What is Marketing Automation and Why Does it Matter?

By Jason Bramble

The process of using software to automate repetitive marketing processes is known as marketing automation.

Marketers utilize this software to nurture leads, with integrations to customer relationship management (CRM) and customer data platform (CDP) software being common.

They can also automate and customize marketing messages and content using these platforms.

Many marketing departments use digital marketing services to automate processes like email marketing, social media posting, and even ad campaigns.

This is advantageous not only in terms of productivity but also in providing a more personalized experience to their clients.

These tasks are made easier by marketing automation technology.

Automation can help firms achieve higher marketing ROI and overall growth, according to the data.

How might marketing automation help your company, specifically?

Let's look at the benefits of marketing automation.


Benefits of Marketing Automation


Improves Your Lead Quality

Lead generation is a crucial step in every company's development.

By automating the multiple stages between marketing and sales, your team will have more time to focus on overall strategy and nurture the leads that have the most potential.

This translates to more leads and customers.

Marketing automation can also help you get a complete view of what your potential customers are thinking.

Marketing automation software can help your marketing team understand prospects' interests and where they are in the purchasing lifecycle by using behavioral tracking methods like following a user's trip across your website.

Then, based on those findings, follow-ups can be tailored.

Leads can be automatically scored, qualified, and prioritized by combining data from several touch points such as website visits and downloads, social media activity, and direct marketing.

This can lead to broader marketing initiatives, such as trigger-based marketing messages, infrequent "drip-feed" emails to retain interest, tailored emails, and Facebook or Twitter messaging, among other things.


Helps Nurture Your Inbound Leads

Lead nurturing can be difficult and time-consuming.

It is well worth it to guide a lead through the process if it results in a sale, but not all of your leads will convert.

According to a study, 50% of the leads generated by organizations are qualified but not ready to buy right now.

That might be a problem for a small business: you know around half of your leads are qualified, but they still need nurturing.

However, with a tiny sales and marketing team, you can't afford to keep regular track of 50% of your leads. 

But don't worry; computers were created for this reason: to accomplish the things that people don't have time for. Marketing automation can help.


Nurture Inbound Leads Revcarto


Personalizes the Customer Journey

The importance of personalized content in the lead nurturing process cannot be overstated.

At each level of their investigation, buyers expect unique, customized material. In fact, according to RevOps agencies, marketing automation solutions make delivering the appropriate information to the right buyer at the right time much easier.

They collect data from all of that stuff as well.

What are the most popular emails that customers open and click on?

What social media posts are doing well, and how is it translating into website visits and other user actions?

Is it true that mobile messaging is generating engagement?

These and many other questions about your content marketing tactics may be answered with automated data collection.

Data acquired by a marketing automation system is also quite helpful in certifying leads before sending them to sales on the marketing side.

A sound automation system takes and processes visitor data in two ways: lead scoring and lead grading.

This allows eligible leads to be automatically routed to the appropriate sales agents.


Compiles Data For Smarter Decision-Making

Everyone seems to be talking about "big data" these days, but few firms know how to collect and use it effectively.

Marketing automation enables you to adopt big data with ease, collect important insight at scale, and use it right away. 

Marketing automation solutions are the most comprehensive solution for assessing campaigns and anticipating customer behavior on a small business budget.

This is because they provide a single platform for dashboarding and analytics, closed-loop reporting, and gathering and storing data.

The ability to build a more thorough profile of your prospects than ever before is one of the numerous advantages of marketing automation software.

A/B tests marketing assets to uncover the most effective strategies and understand how sales and marketing affect the bottom line.


Compile Data for Decion Making Revcarto


Gets Sales and Marketing On the Same Page

It is no secret that integration between sales and marketing may be a challenge in many businesses.

But why is that?

Marketing and sales are becoming increasingly intertwined as technology continues to improve and affect the buying cycle, making efficient collaboration more crucial than ever.

It is not always the fault of one or the other when there is a misalignment between the two departments.

Outdated processes and structures are to blame.

It is only natural for tensions to arise when marketing and sales use distinct tactics to achieve different goals.

On the other hand, marketing automation can aid by boosting lead quality, generating revenue, and automating formerly manual activities such as lead assignment and follow-up.


Builds a 360-Degree View of Your Customers

Are you ready to take marketing automation to the next level?

It should be used in conjunction with a customer relationship management (CRM) system.

Integrating CRM with marketing automation allows you to track precise behavioral data, such as which pages your prospects visit, what types of content they prefer, and where they are in the purchase cycle.

Suddenly, you have a wealth of information on what your leads are interested in, allowing you to adapt anything from content marketing to sales pitches.


Final Thoughts

Marketing automation is, at its best, a blend of software and strategy.

It should enable you to nurture leads with highly tailored, valuable material that aids in converting leads to satisfied customers.

Consequently, customers are more than just the result of a well-executed marketing automation strategy.

Marketing automation should continue to play a significant role in your engagement with them because it should be at the center of everything you do.

Successful marketing automation solutions will decrease friction and accelerate your flywheel, allowing you to nurture customer connections long after they've been handed to the Sales Department and the deal has been closed.

Tags: marketing