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Tag: Marketing Automation






Lead scoring: B2B marketing’s magic bullet (Part 3)

Poor data quality in a chaotic database can not only be a real pain in the neck for the marketing team but also cost hard cash. Many technology providers (CRM, marketing automation, databases) offer flexible models based on the number of contacts stored. If there are large amounts of duplicates or contacts with bad, incorrect, or outdated data sitting in the database, cleanup can be financially rewarding.

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Lead scoring: B2B marketing’s magic bullet (Part 2)

Lead scoring is generally understood as the process of assigning a numerical value (score) to both leads and customers using a model based on various criteria, thereby categorising and qualifying them. In this series of articles, I would like to introduce you to other options for how marketing and sales can benefit from lead scoring, in addition to the classic and widely used scope.

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Lead Scoring: B2B Marketing’s Magic Bullet (Part1)

What is lead scoring? Lead scoring is generally understood as the process of assigning a numerical value (score) to both leads and customers using a model based on various criteria, thereby categorising and qualifying them. In this series of articles, we want to introduce you to other options for how marketing and sales can benefit from lead scoring, in addition to the classic and widely used scope.

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How to Automatically Remove Duplicates in Marketing Automation Systems?

Nowadays, most companies use multiple systems to manage customer relations. CRM, Customer Service Software and Marketing Automation Systems are merely the tips of the iceberg. In this article, we aim to introduce an automated custom solution which we developed for clients struggling with duplicate record creation when integrating and running multiple systems.

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Automate at Scale – While Keeping Your Team Sane

There is a challenge ahead for all Nordic and European companies to re-invent themselves for the age of AI to be able to sustain a competitive advantage in their local market. Becoming data-driven is a key priority across industries as it is the most effective approach to grow top-line and improve efficiency.

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8 Steps Getting Your Organisation on the Path to Automation

Automation isn't just for corporate giants. Every business faces fierce competition - both in terms of sales and, just as importantly, efficiency and effectiveness. To remain competitive you need to automate. Here are Avaus' tips for introducing and implementing automation into your business.

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Scott Brinker: “Automation allows marketers to focus on the genuinely meaningful”

MarTech guru Scott Brinker predicts major changes in how companies organise their marketing. In the next few years, the data and technology intensity will increase further. Marketing will be highly automated, become an operational part of the company, with clear requirements for efficiency and business results. But automation will not diminish the importance of human decisions, on the contrary.

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Forget CRM, Say Hello to the Sales Robot!

Think of all those dystopian sci-fi movies where the plot revolves around robots and their sense of ethics. The outcome is usually not all that good for humans. But if we forget the fear of killer robots for a while, we realise that mechanical and virtual robots have already taken over our lives and improved our processes tremendously – especially when we have used them to replace human judgement with computations.

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Marketing Automation: Stop Implementing, Start Adopting – thesis

Based on my research, companies that succeed in marketing automation have adopted it instead of just implementing it. Implementation is related only to the operational or technical part while adoption includes both the strategic and the operational.

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Case: LähiTapiola

Case: LocalTapiola

Selling insurance to consumers is not easy. Most consumers understand that insurance is important, but choosing between options is often a struggle. Insurance means a big financial commitment, and involves things nobody really wants to think about: accidents, illness, death.

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Finland Becoming a Major Martech Developer

A recent study by Avaus Marketing Innovations Oy reveals that Finland is a leading developer of marketing technologies (Martech). With 120 identified martech companies headquartered in Finland, the country has twice as many martech companies per capita as the US. The author of the study, Henri Syvänen admits that the findings came as a surprise to himself as well as his colleagues at Avaus.

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How to Choose the Right B2B Marketing Automation Tactic?

If you were to start with marketing automation, what would you do first? Okay, you definitely need a tool for it. Perhaps some planning too (let alone organising, change management and so on). But still, what would be your preferred customer engagement tactic?

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B2B Marketing Automation: 3 Excellent Use Cases You Didn’t Think of Yet

Chances are, if you are reading this, you are either using or intending to use marketing automation software. You might be interested in improving your marketing, getting more inbound leads or perhaps tracking and scoring your web visitors and nurturing them towards the day they'll want to buy your product.

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