What is Marketing Automation? Explained for beginners

If you want to increase the number of leads or customers and manage them more quickly, to make your business more productive and profitable, or if you simply can no longer respond to all the manual questions or send individual messages, you should read this article.

1. Increases productivity.

Marketing automation provides the necessary space to prioritize activities that lead to personalized and non-intrusive customer contact.

2. Improves segmentation of your target audience.

 ¿How does it work? Think of a marketing strategy you have developed, such as offering an e-book in exchange for personal information from visitors to your website. While the e-book remains undownloaded, that lead is considered cold. However, once it is downloaded, the automation process will qualify that lead with a higher score, providing you with information about their interests, enabling you to follow up and send more specific information about what they are seeking.

3. Resource optimization.

Automating marketing processes reduces routine tasks, allowing you to replace them with activities that add more value to the process. It enables faster analysis of strategy results and timely responses to actions taken by potential customers interested in your product or service.

4. Increase in sales opportunities.

With marketing automation, you can transition your sales process to a consultative approach. This means that a customer who enters your database but does not show immediate interest will continue to receive valuable information and content that helps establish a relationship of trust and stronger connection, preparing them for the moment of purchase. With the more precise information they have received, the argumentation time is reduced, which shortens the sales cycle and makes it faster and more efficient.

5. Reduces customer acquisition costs.

Imagine you’re running a marketing campaign that attracts a considerable group of potential customers. With a manual process, you would spend valuable time and money from your sales executives. However, with marketing automation, you can obtain immediate mapping and classification of customers, verifying if the information is genuine before passing it on to a sales advisor. This way, your team will have more time to make a greater impact in the campaign, convert leads more quickly, and reach a broader audience within a shorter time.

To achieve success in implementing this process, you need to have clearly defined objectives and identify the key processes you want to automate.