below.

What’s Next? 

Need help getting ready for event-triggered automation? Let the experts guide you. We can help you set up and utilize event-triggered automation seamlessly. Reach out to us at info@marrinadecisions.com or visit us at Marrina Decisions.