Digital Themes

Marketing Automation

What is Marketing Automation?

Marketing Automation is the use of technology to automate the management of marketing processes across several platforms concurrently.  Utilizing custom workflows, companies can target customers with a series of web, email, text, and social media communications filtered through consumer preferences and previous data.  Marketing automation platforms address sales and marketing strategies and can produce customized experiences to enhance the business's customer relationships.

Marketing automation tools can manage and automate repetitive tasks, such as new customer email campaigns, ongoing drip campaigns that nurture leads, and scheduled social media posts across several platforms. Marketing automation software uses triggered actions to set off automated marketing tasks such as email marketing and lead generation. For example, a prospect's click of a "learn more" button on one of several landing pages can initiate a series of nurture emails and scheduled touchpoints. Marketing teams can create workflows across multiple channels to personalize which marketing campaigns consumers will see and when. 

Automation software can reduce the amount of time employees spend on repetitive tasks, thus freeing them to work on innovative marketing plans and improved strategies. Automation reduces employee errors, which is invaluable when qualifying and nurturing a lead. Marketing automation also allows for data collection and analytics. Once marketing data, such as campaign emails opened, clicks on a webpage, or online forms completed, is collected and analyzed, marketing automation can then create custom workflows based on that behavior.

Previously, marketing campaigns have been difficult to measure and appropriately track. With the advancement of digital technologies, marketing efforts can now be traced from the initial point of contact through the nurture period, the sale, and all continued interactions with the brand.

What are the benefits of Marketing Automation?

  • Helps the bottom line: Lower marketing costs and customer acquisition costs mean more revenue stays in the company. Profit margins increase significantly when automation software handles the heavy lifting of lead touchpoints and nurture campaigns.

  • Customized marketing: Enabling a lead's digital behavior to trigger automatic nurture emails or correctly connect them with the appropriate sales or service team is the kind of personalized marketing that consumers have grown to expect.

  • Productivity and innovation: Taking the repetitive and mundane tasks from your employees and automating them gives your employees more bandwidth for idea generation and new inventive approaches. It also reduces errors that are common with repetitive tasks, such as incorrect names and duplicated or redundant emails.

  • Loyalty and referrals: Tailored interactions with a lead or customer will not only encourage brand loyalty but can also create the kind of (free) word of mouth marketing that businesses dream of.

  • More informed sales team: Marketing automation includes tracking and analytics. This means that when your salesperson goes to contact a lead, they know the lead is qualified and therefore can confidently pitch. They also have all the background information they need, including which emails the lead has opened, which pages of the site they have explored, and which buttons they've clicked.
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