What is Marketing Automation?
Marketing Automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.
Marketing automation helps marketers streamline their lead generation, segmentation, lead nurturing and lead scoring, customer life cycle marketing, cross-sell and up-sell, customer retention, and marketing ROI measurement.
Some of these practices are possible at small volumes without software, but technology becomes essential with any scale and with the increasing number of channels marketers are required to manage. In particular, these processes all require:
A Central Marketing Database
A place for all your marketing data, including detailed prospect and customer interactions and behaviors, so you can segment and target the right message to each customer. Think of this as “system of record” for all your marketing information.
An Engagement Marketing Engine
An environment for the creation, management and automation of marketing processes and conversations across online and offline channels. Think of this as the “orchestra conductor” for your customer interactions.
An Analytics Engine
A way to test, measure, and optimize marketing ROI and impact on revenue. Think of this as the place you go to understand what worked, what didn’t, and where you can improve.
Marketing automation takes place through all channels from direct email to social and mobile campaigns. It’s based on insights and customer data in your CRM system, web analytics platform, lead management solution or other solutions that provides the insights needed.
Those who uses Marketing Automation includes every type of businesses from large enterprises to SMEs (Small and Medium Sized Enterprises, rather the upper range of Small). These two currently are those two business types that grows the fastest within Marketing Automation. As time goes by we estimate that also the smaller types of businesses.
These companies are active with both B2B (business to business) and B2C (business to consumer) activities with their customer bases.