What is marketing automation?
Marketing automation is a kind of program or software that aims to help
marketers to improve the efficiency of the sales funnel. It helps convert leads
into customers using a combination of functions of the program. Many
marketing departments need to do repetitive tasks like sending email, social
media update. Marketing automation can automate these marketing actions
much more efficiently than manually.
Marketing automation program connects multiple marketing channels like
social media, email and other customer contact point. One of the core aims of
marketing automation is lead nurturing, which help companies to nurture on-
going relationship with customers and gain profits from the customers in the
long run. The program brings potential customers or leads to the contact point
where they can be directly approached by the sales team. Once the program
directed the leads to a sales team, the team can close the sale and nurture an
Marketing automation software makes it easy to send customized and
targeted messages or content to leads, making communication stronger
because the content and messages are tailored to individual. Marketing
automation can help companies to group leads and customers according to
their demographics, behaviors etc., allowing companies to tailor messages
more easily. The software also integrates firm’s different marketing channels
to convey a more comprehensive message and brand image.
Here are some common and important features of a marketing program
Email Marketing Function
This will allow you to design your email content in a very customized way and
help you to run A/B test and test against the spam filters.
Lead Nurturing Function
This function allow company to nurture an ongoing relationship with the
prospects and generate revenue from them in the long run.
Lead Scoring Function
This function will show the company who are interested in your company,
saving time and resources in chasing after non-prospective customers.
Prospect Activity Tracking Function
This function track users’ interest and behavior, allowing company to gain
insight into their potential customers.
This function will give company report about their marketing automation
campaign and indicate where are the leads coming from, so that firms can
know which area to focus and which channel to abandon.