What is marketing automation ?
Marketing automation is technology that manages marketing processes and multi-functional campaigns, across multiple channels, automatically. With marketing automation, businesses can target customers with automated messages across email, web, social, and text. Messages are sent automatically, according to sets of instructions called workflows. Workflows may be defined by templates, custom-built from scratch, or modified mid-campaign to achieve better results.
Marketing and sales departments use marketing automation to automate online marketing campaigns and sales activities to both increase revenue and maximise efficiency. When automation is used effectively to handle repetitive tasks, employees are free to tackle higher-order problems, and human error is reduced.
Marketing automation is a set of tools designed to streamline and simplify some of the most time-consuming responsibilities of the modern marketing and sales roles. From automating the lead qualification process to creating a hub for digital campaign creation, automation is all about simplifying a business world that is growing far too complex, much too quickly.
B2B marketing automation
The business-to-business (B2B) arena has traditionally been the home of marketing automation. That’s because B2B prospects and customers form a small, focused target market, which is usually:
- Engaged in a multistage procurement process
- Part of an ongoing relationship of repeat business
This makes B2B a relationship-driven environment where product education and awareness building are vital. It’s also an arena where purchases are not made by individuals on the spur of the moment; instead, buying decisions are considered and rational, and usually involve more than one person.
Marketing automation can also give you a richer, more detailed picture of potential customer behaviour.