Business Essentials Official Blog


Marketing Automation and Why You Should Be Using It 

Just as Bill Gates once said, “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” As we all know, Bill Gates is a wise man. Marketing Automation is a newer term that more and more business are becoming aware of, as they should. Marketing automation promotes efficiency and consistency in any size business.


Marketing Automation involves the following:

  • Email Marketing
  • Lead Generation
  • Lead Scoring (See blog)
  • CRM Integration
  • Landing Pages
  • Signup Forms
  • Analytics

Marketing automation is more than just marketing; it is a key part of the sales process. Automating your marketing will nurture leads, build relationships as well as extend and deepen already established relationships.

Every buyer is at a different stage, and marketing automation allows both the marketer and the sales execs to gauge where a lead is in the sales process. This way, the customer purchases on his own time, and the sales exec knows where to jump in, instead of playing the guessing game and potentially losing the sale. By incorporating marketing automation into your sales and marketing strategy, a business is able to segment and target each buyer at whatever stage they are at, rather than mass mailing untargeted and non-personalized messages that have the potential of alienating your potential leads.

Marketing automation is also used to further your relationships in order to enhance the customer experience, as well as to upsell and cross-sell your products or services. Being able to see how the lead or customer is behaving is crucial knowledge for marketers and sales pros alike.

Automation connects both sales and marketing by integrating the generation, nurturing, and converting of leads into customers. Even though, Marketing Automation is an efficient way to capture and manage leads, it requires creativity, thought, and strategy. The success of any campaign depends on the content, timing,  and much more. When developing a campaign, you must think of it like a journey that you are guiding your lead/ customer through, rather than just the end point.

Stay tuned for more blog posts on how to create content for your campaigns, time them properly, as well as segmenting and personalization tips to ensure marketing automation success.