When we talk about marketing automation we talk about software that automates marketing actions such as social media, emails, website actions etc. And the reason to use marketing automation is mostly: lead generation, lead nurturing (developing relationships with buyers, listening and providing information), and account-based marketing (ABM — alternative B2B strategy that concentrates personalised marketing/sales resources on a clearly defined set of target accounts).
Some examples of how marketing automation works:
The simplest and most used example is to sort your customer database into different segments and start sending more personalised marketing emails. But from there it gets more complicated:
Some more examples:
When someone (who’s email address we know) visits your website’s “product category A” then after X hours/minutes we will shoot an email, SMS or social media message with bit more valuable information about that product category and for example a small offer for some discount or something for free.
Basically the more you automate and learn from the results the more you create valuable content and automate the processes. It takes time but it pays off a lot. There are case studies in businesses in all sizes with increasing conversion rates at most cases more than 50%.
Another example: when a user (who’s phone number we know) visits “product page B” then the certain salesperson will be notified to make a followup call, SMS, messenger, etc