Marketing automation is a type of software that allows businesses to effectively target customers with automated marketing messages across all channels, including email, website, social media, and SMS to generate leads . The technology is a segment of customer relationship management, or CRM, and is typically used by marketing departments to remove repetitive tasks from staff workflows and increase overall marketing efficiency.
Often a brand will use multiple marketing automation tools, known as the marketing technology stack or martech. These marketing automation platforms help in lead generation through email marketing, chatbots hosted on social media or websites, and other channels like text Short Message Service (SMS). Marketing automation tools extend the reach of marketing campaigns, creating inbound marketing, a term some vendors use to refer to the strategy of finding leads for the top and middle of the funnel through the personalization of derivative placements. through analytics tools that segment customers into different groups for different approaches.
Marketing automation features
Marketing automation software manages the online element of a marketing campaign, including data analysis that can create more precise personalization of content for individual customers to drive engagement and revenue.
Artificial intelligence (AI) applications such as chatbots can help automate the delivery of this information or direct potential customers to web pages, online documents, or forms that help create sales or assess customer satisfaction. a potential customer’s current or future interest in purchasing goods or services from a business. Marketing automation tools can also administer customer satisfaction and product usage surveys, then collect, measure, and segment response data.
The main features of marketing automation software typically include:
- Account-Based Marketing
- Analytics for CRM
- Campaign management
- Inbound Marketing
- lead management
- Marketing ROI
- Targeting and segmentation
- social marketing
Benefits of using marketing automation
Business-to-business (B2B) and business-to-consumer (B2C) companies can benefit from this technology. Both can use marketing automation platforms to keep their marketing materials up to date and distribute them to customers most likely to act on them, without over-communicating with customers least likely to act on the information. .
B2C companies, however, probably have the most to gain from marketing automation technologies, as they can reach larger segments of their customers with personalized messages than they otherwise could afford. In the past, B2C brands could send the same email to all their customers at regular intervals, which, at best, got marginal return and, at worst, put off otherwise loyal customers with off-topic communications.
Marketing automation platforms allow businesses to offer promotions on, for example, flash sales, to small segments of the customer universe based on targeted campaign goals or revenue goals for a territory or a particular population. AI and analytics tools can or soon can create predictive models that can generate even more revenue with fewer customers contacted per campaign, depending on the tool and the CRM platform it connects to.
Marketing automation tools and software
Marketing automation connects to a company’s CRM system, which typically has its own cloud-native marketing automation service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms competing with Oracle, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot is also a popular marketing automation platform that has its own CRM backbone.
This becomes important when a company’s marketing operations rely on a survey, email, social media, or chatbot app for inbound lead generation efforts that connect to Marketo or Eloqua. which, in turn, allows these marketing processes to continue regardless of the company’s CRM. uses. In effect, they act as middleware connecting the thousands of niche marketing automation tools and large CRM systems, where a company’s customer data resides.