What is Marketing Automation?

What is Marketing Automation?

When you think of marketing automation, your mind might go immediately to the concept of CRMs or automated email softwares. These are similar, but not the same as marketing automation!

So what is marketing automation, and how can you be using it successfully?

Marketing Automation is software that executes marketing activities using triggers, actions, and behaviors. Marketing Automation replaces one-off technologies like social publishing, email marketing, and analytics by wrapping all these activities into one software platform. 

Marketing automation eliminates the need for manual effort, and nurtures prospects with content designed to convert them into loyal customers. 

Marketing Automation is all about reaching the right person and the right time with the right message. Instead of sending out the same message on all channels, it’s better to personalize content to meet your personas’ needs. This way you can provide the solutions they’re looking for right when they need them.

Let’s break it down… 

Salesforce.com defines marketing automation in the following way: “Marketing automation is a technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically.”

Marketing processes can include:

✔️ Social publishing

✔️ Email marketing

✔️ Analytics of data 

When combined into one marketing automation software, the various tasks related to all these processes are done across all these different channels, automatically. 

You can set up these automations, or have the software do it for you. You will still need to customize the content going out to have it match your brand a style, but most of the process after the initial setup will be totally automated. 

This is not a CRM

This is often confused with a CRM, or customer relationship manager, but they are not the same thing. 

A CRM is a contact-focused software most often used by sales. It saves contact information, behavior, conversations, and other activities. A tool to just track website visitors. Instead, marketing automation is a way to enhance and contextualize a visitor’s digital footprint, creating a timeline for the contact record. 

This software is usually checked daily by the sales team, and although most tasks within it can be automated, the human element can’t be entirely removed. 

Marketers use CRMs to make sure that they understand their customers, and are tracking their behavior. But with a marketing automation software, this and more can all be done in one place. 

Benefits of using a Marketing Automation Software

There are many benefits to automating marketing tasks! According to Annuitas Group, “Businesses that implement marketing automation experience an average of a 451% increase in qualified leads.”

Here are some results from a survey from Invespcro.com that cover the basics: 

➡️ “74% of respondents said that the technology’s ability to save them time was its largest benefit.”

➡️ “4 in 5 users increased their leads by using marketing automation software and 77% had an increase in conversions.”

➡️ “Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.”

What can I expect to get out of a Marketing Automation Software? 

If you are looking to save time, condense the various and vast tasks of the marketing department, and create an overall more consistent message, a marketing automation software will be just the thing you need! 

Let’s look at some real examples: 

1️⃣ Save time

Have you ever received an email from a company you’ve purchased from in the past reminding you of their awesome products? When did you see the email? Was it at the beginning of your day, or at the end? Did you end up clicking on the link and browsing through their site? Adding a few things to your cart, or just keeping them in mind?

With a marketing automation software, emails can be sent at exactly the right time based on real data and analytics to ensure that your email list will do the same. 

2️⃣ See website data in real time – and create trigger actions with predefined rules based on how users are interacting with your site

Having one software analyzing your website traffic data can be very convenient, and time saving. This software will be able to see how users are interacting with your website. Did they stay on one page much longer than the other? Let’s say someone spent 5 minutes looking at shoes on your site, before eventually closing the page. It might be time to send them a coupon for shoes! Or a reminder email the next day highlighting your most popular pair.

3️⃣ Improve consistency

It can be hard when managing multiple social channels, websites, email content, and ad campaigns to make sure that customers always have a consistent experience. With a marketing automation software, you can improve consistency in your message by seeking the big picture, and having most responses and functions be automated. 

4️⃣ Create social media promotions, coupons, deals, and event management – all automated to reach potential buyers at just the right time

Social media management is no small task for marketers, and it can be overwhelming to keep track of the success of various social engagements and ads. A marketing automation software can do all of this for you. 

5️⃣ Help sales teams shorten their sales cycles with enhanced personalization 

So many of the above examples are driving towards delighting the customer, and making the sale. Having very personalized triggers and automatons will make the customer feel like you know them, know what they like, and can provide the solution to all their troubles.  

If you’re trying to boost lead generation, streamline your marketing strategy, or just reach those conversion goals, consider trying out a marketing software! If you have any questions about any of these functions, or if you are interested in a free (for a limited time) email audit of your existing softwares, you can contact me using the link below. Happy marketing! 


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