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What is Marketing Automation & Why are People Talking about It?

Cosmina Trifan
Cosmina Trifan
Chief Marketing Officer

If you’re alive and breathing in 2018, there’s a 99.99% chance you’ve received some sort of communication that was automated.

Get a confirmation email after your Amazon haul?  Or a reminder about the achingly expensive Le Creuset crock pot seated atop the virtual wish list you “accidentally” sent your mom? Those messages were more than likely set up by a marketer. 

So, what’s this voodoo magic letting them send thousands of messages at the click of a button?

It’s called Marketing Automation and it’s becoming the bread & butter of successful marketers today. 

Marketing Automation is a relatively new term for marketers (yes, even millennials). It’s defined as the software and technology that enables businesses to set up communications across multiple channels as a means to generate leads, increase sales, and drive growth.

What does that mean? In a nut shell, it’s a tech-savvy way to optimize your marketing campaigns and achieve marketing goals.

Tracking Metrics is an important part of marketing automation. Marketing teams now have unforeseen visibility into their campaigns. With this technology, marketers can track analytics for email, social media posts, landing pages, and other assets. All of this data gets stored in a database for customer relationship management (CRM).

Pretty neat, right?

What is Marketing Automation and Why are People Talking about It

Source: Shutterstock

The beauty of marketing automation is that it allows marketers to use analytics along with CRM data to improve their campaigns. Wouldn’t it be great to easily see what needs improvement in your marketing? You can create audience segments, personalize content, and update your strategy, but how do you know what’s working? Marketing automation also lets you perform A/B tests. The more you test, the more you’ll know. The more you know, the better your marketing campaigns will be to drive results.

The benefits of marketing automation have been catching the attention of CMO’s and CTO’s for a few years now. From large enterprises to small businesses, marketing automation can help everyone. Here’s how:

  • Automating your marketing communications lets you skip out on those annoying, manual, repetitive tasks.
  • Creating content based on A/B tests lets you make the best possible content.
  • Defining audience segments provides an opportunity to market relevant content to specific groups of leads or customers.
  • Tracking all of your marketing communications gives you real-time visibility into campaign performance in order to make quick decisions!
  • Personalizing content using CRM data gives your leads or customers a specialized user experience that keeps them engaged.
  • Targeting specific leads with specific messages will help them down the sales funnel and ultimately help them convert into customers.

Marketing automation lets you optimize your marketing efforts, helping you save money, reduce churn, and increase revenue!

The list goes on about why marketing automation is great. Shall I keep going? Learn more by watching my webinar about marketing automation – replay.  

You can also download my Free ebook about everything you need to know on Marketing Automation.

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