What Is Marketing Automation?

When we talk about marketing automation we are referring to a specific suite of tools designed to systemize and automate repetitive tasks in order to effectively capture more leads for your business. Marketing automation improves engagement and boosts customer conversion by personalizing your content based on a lead’s behavior. This includes marketing channels such as email, social media, blogging, ad-word campaigns and many other website related actions.

Marketing automation is also known as a branch of customer relationship management (CRM) and is an especially critical aspect to track potential leads throughout the phases of the buying cycle. This CRM component ensures that leads are receiving multiple touches without unnecessary overlap from your team. 

Typically there are three components associated with marketing automation:

Marketing Intelligence:

Implements tracking codes in social media, email and webpages to track the behavior of anyone interested in a product or service. It can analyze links the customer accesses to develop a more accurately targeted response to a specifically targeted program towards their interests.

Marketing Automation:

Focuses on moving leads through the marketing funnel to become sales- ready leads at the bottom of the funnel. These prospects are then scored based off of their activities, and then receive targeted content and messaging, nurturing them from first interest through to sale. Marketing automation is seen as the marriage of email and web based  marketing technology coupled with a structured sales process.

Advanced Workflow Automation:

Encompasses automation of internal marketing processes. These processes include budgeting and planning, workflow and approvals, marketing calendars, internal collaboration and digital asset creation and management. This type of system increases a marketer’s ability to deliver content that is relevant to individuals who are interested in it at key times.

Key Aspects of Marketing Automation

In order to aid marketers in the most effective manner and in a way to fully understand customers, marketing automation tools are designed to perform these four key tasks:

  1. Aid in the development and analysis of marketing campaigns and customers
  2. The management of marketing campaigns
  3. Organize and store customer data within a CRM
  4. Moving potential leads through the customer buying journey to become customers

If you are interested in discussing how marketing automation can help your business grow, click below to schedule your 30 minute consultation with us today.  

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