Marketing automation helps you to identify potential customers, automating the process of nurturing those leads to sales-readiness. Marketing automation does this by massively improving the efficiency of your sales funnel, quickly turning a broad base of leads into happy customers using a combination of tactics.

1. DIGITAL MARKETING
AUTOMATION

2. Meaning:
Marketing automation is the process of using software to complete repetitive
marketing tasks designed to nurture sales leads, personalize marketing
messages and content and in the process, save marketers’ time and effort. By
automating many of these tasks, users can more effectively send the right
message, to the right user at the right time

3. How Marketing Automation Works
➢ Marketers who use a marketing automation system specify criteria and outcomes for
tasks and processes.
➢ Marketers can track their visitors through the website pages, build scores for the
prospect and trigger more profile data based on web actions.
➢ Marketers use forms to collect contact information that allows them to qualify leads.
Based on the information submitted, you can have automation set up to place leads
in respective buckets depending on the initial data collected.

4. Marketing Automation Features
➢ Tags and custom fields give users a way to group or segment their contacts, enabling them to
communicate with different segments in a more effective, personal way
➢ Emails, forms, site tracking and attribution enable users to communicate with and understand
their customers’ behavior
➢ Visual automation builders give users an easy way to create a complex flow to guide customers
through a unique customer journey
➢ Reporting brings in all of the data and allows users to measure the effectiveness of their
marketing
➢ Pipelines effectively manage the sales process as it allows marketing teams to efficiently “hand
off” leads to sales to close a deal.

5. ➢ Visitor tracking: Track website visitors and which pages they went to, for how long, what
their web visit pattern looked like
➢ Hosted and tracked marketing files: Automatically generated tracking URLs allow for
content tracking
➢ Real-time sales alerts: Sales reps can set parameters on when to follow-up with leads
➢ Lead scoring and grading: This can help improve the sales and marketing relationship
dynamic by aligning scoring and grading on all prospects and customers. This allows
scoring based on activity level and grades to see how likely they’ll be to buy a product or
service

6. Good Vs Bad Marketing Automation:
As efficient as automation is, it can't be the only marketing strategy. The worst thing a business can do
is automate all of its marketing. “By over-automating your marketing, you end up managing a
customer journey instead of optimizing it.
Each business is different, but good marketing automation happens when a business is thoughtful
about the personal relationships with its customers.
True marketing automation allows you to track each touchpoint that a person has with your brand,
take that in and adapt your messaging accordingly. It should enable you to not only automate
processes, but anticipate your buyers' needs and accelerate their buying journey.
Marketers need a solid marketing automation strategy, rather than just automating the same tasks
they’ve been doing all along

7. Automation software collects and analyses data regarding leads, customers, sales, campaign
success, and so on. This helps marketers to assess the effectiveness of past and current campaigns,
and predict which strategies will work well in the future.
The reporting from these auto-analytics allows each stage of your marketing process to learn and
improve. Brands can also benefit from automated A/B testing, which allows them to optimize content
in real time for maximum impact.

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