Marketing automation is the use of software to automate marketing activities. Many marketing departments can automate repetitive tasks, such as email marketing, social media posting, and even advertising campaigns-not only to improve efficiency, but also to provide customers with a more personalized experience. Marketing automation technology makes these tasks easier.
Marketing automation is a combination of software and strategy
Best of all, marketing automation is a combination of software and strategy. It should enable you to use highly personalized, useful content to train potential customers and help them convert potential customers into satisfied customers.
Think of effective marketing automation as a garden. You need fertile soil that has matured to grow. You need to plant the seeds. You need water and light to grow these seeds into lush, flowering plants.
With good marketing automation, it is easier to cultivate potential customers (seedlings), enough to generate paying customers (lush, mature plants).
But it doesn’t stop there. Customers are not just the product of successful marketing automation. They should be the center of the work you do, which means marketing automation should continue to play an important role in your relationship with them.
This is why the most successful marketing automation strategy does not consider the customer’s ideas at the end of the traditional channel. Instead, the customer should be in the center of the flywheel, and when you add force to the flywheel and reduce customer friction, the flywheel will become more efficient.
A successful marketing automation strategy will reduce this friction and speed up the flywheel, helping you continue to nurture your customer relationships well after they pass on to sales and win deals.