What is Marketing Automation

Dec 14, 2022 4:45:13 PM | Marketing Automation What is Marketing Automation? Why it is Important!


Marketing automation has become a buzzword over the last couple of years. What exactly does marketing automation mean? How can it benefit your company?

Marketing automation users have seen an average of 34% increase in sales revenue. No matter your company’s industry, size, or business model, a 34% increase in revenue is huge. This means that using marketing automation could be a game-changer for your business as a whole.

Automating marketing processes will save you tons of time and energy. But before you jump head-first into automation, you need to understand exactly what it is.

In this blog, we are going to explain what marketing automation is, and why it's important.


Marketing automation

Marketing automation is a technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically.


What Is Marketing Automation?

Marketing automation is a type of software that helps businesses manage campaigns across multiple channels. It enables companies to build relationships with consumers throughout the entire buying process.

Automated messages allow brands to reach out to potential buyers at the exact moment they're ready to buy. These messages might come in the form of email newsletters, text messages, social media posts, or even push notifications on mobile devices.

The goal of marketing automation is to make sure that every interaction with a brand is a positive experience for both parties. When done correctly, marketing automation allows businesses to focus less on manual tasks and more on growing their brand.


What is marketing automation used for?

Marketing automation is the use of software to streamline, simplify, and measure marketing tasks and workflows. The goal of marketing automation is to increase efficiency, improve the quality of customer engagement, and ultimately, drive revenue growth. The technology is used to automate repetitive, manual tasks and to target and engage with the right customer segments at the right time.

One of the main uses of marketing automation is email marketing. It allows marketers to create, send, and track highly personalized and targeted emails to their customers. By automating email campaigns, marketers can save time, increase the effectiveness of their campaigns, and improve the customer experience.

Another key use of marketing automation is lead management and lead nurturing. The technology helps marketers to capture, manage, and score leads, and determine which leads are ready to be passed on to sales. Marketing automation also helps marketers to build and maintain relationships with their leads through targeted and personalized email and social media campaigns.

Marketing automation is also useful for cross-selling and up-selling, as well as for customer retention and loyalty programs. The technology can be used to analyze customer data and behavior to identify buying patterns and to create targeted and relevant campaigns to encourage repeat purchases.

Marketing automation plays a big part in advancing your inbound marketing efforts. It's not just about sending emails or posting ads—it's about making sure those messages are relevant to your audience and that they convert. The good news is that there are many different ways to use marketing automation to grow your business.

For example, marketing automation software can streamline the following tasks:

  • Lead generation, nurturing, and scoring
  • Audience segmentation and targeting
  • Upsell and cross-sell activities Customer loyalty
  • Analytics and reporting to optimize marketing and content strategies
  • A/B testing to see which headlines, offers, copy, or images work best

Marketing automation is a valuable tool for businesses looking to streamline their marketing processes, increase efficiency, and improve customer engagement. Marketing automation tools help companies collect and analyze their customer data and create better customer profiles. Using this data, you can create tailored, personalized experiences for your customers across different platforms.


What is marketing automation software?

Marketing automation software is designed to simplify the marketing process and streamline tasks that would otherwise take a significant amount of time and effort.

For example, businesses can create and send targeted email campaigns in just a few clicks, instead of having to manually send emails to each recipient. Lead nurturing and lead scoring, two other features of marketing automation software, can help businesses prioritize and track their leads, so they can focus on the most promising prospects.

In today's fast-paced business environment, marketing automation software is becoming increasingly important for businesses looking to maximize their marketing efforts and gain a competitive advantage. With the right marketing automation software in place, businesses can boost their marketing efficiency, improve their customer engagement, and drive better business results.


Types of marketing automation software

The definition of marketing automation software varies depending on whom you ask. For example, some people consider it to be CRM software, while others include it under the broader umbrella of marketing technology. Regardless of how you define it, there's no doubt that marketing automation has become one of the most important technologies in business today.


With that said, here is a list of different types of software that can be classified as marketing automation:

  • Customer relationship management (CRM) Software, helps automate sales processes and manages customer, order, and product data.
  • Sales force automation, helps companies manage their sales processes, handle customer data, and offer analytics.
  • Email marketing helps facilitate the entire email marketing process. It includes the setup of lead generation forms, along with a variety of reporting tools to track success.
  • Social Media Engagement Manager, automate many aspects of social media management, including posting, scheduling, monitoring, analytics, etc.
  • Marketing automation workflows, eliminate the need for humans to perform certain tasks.
  • Lead Management System, which helps with lead generation, scoring, and using them for sales or marketing purposes.
  • Analytics, which shows the data in a visual form and identifies patterns in marketing and consumer data.
  • Pricing, which assists with the setting of competitive pricing structures, use-commerce in an e-commerce environment. An example would be A/B testing or estimating user demand.
  • Digital advertising and marketing, which improves and automates much of ad creation processes and bids across digital channels.
  • Loyal customer management automates key elements in the promotion and management of customer retention programs.

There are many different kinds of solutions available. Vendors often offer point products that require integration into other systems. Some companies like HubSpot offer all-in-ones that include several of these tools.


Why do we need marketing automation?

As mentioned earlier, marketing automation is designed to automate various tasks related to marketing campaigns. It does this by collecting information about customers, prospects, and competitors, then using that data to create personalized messages and automated interactions. These interactions may involve emails, text messages, phone calls, web pages, or any combination thereof.

In addition to saving time and resources, marketing automation also increases conversions. This is because it allows personalizing their messaging and content based on what works best for each prospect. The result: more leads, higher conversion rates, and increased revenue.


Benefits of marketing automation

Marketing automation helps businesses of every type and size. It nurtures leads, builds customer relationships, increases sales, and much more. It allows marketers to focus on what matters most — driving revenue growth. And it does so while helping organizations cut costs and increase efficiency.

According to a recent study by Oracle, 63% of companies believe that they’ll see benefits from marketing automa­tion within 6 months of implementing it.

Here are some key benefits to consider when investing in an automated campaign management platform:


1. Boost Sales

The best way to measure ROI is to look at the impact on sales. If you're running a lead nurturing program, you want to know whether it's generating qualified leads and converting them into paying customers. You can track this data directly in marketing automation software.

For example, HubSpot CRM lets you set up automated campaigns based on specific criteria such as email address, phone number, purchase history, etc. Then, you can use the built-in analytics tools to analyze the success rates of different types of campaigns. This information will help you fine-tune future campaigns and improve your conversion rates.


2. Increase Customer Retention

Customer retention refers to keeping existing customers happy and coming back for repeat purchases. A good marketing automation system can help you nurture leads and convert them into loyal customers.

You can automate follow-up emails, text messages, and phone calls to keep customers engaged and remind them about promotions and special offers. When done well, the process can reduce churn and increase customer lifetime value.


3. Improve Cross-Channel Marketing

If you have multiple channels (email, social media, mobile apps, etc.) through which you communicate with potential clients, marketing automation makes sense. For example, if you run a blog and post regular articles, you might want to send out a newsletter once per week to promote those posts. Or you could schedule tweets to be sent out automatically throughout the day. 


4. Simplify Workflows

When you work with a marketing automation tool, you don't need to worry about creating custom forms and landing pages. Instead, you can rely on prebuilt templates or drag-and-drop features to create customized web pages. That saves you time and money.


5. Reduce Costs

Marketing automation provides a 12.2% reduction in marketing overhead. Automated programs allow you to scale your business without having to hire additional staff. They also save you time and money by reducing manual tasks like sending mass emails and updating databases.  


6. Drive and optimize revenue growth

Marketing automation software helps companies achieve better ROI by eliminating manual processes and automating repetitive tasks. This allows you to spend less time managing campaigns and more time growing your business.

Marketing automation software also removes data silos between sales and marketers, allowing both groups to access the same information about customers. Finally, because marketing automation software connects marketing and sales, it makes it easier to identify key accounts and prioritize leads.


7. Improve Lead Quality

Marketing automation platforms are designed to make sure that every single one of your contacts gets the right message at the right time. So you get better quality leads.

Leads are segmented according to their interests and preferences. Your sales team has access to real-time insights into what they should say next to close deals.


8. Streamline processes 

Marketing automation helps companies streamline processes and make sure that everyone knows what needs to happen next. Marketing automation software provides a centralized hub where all information about campaigns, leads, contacts, and interactions are stored. This allows marketers to automate repetitive tasks and focus on high-value activities.

The best marketing automation tools allow you to manage multiple channels like email, social media, mobile apps, web forms, etc., and integrate them into one single workflow. They also offer features such as lead scoring, predictive analytics, automated segmentation, personalization, and much more.


Start building your marketing automation strategy

Regardless of which industry you're in, it is easy to set up marketing automa­tization for any situation. Once your goals are clear, you can begin creating messages and deciding on the criteria that will power your workflows. You can then start cultivating long-lasting customer relations.

Marketing automation tools automate repetitive tasks like email marketing campaigns, social media posts, and website content updates. This allows marketers to spend their time focusing on higher-level activities instead of spending hours each day doing the same thing over and over again.

The key to using marketing automation effectively is to set realistic expectations. Don't expect to send out hundreds of emails a day without any issues; instead, focus on building a solid foundation and slowly increasing your output over time. Once you reach that point, you'll be able to reap the rewards of automating your marketing efforts.

Here is a guide on how to get started with marketing automation

At Fine Media, we use marketing automation to help you get the most from your inbound marketing efforts. If you want to build an effective marketing automation strategy that will help you grow your business, we are here to help. 

Contact us

Tumisang Bogwasi

Written By: Tumisang Bogwasi

Tumisang is a 2X award-winning entrepreneur and CEO of Fine Media, excels in driving business growth through expert inbound marketing strategies. Outside the office, he sharpens his competitive edge on the squash courts.