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What Is Marketing Automation And What Does It Entail?

Updated: Sep 15, 2021

The VDB Inc. Team decided to take a deeper look at Marketing Automation: The technology that manages marketing processes across many channels automatically. Its sole purpose is to make our job easier and faster and to eliminate the labor accompanied by it. Marketing automation involves using software to automate many of the marketing and Lead Generation tasks that you currently manage yourself. Together with Marketing Automation were going to look at what Lead Generation is, find out more about managing your time better, and what the warning signs are if your time isn't used effectively and efficiently.

What does Marketing Automation Mean?

‘With Marketing Automation, businesses can target customers with automated messages across email, web, social, and text’ (SalesForce. 2021). According to sets of instructions that are called workflows, messages are sent automatically. Workflows are described as templates or custom-built from scratch so that you can achieve better results (SalesForce. 2021).

Marketing and sales departments use Marketing Automation to automate online marketing campaigns and sales activities to both increase revenue and maximize efficiency (SalesForce. 2021). When you use Automation effectively human error is reduced and you are free to tackle higher-order problems, then the cost-saving effects increase and an organization grows.

Email marketing automation is the most common form of Marketing Automation. 'Using software like Drip, ConvertKit, or Infusionsoft, you can automate your entire email marketing process, from the initial opt-in and follow-up sequence to behavioral email. This means that when a potential customer opts in to receive your emails, you can send them a sequence of messages designed to increase their interest in your product or service, then adjust your emails automatically based on their behavior' (Adobe, 2021).

So What Does Marketing Automation Do For You?

Marketing Automation is a set of tools you use to simplify the most time-consuming responsibilities of marketing and sales. The best part is Marketing Automation is that it's designed so that you don’t have to press ‘send’ on every email, message, or post you create (SalesForce. 2021). When you use good Automation Tools they can help you to identify your target audience, design the right content, and trigger actions based on customer behavior automatically (SalesForce. 2021).

How does marketing automation work?

Marketing Automation works through collecting customer data by use of emails, website visits, app usage, and social media to help you create a wide view of each customer (SalesForce. 2021). From there, it does all the work for you. It targets the right audience quickly, by sending messages to each customer automatically based on the profile that was created. In turn, this creates relevant and personalized messaging across emails, social media, and web experiences, with just a few simple clicks (SalesForce. 2021).

How Easy is Marketing Automation To Use?

‘Here’s some good news. Marketing Automation is all about easy use, you can create a campaign with just a single click, your whole marketing strategy is in one place and user interfaces are simplified and familiar from other apps you use every day’ (SalesForce. 2021). Automation makes it easier to manage every marketing task, from basic email sends to complex campaign management and data analysis (SalesForce. 2021). You can even choose to automatically forward all your new messages to any other email address you choose, or you can only forward certain types of messages, you can learn more about this HERE. If this is something you are interested in just remember that you have to set it up on your computer (Google. 2021).

Here are a few examples to convince you (SalesForce. 2021):

  • Schedule email sends, create one-off campaigns, manage your subscriber base, and you can do it all from the same interface.

  • Automatically run A/B tests of email campaigns to find the message that inspires the most engagement and conversation.

  • Define goals and measure everything: timing, channels, conversions, and evaluate progress

  • Expand your view of customers beyond CRM (Customer Relation Management) into web analytics and e-commerce data.

4 Types Of Marketing Automation

1. B2B Marketing Automation

The Business-To-Business (B2B) arena has traditionally been the home of Marketing Automation, and it's because B2B customers form a small and focused target market that is usually (SalesForce. 2021):

This is why B2B Marketing Automation is a relationship-driven environment and all about long sales cycles. In this situation, product education and awareness building are of utmost importance (SalesForce. 2021). Individuals don’t make decisions on the spur of the moment, they rather make decisions that are considered and rational, and usually, more than one person is involved (SalesForce. 2021).

2. B2C Marketing Automation

Business-To-Customer (B2C) Marketing is all about convincing potential buyers in a much shorter time frame. A big part of B2C Marketing Automation is tracking potential customer behavior to determine messaging strategies (SalesForce. 2021). Customer campaigns need to gain the customer’s interest right away, then keep the road to checkout short, simple, and enticing (SalesForce. 2021).

3. Small Business Marketing Automation

Automation can be a small business’s best friend, handling tasks and surfacing insights that smaller organizations just don’t have the human resources to tackle (SalesForce. 2021). New Marketing Automation software for small businesses offers key benefits, plus the ability to grow with your business, without blowing your budget (SalesForce. 2021).

4. Mobile Marketing Automation

In today’s life smartphones function as your main computer. Presentations and documents are created on your phone, and that’s exactly what Mobile Marketing Automation does, it takes the capabilities of traditional Marketing Automation and applies them to the mobile era (SalesForce. 2021). This can include a range of features like (SalesForce. 2021):

How to Use Marketing Automation for Lead Generation

Marketing Automation for Lead Generation is simply ‘the marketing process of stimulating and capturing interest in a product or service to develop a sales pipeline, it allows companies to nurture targets until they’re ready to buy’ (Adobe, 2021). Lead generation can be useful for any type or size of business, and that includes both B2B and B2C Marketing Automation (Adobe, 2021)

When you implement a Lead Generation Program, you incense your brand awareness, generate quality leads, and ultimately close deals (Adobe Marketo, 2021). Lead generation has been around for a long time, but methods have changed from simply finding a customer early on in their sales journey and sending the sales team their way (Adobe Marketo, 2021). Instead of finding customers through mass advertising, marketers have to rely on being found, and building relationships with their buyers (Adobe Marketo, 2021).

Component of Lead Generation

Lead Generation programs don’t end at simply generating your leads, various other components are just as important to the Lead Generation Strategy (Adobe Marketo, 2021).

  • A Lead Generation database:  As leads come in, you’ll need to be able to track, attribute them to the appropriate source, score, and segment them to begin nurturing.

  • Supporting content and lead-ready channels: Think of content as the fuel for all of your marketing campaigns—from email, to social, to event collateral.

  • An analytics engine:  Now that you know how much you’re investing you can accurately track returns on your Lead Generation programs. But you need to know that it takes seven touches to convert a cold lead to a sale.

  • A martech stack:  The right lead generation technologies will save you money, help you do more with less, measure and optimize your programs, and ultimately allow you to grow your Lead Generation programs.

Get started with Lead Generation by using the Definitive Guide to Lead Generation Workbook

Benefits of Time Management

Time Management is the process of planning and controlling how much time to spend on specific activities, so good time management will allow you to complete more in a shorter time, lowers stress, and leads to career success (CFI, 2021). The ability to manage your time effectively is important. Good Time Management leads to improved efficiency and productivity, less stress, and more success in life (CFI, 2021).

Tips for Effective Time Management

After considering the benefits of Time Management, let’s look at some ways to manage time effectively that will help you in the long run:

  • Set goals correctly

  • Prioritize wisely

  • Set a time limit to complete a task

  • Take a break between tasks

  • Organize yourself

  • Remove non-essential tasks/activities

  • Plan ahead

Warning Signs of Poor Time Management

Let’s also consider the consequences and warnings of poor Time Management.

  • Poor workflow

  • Wasted time

  • Loss of control

  • Poor quality of work

  • Poor reputation

The VDB Inc. Team thinks it was a great idea to look into Marketing Automation, Lead Generation, and Time Management. Everyone today is constantly looking for ways to maximize the time you have, and with Marketing Automation you don't have to work long hours just to reply to all your emails. With the right Automation tools, we can now identify our target audience, design the right content, and trigger actions on customer behavior automatically. In a busy life, it's important to know how to manage your time effectively and efficiently so that you don't waste your time on unnecessary tasks, so your one step further in managing your time and life better. So if it's your first time finding out about Marketing Automation and Lead Generation, don't worry you are probably not the only one. Now you can increase your brand awareness, generate quality leads, and ultimately close deals.

We now offer Email Marketing Campaign Packages. Let's talk to see how we can help you increase sales and brand awareness through Automations that are integrated from your website to an easy to use CRM. There are even free options available with platforms like Hubspot.


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