Business Essentials Official Blog


Marketing Automation Best Practices 

Since we all live busy lives, marketing automation saves us time and money. It’s efficiency results from the fact that marketing automation allows a portion of your business to run on its own two feet, without you having to be there every step of the way.


Marketing automation goes hand in hand with a CRM. Marketing automation is like your CRM with big fat engine. Many traditional CRM platforms do not have this capability, which is why it is so important to invest in an integrated platform.

Marketing automation allows for the marketer to better target messages based on an individuals interests, clicks, site visits, etc. Once a lead has clicked on a particular page, collected a promotion or downloaded your ebook, the marketer then has a better idea of what that lead is looking for, and where in the sales process they are. The results? A targeted message to the lead specifically based on the activity of the individual.

First, marketing automation is a form of lead nurturing. Essentially, you are putting the right information into the hands of the contact at the right time until they are ready to buy.

Marketing automation is sometimes difficult to understand when first getting started, and we wanted to look at a few best practices for implementing an automated strategy.


Best Practice #1: Do not jump in with both feet right away. Feel the water. Get used to it. Test it out. Make sure it’s right for you. For many, marketing automation is not a simple process at first. It is wise to choose a few criteria to score your leads on, and develop the messages to be sent to those first. Even though there is a rhyme to marketing reason, research is necessary, and it is important to gauge the reactions of your automated campaigns before putting them into full force.

Best Practice #2: Nurture that lead! Make sure that all of your targeted messages contain relevant content specific to the individual. You want your emails to help you push the lead through the sales funnel to eventually buy. Keep your messages personal and consistent. Marketing automation isn’t just a one-off email. It’s a series of emails aimed at providing the lead with more information about your company, thought leadership in the industry, and excellent customer service. The more trusting of a relationship you build with the use of your messages, the easier the close will be. Once a lead is ready to meet with a sales rep, make sure follow up is consistent. Again, this has everything to do with building that personal, trusting, and hopefully, lasting relationship.

Best Practice #3: Track your results! It is important to track your efforts to see what is working and what is not. What are leads responding to? Are leads consistently dropping off at the same point? These analytics let you know where you should change your content, change your timing or, maybe, your entire approach. View marketing automation as market research, especially at first. This is another reason to stick to best practice #1. Efficient marketing is marketing that works. Sometimes, it takes a few tries, but the only way to be sure is to test it out and change it up when needed.

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So, there you have it. These are just a few important aspects to keep in mind when implementing your marketing automation. Always put yourself in the lead’s shoes. How would you like to be approached, nurtured, and turned into a customer? What drives you? Ask these questions when building your strategy.

If you are a BusinessEssentials user, then explore our drip campaign and marketing automation features. Your account has the full capability of implementing a successful and in depth strategy. If you have any questions on how to develop and put one into motion, please attend one of our monthly webinars, or contact support at