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With Marketing Automation, Small Teams Can Do Big Things


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

For any team interested in professional marketing, automation tools should be a top priority. Since marketing automation came into the picture, sales and marketing have become seamless processes. Automation has optimized many business aspects at its basic level, far beyond taking care of the repetitive tasks of business.

Marketing automation can help your company succeed by making your team work smarter and not harder. Statistics show that automation can increase sales productivity by approximately 14.5% and decrease marketing costs by 12.2%. For this reason and more, marketing automation is growing fast in the CRM space.

Some business processes that your team can optimize through automation include:

  • Landing page creation
  • Email marketing
  • Lead generation
  • Segmentation
  • Retention
  • Measuring ROI
  • Lead nurturing and scoring
  • Website personalization

While these strategies are all too familiar, they can be hard to accomplish without the right equipment. As the marketing team and tasks grow, it becomes hard to manage connections using manual tools. This is when automation comes in handy.

What Can Small Teams Achieve with Marketing Automation?

When you automate your marketing strategy, you stand to gain several benefits from it.

Increased Efficiency in Lead Generation

Lead generation is crucial for the growth of a business. With automation, you can create incredible, carefully targeted, and relevant messages for your target groups. Once the many steps between sales and marketing are automated, your teams can focus on more critical tasks like nurturing the leads. That means more customers and more sales for your business.

Refined Marketing Process

Marketing automation will help your teams visualize the customer journey and marketing strategy to create effective processes. Creating processes around the customer journey is essential in refining customer targeting and nurturing. With a sequence of events in place, your marketing team can see where the leads are falling off and make the necessary adjustment.

Integrate Marketing and Sales

With automation, the marketing and sales teams can combine their goals after defining their roles. After acquiring, activating, and nurturing leads, the marketing department transfers the leads to sales for personal communication. Automation establishes the point at which this happens for a seamless flow of operations. This cooperation continues during the activation of existing customers and the reactivation of former customers.

Types of Marketing Automation to Consider

If you are yet to automate your marketing strategy, you are missing out on a huge opportunity to increase efficiency. Here are some types of marketing automation your brand needs to consider.

Customer Relationship Management

Having many customers is the goal of every business, but the inability to manage them can be exhausting. You need an effective strategy to collect, store, and retrieve customer data. Studies show that companies with CRM software can achieve more than 65% of their sales quotas.

One popular CRM software option is HubSpot, which does a little of everything in managing a business. The software is excellent for scoring and segmenting leads and automating communication. It provides more functionality beyond email marketing, allowing sales teams to manage, track, and prioritize prospects.

Email Marketing

Email marketing is one of the longstanding forms of digital marketing with the best return on investment. Unfortunately, email marketing presents scalability issues, but you can sort this by using email marketing software. Such tools will allow your teams to automate the messages they send to their contacts.

However, your teams should ensure the emails' quality doesn't drop just because they are automated. Popular email automation software options include Litmus and Mailchimp.

Marketing Analytics

Most marketers fail to measure their marketing strategies' performance, which shouldn't happen. It's crucial to look back at the marketing efforts to establish what worked and what didn't. This way, it's easy to identify the best strategies to focus on in maximizing ROI.

The most commonly used marketing analytics software is SEMrush, an excellent tool for company and competitor analysis. It comes in handy in finding the right keywords to target in content marketing, and establishing content gaps or opportunities. Google Ads is also useful in tracking the most appropriate audiences while excluding the least likely to convert ones. Other useful tools in marketing analytics automation are Ahrefs and Buzzsumo.

Final Thoughts

Marketing automation is an in-depth approach to increasing marketing efficiency, thus helping small teams achieve big goals. The marketing automation tools available on the market today are the answers to business efficiency and scalability. If your business is yet to embrace this strategy, it is missing out on opportunities to increase its revenue. Get started on marketing automation today and see your business grow.

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