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A guide to marketing automation


Posted by Mark Parent - December 19, 2015

Many businesses shy away from marketing automation because they believe it's too cold, impersonal, and unreliable for their purposes.

However, marketing automation can actually allow you to personalize your messages more reliably. It's also a time saver and a way to reduce repetitive tasks that keep your team from attending to other matters.

If you're curious about automated marketing, here are some facts you need to know about this hot-button resource.

Automation uses software to automate marketing tasks

man using marketing analytics for inbound local marketing automationRepetitive tasks wear you out and consume valuable resources.
Automated marketing helps ease those burdens.

Just as Adobe Photoshop allows designers to speed up their workflows and Microsoft Office enables you to type essential documents, marketing automation software allows you to create a customized marketing campaign. You can use it to serve up content that meets your prospects' needs and drives conversions more reliably than the manual alternatives.

It's also an analytics tool. It tracks conversions, click-through rates (CTRs) and other metrics so you understand how your marketing efforts perform. You can then make adjustments to reach your goals.

Automation enhances inbound marketing strategies and enables more targeted efforts


Writing for Business2Community, Reda Sedrati offers seven benefits of automated marketing, which include enhanced productivity, increased revenue, improved customer retention, and the ability to track the results of your marketing efforts.

Essentially, it allows you to keep in touch with more of your prospects without eliminating the relationship-building aspects of that pursuit. You can't type hundreds of personalized emails to prospects, for instance, but you can use valuable metrics to target specific emails to the prospects who will benefit from them most.

You can build relationships more effectively with automated marketing


Maybe you use a web form to capture information like your prospect's demographics, interests, and business strategy. From there, you can filter emails to that prospect based on the data you collect.

You can use both broad and specific metrics. For instance, keywords can provide valuable insights into your customers' buying patterns and cycles. If you use specific keywords in your marketing emails that link to products or services, your marketing automation software can measure the number of recipients who click on those links.

Essentially, you gain insight into your prospects so that your emails can meet their specific needs. This is one of the best ways to build high-quality relationships with your audience.

Automated emails and content can work while you're away

professional marketer using automation and inbound marketing solutionsYou're a busy professional. Why work on tasks that you can automate instead?


You don't have to tie yourself to your computer for hours each day to benefit from a robust email marketing and inbound campaigns. An automated marketing software program works while you're meeting clients, training employees, or spending time with your family.

In other words, it allows you and your team to run your business and your personal lives more efficiently.

Regardless of your industry and goals, you can benefit from automating certain aspects of your marketing strategy. If you're not sure where to start, contact us today for more information.

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Topics: Marketing Automation

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