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What is Marketing Automation and How Does it Work?

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Ann Davis is an avid HubSpot-certified Content Marketer in the Technology, Health and Wellness, and Home and Lifestyle niches.


Marketing automation is a business strategy that can help a company scale its performance. This is because marketing is an ongoing process for businesses that want to grow their customer base. Unfortunately, creating, delivering, and communicating value for customer acquisition is long and demanding. It also must be followed by managing customer relationships for mutual benefit.

Business marketing is only successful when a business can use technology to match its tasks, mission, and vision. This is where marketing automation comes in to remove the bulk of the work.

What it Entails

Marketing automation entails using software to accomplish repetitive and ongoing marketing tasks. The tasks include sending emails and follow-up messages, posting on social media, and everything else necessary for customer relationship management.

Every action designed to nurture sales and boost customer relationship management can be automated. With the right marketing automation strategy and platform, your company can become more organized and increase sales. Other outcomes are improved customer experience and increase sales.

How it Works

You have a list of activities that make up your marketing strategy. These include

  • Follow-ups,
  • Digital marketing
  • Social media marketing
  • Reminders
  • Drafting emails
  • Reporting
  • Live chats
  • Monitoring
  • Campaign segmentation
  • Content management
  • Lead generation, analysis, and management

Although the tasks are not difficult to do, they eat into the time you’d spend dong more meaningful tasks that have a more significant impact on the business.

With marketing automation, these manual tasks can be set up to process automatically without your involvement. They continue to run in the background while you concentrate on the larger projects at hand.

Designing a Marketing Automation Strategy

A marketing automation campaign can only be as successful as the design strategy used. For the best results in your campaign, here are the steps to follow:

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1. Identify Your Needs

The best place to get started is to establish what you hope to achieve with the automation process. Do you want to get more organized, reach a larger audience, or get the manual work off your hands?

2. Know Your Audience

You need to understand your target audience better. These are the people already using your products are services and who will continue to benefit from automating your marketing. Another audience you should reach out to is potential clients. Who are they, and what can you do to find them? When you understand their behavior, you're in an excellent position to decide which tasks to automate.

3. Choose the Right Tool

You need to decide the right tool to use to achieve your marketing automation goals. Gain insights into the capabilities of each tool and how you can use it to your maximum advantage.

4. Implementation and Improvement

As soon as you implement your marketing automation strategy, there’ll be changes in the workplace. You may experience unexpected disruptions for a while. However, if you have a sound strategy and qualified implementers, everything should work out well.

Ensure you also encourage open communication and explain the new roles and tasks to your team. Remember to discuss the policies and guidelines as encourage them to be open-minded. For the best results, your strategy should have a specific manner of implementation. This entails intervention, participation, and persuasion.

5. Monitoring Progress

Every business process must have checks and balances. You need to measure the results and effects of the automation process. This you can achieve by monitoring your progress against preset standards and performance against competitors.

Get Help with Your Marketing Automation Process

Marketing is a lot of hard work, but the good thing is that you don’t have to do it all alone. You can get expert help with setting up your marketing automation strategy. With a professional leading the way, you'll be on the path to untold success with this and more strategies.

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