What is Marketing Automation? Examples and Tools

Marketing automation platforms/technology automate marketing tasks and marketing campaigns across multiple platforms simultaneously.

Digital marketing automation systems


Marketing automation platforms automate and manage marketing tasks and campaigns across multiple platforms simultaneously.

Marketing processes, such as social media, text, email campaigns or messaging, can be automated to send messages to target specific segments of your customer base. In addition, it can be used to optimize marketing and sales processes to increase company revenue while reducing human error and improving efficiency.

These workflows can be built in a variety of ways with marketing automation software. These can be template-based or custom-built, with the option to modify them in the middle of a specific marketing strategy to yield better results.

These marketing automation tools can be used for lead scoring, lead generation, lead nurturing and more. They will save your company time, money and can be scaled to fit your business as it continues to grow.

How marketing automation works and how to use marketing automation


Marketing automation processes work by collecting customer data, including the customer’s experience, with your company and all of the interactions they have with you.

After collecting data about your customer relationships, marketing automation processes work by automatically segmenting and targeting set consumers based on their profiles.

This creates relevant and personalized experiences for your customer, including customized email marketing campaigns, mobile, social media and even personalized experiences on the landing page of your website.

This technology allows you to customize the customer experience and tailor every interaction with your customers through each touchpoint you have with them. It allows you to reach customers anywhere along the marketing funnel, at any stage of their customer journey.

Does marketing automation really work?


If implemented correctly, yes, marketing automation really works. It creates extremely measurable actions and reveals valuable opportunities for your business.

It will drive growth and automate simple tasks that, in the past, took up a lot of company time and energy. It can help with lead generation to help you boost sales and company revenue.

It makes the jobs of your sales and marketing teams easier by automatically segmenting your audience into specific targeted groups.

Since marketing automation can save your company a lot of time, it will save your company a lot of money in the long term.

How to implement marketing automation strategies?


Before starting to plan out your marketing automation strategy, first think about the goals of your organization and how you wish to achieve them. In addition, begin to think about what you want out of this software and what you want it to help you do. There are four key steps to implementing your automation strategy:

  • Plan

Start by laying out exactly what your company is looking for and what you want to accomplish with this technology. When you go to select a platform, this will make the process a lot easier. Start by listing out your company’s wants and needs, as well as a list of the solutions you want the software to provide. Make sure that the software chosen will work across different departments within your company.

  • Implement

Once you have chosen a marketing automation platform that fits your company’s needs, the next step is to begin to implement the system. This includes things like training your teams to use the software to get the most out of its features.

These tools will help unite data within the company and help your employees with interconnectedness within your organization. Be sure to check in frequently to ensure the software is working properly.

  • Measure

After implementing your strategy, the next step is to start measuring any analytics from the software. Use this software to understand and measure key performance indicators (KPIs) to see where you are getting the highest ROI.

  • Optimize

As time goes on, the more data you gather leads you to optimize and yield even better results.

Marketing Automation solves problems


These processes can solve a lot of common problems that your organization or business will face. In addition, these technologies make it easy to scale your programs and objectives to fit the needs of your business.

Problem 1: Inability to optimize and track user engagement


Marketing automation can help you track and manage leads. It will help you optimize these efforts and help you connect with your customers on the right platforms.

Problem 2: Leaky sales funnel


Marketing automation allows you to track and nurture any potentials within the sales funnel. It can help with message creation and keeping relevance within your leads.

Problem 3: Gaps in technology and inefficiencies in marketing


Automation allows you to streamline and automate specific workflow tasks and improve the efficiency within your company. This automation will help save your employees precious time.

Our favorite marketing automation companies and tools


When choosing the right marketing automation for your business, make sure you are looking for the right tools to support your team. This requires you to understand the way you wish to use these automations and when your company is ready for these automations.

Below are some of our favorite marketing automation platforms that will support a variety of business needs:

  • HubSpot

Marketo is a marketing automation service that promises to cover any channel and any engagement. All of the features can be found here. This software covers a lot of ground, including social media, digital advertising and more. It is a great option for companies with large marketing operations.

  • Marketo

Marketo is a marketing automation service that promises to cover any channel and any engagement. All of the features can be found ,here. This software covers a lot of ground, including social media, digital advertising and more. It is a great option for companies with large marketing operations.

  • Pardot by Salesforce

Pardot by Salesforce is great for companies in the Business-to-Business (B2B) marketing spaces. It supports B2B analytics and other marketing solutions based on different accounts. It is also great for companies looking for automations that need a multi-department-wide scope.

  • MailChimp

MailChimp is an email marketing tool that can help you automate email communications with your consumer. They have been growing their platform to fit more and more of your business’s marketing automation needs to be a full-blown marketing automation company. It is one of the original email automation platforms that are accessible and easy to use.

  • Sprout Social

Sprout will help you streamline and optimize your social media feeds. It can help you schedule out content, as well as helping with social media monitoring efforts to track brand perceptions and conversations across various social media platforms. They have all the tools your company needs to have a strong social media presence.

Need help integrating your automations?


If your team needs help implementing workflow automation or making the most of your Workato OEM partnership, we are here to help.


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