What is Marketing Automation?
Marketing automation is one of the most effective digital marketing techniques to nurture leads and build customer relationships. But what is marketing automation, exactly? Essentially, marketing automation refers to any technology-backed cascade of digital marketing actions triggered by a user or by a backoffice command.
Although marketing automation relies on technology to guide customer journeys, the end-user’s experience of these processes are sure to be quite familiar to you. For example, if you’ve ever received a receipt from a vendor that also contained offers for additional solutions related to your company’s purchase, that’s marketing automation. When a company whose solution you use reaches out and asks you to complete a customer service summary after an issue, that’s marketing automation too.
Marketing automation is unique in its ability to consolidate and streamline inbound marketing activities. Imagine managing end-to-end social media campaigns on multiple platforms, tracking and nurturing leads through email marketing, email campaigns and automated emails, and enabling customer success at every touchpoint of the sales funnel, without adding bulk to your operational or financial overhead. This is the power of marketing automation, and it’s an absolute must-have for every B2B in the digital space.
With the help of marketing automation tools like HubSpot and Oktopost, you can sync your marketing assets (content, website, promotions, etc.) to communication platforms (social media, email, website, messaging services, and more) and to your CRM, enabling you to execute multi-dimensional marketing strategies quickly and at scale. These marketing automation platforms are equipped with advanced monitoring capabilities that provide a data-rich window into the efficacy of your marketing campaigns and sales funnel, delivering insights that benefit customers and organizations alike.