What Is Marketing Automation?
Marketing automation involves the use of software in marketing departments that automatically handles a number of predetermined activities and campaigns across multiple channels, such as managing and monitoring potential leads. To put it simply, marketing automation—if properly implemented—lets you run marketing campaigns without the need to manually send out emails, instant messages, campaigns, or posts you create. If you have identified your audience and designed the right content, a good marketing automation tool will automatically trigger actions based on a customer’s behavior and schedule.
Marketing departments that use automation can focus on other tasks, returning to campaigns from time to time to analyze and tweak them as the data starts coming in. Automated marketing tools save time and resources and drive revenue and ROI.
What are some examples of marketing automation?
Marketing automation has been found useful in numerous areas. Some of the most notable examples include:
Lead qualification process
In order to automate lead qualification, a business needs to identify qualification rules and then rely on marketing tools to score and prioritize, thus helping it determine where to focus its main efforts.
Lead nurturing autoresponder
A company uses lead nurturing autoresponder emails to educate its leads about their business, services, or products and how they will help them.
An effective onboarding campaign involves a systematic strategy for welcoming new users in a way that encourages loyalty and advocacy in the long run.
Abandoned shopping carts
Marketing automation helps businesses reach out to customers who left their selected items unpurchased. Strategically designed automated emails serve as reminders.
Using A/B testing, a business can figure out what works in its favor and what doesn’t. Marketing automation helps them test multiple iterations on real customers and ultimately create successful campaigns.
Lead magnets involve measures to gather more information about users and boost conversions. Automation helps reach customers, regardless of their position in the marketing funnel.