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ARTICLE #110
How to use marketing automation tools effectively?
Written by:
4 min read
Updated on: September 05, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Marketing automation has been making waves lately, and for good reason. According to the Marketing Automation Report, organisations that embrace these tools enjoy up to an 80% lift in lead generation—a statistic that tends to quiet the naysayers. At heart, these platforms remove much of the repetitive drudgery from your daily tasks, letting you spend more energy on strategy (and maybe even sneak in that second cup of tea).
So what’s the fuss about? By automating campaigns and creating personalised messages, you can attract fresh leads and keep them engaged at every step until they finally become customers. If you're curious about how marketing automation might give your business the edge it’s been missing, read on.
Marketing automation has been making waves lately, and for good reason. According to the Marketing Automation Report, organisations that embrace these tools enjoy up to an 80% lift in lead generation—a statistic that tends to quiet the naysayers. At heart, these platforms remove much of the repetitive drudgery from your daily tasks, letting you spend more energy on strategy (and maybe even sneak in that second cup of tea).
So what’s the fuss about? By automating campaigns and creating personalised messages, you can attract fresh leads and keep them engaged at every step until they finally become customers. If you're curious about how marketing automation might give your business the edge it’s been missing, read on.
What is marketing automation?
What is marketing automation?
Marketing automation involves using software or technology to manage repetitive tasks. It allows you to reach out across various channels—social media, emails, websites, and even text—with less manual effort. The goal is to create a cohesive path for your audience, turning interested onlookers into paying customers.
It doesn’t matter whether you serve the B2B or B2C market. The statistics show that the global marketing automation sector was worth around $5.21 billion in 2022 with predictions of hitting close to $13.50 billion by 2030. Numbers aside, it’s clear this approach resonates with businesses keen to improve how they attract and retain customers.
Marketing automation involves using software or technology to manage repetitive tasks. It allows you to reach out across various channels—social media, emails, websites, and even text—with less manual effort. The goal is to create a cohesive path for your audience, turning interested onlookers into paying customers.
It doesn’t matter whether you serve the B2B or B2C market. The statistics show that the global marketing automation sector was worth around $5.21 billion in 2022 with predictions of hitting close to $13.50 billion by 2030. Numbers aside, it’s clear this approach resonates with businesses keen to improve how they attract and retain customers.
Why is marketing automation important for your business?
Companies using marketing automation report they are roughly 20% more productive, thanks to streamlined processes. Beyond efficiency, there’s also a boost in growth and overall ROI. Automation helps with targeted messaging and segmentation—key pillars in digital marketing.
Lead generation
Lead generation is essential for long-term success. Automation handles much of the “heavy lifting” that usually falls between marketing and sales. For instance, tracking user activity on your website can highlight whether a potential buyer is just browsing or is nearly ready to speak with your sales team.
You can merge data from various touch points—such as social media engagement, downloads, or page visits—to score and prioritise leads. A good automation platform can handle these tasks behind the scenes, so your marketing team can concentrate on a bigger-picture strategy.
Personalising the customer journey
People respond to targeted interactions, and automation tools simplify how you deliver relevant content at the right time. These solutions collect data from social channels, email opens, and other digital signals. By assessing where a lead stands in the buying cycle, your system can reroute them to an appropriate salesperson—or keep them in marketing’s realm until they’re ready to move forward.
Better data to make smarter decisions
Automation platforms gather large volumes of data and make it easier to use on the spot. They often come with dashboards or analytics suites, so you can see how your campaigns are performing and whether you are spending your budget wisely. Need to test different email subject lines? Or find which social ads resonate best with your audience? Automation tools can offer the clarity you need to refine your next steps.
Align the marketing and sales teams
Plenty of companies struggle with siloed teams. Marketing has its goals, while Sales has another set. When these two departments use different systems—or don’t communicate well—friction is inevitable. Introducing marketing automation can help by providing a shared platform for nurturing leads, collecting key data, and highlighting when a lead is ready for a direct pitch. Everyone stays on the same page.
CRM Integration
If you pair marketing automation with a CRM system, you gain insight into which pages your prospects are browsing or which content piqued their interest. You also see how close they might be to making a purchase. That level of coordination goes a long way in delivering a better customer experience.
Companies using marketing automation report they are roughly 20% more productive, thanks to streamlined processes. Beyond efficiency, there’s also a boost in growth and overall ROI. Automation helps with targeted messaging and segmentation—key pillars in digital marketing.
Lead generation
Lead generation is essential for long-term success. Automation handles much of the “heavy lifting” that usually falls between marketing and sales. For instance, tracking user activity on your website can highlight whether a potential buyer is just browsing or is nearly ready to speak with your sales team.
You can merge data from various touch points—such as social media engagement, downloads, or page visits—to score and prioritise leads. A good automation platform can handle these tasks behind the scenes, so your marketing team can concentrate on a bigger-picture strategy.
Personalising the customer journey
People respond to targeted interactions, and automation tools simplify how you deliver relevant content at the right time. These solutions collect data from social channels, email opens, and other digital signals. By assessing where a lead stands in the buying cycle, your system can reroute them to an appropriate salesperson—or keep them in marketing’s realm until they’re ready to move forward.
Better data to make smarter decisions
Automation platforms gather large volumes of data and make it easier to use on the spot. They often come with dashboards or analytics suites, so you can see how your campaigns are performing and whether you are spending your budget wisely. Need to test different email subject lines? Or find which social ads resonate best with your audience? Automation tools can offer the clarity you need to refine your next steps.
Align the marketing and sales teams
Plenty of companies struggle with siloed teams. Marketing has its goals, while Sales has another set. When these two departments use different systems—or don’t communicate well—friction is inevitable. Introducing marketing automation can help by providing a shared platform for nurturing leads, collecting key data, and highlighting when a lead is ready for a direct pitch. Everyone stays on the same page.
CRM Integration
If you pair marketing automation with a CRM system, you gain insight into which pages your prospects are browsing or which content piqued their interest. You also see how close they might be to making a purchase. That level of coordination goes a long way in delivering a better customer experience.
The best marketing automation tools
Deciding which tool to use depends on your budget, skill level, and marketing objectives. Below are five popular options, each with its own strengths and quirks.
1. HubSpot
If you are searching for a one-stop-shop software, HubSpot is the name you have heard a million times and for a good reason. It is famous for its inbound marketing-centric approach, i.e., it's designed to assist you in attracting, engaging, and delighting customers with content, SEO, email, social media, and more. The cost, however, is a bit of a sticker shock if you require anything more than the bare essentials. The lowest level is about $50/month, but the most tricked-out package costs up to $2,400 per month.
Pros
Easy CRM and CMS integration: Everything you need—blogging, website hosting, CRM, email marketing—lives under one roof, so it feels cohesive and intuitive.
User-friendly interface: Despite being an extensive tool, it’s surprisingly straightforward to navigate (no three-month learning curve here).
Cons
High Cost: Let’s be honest, once you start climbing tiers, the monthly fee can feel like a punch in the wallet.
Limited Free Automation: The free version has chat flow automation, but you’ll need a separate (and likely paid) Hub for more advanced workflows.
2. ActiveCampaign
ActiveCampaign is a heavyweight when it comes to email automation and industry-specific workflows. Its library of pre-built automations is massive, covering everything from internal team comms to external campaigns and it’s available in several languages, including French, German, Portuguese, Italian, and Spanish. Translation? If you are targeting a global audience, ActiveCampaign has your back.
Pros
Multilingual automation library: It’s an absolute goldmine if you’ve got an international customer base.
AI capabilities: Whether you are creating emails or scheduling campaigns, you can use built-in AI features to compose, summarise, and revise messages.
Cons
Form templates MIA: You’ll need a workaround for creating forms, as there aren’t pre-made templates.
Steep learning curve for beginners: This isn’t the friendliest tool if your marketing strategy is basic.
Predictive AI on higher tiers: You’ll need to pay extra for top-tier features like predictive emailing.
3. GetResponse
Originally known for its email marketing prowess, GetResponse has significantly stepped up its automation game. It uses a drag-and-drop menu to arrange your workflow, giving you control over conditions, actions, and filters. If you love the idea of customising each subscriber’s journey, GetResponse is worth a look.
Pros
Detailed segmentation: Add different conditions, segment subscribers, and create dynamic workflows without pulling your hair out.
Integrated ad creation: Launch your Facebook, Instagram, or Google ads from within GetResponse—no toggling between a million windows.
Cons
Advanced automation on higher tiers: You’ll need to cough up more for robust email automation.
Potential feature overload: Although the interface is user-friendly, newbies might feel overwhelmed by the multitude of settings.
4. Customer.io
Sick of tools that claim to be “automation-centric” but are really just glorified CRMs? Customer.io is the real deal. It lets you fully customise, target, and test messages based on how people actually interact with your business. From email and SMS to Slack and Twilio, you can automate communication on a bunch of channels. Webhooks and multi-split branches are a breeze to create, and real-time data integration helps you keep your finger on the pulse of user activity.
Pros
Versatility across channels: Email, SMS, Slack, Twilio—your marketing messages can live anywhere your customers do.
High-level customisation: Dip into code snippets and “liquid” for ultra-personalised messages that really speak to your audience.
Cons
Pricier than some alternatives: The rich feature set comes with a higher monthly fee than more “basic” options.
5. MailChimp
MailChimp might seem like the no-frills platform for newsletters, but it’s sneakily powerful in the marketing automation department, especially for small businesses watching their budget. While the free plan lets you access Classic Automation Builder, you’ll need higher tiers for more advanced multi-step workflows. Still, if you’re just dipping your toes into automation, MailChimp’s a gentle place to start.
Pros
Functional free plan: You can do a decent amount, like setting up recommended automations and hooking up data from third-party apps, without spending a penny.
Multi-format content tools: Yes, you can manage and automate various content types, not just emails.
Cons
Pricing increases with contacts: The more subscribers you have, the steeper your monthly bill.
Similar to other CRMs in cost: Though it starts cheap, it can climb quickly as your needs grow.
Deciding which tool to use depends on your budget, skill level, and marketing objectives. Below are five popular options, each with its own strengths and quirks.
1. HubSpot
If you are searching for a one-stop-shop software, HubSpot is the name you have heard a million times and for a good reason. It is famous for its inbound marketing-centric approach, i.e., it's designed to assist you in attracting, engaging, and delighting customers with content, SEO, email, social media, and more. The cost, however, is a bit of a sticker shock if you require anything more than the bare essentials. The lowest level is about $50/month, but the most tricked-out package costs up to $2,400 per month.
Pros
Easy CRM and CMS integration: Everything you need—blogging, website hosting, CRM, email marketing—lives under one roof, so it feels cohesive and intuitive.
User-friendly interface: Despite being an extensive tool, it’s surprisingly straightforward to navigate (no three-month learning curve here).
Cons
High Cost: Let’s be honest, once you start climbing tiers, the monthly fee can feel like a punch in the wallet.
Limited Free Automation: The free version has chat flow automation, but you’ll need a separate (and likely paid) Hub for more advanced workflows.
2. ActiveCampaign
ActiveCampaign is a heavyweight when it comes to email automation and industry-specific workflows. Its library of pre-built automations is massive, covering everything from internal team comms to external campaigns and it’s available in several languages, including French, German, Portuguese, Italian, and Spanish. Translation? If you are targeting a global audience, ActiveCampaign has your back.
Pros
Multilingual automation library: It’s an absolute goldmine if you’ve got an international customer base.
AI capabilities: Whether you are creating emails or scheduling campaigns, you can use built-in AI features to compose, summarise, and revise messages.
Cons
Form templates MIA: You’ll need a workaround for creating forms, as there aren’t pre-made templates.
Steep learning curve for beginners: This isn’t the friendliest tool if your marketing strategy is basic.
Predictive AI on higher tiers: You’ll need to pay extra for top-tier features like predictive emailing.
3. GetResponse
Originally known for its email marketing prowess, GetResponse has significantly stepped up its automation game. It uses a drag-and-drop menu to arrange your workflow, giving you control over conditions, actions, and filters. If you love the idea of customising each subscriber’s journey, GetResponse is worth a look.
Pros
Detailed segmentation: Add different conditions, segment subscribers, and create dynamic workflows without pulling your hair out.
Integrated ad creation: Launch your Facebook, Instagram, or Google ads from within GetResponse—no toggling between a million windows.
Cons
Advanced automation on higher tiers: You’ll need to cough up more for robust email automation.
Potential feature overload: Although the interface is user-friendly, newbies might feel overwhelmed by the multitude of settings.
4. Customer.io
Sick of tools that claim to be “automation-centric” but are really just glorified CRMs? Customer.io is the real deal. It lets you fully customise, target, and test messages based on how people actually interact with your business. From email and SMS to Slack and Twilio, you can automate communication on a bunch of channels. Webhooks and multi-split branches are a breeze to create, and real-time data integration helps you keep your finger on the pulse of user activity.
Pros
Versatility across channels: Email, SMS, Slack, Twilio—your marketing messages can live anywhere your customers do.
High-level customisation: Dip into code snippets and “liquid” for ultra-personalised messages that really speak to your audience.
Cons
Pricier than some alternatives: The rich feature set comes with a higher monthly fee than more “basic” options.
5. MailChimp
MailChimp might seem like the no-frills platform for newsletters, but it’s sneakily powerful in the marketing automation department, especially for small businesses watching their budget. While the free plan lets you access Classic Automation Builder, you’ll need higher tiers for more advanced multi-step workflows. Still, if you’re just dipping your toes into automation, MailChimp’s a gentle place to start.
Pros
Functional free plan: You can do a decent amount, like setting up recommended automations and hooking up data from third-party apps, without spending a penny.
Multi-format content tools: Yes, you can manage and automate various content types, not just emails.
Cons
Pricing increases with contacts: The more subscribers you have, the steeper your monthly bill.
Similar to other CRMs in cost: Though it starts cheap, it can climb quickly as your needs grow.
How to use marketing automation tools effectively?
Marketing automation isn't just about installing a bunch of tools to "run themselves" and sitting back with a coffee. It's the ideal combination of strategy, customer focus, and the proper tools to assist you in nurturing prospects, creating real relationships, and ultimately, turning those leads into loyal customers (and, let's be honest, brand advocates). To maximise the use of your automation tools, you must have them work smarter, not harder. Here is how to effectively use them.
1. Pinpoint where you need automation
First, let's get the obvious out of the way: you must plan out your marketing objectives and determine where automation can really benefit. Not all aspects of your strategy should be automated. If you believe every single touchpoint must be addressed by a bot or program, you could have something that is too robotic. So, what do you want to achieve? If you are simply looking to clean up your email marketing and have better customer retention, then MailChimp is a great choice to automate the follow-ups and promotions. However, if you are searching for a tool that does it all, from creating content to posting on social media, get the more powerful package like HubSpot or ActiveCampaign. Understand your needs, don't choose a tool because it's attractive and has all the fancy stuff; choose one that meets your actual needs.
2. Double-check before launch
The beauty of automation isn't set it and forget it. Just because you have a bot sending emails or scheduling tweets doesn't mean it's perfect. Errors occur even with automated processes, and those errors can cost you time, money, and credibility. So, proofread and double-check before you click 'send' or 'schedule'. Whatever you use, whether it's content creation tools or content calendar tools. Ensure that everything coheres, reads well, and aligns with your brand tone. If you are automating content, test for correctness and grammar; nothing shouts "amateur hour" more than a marketing email filled with typos. And if your content hits the page at the wrong moment? That's like having a party and sending out the invitations too late. Always double-time your timing so that it's at its peak. It's an easy move, but one that's really important in being professional.
3. Stay current with marketing trends
Marketing is fashion; what's trendy now is frequently passé tomorrow. Therefore, to have fresh campaigns, it is important to remain current with the most recent trends and tools. Unless you are paying attention to the evolving world of marketing, you might find yourself stuck in old ways of doing things, or worse, behind the times on newer, better tools. Develop the habit of reading technology and marketing journals, and watch out for the latest trends. For instance, automation driven by AI is now changing in ways that can enable you to further personalise customer interactions. Staying in the know keeps you ahead of the curve, fine-tuning your automation for optimal output, not simply operating on autopilot. Knowledge is power, and staying up to date will enable you to get the most out of automation tools.
4. Automate lead nurturing
Let's be real, lead nurturing is a pain, particularly if you have a tiny team or your leads are stuck in that "not ready to buy yet" stage. 50% of leads created are indeed qualified, but they are not quite ready to buy just yet. What do you do? Continue nurturing them. But to manage every lead manually can be an enormous resource suck. That's when marketing automation acts as a hero. With the correct technology, you can automate procedures to guide leads based on their individual behaviours, interactions, and interests. Be it a reminder email, supplying them with further information, or offering them personalised offers, automation keeps your leads engaged without saturating your staff. The goal is to take them through the sales funnel at their own pace, without running out of steam. Remember, patience is a virtue, but automation makes it feasible.
5. Don’t rely too heavily on the tech
Automation tools are great, but they are not magic wands. There's a thin line between using automation to simplify your life and totally giving control to the machines. Over-reliance on these tools can make your content sound robotic and impersonal, which doesn't connect with your audience. Rather, use these tools to enhance your work, not substitute for it. Automate the drudgery, monitor behaviour, and streamline your processes, but don't make everything too mechanical. Marketing automation should release time for more strategic thought, enabling you to concentrate on creativity and improving your marketing strategy. It is the balance between automation and human intervention that will bring true long-term success.
Marketing automation isn't just about installing a bunch of tools to "run themselves" and sitting back with a coffee. It's the ideal combination of strategy, customer focus, and the proper tools to assist you in nurturing prospects, creating real relationships, and ultimately, turning those leads into loyal customers (and, let's be honest, brand advocates). To maximise the use of your automation tools, you must have them work smarter, not harder. Here is how to effectively use them.
1. Pinpoint where you need automation
First, let's get the obvious out of the way: you must plan out your marketing objectives and determine where automation can really benefit. Not all aspects of your strategy should be automated. If you believe every single touchpoint must be addressed by a bot or program, you could have something that is too robotic. So, what do you want to achieve? If you are simply looking to clean up your email marketing and have better customer retention, then MailChimp is a great choice to automate the follow-ups and promotions. However, if you are searching for a tool that does it all, from creating content to posting on social media, get the more powerful package like HubSpot or ActiveCampaign. Understand your needs, don't choose a tool because it's attractive and has all the fancy stuff; choose one that meets your actual needs.
2. Double-check before launch
The beauty of automation isn't set it and forget it. Just because you have a bot sending emails or scheduling tweets doesn't mean it's perfect. Errors occur even with automated processes, and those errors can cost you time, money, and credibility. So, proofread and double-check before you click 'send' or 'schedule'. Whatever you use, whether it's content creation tools or content calendar tools. Ensure that everything coheres, reads well, and aligns with your brand tone. If you are automating content, test for correctness and grammar; nothing shouts "amateur hour" more than a marketing email filled with typos. And if your content hits the page at the wrong moment? That's like having a party and sending out the invitations too late. Always double-time your timing so that it's at its peak. It's an easy move, but one that's really important in being professional.
3. Stay current with marketing trends
Marketing is fashion; what's trendy now is frequently passé tomorrow. Therefore, to have fresh campaigns, it is important to remain current with the most recent trends and tools. Unless you are paying attention to the evolving world of marketing, you might find yourself stuck in old ways of doing things, or worse, behind the times on newer, better tools. Develop the habit of reading technology and marketing journals, and watch out for the latest trends. For instance, automation driven by AI is now changing in ways that can enable you to further personalise customer interactions. Staying in the know keeps you ahead of the curve, fine-tuning your automation for optimal output, not simply operating on autopilot. Knowledge is power, and staying up to date will enable you to get the most out of automation tools.
4. Automate lead nurturing
Let's be real, lead nurturing is a pain, particularly if you have a tiny team or your leads are stuck in that "not ready to buy yet" stage. 50% of leads created are indeed qualified, but they are not quite ready to buy just yet. What do you do? Continue nurturing them. But to manage every lead manually can be an enormous resource suck. That's when marketing automation acts as a hero. With the correct technology, you can automate procedures to guide leads based on their individual behaviours, interactions, and interests. Be it a reminder email, supplying them with further information, or offering them personalised offers, automation keeps your leads engaged without saturating your staff. The goal is to take them through the sales funnel at their own pace, without running out of steam. Remember, patience is a virtue, but automation makes it feasible.
5. Don’t rely too heavily on the tech
Automation tools are great, but they are not magic wands. There's a thin line between using automation to simplify your life and totally giving control to the machines. Over-reliance on these tools can make your content sound robotic and impersonal, which doesn't connect with your audience. Rather, use these tools to enhance your work, not substitute for it. Automate the drudgery, monitor behaviour, and streamline your processes, but don't make everything too mechanical. Marketing automation should release time for more strategic thought, enabling you to concentrate on creativity and improving your marketing strategy. It is the balance between automation and human intervention that will bring true long-term success.
Frequently Asked Questions
How effective is marketing automation?
It frees your team from repetitive tasks so they can focus on creativity and strategy. A well-crafted workflow can seamlessly capture leads and guide them to the sales team. It’s little wonder that successful companies tend to be the ones adopting automation.
What are the 4 pillars of marketing automation?
The four important pillars of marketing automation are:
Platform operations
Campaign operations
Marketing intelligence
Marketing engineering
What are the KPIs for marketing automation?
Crucial ones include:
Bounce rate
Conversion rate
ROI
Customer lifetime value
Click rate
Site traffic
Cost per lead
Email open rate
Final Thoughts
A marketing automation tool is not just about sending emails, it's your Swiss army knife for all digital marketing tasks. Whether social media tweets, content planning, customer segmentation, or even monitoring user behavior, these pieces of software can handle it all. And with 48% of marketers currently utilising at least one marketing automation platform, it's obvious that this trend will continue to expand. But the thing is: it's not merely about having them, it's about using them efficiently.
If you are new to this whole automation thing, begin with a trial offer. Try out a couple of tools and observe what resonates with your workflow. You don't have to make any long-term commitments until you have had an opportunity to observe what works best for you. From executing campaigns to monitoring customer paths, it's not hard to feel like you are balancing blazing swords when dealing with digital marketing. But marketing automation lifts the burden and saves you time and money.
Frequently Asked Questions
How effective is marketing automation?
It frees your team from repetitive tasks so they can focus on creativity and strategy. A well-crafted workflow can seamlessly capture leads and guide them to the sales team. It’s little wonder that successful companies tend to be the ones adopting automation.
What are the 4 pillars of marketing automation?
The four important pillars of marketing automation are:
Platform operations
Campaign operations
Marketing intelligence
Marketing engineering
What are the KPIs for marketing automation?
Crucial ones include:
Bounce rate
Conversion rate
ROI
Customer lifetime value
Click rate
Site traffic
Cost per lead
Email open rate
Final Thoughts
A marketing automation tool is not just about sending emails, it's your Swiss army knife for all digital marketing tasks. Whether social media tweets, content planning, customer segmentation, or even monitoring user behavior, these pieces of software can handle it all. And with 48% of marketers currently utilising at least one marketing automation platform, it's obvious that this trend will continue to expand. But the thing is: it's not merely about having them, it's about using them efficiently.
If you are new to this whole automation thing, begin with a trial offer. Try out a couple of tools and observe what resonates with your workflow. You don't have to make any long-term commitments until you have had an opportunity to observe what works best for you. From executing campaigns to monitoring customer paths, it's not hard to feel like you are balancing blazing swords when dealing with digital marketing. But marketing automation lifts the burden and saves you time and money.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®