Marketing automation is a relatively new concept to the marketing world. Essentially, marketing automation uses techniques to engage with potential customers using highly targeted, relevant messaging that is triggered by a customer’s actions in a completely automated way.

An easier way to think of marketing automation is to follow the footsteps of a customer researching your website:

  • Use Google to find Company X
  • Lands on Company X homepage, clicks on a few pages
  • Clicks on a link to view a white paper
  • Fills out simple registration form (Name and Email) to download white paper
  • Receives triggered email message with link to white paper (marketing automation)
  • Receives email three days later inviting to view an on-demand webinar (marketing automation)
  • Receives a text to remind of the webinar (marketing automation)
  • Receives email with link to personalized landing page complete with name and custom messaging (marketing automation)
  • Sales team notified customer is hot (marketing automation)
  • Sales contacts customer, customer buys product (success!)

Marketing automation utilizes email marketing, SMS messaging, landing pages and website forms to engage users. This process, often referred to as demand generation, aims to increase overall brand awareness and help nurture sales leads into more informed, ‘hotter’ leads ready to push to sales.

Overall, marketing automation has a relatively low adoption rate with large companies – this rather untapped platform has great potential to explode in the coming years as businesses try to do more with less.