Learn why RD Station is the ideal tool to boost your company's inbound marketing
RD Station is one of the most popular and comprehensive marketing automation platforms on the market. Developed by Resultados Digitais, a leading Brazilian company in the segment, the tool has features and resources that help companies leverage their results through Inbound Marketing.
What is RD Station?
Developed by Resultados Digitais, RD Station is a digital marketing automation platform used by companies of various sizes and segments to manage and optimize their marketing campaigns. The tool has a wide range of features to help companies attract, nurture, and convert leads into customers. Among the possibilities are email marketing tools, social media management, landing page creation, and workflow automation. All of this allows for better campaign performance, with the ability to adjust strategies based on collected data.
Another feature of RD Station is sales management and CRM, allowing sales teams to track leads, manage opportunities, and monitor the performance of their activities. The platform has an intuitive layout that can be customized according to each company's needs. Thus, it is possible to improve the efficiency of marketing and sales, as well as the conversion rate for greater profitability.
What is Resultados Digitais and how did RD Station come about?
Resultados Digitais is a company based in Florianópolis (SC) and was founded in 2011 by a group of entrepreneurs who wanted to enhance digital marketing strategies. Initially, Resultados Digitais only worked with consulting and training services in digital marketing, but quickly realized that many companies needed a complete marketing automation solution. This is how the first version of RD Station emerged in 2012.
In 2016, Resultados Digitais received an investment of over R$ 62 million, in a round led by TPG Growth, Series C, Redpoint eventures, Endeavor Catalyst, and DGF Investimentos. According to RD Station's CEO, Eric Santos, the investment allowed the company to further expand its business and increase its international presence. Since then, a lot has changed, and RD Station has undergone various updates and improvements. Today, it is considered one of the leading marketing automation platforms in the Brazilian market.
“Brazil is the largest economy in Latin America, and the country has been increasing its adoption of the digital universe, social media, and mobile. However, most businesses have yet to embrace digital tools to reach their customers more effectively,” explained Angel Uribe, Senior Advisor at TPG Growth, at the time of the investment. “By delivering marketing automation software at competitive prices, Resultados Digitais is advancing in a large and still underexplored market with remarkable potential,” concluded the professional (read the full article here).
Currently, RD Station is used by over 40,000 companies worldwide, being recognized as one of the leaders in marketing automation in Brazil. Among its clients are renowned companies such as BTG Pactual Digital, Vittude, and Convenia. In addition to various awards and recognitions for its performance and innovation, it is the platform with the best rating by professionals on B2B Stack and G2.
Discover the functionalities and resources of RD Station
As we have seen so far, RD Station offers advantages for companies of different niches and sizes. It is ideal for those who want to centralize all marketing and management tools in one platform, ensuring a better flow for their activities. In summary, we can say that RD Station offers:
- Creation and management of email marketing campaigns
- Social media management, with scheduling and monitoring
- Development of custom landing pages
- Workflow automation to nurture and convert leads
- Analysis and reports to monitor campaign performance
- Sales management and CRM for complete management
- Integration with other tools, such as Google Analytics and Slack
RD Station Products
There are several customized tools for each need, including:
RD Station Marketing: for companies that want to automate and manage digital marketing, with resources that include WhatsApp messaging, visitor conversion, email marketing, landing pages, and marketing automation.
RD Station CRM: for companies that need to control their processes and increase sales, includes resources for sales funnel, sales automation, WhatStation for sales via WhatsApp, team management, and much more.
Tallos: the tool that allows automating customer service and sales through a chatbot for WhatsApp, channel management, and WhatsApp for marketing and sales.
You can click here to learn about all RD Station plans. The company offers different modalities that fit each client's needs.
Lead Management with RD Station
One of the main applications of RD Station is in lead management. The tool allows capturing lead information from various fronts, such as forms on landing pages, event registrations, and newsletter sign-ups. From there, it is possible to nurture contacts with personalized and automated content according to their needs and interests at different stages of the sales funnel.
Another advantage of using RD Station in lead management is the ability to segment leads based on criteria such as location, position, interests, and behaviors on the site. This allows marketing campaigns to be more targeted and effective, increasing conversion chances. The platform also offers advanced lead scoring resources to identify the most qualified leads to focus sales efforts on prospects with the highest conversion potential.
Other applications of RD Station:
- Real-time lead tracking
- Monitoring user activities on the site
- Alerts for leads that take relevant actions (fill out a form or download an eBook, for example)
As can be seen, RD Station is a complete tool for lead management, as it allows creating efficient strategies from lead capture, such as creating landing pages with forms, to segmenting and nurturing leads to improve the conversion rate.
Lead Scoring and Data Enrichment
RD Station offers advanced Lead Scoring and data enrichment resources, helping companies identify and prioritize the most qualified leads, increasing the chances of conversion into sales.
Lead Scoring consists of assigning a score to each lead based on their profile and behavior. With RD Station, it is possible to define custom scoring criteria, such as the number of visits to the site, pages visited, forms filled out, and other relevant actions. When a lead reaches a predefined score, the sales team receives an alert indicating that it is time to make contact.
With lead data enrichment, it is possible to complement the information already collected with additional publicly available data on the web. Thus, companies can obtain more complete information about their leads, such as company name, position, phone number, and address, increasing the effectiveness of marketing and sales campaigns.
It is also worth highlighting lead tracking, a feature of RD Station that allows tracking lead behavior on the site in real time. It is possible to identify visited pages, filled forms, and downloaded materials.
Marketing Automation
Marketing automation is an increasingly used strategy by companies that want to improve the effectiveness of their campaigns. It consists of using tools to automate marketing processes to generate more leads, nurture them with relevant content, and thus increase the chances of conversion into sales. For all this, RD Station can be applied, as its functionalities are focused on marketing automation as we are seeing in this article.
Examples include creating custom LPs, forms, and pop-ups to capture information about users visiting the site. After capture, the tool can create nurturing flows with sharing relevant content for each stage of the sales funnel.
Automation Flows: What are the Most Used?
To make it easier for those who want to implement automation flows, Resultados Digitais has an eBook with practical and applicable examples from the automation tool. To understand better: automation flows allow automating the lead nurturing process and other marketing actions based on each user's behavior.
These flows are created from a sequence of actions, such as sending personalized emails, segmenting contacts, assigning tags, among others. In other words, the flow will depend on the user's initial action, which will then trigger subsequent actions. For example, if the user has downloaded an eBook, from this action, the flow can be configured to automatically send a sequence of emails with content related to the book's theme, in order to keep these leads engaged and interested in your business.
RD Station for E-commerce
The automation flow is also very valuable in the case of abandoned carts for customers with e-commerce. In this case, when a visitor adds a product to the cart in their online store but does not complete the purchase, the flow can be configured to automatically send an email with a reminder and incentives for the user to complete the purchase.
Email and SMS Automation
RD Station allows for the automation of both emails and SMS. In fact, this is one of the most important functionalities, as it allows companies to develop personalized and automated campaigns for different types of contacts. Thus, it is possible to send relevant and targeted messages to leads at each stage of the sales funnel.
For example, it is possible to create both sequences of personalized emails and SMS, all based on specific events, such as signing up for a newsletter, making a purchase, filling out a form, or even the user's behavior on the site. In other words, the sequences of messages can be pre-configured and scheduled to be sent at specific moments, according to the customer journey.
Behavior-Based Automation
As we are seeing in this article, RD Station allows creating automations based on the behavior of site visitors. This means offering the user a completely personalized experience based on their actions and individual interests. To do this, it is necessary to define an event that triggers the automation.
This event can be a specific user action, such as filling out a form or downloading material. From this, it is possible to create a sequence of actions, such as sending emails, segmenting contacts, assigning tags, and others, to nurture the lead in a personalized way. Behavior-based automation is a powerful marketing tool that allows creating personalized experiences for each user, increasing relevance and engagement with the brand.
Creating and Managing Campaigns
Creating and managing a campaign with RD Station is quite simple and intuitive, after all, the tool prioritizes practicality. As we have seen throughout this article, it is possible to develop personalized campaigns based on the company's profile, its audience, and objectives. In addition, everything can be monitored, tracking the performance of each action.
To create a campaign in RD Station, it is advisable to clearly define your objective in order to choose the best tools for it. Then, it's time to define the target audience and take advantage of the audience segmentation resources offered by RD Station. The platform also offers ready-made email and LP templates, with the possibility of customizing them according to the needs of each campaign.
With all this done, you should configure the automation flow to send the message to the desired audience. As we have seen earlier, the automation flow can include sequences of emails, SMS sending, contact segmentation, and other actions. Afterward, it is possible to monitor the campaign and track its performance to evaluate the success of the actions and adapt what is necessary.
How to create landing pages in RD Station?
Among the most requested functionalities of RD Station is the creation of landing pages and forms, always aiming for lead generation. For this, the platform offers over 120 ready-made templates for landing pages and forms, with the possibility of customizing them according to the campaign's needs. You can choose, for example, between models for budget requests, waiting lists, free trials, Black Friday, online course registrations, webinars, eBooks, among others.
In just a few minutes, you can create and launch the LP, promoting special offers to attract the desired audience and, in the future, convert into sales. The most interesting thing is that RD Station's landing pages have security certificates and data protection fields, respecting the best practices of the LGPD.
Remember that when creating an LP, you must configure the lead capture form. RD Station offers various form field options that can be customized according to the information you want to collect from visitors.
Do you know what A/B Testing is?
When creating an LP, A/B testing is a crucial technique that consists of comparing two versions of the same page to evaluate which one performs better in terms of conversion, engagement, or another campaign objective.
In practice, A/B testing works as follows: a sample of the audience is divided into two groups, with each group receiving a different version of the marketing piece in question. The versions can differ in aspects such as layout, text, colors, images, offers, or other relevant variables for the campaign.
With RD Station, it is possible to analyze for a certain period which pages are bringing the best results and thus find the type of LP that best presents conversion. After that, just duplicate and customize the formula to take advantage of it in new campaigns, optimizing time.
Integration with Social Networks and Other Platforms
Did you know that RD Station can be integrated with social networks such as Instagram, Facebook, LinkedIn, and Twitter? In a simple and intuitive way, it is possible to integrate the tools and save time by scheduling posts for your company. In fact, the Social Media Posts feature allows you to create the content of a publication at once and then schedule it at the same time for all the social networks you want.
This ensures greater agility in day-to-day operations, resulting in a significant improvement in the frequency and consistency of publications. After all, we know that this is fundamental for a successful strategy aimed at attracting more followers and increasing engagement on social media. After choosing the desired date and time and scheduling the publication, the tool allows you to track the results of each post, also monitoring leads and sales.
Monitoring KPIs and Metrics
Do you know what a KPI is? It stands for Key Performance Indicators or, in Portuguese, Indicadores de Chave de Desempenho. As the term itself suggests, it encompasses the quantitative indicators defined to evaluate the progress of digital marketing actions with the aim of achieving a goal.
Among the KPIs and metrics available in RD Station are: conversion rate, open and click rates, traffic source, performance on social media, Return on Investment (ROI) of campaigns, among others.
Custom Reports and Dashboards
RD Station allows you to create custom reports with dashboards to track metrics and KPIs of digital marketing campaigns, including breaks and filters according to each user's choice. For example, it is possible to choose which indicators will be shown in each table, such as leads, sales, opportunities, revenue, sales cycle, new leads, total conversions, etc.
For each report created, it is possible to choose how to break it (group it) and select which filters will be used. Additionally, there is the possibility of grouping and filtering reports according to a specific date, whether it be a day of the week, month, or even semester or year.
RD Station's custom reports have ready-made dashboards, allowing the user to use the model to create their own. This model comes with bar and line graphs, tables, and isolated metrics. Furthermore, it is possible to create a dashboard from scratch, inserting reports in the way that best suits your needs. In this case, there are tabs available for each business context, including reports, widgets, texts, lines, web content, and filters.
Companies that Use RD Station
Now that you know RD Station in depth and understand its importance for a good digital marketing strategy, how about getting to know some companies that implemented the tool and achieved excellent results?
Success Case with RD Station
1. BTG Pactual Digital
BTG Pactual Digital is an investment platform of BTG Pactual bank, currently considered the largest investment bank in Latin America, managing approximately R$ 330 billion in assets. As a large player in the financial segment, BTG Pactual wanted to generate more qualified leads and measure its results, optimizing for funnel conversions. To this end, RD Station Marketing was used, focusing on marketing automation flow.
See the client's testimonial:
2. Patrícia Goedert Doçaria
Of small size, the confectionery Patrícia Goedert Doçaria needed to generate qualified leads and then convert them into sales to increase the business's revenue. To this end, email campaigns were created to reach the audience and initiate online sales, with the implementation of an online store.
See the client's testimonial:
To implement the solution, an online order landing page was launched for sweets. The result was surprising, with customers placing orders, making payments, and scheduling product pickups. All of this automatically, without the need for contact with factory attendants.
With the success of the online store, inbound marketing became part of the confectionery's plans. In less than a year of operation, the online store was responsible for a 500% increase in the confectionery's launch sales, representing 50% of total orders and 30% of the company's total revenue.
As a result, the use of RD Station Marketing combined with the production of relevant content on social media and the sending of email campaigns also resulted in a 120-fold increase in the organic traffic to the site.
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