Marketing Automation: What it is + A Guide

Table of Contents1 How to plan, implement, and optimize your marketing automation program.1.0.1 Step 1: Plan.1.0.2 Step 2: Implement.1.0.3 Step 3: Measure.1.0.4 Step 4: Optimize.2 Frequently asked questions about marketing automation.2.0.1 What is the definition of marketing automation?2.0.2 What is an example of marketing automation?2.0.3 What is the purpose of […]

How to plan, implement, and optimize your marketing automation program.

To get started, you need to think about your goals and how you will achieve them. Determine what you want marketing automation to help you do. Getting your marketing automation going can be achieved in four steps.

Step 1: Plan.

If you can lay out exactly what you’re looking for and what you’re trying to accomplish, it will be easier for you and your stakeholders to evaluate and select an automation platform. Make a list of needs and wants and see which solution matches the most essential criteria.

When doing this, make sure you ensure sales and marketing alignment. Remember, both teams need to work together, in order to deliver results.

Step 2: Implement.

Once you have chosen the platform, figure out who on the team needs to use the system and train them accordingly. Someone needs to be the owner of the technology and the point person for questions.

The right marketing automation solution helps unite all the people, tools, and processes on your marketing and sales teams. It should be a solution that integrates your:

  • CRM system
  • Lead scoring
  • Sales insights
  • Cross-department workflows

Once the marketing automation is up and running, check in frequently to ensure it’s working as desired.

Step 3: Measure.

Reporting and marketing analytics help you prove the impact of your marketing efforts. They make sure you measure all necessary data, account engagement, and the combined impact of sales and marketing activity.

Understand which key performance indicators (KPIs) are the most important to track, and which areas of marketing provide the best ROI.

Step 4: Optimize.

Once data and KPIs start coming in, you will have the opportunity to optimize for better results. When you are able to spread the revenue over multiple activities, you know which marketing activities are effective for top of the funnel versus bottom of the funnel.

For example, you could determine that event marketing is your go-to. Trade shows may be great for getting leads, while webinars, are more effective for pushing leads through the funnel.

Without multi-touch attribution, it’s hard to learn this information, and your campaigns may not be as successful. Know your audience and what works for them.


Frequently asked questions about marketing automation.

What is the definition of marketing automation?

The meaning of marketing automation is software designed to automate marketing tasks. These could include:

With automation software, marketing teams are able to save time, build a more detailed picture of their customer base and provide more personalized experiences. 

What is an example of marketing automation?

A good example of marketing automation is a feedback form you might receive after buying a product. These could be sent automatically after a sale has taken place, to capture key information from the consumer.

What is the purpose of marketing automation?

Put simply, marketing automation is there to manage and scale marketing activities across channels, without the need for additional resource. It frees up staff for other tasks and reduces human errors that might occur when handling large amounts of consumer data.

Learn more about how to get marketing automation working for you.

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