What is Marketing Automation?
Marketing automation refers to the set of scenarios that can be anticipated and programmed to replace manual marketing tasks such as:
- The qualification of contacts
- Personalised answers
- Customised reminders
- Population segmentation
The objective is to bring large populations to convert (purchase, registration, recall request) without manually intervening in this process.
Find all our guides on marketing automation.
It refers to software platforms designed for marketing departments and organisations to automate repetitive marketing tasks.
This software is an intuitive, easy-to-use tool designed to specify criteria and results for tasks and processes that are then interpreted, stored, and performed by software tools.
Marketing departments, consultants, and part-time marketing employees use marketing automation platforms to increase efficiency and reduce human error. These platforms often have features for email marketing (e.x. provides you with email templates), social network marketing (e.x. generates dynamic content), lead generation, customer acquisition, customer support throughout the customer lifecycle, customer retention, and more. MA products often integrate with CRM tools, although CRM tools with marketing automation are considered to be all-in-one CRM products.
How is marketing automation applied?
Half-truths have always circulated about the definition of marketing automation. The fact is: it is not simply a nicer name for email marketing, it does not send fruitless spam, and it is not THE solution for lazy marketers.
Instead, various automated workflows can be developed that, on the one hand, make your job easier and, on the other hand, turn unknown visitors into customers.
Workflows can be established via MA tools for the following areas:
Automated processes can already help with lead generation. For this, use calls-to-action, contact forms and landing pages.
If the leads land in the contact database, lists can be created into which the leads are automatically sorted.
Email marketing & lead nurturing
As soon as visitors convert to leads, they become attractive to the marketing team - because not every prospect is immediately convinced by your products or services. This is where lead nurturing comes into play to maintain and promote contact with potential customers.
What are the Best Marketing Automation Tools?
There are hundreds of marketing tools available to do everything a marketer wants to simplify and automate the workflows. Only the multiplication of tools can be a major obstacle to the success of a marketing campaign. Some software can focus on the following features:
- Email marketing campaigns
- Customer relationship management
- Creation of landing pages to provide content in return for a listing
- Automation of article publications on social networks
- Automation of newsletters based on an RSS feed
- Content marketing
- Inbound marketing
- Lead nurturing
- Lead scoring
- B2b marketing
- SMS Marketing
- Conversion tunnel
- Social network mapping
Complementary solutions of Marketing Automation
Content Management System
Search Engine Marketing (SEM)
Public Relations (PR)
Customer Data Platform (CDP) Software
Social Media Marketing
Digital Asset Management (DAM)
Personalization and Behavioral Targeting