What is Marketing Automation?

marketing automation

Marketing automation or MA, is a collection of tools designed to automate a company’s marketing strategy. These tools not only benefit large businesses, but small businesses & marketing agencies as well.
Often agencies & businesses that don’t have much experience with MA, they often think it’s just a tool for automating repetitive marketing tasks. These companies only see the value of marketing automation as a time or cost saving solution. While MA does save time & money, the real value of MA, is what enables businesses to do. 

  • Identify more qualified leads
  • Increase the conversion of those leads
  • Increase the resulting revenues
Marketing automation vs. Traditional Email Blasts
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Marketing automation uses a multitude of features to complete those three objectives. Anonymous web visitor identification, end-to-end analytics (not Google Analytics), dynamic lists, lead scoring, behavior tracking, email automation and dynamic forms are just some of the features that help agencies reach those objectives.  MA services are being adopted at an exponential pace, there is a reason for it: It supercharges marketing teams & Sales. You will find MA making its way into smaller companies, as the price of MA  becomes significantly more affordable. If you do a price comparison between implementing MA or adding another FTE, MA is a steal.

Marketing automation is distinct from auto responder tools.  When used properly, marketing automation can all but guarantee that leads receive narrowly targeted & highly relevant, marketing messages. You've heard the term "timing is everything" well those prospects receive those messages at exactly the right time. This sort of messaging is radically different from the relatively basic email delivery services like Mailchimp or Constant Contact. These services typically are only able to send non-targeted email “blasts” to a large group of recipients in a linear fashion. Too often, this un-targeted approach is viewed (correctly) as spam.

In contrast, MA features behavioral-based targeting and communication. Using MA, a B2B company can automatically send a fresh prospect (one that’s just starting their education process) very high-level information that is relevant to the lead’s interest. On the other hand, if a lead is ready to buy, the lead can be sent purchase-oriented materials. At the same time, the marketing automation service will send a notification to a salesperson, telling them to contact the lead. Leads looking at one product on the website can be sent information about that specific product, without a salesperson having to ask the lead anything. The possibilities to better engage with your prospects are virtually endless.

This level of behavioral-based targeting will generate higher conversions and more revenue.