Marketing automation is defined as the process of using software to automate marketing campaigns and activities throughout the entire buyer's journey — from initial customer interactions through to post-sales support.
It helps companies set the most effective processes for each stage of the sales funnel based on data about a lead and how they interact with the company.
Before we dive into the rest of the details, watch the video below for an easy-to-understand overview of what marketing automation is and how it can help your sales processes.
Marketing automation tools help you streamline the entire marketing process by automating repetitive tasks. Actions are taken automatically at the times when they are most effective. This increases the chances of your business generating new leads, making sales, and increasing your marketing ROI - all while freeing up your marketing team to focus on other tasks.
Marketing automation mostly focuses on the following three sections:
Marketing automation software provides you with customer data that lets you target each customer with the content most relevant to them based on who they are and how they interact with your company. This ensures each lead is always sent the content that will help them overcome their specific barriers to purchase—no more sending out ineffective mass email campaigns to your entire list.
A prospect visits one of your landing pages and fills out a form to download your eBook.
You automatically send them the eBook in an email.
The prospect clicks on the link to download the eBook.
They then click on a link to your pricing page from within the eBook—but they don’t take action.
You automatically send them an email asking if they’d like to set up a call with a sales rep to discuss their options.
They fill in an online form with a time they are happy to speak.
A sales rep at your company is notified and calls them at the allotted time.
Marketing automation and customer relationship management software in one:
Try Act! Marketing Automation free for 14 days to explore how marketing automation works in practice.
Marketing automation is used by companies of all sizes across a wide variety of sectors. Act! customers include those in financial services, health, real estate, pharmaceuticals, and more. Many companies that use marketing automation have a sales process that involves some or all of the following:
You can read more about the type of businesses that use marketing automation and how they streamline their marketing efforts in our testimonials section.
What is marketing automation? Marketing automation is the process of using software to automate marketing tasks throughout the customer journey.
What can marketing automation do? Marketing automation helps with lead nurturing, segmentation, and lead scoring. This ensures businesses take the most effective steps to push customers down the buying funnel.
Benefits of marketing automation: Marketing automation helps businesses create and implement the most effective marketing strategy possible. This can lead to more sales and allows those in marketing to focus on the bigger picture.
Who uses marketing automation? Companies of all sizes and industries can use marketing automation, including both B2B and B2C businesses.
How to succeed with marketing automation? To succeed at marketing automation you should have a clear strategy and excellent knowledge of your product and customers. You should continually test and refine your processes.
How do I choose the right marketing automation solution? Consider the features you want from a marketing automation solution, as well as where you see your business in the future. Then, pick a marketing automation solution that fits your budget.
From leads to sales to 5-star reviews.
It’s more expensive to acquire a new customer than it is to keep one. But too many companies focus only on the top of the funnel. Stay engaged with your customers and continuously delight them after their initial purchase.
With an assist from automated communications and activities you define, you deliver the right message at the right time.
This makes it easy to upsell products or services to your existing customers, renew their contracts before they expire, and check in regularly to ensure they’re happy and advocating your brand. Glowing reviews and enthusiastic referrals are yours for the taking!