What is Marketing Automation?

Marketing Automation: a subset of customer relationship management (CRM) that focuses on the definition, scheduling, segmentation and tracking of marketing campaigns.  The use of marketing automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible.

Dry, right?  At its heart, marketing automation streamlines your sales and marketing efforts.  It allows you to manage how your customers engage with your content and move through the sales cycle.

Some of the key features of Marketing Automation software include:what is marketing automation

  • Integrated email campaigns
  • Lead capture – landing pages, forms, surveys
  • Website visitor tracking
  • Web analytics
  • Lead scoring

While you can get this kind of functionality through a combination of different platforms (Google Analytics, Dotmailer, etc.), marketing automation software puts them all at your fingertips in one platform.

Marketing automation software is not a mindless computer program carrying out your marketing strategy.  It is a resource intended to help you carry out your marketing activities more efficiently and in line with your sales department.

While on the surface the tools seem to be designed with marketers in mind, marketing automation is really about putting sales and marketing staff on the same page.  With marketing automation software, you can track leads as they move through the sales cycle by engaging with your content.  With a better understanding of your customer journey, marketing can create content and marketing messages to draw in and nurture leads until they are sales ready.

Imagine you could see where your prospect Rachel, the B2B marketing director, started engaging with your content – you could then provide similar content to try and draw other similar prospects into your sales funnel.

Imagine you could see the web pages Rachel touched and how long she stayed there.  Imagine you could drop her into an email campaign that sent her more information based on her interests.  Imagine you could score her behaviour until she reached a point where your sales team could make some real headway and provide her with further information on your products.

These are all things that marketing automation platforms can do.  With 70-90% of your buyers’ journeys taking place before they talk to sales, marketing automation can help you guide their engagement with your brand.

If you would like to learn more about marketing automation please contact us.