What is Marketing Automation?

When you hear about “Marketing Automation,” what comes to mind? You might think of an email marketing management system that handles all your digital correspondence. Maybe you imagine a sophisticated database that puts your analytics into context for you. If you’ve read up on marketing automation technology, you might see it as a way to manage omni-channel marketing campaigns, personalize communications, or launch an account-based marketing strategy.

Marketing automation does all this and more.

It’s an all-encompassing term for software platforms and support systems designed to transform the art of marketing into the measurable, repeatable science of success. Automation turns data into knowledge and knowledge into insight, enabling you to generate more leads, measure your marketing impact, and build on every successful campaign. With marketing automation, you eliminate guesswork and gain deep knowledge of your audience so you can create the kind of customized user experience that wins long-term loyalty.
More specifically, marketing automation includes the technology that handles routine marketing processes such as lead scoring, multi-channel campaign coordination, and database management. Turning these processes over to an automated system makes them vastly more efficient and precise while freeing your creative to focus on new concepts. We also use the term MARKETING AI as it accurately reflects the power of marketing automation to learn about customers and transform how businesses interact with them.

To understand more about what marketing automation is, it’s useful to look at what it isn’t:

Impersonal –

Although you might think of automated systems as mechanical or cold, marketing automation is anything but. By giving you deeper prospect knowledge and fuller customer care throughout the lead life cycle, automation actually enhances your ability to personalize customer relationships.

Unfocused –

Just because it can handle big data doesn’t mean marketing automation lacks focus. Audience segmentation, data hygiene, customization, and dynamic targeted content let you pinpoint your market with laser-like focus.

Complicated –

The technology behind automation is complex, but marketing automation platforms and the analytics they produce are designed for ease of use. User-friendly systems tame data and put it to work for you without any heavy lifting on your part.

What Can Marketing Automation Do for You?

From managing your email marketing to demand generation to complete content management, marketing automation is a comprehensive tool-set. Here’s a partial list of what marketing automation can do for you when it’s combined with a team that knows how to use this powerful technology:

  • Generate more leads
  • Score leads for sales readiness
  • Define segments by demographic, firmographic, and behavioral characteristics
  • Develop buyer personas
  • Guide leads through the sales funnel with nurture programs
  • Create email templates
  • Customize and personalize email
  • Deliver targeted ads and digital content
  • Build customized landing pages
  • Shorten the buying journey for prospects
  • Coordinate social media campaigns
  • Simplify the marketing-sales transition
  • Report on campaigns with detailed analytics

Every business is unique and has its own marketing needs. Automation is also highly adaptable, allowing you to define the system you want with customized dashboards, email templates, and more. Because your marketing automation platform is specific to you, let’s take a closer look at some of the technology’s most popular features.

 

Customized Content and Form Creation

Build a stronger brand identity with customized forms and banner ads that address your leads’ specific needs and interests. Customization has a proven record of enhancing responsiveness, and it’s no surprise – we all pay closer attention when we feel someone’s speaking directly to us. Marketing automation technology can even customize your site’s home page to greet return visitors with relevant information or offers, creating a custom user experience that adapts to your leads.

Next-Generation Email Marketing

Forget the shallow, ineffective email marketing methods of the past: Marketing automation has transformed how businesses interact with their prospects in every way. Data hygiene and list management becomes vastly easier when you automate, ensuring that your emails target the carefully selected leads they’re meant to reach. Creating email is simpler too, thanks to template builders and customizable pre-formatted options. Once you’ve created your email, run split A/B testing in real time to discover how your audience responds and choose the winning option. Clear, simple analytics let you track your success.