Marketing automation streamlines manual processes and work phases in marketing campaigns by employing automated marketing software.

By using marketing automation, companies can better understand their customers and automatically offer products and services tailored to their needs.

What is marketing automation?

Marketing automation involves software-assisted management of customer-related business processes. Tasks that were once performed manually within marketing campaigns are now executed automatically, thanks to marketing automation tools. These tools act as an interface between customer databases, CRM systems, and a company’s various communication channels.

Marketing automation is data-driven, aiming to deliver personalized communication to each customer at the right time and through the appropriate channel.

How does marketing automation work?

With automated marketing tools, you only need to define workflows in communication campaigns once. The strategies are then automatically implemented, and their efficiency is evaluated and adjusted based on the data obtained.

Marketing automation extends beyond simple process automation. In online marketing, tools can access extensive databases through web monitoring. Once this data is analyzed using data mining, it can be used to optimize communication processes in customer relationship management (CRM) and to personalize content and offers, such as automated price optimization or dynamic pricing.

What are the 5 pillars of marketing automation?

The 5 pillars of a successful marketing automation strategy are:

  1. A solid understanding of your customers’ buying journey;
  2. Establishing specific objectives for your marketing automation campaign;
  3. Providing the right content, at the right time, to the right person;
  4. Defining key performance indicators that will help gauge the success of various scenarios and workflows;
  5. Implementing a continuous improvement system through A/B testing campaigns.

What Can Marketing Automation Achieve?

In practice, marketing automation is used in contexts such as automated sales funnels and as a technological foundation for software-assisted lead management. The primary objectives include:

  • Generating qualified leads (lead generation)
  • Converting interested parties into buyers (lead nurturing)
  • Developing occasional customers into regular ones (up/cross-selling)

Marketing automation tools offer customers and potential buyers automatically selected marketing resources based on user profiles (usually in the form of content), aiming to cater to their specific needs and encourage repeat purchases.

Examples of Marketing Automation Scenarios to Set Up

There are various examples of marketing automation scenarios, but some common examples include:

  • Sending promotional messages based on a customer’s purchase history
  • Sending welcome messages to new subscribers
  • Routing prospects to different sales channels according to their profile
  • Relaunching abandoned carts on e-commerce sites
  • Automatically sending a voucher to a customer on their birthday
  • Automatically reminding inactive subscribers to confirm their subscription status

Benefits of Marketing Automation

When used effectively, marketing automation offers significant benefits for both SMEs and larger companies. The main advantages include:

  • Audience segmentation:
    Marketing automation enables automatic database segmentation based on the customer lifecycle stage of your leads, allowing more effective targeting of buyer personas with valuable content.
  • Efficient time management:
    Companies can develop campaigns and schedule messages for specific future dates and times using marketing automation.
  • Monitoring actions:
    Marketing automation tracks and monitors each action taken in the contact database, providing detailed statistics and charts for analyzing and optimizing long-term marketing campaigns.
  • Resource optimization:
    This tool efficiently manages budgets, reduces information gathering and message creation efforts for email contacts, and allows for better resource use while focusing on strategic actions.
  • CRM integration:
    When integrated with a CRM, marketing automation is key to achieving a higher number of conversions throughout the customer lifecycle, providing access to essential information to guide leads, increase conversion possibilities, and prevent leads from slipping away.
  • Multichannel management:
    Marketing specialists can identify more consumers and provide proper follow-up through various channels and platforms. Potential customers can be managed from any channel, ask questions, and contact sales representatives.

Examples of Marketing Automation Tools:

  • Hubspot
  • Marketo
  • SendInBlue

How Marketing Automation Impacts Customers

Marketing automation not only benefits your business but also addresses common customer pain points in the omnichannel digital era. Customers are often overwhelmed with information, making it challenging to find the answers they need.

When they do manage to contact your company, they may have a disjointed experience moving between teams, channels, and platforms. Marketing automation can reduce this friction by connecting teams, gathering data in a usable format, and prioritizing tasks behind the scenes.

Display Relevant Content:

With marketing automation, you can customize what each customer sees. From advertising to email marketing, use your buyer personas and behavioral targeting to send only the information each prospect or customer needs. Since customers have limited time, automation helps get to the point by using the data you’re already collecting to highlight the most relevant content at the right time.

Provide Faster Responses:

Marketing automation helps businesses prioritize tasks and manage leads so that incoming questions are answered quickly. With behavioral data stored in your CRM, front-line employees can provide more relevant help without needing to search for information first. Understand your customers’ history and automate responses based on previous purchases, product actions, or lifetime value.

Offer Omnichannel Experiences:

Marketing automation is effective because it allows data to be collected, stored, and used in marketing software to provide customers with personalized experiences, such as pre-filled forms, targeted emails that meet their needs, and customer service that feels as familiar as a local store.

How Can You Take Advantage of Marketing Automation?

The goal of automated marketing is to make sales processes like lead generation and lead maintenance more efficient and profitable through automation. Marketing automation tools combine user data from various sources (CRM, web analytics, customer service, etc.), structure it, create user profiles, evaluate users based on their activities through lead scoring, and enable individualized approaches.

If a user visits your website for the first time, the software automatically classifies them as a new customer and employs marketing tools you’ve chosen for lead generation, such as a free whitepaper download, a discount for new customers, or a call to sign up for the newsletter.

If click behavior analysis shows that the customer is interested in specific product groups, they will be offered corresponding deals or personalized prices on their next visit. This is done automatically from a database managed by automated marketing software, which is continuously updated based on user behavior.

Marketing automation also regularly records and evaluates the effectiveness of the marketing instruments used. The knowledge gained in this way is available for planning future marketing actions and guiding your company’s strategic direction.

In summary, marketing automation software offers such a high degree of customization for ad campaigns that hand-selecting customer acquisition and development tools would only be possible with significant personnel expenses.

Automated Marketing Software

Software that supports marketing automation often has close ties to, or includes features of, CRM systems. Additionally, information from all available communication channels is evaluated and prepared for personalizing marketing measures.

The most common functions of these applications include:

  • CRM Synchronization and Integration
  • Web analytics
  • Workflow and process management
  • Lead management (especially lead nurturing and lead scoring)
  • Conversion funnel management
  • Inbound marketing
  • Content management
  • Social Publishing
  • Monitoring
  • Email marketing

Some of the best-known automated marketing tools on the market are:

  • HubSpot
  • Klaviyo
  • Keap (formerly Infusionsoft)
  • Act-On
  • Marketo
  • Oracle Eloqua
  • Adobe MarketingCloud
  • IBM Watson Marketing (formerly Silverpop)
  • Net Results
  • iContact (formerly Outmarket)
  • Hatchbuck
  • SimplyCast
  • iPress
  • eTrigue
  • SalesTalk
  • Salesforce Pardot
  • Salesfusion

Advantages and Disadvantages of Automated Marketing

Automated Marketing Software

Software that supports marketing automation often has close ties to, or includes features of, CRM systems. Additionally, information from all available communication channels is evaluated and prepared for personalizing marketing measures.

The most common functions of these applications include:

  • CRM Synchronization and Integration
  • Web analytics
  • Workflow and process management
  • Lead management (especially lead nurturing and lead scoring)
  • Conversion funnel management
  • Inbound marketing
  • Content management
  • Social Publishing
  • Monitoring
  • Email marketing

Some of the best-known automated marketing tools on the market are:

  • HubSpot
  • Keap (formerly Infusionsoft)
  • Act-On
  • Marketo
  • Oracle Eloqua
  • Adobe MarketingCloud
  • IBM Watson Marketing (formerly Silverpop)
  • Net Results
  • iContact (formerly Outmarket)
  • Hatchbuck
  • SimplyCast
  • iPress
  • eTrigue
  • SalesTalk
  • Salesforce Pardot
  • Salesfusion

Advantages and Disadvantages of Automated Marketing

Below, we’ve compared the advantages and disadvantages of converting to automated marketing processes.

Advantages Disadvantages
Routine tasks can be made more efficient through automation. The purchase of marketing automation tools incurs additional costs.
It allows measuring and evaluating the success of marketing campaigns. Before sales processes can be automated, they must be manually defined, requiring necessary technical knowledge.
Marketing automation tools enable highly personalized communication with potential customers, provided sufficient data is available. Marketing automation tools are only efficient if integrated into all systems involved in customer communication and have access to a sufficiently large database.
By continuously measuring success, marketing automation creates a good baseline for optimizing marketing campaigns. When using marketing automation tools, there is a risk of losing personal contact with the customer.
Automated marketing allows for large-scale lead management that could not be managed manually. If errors occur in the database, there is a danger that they will be repeated in all processes based on it, distorting entire marketing campaigns.
Marketing automation gives marketers a good overview of the number and stage of the sales process for potential customers and ensures planning transparency and security.

FAQ

Is marketing automation only limited to email marketing automation?

While many marketing automation tools primarily focus on email marketing there are also tools that offer a range of features. These additional features include lead management, social media marketing, transactional email marketing, automated prospecting and more.

Which marketing automation tools are considered the best?

The best marketing automation tools are those that enable businesses to efficiently manage their marketing campaigns monitor performance and optimize results. Some of the regarded options, in the market include HubSpot, Sendinblue, Plezi, Sarbacane, Marketo, Pardot and Infusionsoft.

How do I create a marketing automation campaign?

A marketing automation campaign is a targeted and personalized marketing campaign triggered by a predefined action by the user. It allows companies to communicate with their customers at every stage of the buying cycle, from discovery to final purchase.

To set up a marketing automation campaign, you must first define marketing automation scenarios:

  • What events (triggers) and elements should trigger an automated action?
  • What will be the automated actions?
  • What messages will be sent?
  • What custom variables will be used?
  • What will be the expected delays between each automated action?
  • Which actions will be considered conversions?

Once these elements have been defined, you’ll need to build your workflow and marketing automation scenario using dedicated software.

Is Marketing Automation Limited, to Companies?

not. Any business regardless of size can make use of marketing automation. Reap its advantages.

Advantages of Marketing Automation

Marketing automation not saves time. Boosts efficiency but also proves to be a powerful tool for driving sales growth. Whether its, for selling products on a store or offering services marketing automation can significantly contribute to achieving sales numbers.

Sendinblue marketing automation example scenario

Marketing automation not only saves time and increases productivity, but it also serves as an effective tool for generating more sales, whether for products sold on an e-commerce site or for services offered.

How to Use Marketing Automation for E-Commerce Sites?

For an e-commerce site, consider implementing these marketing automation strategies:

  1. Abandoned Cart Reminders:
    Configure reminders for customers who have left items in their cart without completing the purchase.
  2. Welcome Emails and Sequences:
    Send a welcome email upon account creation, followed by a sequence of emails designed to familiarize new account holders with the brand and encourage their first purchases.
  3. Automatic Promo Codes:
    Provide an automatic promo code when customers subscribe to the commercial newsletter.
  4. Product Recommendation Emails:
    Set up automatic product recommendation emails based on customers’ purchase or browsing history.
  5. Automated Retargeting Campaigns:
    Implement automated retargeting campaigns on social networks and through Google Ads to re-engage potential customers.