What is marketing automation?

Marketing automation, like many other terms used in businesses, is also used inappropriately. In this chapter, we first look at what marketing automation is and who needs it before turning to some of the myths or misconceptions about marketing automation.

Definition of marketing automation?

Marketing automation is the use of software to automate marketing processes, such as customer segmentation, customer data integration, and campaign or communication management.

The use of marketing automation makes it much more efficient and easy to execute new processes that would have been tedious manually.

Marketing automation is based on marketing process automation software, which supports marketing tasks and saves you time and money as the entire operational part is prepared and executes automatically. Every business needs it to succeed and marketing automation is made for it.

If you’re in a small business, a marketing automation strategy changes the game. A well-conducted campaign can help you better organize, increase sales and save time.

Among the many uses of marketing automation, there are complex sales funnels. This means that you pass the following steps:

you start with the lead generation process,

  • you have the initial sales funnel boot to your prospects,
  • you precisely identify the prospects to develop,
  • you conclude your sales,
  • you achieve cross-selling and additional sales thanks to the knowledge of your customers,
  • you connect with customer loyalty.

Marketing automation allows you to master the complete life cycle of your customers in a relational and caring approach.

Marketing automation can be used to increase the lifetime value of a potential customer (LCV – Lifetime Customer Value), increase loyalty, increase reach of the segment to drive conversions, offer personalized promotions, and more.

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