Importance of Marketing Automation

Marketing is the key to an organization’s growth and in promoting business services. Competition is high. How can you create an edge over others? The answer exists with business automation procedures that require adopting for minimized human error, quick performance, and better results.

Marketing automation streamlines marketing processes to aid digital marketing campaigns. Moreover, it helps focus on strategic operations, including planning, designing, setting goals, brand development, and goal building. Email marketing is a common idea when speaking about marketing automation. However, there is much beyond. Let us look into the details :

What can marketing automation do?

  • Segmenting and targeting the audience
  • Lead generation, nurturing and scoring 
  • Customer loyalty and retention programs
  • Upsell and Cross-sell activities
  • Analytics and reports to gain the best content and marketing strategies 
  • A/B testing/ split testing to find what works best, whether images, content or headlines.

More about it helps enhance customer information and develop better customer profiles, which helps improve customer experience through personalized experience across various channels.

How does Marketing automation work? 

Marketing automation performs most of the significant operations of digital marketing. Here are the key steps that follow:

1. Gather information from potential customers through emails clicks, apps usage, and other digital marketing activities 

2. Data collected is analyzed to develop the most relevant and valuable information

3. Identify, select and segment prospective potential customers

4. Build campaigns to create personalized experiences across various digital marketing channels, including social media, chat, email, and mobile

5. Lead the customers down the sales funnel until they turn into qualified leads

6. Analyze the results. Identify what’s working and make improvements to generate a more significant investment return.

How are marketers set to benefit?

Marketing automation automates tasks and saves a significant amount of time. This enables marketers to assign more resources to strategy and solve problems. Campaigns turn more effective with it. Personalized content reaches the right end at the right channel. Otherwise, the manual process takes time for the complex omnichannel digital marketing campaigns in the present scenario.

Marketing automation enables to deliver of effective campaigns into the market to eliminate the redundant tasks that are often frustrating. Below stated are a few: 

  • Working with IT to launch campaigns.
  • Remove duplicate records due to a lack of CRM systems.
  • Spend time to find the right leads, which otherwise is easier to find with automation.
  • Limited storage of customer information/history.
  • Campaign planning happens in one system, while the data is found in another location.

Marketing automation benefits 

Businesses of varied sizes benefit from marketing automation. It helps nurture leads, gain customers, upsell and cross-sells, and other significant aspects of digital marketing. Below are the key benefits to explore:

1. Automated marketing campaigns help develop clean customer data that helps target the right people. The right offers at the right time help generate sales. 

2. The CRM system gives complete visibility into what works and is not. Even decisions turn informed, especially about investing in campaigns that might not return financially. Hence, the work output is no longer based on intuition. 

3. Marketing automation enables smooth operations. It aligns the internal teams with accomplishing goals and develops feasible schedules. 

4. The proper marketing automated solutions enable to focus on strategic issues as the manual and repetitive tasks become automated. Hence, the jobs become accessible, engaging, and productive.

5. The money spent on marketing programs is optimized, qualified leads are quickly generated, significant accounts are easily identified, and analytics play a vital to predict the revenue outcome of the sales and marketing efforts. 

6. Retaining a customer is equally important. Marketing continues after acquiring a customer. Customer loyalty programs provide upsell and cross-sell opportunities that build long-lasting customer relationships. 

Marketing automation procedures 

Focus on quality instead of quantity. Work on the messages sent, tools used, and the leads generated. Moreover, respond to users quickly concerning their past behavior. Such responses let users know the importance you give to them. Also, it helps immediately respond to buyer behavior while executing lead scoring. Develop content that interests the audience. Marketing automation helps identify the content that drives revenue for the organization. 


Having read the details, it is time you start investing in marketing automation. One needs to check the content quality, how it relates to the buyer’s journey, and how one will track customer behavior across the marketing channel. Few things require self-analysis while doing so.