What is Marketing Automation? And How does it Work?

Marketing is the good combination of creative and logical work.

And, it is very important for your business.

But sometimes, it can feel so boring and unproductive, because of repetitive tasks. And, it can be exhausting, difficult, and time-consuming.

What if there was a way to automate those tasks?

Yes, you can achieve this by marketing automation and make your job a little more easier.

But, what exactly is marketing automation? Let’s find out!

What is Marketing Automation? And How does it Work?

What is Marketing Automation?

Marketing automation is the process of leveraging software tools to automate repetitive marketing tasks such as sending emails, posting on social media, tracking, reminders, and much more.

Your automated campaigns can continue to run in the background while you focus your attention on bigger projects.

According to HubSpot’s “State of Marketing 2021” report, 79% businesses use marketing automation. 

Organizations use marketing automation to save time, money and improve marketing efficiency.

But, there are different types of marketing tasks you can automate, Let’s look at it!

 

What are the Types of Marketing Automation?

Different types of marketing automation are,

1. CRM Automation

Marketing automation is distinct from CRM, but both work extremely well together, maintaining a consistent and detailed profile of a person as they make the journey from contact, to lead, to prospect, to customer.

Customer relationship management (CRM) is a system to manage the relationship and interactions with customers, which includes a database for storing customer information like name, email, company size, etc.

And, CRM automation means automating sales processes and managing customer, order, and product data to stay connected with customers and improve profitability.

There are three important parts of CRM automation as Marketing Automation, Sales Force Automation, and Service Automation.

2. Email Automation

Email automation is the process to send emails to subscribers after hitting the specific time or action triggers.

You can use email automation to nurture new leads, send birthday greetings, automated blog updates, and many more things.

3. Social Media Automation

Social media automation is the process to automate social media interactions.

By utilizing this, you can schedule cross-platform posts in advance, auto-reply to comments, answer FAQs & general customer inquiries using automated chatbots.

4. Sales Automation

Sales automation is the process to automate recurring and time-consuming manual tasks.

In this, you can automate the entire sales funnel from generating, scoring, and nurturing the leads to product recommendations, A/B testing for price setting, handling sales processes, managing data, and analytics.

5. Analytics & Reporting Automation

With analytics and reporting Automation, it’s easy to access statistics and results without having to spend hours searching through endless data points.

It lets you track all sorts of campaigns, including email, social media, blog articles, ads, and many more.

6. Advertising Automation

In advertising automation, you can refine and automate much of the ad creation process and bidding strategies across digital channels. 

Now, advertisers like Google Ads are focusing on complete AI-driven automated campaign setup and optimization processes.

7. Task or Workflow Automation

In task automation, you can automate the repetitive business and marketing processes without any human intervention. 

It can be used to streamline communication between your employees by allowing them to share tips, work reminders, and track interactions with customers. 

But, you might think, is it even worth to do all these things? 

Let’s find out in the next section!

 

What are the Benefits of Marketing Automation?

Benefits of marketing automation are,

1. Saves Time, Money, and Resources

Working on an automation platform can make marketing tasks like posting on social media, sending emails, replying to comments, answering common questions, etc. a lot easier.

This saves a lot of your time and can potentially reduce staffing costs.

2. Increase Efficiency & Productivity

Automation solutions are helping marketers to be more efficient and productive by automating manual and repetitive tasks. 

So that they can focus on more important, strategic, and creative work, like planning and brainstorming for upcoming campaigns and projects.

3. Personalization

It can help you to make your interactions with customers more meaningful and personalized.

Firstly, It will turn your web visitors into leads and know who they are, then you can segment them by their behavior or characteristics.

Once you segment them, then you can set up personalized marketing campaigns for each behavior type.

4. Increase Conversion Rate

It can help you to increase the conversion rate by managing the leads more efficiently.

Your marketing automation tool can track your leads on a website, social media, blog and follow them to convert. You can even use it to retarget those who don’t convert.

And also, it gives you more time to analyze your marketing strategy and consider how to get visitors to convert.

5. Scalability

It can help you to create processes that are scalable. 

If you have more manual and a person dependent processes, then it’s very hard to scale them. And with marketing automation, you solve this problem.

Ok! But how does it work? 

Find out in the next section!

 

How does Marketing Automation Work?

As I said earlier, there are different types of marketing automation, they can work slightly different than each other, but the core structure remains the same.

At a very high level, marketing automation campaigns work based on simple conditional logic, behavior, and data, with the ultimate goal of closing more sales.

For example, this email automation flow,

Example of Email Automation

1. At first, it checks whether the subscriber is new or not.

2. If it is new, then it will send the Welcome Email, otherwise directly Webinar Invitation Email.

3. Then, if the subscriber clicks the link in the email, it will directly send to the Registration Page, otherwise, it will send 2nd email after 2 days.

This is a simple example of a marketing automation funnel and how it works.

 

Conclusion and Future

Marketing automation exists to make marketing and marketer’s life easier. 

Because it can save and spend your time on other efforts that will increase your success.

Marketing automation as an industry is expected to be worth more than $25.1 billion by 2023, according to Statista.

And, the industry will continue to grow with the advances in AI, Machine Learning (ML), Chatbots, Integrated Cross-channel Marketing, and Personalization.  

Plus, Experts are also predicting the use of the Internet of Things (IoT) in marketing automation to make it more intelligent.

 

FAQs

Marketing automation is the process of leveraging software tools to automate repetitive marketing tasks such as sending emails, posting on social media, tracking, reminders, and much more.

When you sign-up for tools like Canva, the first welcome email you received is automated.

It is exactly the same as Marketing Automation (offline marketing cannot be automated yet).

A marketing automation specialist is one who is skilled in automating marketing tasks and processes.

Well, a lot! From email campaigns, lead management, social media, and much more.

Pratik Bhangire

Hey, I’m Pratik, founder and creator behind EmpathyBots.

I help people automate their repetitive marketing tasks through my services, in-depth guides, tutorials, and tool recommendations.

Get to Know me better on my about page.

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