What is Marketing Automation & How Does It Help Marketers?

 Indrajeet Deshpande Community Contributor , MarTech Advisor

Marketing Automation is a software platform that lets you reach out to your target audience across multiple marketing avenues such as websites, email, and social media by automating and streamlining marketing activities and workflows to bring in more leads and revenue.

Whether you are a marketer working at a startup or a corporate giant, you’ll agree that generating and nurturing leads is not easy. The buyer journey is no longer a straightforward phenomenon. Its complexity increases as new marketing channels are introduced. In fact, Salesforce has identified that it takes approximately six to eight touches to generate a sales-ready lead.

Marketers have to juggle between multiple tools and software suites to communicate with their audience, identify and generate leads, nurture them, and pass the sales-ready leads to the sales team. This switch-tasking is not productive. Also, if you keep adding new tools to your MarTech stack, it will eventually lead to the dreaded frankenstack phenomenon and leave you overwhelmed.

To be efficient, you need an application that allows you to engage with your audience across different channels through a single suite of applications.

Enter Marketing Automation!

What Is Marketing Automation?

Marketing automation is software and technologies that help marketers reach audiences across channels and automate tasks such as organizing, streamlining and measuring analytics.

Different companies define marketing automation differently depending on their set of offerings, but Marketo perfectly sums up the essence of marketing automation in their definition:

Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.

Marketing automation helps marketers segment their audience, generate and nurture leads, identify the most valuable leads (lead scoring), and retain existing clients by identifying upselling and cross-selling opportunities. 

How Does Marketing Automation Work?

Your customers interact with you across multiple avenues including website, social media, mobile apps, and emails. This gives you plenty of data points that can be used to identify the needs and habits of potential customers. 

By integrating with other tools from your MarTech stack, such as your Customer Relationship Management (CRM) or customer service platform, marketing automation provides a cohesive view of your audience and enables you to create more refined segments, craft highly targeted messaging, and guide your leads through the marketing funnel. It doesn’t matter how many leads you have, marketing automation is capable of processing all this information at scale.

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5 Benefits of Marketing Automation

Integrating a marketing automation solution with your MarTech stack can result in the following benefits to your organization:

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