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What is Marketing Automation? Lead generation automation

What is marketing automation?

Marketing automation is the process of automating marketing tasks such as email marketing, social media marketing and targeted advertising. It works by using tools to automate these tasks, saving time and allowing you to focus on other aspects of your business. Marketing automation can be used to target potential customers, create and track marketing campaigns and generate leads.

It can also help you nurture your existing customer base by segmenting leads and targeting them with more personalized messages, additional sales and cross-selling of products, and improving customer retention. Marketing automation technology is an important tool for any business looking to scale its marketing efforts and improve its bottom line.

What are the benefits of marketing automation?

One of the major benefits of marketing automation is that it can help you save time. You can create automated email campaigns that send out messages at predetermined times, and you can also create automated postings on social media that can be published with just a few clicks.

In addition to saving time, marketing automation can also help you save money. By automating your marketing tasks, you do not have to hire as many employees to perform them for you. This can lead to a significant reduction in your marketing budget.

How to set up a marketing automation campaign. Step by step

1. Define your goals and objectives.

Before you can start using marketing automation, you need to know what your goals and objectives are. What do you want to achieve with your marketing automation efforts? Are you looking to increase website traffic, boost conversions or nurture leads? Once you know your goals, you can create specific goals to help you track your progress and measure your success.

2. Choose the right marketing automation platform.

Not all marketing automation platforms are created equal. When choosing a platform, it is important to consider your specific needs and goals. There are a number of different factors to consider, such as cost, features, scalability and integrations.

3. Create your marketing automation strategy.

Once you have a goal and a platform in mind, it’s time to start developing your marketing automation strategy. This will involve mapping your customer journey, creating buyer personas and developing targeted content and campaigns.

4. Configure your marketing automation tool.

Now that you have a strategy in place, it’s time to set up your marketing automation tool. This process will vary depending on the platform you choose, but typically involves the creation of email templates, workflows, and leadscoring rules.

5. Ongoing testing and optimization

Finally, it is important to track your progress and measure your success. This will help you determine if your marketing automation efforts are paying off. Be sure to track key metrics, such as site traffic, leads generated, and conversions.

Nurture your leads with marketing automation.

The use of marketing automation for lead nurturing is an effective way to turn leads into customers. With marketing automation, you can create custom workflows that automatically send the right message to the right person at the right time. So you can focus on what you are best at – building your business.

Effective tracking of potential leads

From the moment a potential customer has shown interest in your product or service, it is important that you follow up. For example, you can choose to target your SoMe or Google campaigns to users who have visited your webshop.

It is possible here to be very specific, for example when creating product landing pages and follow-up via ads that are adapted to the product in question.

Automatic segmentation of leads

If a lead through subscription to a newsletter has expressed special interests, you can set up your system to only send emails with matching content.

An example might be an online clothing store where the customer, by signing up for the newsletter, expresses interest in women’s clothing. The emails that the customer will receive in the future will only contain links to the latest women’s fashion in your store, and thus be relevant to the customer.

Identification of hot and cold leads

With a properly set up marketing automation tool, you will be able to automatically distinguish the committed leads from the less interested – and thus interesting – of the kind. The recipients of your emails who most often open these and thereby click on to your webshop are worth spending time and energy on – unlike those who discard the unopened email.

An automation system will be able to divide your recipient list into hot and cold leads, where the hot ones will receive more and additional customized emails. And you will be able to pass on the hot leads to the sales team, provided of course that the recipient of your email has given his or her commitment that his or her information may be used for promotional purposes.

In fact, there are virtually no limits to the number of parameters you can filter on when using marketing automation. You will also be able to get exciting and useful insights about your leads and customers’ behavior if you manage to set up the system for the purpose.

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