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What is Marketing Automation?

What is Marketing Automation?

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What is Marketing Automation?

With the exponential tech advances, several marketing automation tools are used for automating several repetitive tasks such as behavioral tracking, email marketing, social media posting, and many other tasks.

Marketing Automation: What Is It? In case you work in Marketing, there is a good chance you already know exactly what this means. Marketing Automation is a program-based solution that provides automation functionality to predesigned tasks like sending a welcome email to a new customer or sending SMS notifications to event guests.

Additionally, it could target customers with automated messages across email, web, or other channels based on specific triggers and/or customer characteristics “personas”. That is not easy to be implemented or even realized in the manual approach. Essentially, tools exist to assist teams to better understand, connect, and nurture leads from the early phases of the sales funnel and drive more sales conversions.

Therefore, Marketing automation is a great element of any CRM like Salesforce Marketing Cloud and Hubspot Marketing. You just need to create a strategy and learn how to utilize these tools to start automating some of your repetitive tasks.

Develop a Successful Marketing Automation Strategy

It is highly recommended to start with a marketing automation strategy before selecting your expensive automation platform. This includes defining your objectives, your customer persons, your campaign ideas, and the process map of your customer journeys.

Although it can be challenging to create a clear and detailed process map for customer journeys, it’s a mandatory step to start marketing automation. It will help you visualize customer interactions with your key processes, decide quickly which process can be automated, and create the right content and messaging across different customer stages.

The main steps for developing your strategy could be:

  • Define your online objectives
  • Define your customer personas accurately
  • Design your potential customers’ journey – lead generation, lead management, and sales closure
  • Create valuable and relevant content and optimize your channels – SEO optimization
  • Define your lead nurturing processes – help your customers to make their decisions regarding your products/services which is usually 3 communication stages; Inform, educate, and excite your customers. 
What is Marketing Automation?

Marketing Automation is a set of tools designed to automate some of the repetitive and time-consuming tasks of the marketing and sales activities to provide more personalized and efficient experience for their customers.


Marketing Automation Process

After setting your objectives, defining your right prospects,  and defining the end-to-end processes and content for the services/product you want to offer, you need to make a list of all processes you’d like to automate and write a detailed description of the automated task and possible customer interactions. Implementation should be tested to ensure the best chance of success.

The main objective of the Marketing Automation design is to ensure a positive influence on the customer experience. with the right design, qualified customers are more likely to be enthusiastic and more prepared to dig into the products in more detail “consideration”. understanding customer needs, such as budget and timeline, is also very important and should be considered in the strategy. In order for you, it is absolutely crucial about how you’d like to designate that there is a lead that you think. This might be done or it could be complicated in companies or partnerships with a wide product portfolio.

Marketing Automation Implementation

Email Marketing Automation

What is Marketing Automation?

One of the marketing tasks that can be automated is Email Marketing. It is the sequence of messages that are based on the customer stage, defined trigger actions, or timed promotions.

For example,  a first message could start with a welcome email with contact information. Then, you can send a little more product info, a demo of a product, etc. A 3rd message could be an offer centering around the demo. A 4th and final message may be extending a more premium or urgent, time-limited offer that moves them along their earnings cycle. Fundamentally, you’re providing a little more motivation after analyzing the customer response throughout the communication path.  If this doesn’t get a response, then maybe customers aren’t ready to purchase quite yet.

How Long Should You Keep Messages to Your Customers?

Unless of course, they unsubscribe, you still have a reason to push on. For these contacts, you need to have a long-term drip marketing and targeting advertising approach in your back pocket. Drip marketing works comparable to multi-step campaigns, apart from the analytical cycles and progressive profiling. This is what you should focus on. To improve your automation performance, you need to analyze how probably they’re, what they care about, and how probably a real purchase is in the future.

Finally, it’s absolutely crucial to build your Marketing Automation dashboard and review indicators like e-mail open and click data, website paths and behaviors, and any dripped data fields with the team.

Marketing Automation with Ciiaction Canada


To ensure the success of your marketing automation, you should start with an in-depth marketing automation analysis. This includes a clear marketing strategy and customer journey process/plan. Then, you are ready to select the right marketing automation platform and start automating your processes. Email Automation is one of the marketing processes that can be automated.  It’s recommended to hire a professional digital marketing company to help design and implement effective marketing automation for the long-term success of your business.

If you have any questions about marketing automation or need the help of a professional digital marketer, feel free to reach out to us. Our expert marketers will be happy to help!

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