Navigating the World of Omnichannel 市场营销 Automation: A Guide to Selecting the Perfect Tool
Feeling overwhelmed by omnichannel marketing automation platforms? Our guide simplifies your search! Learn about key features and what questions to ask to find the best solution for your business.
类别
Marketing
Published on
May 29, 2024
与客户保持沟通，尤其是在不断扩大的平台上与客户保持沟通，非常耗时，而且乍一看，可能需要的预算或人员数量是您根本不具备的。
An omnichannel marketing automation platform provides a unified way to automate communication with your customers on all of their preferred channels without burdening your team. But in the crowded marketing automation platform space, it’s hard to figure out which is best for you.
In this guide, we pin down exactly what you should look for in a marketing automation platform—and why it might be time to make the switch.
First, let’s talk about why a strong omnichannel marketing automation platform can help your team.
与客户保持沟通，尤其是在不断扩大的平台上与客户保持沟通，非常耗时，而且乍一看，可能需要的预算或人员数量是您根本不具备的。
An omnichannel marketing automation platform provides a unified way to automate communication with your customers on all of their preferred channels without burdening your team. But in the crowded marketing automation platform space, it’s hard to figure out which is best for you.
In this guide, we pin down exactly what you should look for in a marketing automation platform—and why it might be time to make the switch.
First, let’s talk about why a strong omnichannel marketing automation platform can help your team.
与客户保持沟通，尤其是在不断扩大的平台上与客户保持沟通，非常耗时，而且乍一看，可能需要的预算或人员数量是您根本不具备的。
An omnichannel marketing automation platform provides a unified way to automate communication with your customers on all of their preferred channels without burdening your team. But in the crowded marketing automation platform space, it’s hard to figure out which is best for you.
In this guide, we pin down exactly what you should look for in a marketing automation platform—and why it might be time to make the switch.
First, let’s talk about why a strong omnichannel marketing automation platform can help your team.
为什么要实现全渠道营销自动化？
Over time, marketers have gone from only needing to master one or two channels to trying to provide outstanding, unified experiences across many channels.
In fact, today’s marketers usually engage their customers across 三个或更多channels, making it a challenge to manually monitor activity and stay consistent in messaging and tactics. Teams also struggle to identify channels with the best return on investment (ROI)—and instead find themselves wasting budget on low-return channels.
传统的营销自动化平台已经开始提供帮助，但它们往往技术性太强、渠道覆盖面不够广、与现有工具不兼容或不可扩展。这些工具非但没有让营销人员的工作变得更轻松，反而增加了他们的挫败感。
Omnichannel marketing today requires a marketing automation solution that makes it easier to test new channels, access customer data, experiment with creative, and analyze results.
By adopting a strong omnichannel marketing platform, you can reach all your customers, engage with them on the channels they want, and share information between tools without needing direct interaction from your team 24/7.
Over time, marketers have gone from only needing to master one or two channels to trying to provide outstanding, unified experiences across many channels.
In fact, today’s marketers usually engage their customers across 三个或更多channels, making it a challenge to manually monitor activity and stay consistent in messaging and tactics. Teams also struggle to identify channels with the best return on investment (ROI)—and instead find themselves wasting budget on low-return channels.
传统的营销自动化平台已经开始提供帮助，但它们往往技术性太强、渠道覆盖面不够广、与现有工具不兼容或不可扩展。这些工具非但没有让营销人员的工作变得更轻松，反而增加了他们的挫败感。
Omnichannel marketing today requires a marketing automation solution that makes it easier to test new channels, access customer data, experiment with creative, and analyze results.
By adopting a strong omnichannel marketing platform, you can reach all your customers, engage with them on the channels they want, and share information between tools without needing direct interaction from your team 24/7.
Over time, marketers have gone from only needing to master one or two channels to trying to provide outstanding, unified experiences across many channels.
In fact, today’s marketers usually engage their customers across 三个或更多channels, making it a challenge to manually monitor activity and stay consistent in messaging and tactics. Teams also struggle to identify channels with the best return on investment (ROI)—and instead find themselves wasting budget on low-return channels.
传统的营销自动化平台已经开始提供帮助，但它们往往技术性太强、渠道覆盖面不够广、与现有工具不兼容或不可扩展。这些工具非但没有让营销人员的工作变得更轻松，反而增加了他们的挫败感。
Omnichannel marketing today requires a marketing automation solution that makes it easier to test new channels, access customer data, experiment with creative, and analyze results.
By adopting a strong omnichannel marketing platform, you can reach all your customers, engage with them on the channels they want, and share information between tools without needing direct interaction from your team 24/7.
搜索营销自动化平台时应考虑的 7 个问题
At its core, 营销自动化软件 is designed to streamline your team’s manual tasks and workflows. This helps save time for your team—and provides them with a wealth of data on customer behaviors and trends.
无论您是首次采用营销自动化平台，还是换用其他平台，在寻找理想工具时都要记住以下六个问题。
1.系统是否便于非技术团队成员使用？
Let’s be honest. Every piece of software sounds perfect in marketing materials. Realistically though, it doesn’t matter how great any software features are if your teams can’t (or don’t) use them.
下面介绍如何解决这个问题：
收集团队意见 on essential requirements versus nice-to-haves. Create a list of core features like detailed spend breakdowns, channel integration, or visual builders. These will save the most time for your team members, increasing buy-in and adoption.
确定具体的工作流程 your team is hoping to automate. What steps are required to accomplish some of these routine, manual tasks? How much time does it take them? Then, check to ensure the software lets them quickly set up a simple automated flow as a solution.
Pay 在演示和讲解过程中密切关注 to make sure the software is easy to use. If it’s possible to get your hands on the tool itself for a trial run, that’s even better.
获取文档或教程。 Many employees prefer self-serve support options like a knowledge base so they can get quick answers to their questions without needing to contact a help desk or support team. Look for platforms that offer an array of searchable tutorials or how-to guides.
Marketing automation shouldn’t burden your team members; it should free up their time to work on higher-value tasks.
2.您的营销平台是否能让您利用适合目标受众的channels ？
It’s unrealistic to be present on every channel on day one, but it’s critical to be present on the right channels. Many “omnichannel” providers only include access to SMS and email. But this leaves channels like WhatsApp (全球最受欢迎的全球信使应用程序), Facebook Messenger, and Instagram off the table.
Understanding your customers means knowing how they prefer to communicate and where. As you explore options, keep these tips in mind:
选择一个可以让你尝试新的平台channels 。
If you invest in a platform that offers limited channels, it will be a much more expensive endeavor to migrate to a new platform down the road when you want to expand to new channels like WhatsApp and Instagram. Or, you might end up with a frustrating piecemeal situation—like having some channels that are automated and others you have to use manually, or using two platforms at the same time. Make sure the platform you originally choose appeals to the future state of your business.检查现有数据，或通过调查收集新数据，以发现渠道偏好。
Do users check their email mid-afternoon? Are open rates higher when you send 1:1 communications in SMS or text? Make sure your chosen platform allows for more personalized outreach at just the right time to minimize opt-outs and maximize engagement to drive sales.
寻找一个能让你制作特定频道内容的平台。
A strong marketing automation platform lets you create rich, interactive content for each channel your audiences frequent. This helps you target your audiences more precisely and create higher engagement. Depending on the channel, you might opt for media formats like carousels, buttons, audio, and video.寻找一个能提供向内和向外发送信息的平台。
Channels like WhatsApp let you engage in one-on-one conversations with customers. This creates a more personal experience—and ultimately leads to upsell and cross-sell opportunities. Just remember that it also requires a different product set, the need for chatbot automation, and the support of a team of agents.
Once you find a platform with the right capabilities and channels, it’s time to ensure that it has the flexibility to meet customers anywhere in the world.
3.解决方案能否覆盖国际受众或特定地区受众？
If your company has any aspirations to engage international audiences, you need to choose an omnichannel platform that facilitates reach. This is especially true when it comes to SMS messaging, and with 98% 的短信被打开 (and read), it can be a serious competitive edge.
Many countries are cracking down on SMS regulations due to spam and data privacy concerns. In addition, high-volume SMS sending is difficult for many marketing platforms, especially those that rely on third parties to deliver their messages. These challenges require a reputable provider with long-standing carrier relationships—one that understands international compliance and offers a strong infrastructure.
Omnichannel platforms also play a big role in ensuring you reach channels prevalent in your target markets, like Facebook Messenger in the United States or WhatsApp in Europe and Latin America. They also help you reach country-specific channels, such as the popular mobile messaging app KakaoTalk in South Korea.
在国际范围内发送信息时，您需要一个能与目标市场的所有互联网服务提供商（ISP）和电子邮件提供商（如 Gmail 和 Yahoo）保持积极关系的平台。这些公司会不断改变用于过滤垃圾邮件的规则。但是，有了一个经验丰富、联系紧密的全渠道平台，您就能确保您的电子邮件不会进入垃圾邮件文件夹。
4.该平台是否能让您创建跨channels 的丰富信息模板？
Using customizable message templates creates a consistent, on-brand visual experience across your campaigns. Plus, it saves you time, eliminating the need for a back-and-forth design approval process before clicking send and allowing you to scale your message production.
在选择营销自动化平台 (MAP) 时，要找一个能让您
无需任何编码知识即可定制模板
为电子邮件、短信、Facebook Messenger 和 WhatsApp 等多个通信channels 创建模板
打造丰富的媒体体验，吸引客户
包括交互式信息功能，如快速回复按钮、链接按钮或旋转木马信息
Once you’ve found a tool that ticks all of these boxes for template creation, like Bird营销云, it’s time to make sure it provides easy access to granular data insights.
5. How well does the platform handle customer data?
掌握营销campaigns 的表现是成功的一半。有了实时数据这座金矿，您的团队就能迅速摆脱薄弱的campaigns ，尝试新的策略来提高成功率。
When doing your research, look for a MAP that will:
吸收大量数据 (purchases, web visits, actions, page views, etc.) in real-time. Look for a platform that will maintain reliability and performance as you scale.
提供易于使用的搜索功能 for quick queries. Data is only useful if it's accessible.
让您触发、细分和个性化campaigns to create targeted messages for your customers.
连接您已在使用的所有数据源。 For example, a platform should let you view past purchase behavior data—and use it to customize your campaigns.
让您根据数据定制内容。 A platform should bring together customer data from diverse sources so you can personalize messages and determine who receives which messages and when.
有了灵活、可靠的分析管理方式，您就可以密切关注客户参与情况，并就campaigns 做出强有力的数据驱动决策。
6.平台是否提供有竞争力的价格？
许多全渠道平台提供商依赖第三方服务来发送电子邮件、短信和 WhatsApp 消息。这就增加了多层成本，通常会在核心渠道成本之外再向pay 支付额外费用。这些平台的客户最终将为此买单：
渠道成本（如短信发送费）
第三方处理费
营销平台的手续费
以下是Bird 的优势：我们拥有并运营自己的基础设施，无需昂贵的第三方参与。 This allows us to offer 大幅降低信息传递成本 compared to competitors. This translates into faster scaling, lower CAC, and ultimately, a higher return on your marketing investment.
7.是否覆盖整个垂直堆叠？
说到软件，"深度 "很重要。例如，只在表层（称为应用层）工作的软件与具有控制层的软件功能不同。
在大多数情况下，软件只是一个应用层，为系统的深层功能 "贴上标签"。例如，自动化平台可能声称可以发送电子邮件，但实际上软件并没有发送电子邮件。相反，它将信息传递给一个单独的系统来完成这项任务。
如果软件解决方案包含一个控制层，它实际上就是在自己发送这些电子邮件。这样，你就能获得更多关于单个用户的数据，并更深入地了解营销活动的效果。
通过这样一个平台，您可以跟踪重要的行为，如回复、打开率、点击率等。每一条信息都能让您更深入地了解营销活动的效果和个性化程度--跨channels 。
底线：寻找可在整个平台上进行垂直整合的全渠道营销自动化解决方案。
您将从每个用户的层面对客户有更细致的了解，也就是说，您将知道谁在做什么、什么时候做、在哪个渠道做。然后，您就可以利用这些数据提供真正能与潜在客户产生共鸣的信息。
At its core, 营销自动化软件 is designed to streamline your team’s manual tasks and workflows. This helps save time for your team—and provides them with a wealth of data on customer behaviors and trends.
无论您是首次采用营销自动化平台，还是换用其他平台，在寻找理想工具时都要记住以下六个问题。
1.系统是否便于非技术团队成员使用？
Let’s be honest. Every piece of software sounds perfect in marketing materials. Realistically though, it doesn’t matter how great any software features are if your teams can’t (or don’t) use them.
下面介绍如何解决这个问题：
收集团队意见 on essential requirements versus nice-to-haves. Create a list of core features like detailed spend breakdowns, channel integration, or visual builders. These will save the most time for your team members, increasing buy-in and adoption.
确定具体的工作流程 your team is hoping to automate. What steps are required to accomplish some of these routine, manual tasks? How much time does it take them? Then, check to ensure the software lets them quickly set up a simple automated flow as a solution.
Pay 在演示和讲解过程中密切关注 to make sure the software is easy to use. If it’s possible to get your hands on the tool itself for a trial run, that’s even better.
获取文档或教程。 Many employees prefer self-serve support options like a knowledge base so they can get quick answers to their questions without needing to contact a help desk or support team. Look for platforms that offer an array of searchable tutorials or how-to guides.
Marketing automation shouldn’t burden your team members; it should free up their time to work on higher-value tasks.
2.您的营销平台是否能让您利用适合目标受众的channels ？
It’s unrealistic to be present on every channel on day one, but it’s critical to be present on the right channels. Many “omnichannel” providers only include access to SMS and email. But this leaves channels like WhatsApp (全球最受欢迎的全球信使应用程序), Facebook Messenger, and Instagram off the table.
Understanding your customers means knowing how they prefer to communicate and where. As you explore options, keep these tips in mind:
选择一个可以让你尝试新的平台channels 。
If you invest in a platform that offers limited channels, it will be a much more expensive endeavor to migrate to a new platform down the road when you want to expand to new channels like WhatsApp and Instagram. Or, you might end up with a frustrating piecemeal situation—like having some channels that are automated and others you have to use manually, or using two platforms at the same time. Make sure the platform you originally choose appeals to the future state of your business.检查现有数据，或通过调查收集新数据，以发现渠道偏好。
Do users check their email mid-afternoon? Are open rates higher when you send 1:1 communications in SMS or text? Make sure your chosen platform allows for more personalized outreach at just the right time to minimize opt-outs and maximize engagement to drive sales.寻找一个能让你制作特定频道内容的平台。
A strong marketing automation platform lets you create rich, interactive content for each channel your audiences frequent. This helps you target your audiences more precisely and create higher engagement. Depending on the channel, you might opt for media formats like carousels, buttons, audio, and video.寻找一个能提供向内和向外发送信息的平台。
Channels like WhatsApp let you engage in one-on-one conversations with customers. This creates a more personal experience—and ultimately leads to upsell and cross-sell opportunities. Just remember that it also requires a different product set, the need for chatbot automation, and the support of a team of agents.
Once you find a platform with the right capabilities and channels, it’s time to ensure that it has the flexibility to meet customers anywhere in the world.
3.解决方案能否覆盖国际受众或特定地区受众？
If your company has any aspirations to engage international audiences, you need to choose an omnichannel platform that facilitates reach. This is especially true when it comes to SMS messaging, and with 98% 的短信被打开 (and read), it can be a serious competitive edge.
Many countries are cracking down on SMS regulations due to spam and data privacy concerns. In addition, high-volume SMS sending is difficult for many marketing platforms, especially those that rely on third parties to deliver their messages. These challenges require a reputable provider with long-standing carrier relationships—one that understands international compliance and offers a strong infrastructure.
Omnichannel platforms also play a big role in ensuring you reach channels prevalent in your target markets, like Facebook Messenger in the United States or WhatsApp in Europe and Latin America. They also help you reach country-specific channels, such as the popular mobile messaging app KakaoTalk in South Korea.
在国际范围内发送信息时，您需要一个能与目标市场的所有互联网服务提供商（ISP）和电子邮件提供商（如 Gmail 和 Yahoo）保持积极关系的平台。这些公司会不断改变用于过滤垃圾邮件的规则。但是，有了一个经验丰富、联系紧密的全渠道平台，您就能确保您的电子邮件不会进入垃圾邮件文件夹。
4.该平台是否能让您创建跨channels 的丰富信息模板？
Using customizable message templates creates a consistent, on-brand visual experience across your campaigns. Plus, it saves you time, eliminating the need for a back-and-forth design approval process before clicking send and allowing you to scale your message production.
在选择营销自动化平台 (MAP) 时，要找一个能让您
无需任何编码知识即可定制模板
为电子邮件、短信、Facebook Messenger 和 WhatsApp 等多个通信channels 创建模板
打造丰富的媒体体验，吸引客户
包括交互式信息功能，如快速回复按钮、链接按钮或旋转木马信息
Once you’ve found a tool that ticks all of these boxes for template creation, like Bird营销云, it’s time to make sure it provides easy access to granular data insights.
5. How well does the platform handle customer data?
掌握营销campaigns 的表现是成功的一半。有了实时数据这座金矿，您的团队就能迅速摆脱薄弱的campaigns ，尝试新的策略来提高成功率。
When doing your research, look for a MAP that will:
吸收大量数据 (purchases, web visits, actions, page views, etc.) in real-time. Look for a platform that will maintain reliability and performance as you scale.
提供易于使用的搜索功能 for quick queries. Data is only useful if it's accessible.
让您触发、细分和个性化campaigns to create targeted messages for your customers.
连接您已在使用的所有数据源。 For example, a platform should let you view past purchase behavior data—and use it to customize your campaigns.
让您根据数据定制内容。 A platform should bring together customer data from diverse sources so you can personalize messages and determine who receives which messages and when.
有了灵活、可靠的分析管理方式，您就可以密切关注客户参与情况，并就campaigns 做出强有力的数据驱动决策。
6.平台是否提供有竞争力的价格？
许多全渠道平台提供商依赖第三方服务来发送电子邮件、短信和 WhatsApp 消息。这就增加了多层成本，通常会在核心渠道成本之外再向pay 支付额外费用。这些平台的客户最终将为此买单：
渠道成本（如短信发送费）
第三方处理费
营销平台的手续费
以下是Bird 的优势：我们拥有并运营自己的基础设施，无需昂贵的第三方参与。 This allows us to offer 大幅降低信息传递成本 compared to competitors. This translates into faster scaling, lower CAC, and ultimately, a higher return on your marketing investment.
7.是否覆盖整个垂直堆叠？
说到软件，"深度 "很重要。例如，只在表层（称为应用层）工作的软件与具有控制层的软件功能不同。
在大多数情况下，软件只是一个应用层，为系统的深层功能 "贴上标签"。例如，自动化平台可能声称可以发送电子邮件，但实际上软件并没有发送电子邮件。相反，它将信息传递给一个单独的系统来完成这项任务。
如果软件解决方案包含一个控制层，它实际上就是在自己发送这些电子邮件。这样，你就能获得更多关于单个用户的数据，并更深入地了解营销活动的效果。
通过这样一个平台，您可以跟踪重要的行为，如回复、打开率、点击率等。每一条信息都能让您更深入地了解营销活动的效果和个性化程度--跨channels 。
底线：寻找可在整个平台上进行垂直整合的全渠道营销自动化解决方案。
您将从每个用户的层面对客户有更细致的了解，也就是说，您将知道谁在做什么、什么时候做、在哪个渠道做。然后，您就可以利用这些数据提供真正能与潜在客户产生共鸣的信息。
At its core, 营销自动化软件 is designed to streamline your team’s manual tasks and workflows. This helps save time for your team—and provides them with a wealth of data on customer behaviors and trends.
无论您是首次采用营销自动化平台，还是换用其他平台，在寻找理想工具时都要记住以下六个问题。
1.系统是否便于非技术团队成员使用？
Let’s be honest. Every piece of software sounds perfect in marketing materials. Realistically though, it doesn’t matter how great any software features are if your teams can’t (or don’t) use them.
下面介绍如何解决这个问题：
收集团队意见 on essential requirements versus nice-to-haves. Create a list of core features like detailed spend breakdowns, channel integration, or visual builders. These will save the most time for your team members, increasing buy-in and adoption.
确定具体的工作流程 your team is hoping to automate. What steps are required to accomplish some of these routine, manual tasks? How much time does it take them? Then, check to ensure the software lets them quickly set up a simple automated flow as a solution.
Pay 在演示和讲解过程中密切关注 to make sure the software is easy to use. If it’s possible to get your hands on the tool itself for a trial run, that’s even better.
获取文档或教程。 Many employees prefer self-serve support options like a knowledge base so they can get quick answers to their questions without needing to contact a help desk or support team. Look for platforms that offer an array of searchable tutorials or how-to guides.
Marketing automation shouldn’t burden your team members; it should free up their time to work on higher-value tasks.
2.您的营销平台是否能让您利用适合目标受众的channels ？
It’s unrealistic to be present on every channel on day one, but it’s critical to be present on the right channels. Many “omnichannel” providers only include access to SMS and email. But this leaves channels like WhatsApp (全球最受欢迎的全球信使应用程序), Facebook Messenger, and Instagram off the table.
Understanding your customers means knowing how they prefer to communicate and where. As you explore options, keep these tips in mind:
选择一个可以让你尝试新的平台channels 。
If you invest in a platform that offers limited channels, it will be a much more expensive endeavor to migrate to a new platform down the road when you want to expand to new channels like WhatsApp and Instagram. Or, you might end up with a frustrating piecemeal situation—like having some channels that are automated and others you have to use manually, or using two platforms at the same time. Make sure the platform you originally choose appeals to the future state of your business.检查现有数据，或通过调查收集新数据，以发现渠道偏好。
Do users check their email mid-afternoon? Are open rates higher when you send 1:1 communications in SMS or text? Make sure your chosen platform allows for more personalized outreach at just the right time to minimize opt-outs and maximize engagement to drive sales.寻找一个能让你制作特定频道内容的平台。
A strong marketing automation platform lets you create rich, interactive content for each channel your audiences frequent. This helps you target your audiences more precisely and create higher engagement. Depending on the channel, you might opt for media formats like carousels, buttons, audio, and video.寻找一个能提供向内和向外发送信息的平台。
Channels like WhatsApp let you engage in one-on-one conversations with customers. This creates a more personal experience—and ultimately leads to upsell and cross-sell opportunities. Just remember that it also requires a different product set, the need for chatbot automation, and the support of a team of agents.
Once you find a platform with the right capabilities and channels, it’s time to ensure that it has the flexibility to meet customers anywhere in the world.
3.解决方案能否覆盖国际受众或特定地区受众？
If your company has any aspirations to engage international audiences, you need to choose an omnichannel platform that facilitates reach. This is especially true when it comes to SMS messaging, and with 98% 的短信被打开 (and read), it can be a serious competitive edge.
Many countries are cracking down on SMS regulations due to spam and data privacy concerns. In addition, high-volume SMS sending is difficult for many marketing platforms, especially those that rely on third parties to deliver their messages. These challenges require a reputable provider with long-standing carrier relationships—one that understands international compliance and offers a strong infrastructure.
Omnichannel platforms also play a big role in ensuring you reach channels prevalent in your target markets, like Facebook Messenger in the United States or WhatsApp in Europe and Latin America. They also help you reach country-specific channels, such as the popular mobile messaging app KakaoTalk in South Korea.
在国际范围内发送信息时，您需要一个能与目标市场的所有互联网服务提供商（ISP）和电子邮件提供商（如 Gmail 和 Yahoo）保持积极关系的平台。这些公司会不断改变用于过滤垃圾邮件的规则。但是，有了一个经验丰富、联系紧密的全渠道平台，您就能确保您的电子邮件不会进入垃圾邮件文件夹。
4.该平台是否能让您创建跨channels 的丰富信息模板？
Using customizable message templates creates a consistent, on-brand visual experience across your campaigns. Plus, it saves you time, eliminating the need for a back-and-forth design approval process before clicking send and allowing you to scale your message production.
在选择营销自动化平台 (MAP) 时，要找一个能让您
无需任何编码知识即可定制模板
为电子邮件、短信、Facebook Messenger 和 WhatsApp 等多个通信channels 创建模板
打造丰富的媒体体验，吸引客户
包括交互式信息功能，如快速回复按钮、链接按钮或旋转木马信息
Once you’ve found a tool that ticks all of these boxes for template creation, like Bird营销云, it’s time to make sure it provides easy access to granular data insights.
5. How well does the platform handle customer data?
掌握营销campaigns 的表现是成功的一半。有了实时数据这座金矿，您的团队就能迅速摆脱薄弱的campaigns ，尝试新的策略来提高成功率。
When doing your research, look for a MAP that will:
吸收大量数据 (purchases, web visits, actions, page views, etc.) in real-time. Look for a platform that will maintain reliability and performance as you scale.
提供易于使用的搜索功能 for quick queries. Data is only useful if it's accessible.
让您触发、细分和个性化campaigns to create targeted messages for your customers.
连接您已在使用的所有数据源。 For example, a platform should let you view past purchase behavior data—and use it to customize your campaigns.
让您根据数据定制内容。 A platform should bring together customer data from diverse sources so you can personalize messages and determine who receives which messages and when.
有了灵活、可靠的分析管理方式，您就可以密切关注客户参与情况，并就campaigns 做出强有力的数据驱动决策。
6.平台是否提供有竞争力的价格？
许多全渠道平台提供商依赖第三方服务来发送电子邮件、短信和 WhatsApp 消息。这就增加了多层成本，通常会在核心渠道成本之外再向pay 支付额外费用。这些平台的客户最终将为此买单：
渠道成本（如短信发送费）
第三方处理费
营销平台的手续费
以下是Bird 的优势：我们拥有并运营自己的基础设施，无需昂贵的第三方参与。 This allows us to offer 大幅降低信息传递成本 compared to competitors. This translates into faster scaling, lower CAC, and ultimately, a higher return on your marketing investment.
7.是否覆盖整个垂直堆叠？
说到软件，"深度 "很重要。例如，只在表层（称为应用层）工作的软件与具有控制层的软件功能不同。
在大多数情况下，软件只是一个应用层，为系统的深层功能 "贴上标签"。例如，自动化平台可能声称可以发送电子邮件，但实际上软件并没有发送电子邮件。相反，它将信息传递给一个单独的系统来完成这项任务。
如果软件解决方案包含一个控制层，它实际上就是在自己发送这些电子邮件。这样，你就能获得更多关于单个用户的数据，并更深入地了解营销活动的效果。
通过这样一个平台，您可以跟踪重要的行为，如回复、打开率、点击率等。每一条信息都能让您更深入地了解营销活动的效果和个性化程度--跨channels 。
底线：寻找可在整个平台上进行垂直整合的全渠道营销自动化解决方案。
您将从每个用户的层面对客户有更细致的了解，也就是说，您将知道谁在做什么、什么时候做、在哪个渠道做。然后，您就可以利用这些数据提供真正能与潜在客户产生共鸣的信息。
各行各业的企业如何利用营销自动化获得成功
那么，成功的企业是如何利用全渠道平台的呢？我们收集了一些企业节省时间、提高参与度和增加转化率的真实案例。
营销自动化的魅力在于，它可以让您在每个用户最活跃的平台上向他们发送个性化的促销信息。当您根据他们的兴趣和偏好定制促销活动时，他们就更有可能认为这些促销活动与他们相关，值得他们花时间去了解。这将提高您企业的参与度和转化率。
Indonesian retailer Matahari managed to 2.5 倍的转换率，并扩大其忠诚度计划, driving far more business both in their physical locations and online. Matahari used Bird'sFlows and WhatsApp API to run promotional campaigns that reached millions of customers and drove net new revenue. Sending marketing messages on WhatsApp also allowed customers to engage with campaigns, and chat with a sales agent for additional product info before making a purchase.
Insurance: ComparaOnline increases conversion rates by 18%
To gain a competitive edge in the insurance industry, companies need to engage audiences at precise stages of the buyer journey. 麦肯锡认为, “Personalization—or reaching customers with targeted messaging, offers, and pricing at just the right time—is the future of insurance marketing.”
ComparaOnline, a price comparison site for financial and insurance services in Latin America, turned to Bird Flows and Email Marketing to enhance the prospect experience. As the company generated leads that moved through the sales funnel, prospects encountered high friction at each step, mostly due to manual workflows.
By 将客户关系管理与 WhatsApp 整合, their sales teams could efficiently reengage customers, recommend the right products based, and make conversations more personalized. Their more personalized interactions increased conversions by 18%.
电子商务：Urbanic 通过自动通知加强客户支持
对于电子商务领域的企业来说，选择一个可以一站式提供所有工具的营销自动化平台非常重要。Urbanic 是一家广受欢迎的零售品牌，在将其移动应用程序商店与内部基础设施连接起来方面遇到了困难。
Urbanic was trying to connect with customers across WhatsApp, email, SMS, and in-app chat without a central hub to monitor each conversation. Without a cohesive platform strategy, all these touchpoints can be more confusing than convenient.
With Bird’s easy-to-use interface and the ability to see each channel in a single console, the quality of customer support greatly improved.
“Our ability to proactively communicate important order and delivery information to customers has allowed us to reduce customer support tickets by 30%,” Krishna Gautam，Urbanic的客户体验主管 said. “Now, our customers are happier, and our support agents have more capacity.”
那么，成功的企业是如何利用全渠道平台的呢？我们收集了一些企业节省时间、提高参与度和增加转化率的真实案例。
营销自动化的魅力在于，它可以让您在每个用户最活跃的平台上向他们发送个性化的促销信息。当您根据他们的兴趣和偏好定制促销活动时，他们就更有可能认为这些促销活动与他们相关，值得他们花时间去了解。这将提高您企业的参与度和转化率。
Indonesian retailer Matahari managed to 2.5 倍的转换率，并扩大其忠诚度计划, driving far more business both in their physical locations and online. Matahari used Bird'sFlows and WhatsApp API to run promotional campaigns that reached millions of customers and drove net new revenue. Sending marketing messages on WhatsApp also allowed customers to engage with campaigns, and chat with a sales agent for additional product info before making a purchase.
Insurance: ComparaOnline increases conversion rates by 18%
To gain a competitive edge in the insurance industry, companies need to engage audiences at precise stages of the buyer journey. 麦肯锡认为, “Personalization—or reaching customers with targeted messaging, offers, and pricing at just the right time—is the future of insurance marketing.”
ComparaOnline, a price comparison site for financial and insurance services in Latin America, turned to Bird Flows and Email Marketing to enhance the prospect experience. As the company generated leads that moved through the sales funnel, prospects encountered high friction at each step, mostly due to manual workflows.
By 将客户关系管理与 WhatsApp 整合, their sales teams could efficiently reengage customers, recommend the right products based, and make conversations more personalized. Their more personalized interactions increased conversions by 18%.
电子商务：Urbanic 通过自动通知加强客户支持
对于电子商务领域的企业来说，选择一个可以一站式提供所有工具的营销自动化平台非常重要。Urbanic 是一家广受欢迎的零售品牌，在将其移动应用程序商店与内部基础设施连接起来方面遇到了困难。
Urbanic was trying to connect with customers across WhatsApp, email, SMS, and in-app chat without a central hub to monitor each conversation. Without a cohesive platform strategy, all these touchpoints can be more confusing than convenient.
With Bird’s easy-to-use interface and the ability to see each channel in a single console, the quality of customer support greatly improved.
“Our ability to proactively communicate important order and delivery information to customers has allowed us to reduce customer support tickets by 30%,” Krishna Gautam，Urbanic的客户体验主管 said. “Now, our customers are happier, and our support agents have more capacity.”
那么，成功的企业是如何利用全渠道平台的呢？我们收集了一些企业节省时间、提高参与度和增加转化率的真实案例。
营销自动化的魅力在于，它可以让您在每个用户最活跃的平台上向他们发送个性化的促销信息。当您根据他们的兴趣和偏好定制促销活动时，他们就更有可能认为这些促销活动与他们相关，值得他们花时间去了解。这将提高您企业的参与度和转化率。
Indonesian retailer Matahari managed to 2.5 倍的转换率，并扩大其忠诚度计划, driving far more business both in their physical locations and online. Matahari used Bird'sFlows and WhatsApp API to run promotional campaigns that reached millions of customers and drove net new revenue. Sending marketing messages on WhatsApp also allowed customers to engage with campaigns, and chat with a sales agent for additional product info before making a purchase.
Insurance: ComparaOnline increases conversion rates by 18%
To gain a competitive edge in the insurance industry, companies need to engage audiences at precise stages of the buyer journey. 麦肯锡认为, “Personalization—or reaching customers with targeted messaging, offers, and pricing at just the right time—is the future of insurance marketing.”
ComparaOnline, a price comparison site for financial and insurance services in Latin America, turned to Bird Flows and Email Marketing to enhance the prospect experience. As the company generated leads that moved through the sales funnel, prospects encountered high friction at each step, mostly due to manual workflows.
By 将客户关系管理与 WhatsApp 整合, their sales teams could efficiently reengage customers, recommend the right products based, and make conversations more personalized. Their more personalized interactions increased conversions by 18%.
电子商务：Urbanic 通过自动通知加强客户支持
对于电子商务领域的企业来说，选择一个可以一站式提供所有工具的营销自动化平台非常重要。Urbanic 是一家广受欢迎的零售品牌，在将其移动应用程序商店与内部基础设施连接起来方面遇到了困难。
Urbanic was trying to connect with customers across WhatsApp, email, SMS, and in-app chat without a central hub to monitor each conversation. Without a cohesive platform strategy, all these touchpoints can be more confusing than convenient.
With Bird’s easy-to-use interface and the ability to see each channel in a single console, the quality of customer support greatly improved.
“Our ability to proactively communicate important order and delivery information to customers has allowed us to reduce customer support tickets by 30%,” Krishna Gautam，Urbanic的客户体验主管 said. “Now, our customers are happier, and our support agents have more capacity.”
何时应该转用全渠道平台？
Many marketing teams have been given the dreaded instruction to “do more with less.” With an omnichannel marketing platform, that actually might be possible. But how do you know when it’s time to go shopping?
以下是五个简单的指标：
您在整个客户旅程中存在盲点
您的多渠道方法过于耗时且难以监控，这意味着您无法获得洞察力来做出以数据为导向的决策
您无法接触到某些客户，因为您没有在合适的国家/地区访问合适的channels
您已在一些channels 上占有一席之地，但希望打入新的channels 、受众和市场
您的营销策略相互脱节、不平衡channels
Marketing automation helps smaller teams offer the same high-quality messaging and personal experiences as larger organizations—all without high headcounts or expensive tech stacks.
If you're looking for a marketing automation platform, it's worth considering one that offers 真正的全渠道支持. It should work seamlessly with the networks your customers use, and it should be easy for your team to coordinate campaigns across channels.
想要加速营销自动化？ 立即申请Bird 的免费演示。
Many marketing teams have been given the dreaded instruction to “do more with less.” With an omnichannel marketing platform, that actually might be possible. But how do you know when it’s time to go shopping?
以下是五个简单的指标：
您在整个客户旅程中存在盲点
您的多渠道方法过于耗时且难以监控，这意味着您无法获得洞察力来做出以数据为导向的决策
您无法接触到某些客户，因为您没有在合适的国家/地区访问合适的channels
您已在一些channels 上占有一席之地，但希望打入新的channels 、受众和市场
您的营销策略相互脱节、不平衡channels
Marketing automation helps smaller teams offer the same high-quality messaging and personal experiences as larger organizations—all without high headcounts or expensive tech stacks.
If you're looking for a marketing automation platform, it's worth considering one that offers 真正的全渠道支持. It should work seamlessly with the networks your customers use, and it should be easy for your team to coordinate campaigns across channels.
想要加速营销自动化？ 立即申请Bird 的免费演示。
Many marketing teams have been given the dreaded instruction to “do more with less.” With an omnichannel marketing platform, that actually might be possible. But how do you know when it’s time to go shopping?
以下是五个简单的指标：
您在整个客户旅程中存在盲点
您的多渠道方法过于耗时且难以监控，这意味着您无法获得洞察力来做出以数据为导向的决策
您无法接触到某些客户，因为您没有在合适的国家/地区访问合适的channels
您已在一些channels 上占有一席之地，但希望打入新的channels 、受众和市场
您的营销策略相互脱节、不平衡channels
Marketing automation helps smaller teams offer the same high-quality messaging and personal experiences as larger organizations—all without high headcounts or expensive tech stacks.
If you're looking for a marketing automation platform, it's worth considering one that offers 真正的全渠道支持. It should work seamlessly with the networks your customers use, and it should be easy for your team to coordinate campaigns across channels.
想要加速营销自动化？ 立即申请Bird 的免费演示。
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AI-first 营销、服务和支付 CRM
点击 "查看Bird"，即表示您同意Bird 的规定。
Next generation CRM for Marketing, Sales and Pay
© 2024Bird 。保留所有权利。
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面向营销、销售和支付的下一代 CRM
© 2024Bird 。保留所有权利。
Made with <3 in Amsterdam
隐私设置
面向营销、销售和支付的下一代 CRM
© 2024Bird 。保留所有权利。
Made with <3 in Amsterdam
隐私设置