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Marketing Automation
Digital Marketing
Automation Tools
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Workflow Automation
ARTICLE #110
Table of contents
How to use marketing automation tools effectively?
Marketing Automation
Digital Marketing
Automation Tools
Marketing Tools
Workflow Automation
Marketing Automation
Digital Marketing
Automation Tools
Marketing Tools
Workflow Automation
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
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’re 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're 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 marketing and sales team
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’re 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're 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 marketing and sales team
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
HubSpot is known for its focus on inbound marketing and user-friendly interface. It covers email, SEO, social media, analytics, and more. Prices range from $50 per month up to about $2400 for advanced features.
Pros
Integrates smoothly with its CRM, CMS, and customer service portals.
Despite a wide array of features, it’s relatively easy to learn.
Cons
Pricier at higher tiers.
The free plan offers limited automation (mostly chat flow).
2. ActiveCampaign
ActiveCampaign comes loaded with pre-built workflows for different industries and communication channels. The tool now includes AI-assisted writing for emails, helping you refine messages quickly. Plans start at around £12 per month (billed annually).
Pros
Multilingual workflow options (French, German, Portuguese, Italian, Spanish).
AI-based features that can speed up email writing and scheduling.
Cons
Lacks templated forms.
Predictive AI is only available in the two highest pricing tiers.
3. GetResponse
Once an email marketing tool, GetResponse has evolved into a broader automation solution with a drag-and-drop workflow builder. It uses conditions, actions, and filters to create different pathways for subscribers, letting you cater to varied customer interests.
Pros
Intuitive builder for segmenting subscriber lists with layered conditions.
Lets you build Facebook, Instagram, and Google ads directly from the same dashboard.
Cons
Email automation is limited to higher-tier plans.
4. Customer.io
While many apps claim to be “automation-centric,” Customer.io actually delivers. You can target emails, SMS, Slack, Twilio, and more, triggered by real-time user activity. The workflow builder supports complex branching, giving you plenty of freedom to customise interactions.
Pros
Flexible, coding-friendly approach to personalising messages.
Integrates with mobile interfaces for live data updates.
Cons
Comparable to pricier enterprise solutions, which can strain smaller budgets.
5. MailChimp
Famous for email newsletters, MailChimp also handles automation, reports, and basic lead tracking. It’s one of the more budget-friendly options for smaller businesses, and it offers a free plan for those just starting out.
Pros
A decent free plan for basic needs.
Manages and automates multiple content formats.
Cons
Costs climb as your contact list grows.
Complex multi-step automation requires a higher-tier plan.
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
HubSpot is known for its focus on inbound marketing and user-friendly interface. It covers email, SEO, social media, analytics, and more. Prices range from $50 per month up to about $2400 for advanced features.
Pros
Integrates smoothly with its CRM, CMS, and customer service portals.
Despite a wide array of features, it’s relatively easy to learn.
Cons
Pricier at higher tiers.
The free plan offers limited automation (mostly chat flow).
2. ActiveCampaign
ActiveCampaign comes loaded with pre-built workflows for different industries and communication channels. The tool now includes AI-assisted writing for emails, helping you refine messages quickly. Plans start at around £12 per month (billed annually).
Pros
Multilingual workflow options (French, German, Portuguese, Italian, Spanish).
AI-based features that can speed up email writing and scheduling.
Cons
Lacks templated forms.
Predictive AI is only available in the two highest pricing tiers.
3. GetResponse
Once an email marketing tool, GetResponse has evolved into a broader automation solution with a drag-and-drop workflow builder. It uses conditions, actions, and filters to create different pathways for subscribers, letting you cater to varied customer interests.
Pros
Intuitive builder for segmenting subscriber lists with layered conditions.
Lets you build Facebook, Instagram, and Google ads directly from the same dashboard.
Cons
Email automation is limited to higher-tier plans.
4. Customer.io
While many apps claim to be “automation-centric,” Customer.io actually delivers. You can target emails, SMS, Slack, Twilio, and more, triggered by real-time user activity. The workflow builder supports complex branching, giving you plenty of freedom to customise interactions.
Pros
Flexible, coding-friendly approach to personalising messages.
Integrates with mobile interfaces for live data updates.
Cons
Comparable to pricier enterprise solutions, which can strain smaller budgets.
5. MailChimp
Famous for email newsletters, MailChimp also handles automation, reports, and basic lead tracking. It’s one of the more budget-friendly options for smaller businesses, and it offers a free plan for those just starting out.
Pros
A decent free plan for basic needs.
Manages and automates multiple content formats.
Cons
Costs climb as your contact list grows.
Complex multi-step automation requires a higher-tier plan.
How to use marketing automation tools effectively?
Automation tools thrive when combined with thoughtful strategy and a genuine focus on your audience’s needs. Below are key pointers on how to get the most out of them.
1. Pinpoint where you need automation
Start by revisiting your marketing goals. Are you trying to boost social engagement, or are you more focused on nurturing your email subscribers? If you plan to automate a wide range of tasks, consider an all-in-one option like HubSpot. If email is your primary channel, MailChimp might be a better fit.
2. Double-check before launch
Software might be smart, but it’s not foolproof. Whether you're scheduling posts or sending automated emails, verify dates, times, and content. Nothing derails a campaign faster than a broken link or a mistimed update.
3. Stay current with marketing trends
New features and integrations pop up all the time. Spend a few minutes each week skimming tech or marketing publications—this helps you keep a pulse on emerging tools and best practices. Being proactive positions you to tweak your automation setup whenever fresh features hit the market.
4. Automate lead nurturing
Nurturing leads can be time-consuming, especially if they’re not quite ready to buy. Research indicates that around half of your potential buyers are a good fit but still need a nudge before making a purchase. That’s where automation shines: once you’ve set up a series of carefully timed messages or offers, the system will nudge leads along until they’re ready for more direct contact.
5. Don’t rely too heavily on the tech
Automation can ease mundane tasks, but it shouldn’t replace human creativity or strategic thinking. Use it as a foundation for better content and more personalised messaging. By maintaining a balanced approach, you’ll preserve genuine brand personality while still benefiting from efficient workflows.
Automation tools thrive when combined with thoughtful strategy and a genuine focus on your audience’s needs. Below are key pointers on how to get the most out of them.
1. Pinpoint where you need automation
Start by revisiting your marketing goals. Are you trying to boost social engagement, or are you more focused on nurturing your email subscribers? If you plan to automate a wide range of tasks, consider an all-in-one option like HubSpot. If email is your primary channel, MailChimp might be a better fit.
2. Double-check before launch
Software might be smart, but it’s not foolproof. Whether you're scheduling posts or sending automated emails, verify dates, times, and content. Nothing derails a campaign faster than a broken link or a mistimed update.
3. Stay current with marketing trends
New features and integrations pop up all the time. Spend a few minutes each week skimming tech or marketing publications—this helps you keep a pulse on emerging tools and best practices. Being proactive positions you to tweak your automation setup whenever fresh features hit the market.
4. Automate lead nurturing
Nurturing leads can be time-consuming, especially if they’re not quite ready to buy. Research indicates that around half of your potential buyers are a good fit but still need a nudge before making a purchase. That’s where automation shines: once you’ve set up a series of carefully timed messages or offers, the system will nudge leads along until they’re ready for more direct contact.
5. Don’t rely too heavily on the tech
Automation can ease mundane tasks, but it shouldn’t replace human creativity or strategic thinking. Use it as a foundation for better content and more personalised messaging. By maintaining a balanced approach, you’ll preserve genuine brand personality while still benefiting from efficient workflows.
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
Marketing automation platforms aren’t restricted to email. They can empower practically every digital marketing effort, from lead generation to social campaigns. About 48% of marketers already use at least one automation tool, and that trend is climbing fast. If you're new to the game, starting with a free or trial-based tool can help you gauge the features you truly need. The best part? By automating time-consuming tasks, you’ll have more room to refine strategies that boost your bottom line.
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
Marketing automation platforms aren’t restricted to email. They can empower practically every digital marketing effort, from lead generation to social campaigns. About 48% of marketers already use at least one automation tool, and that trend is climbing fast. If you're new to the game, starting with a free or trial-based tool can help you gauge the features you truly need. The best part? By automating time-consuming tasks, you’ll have more room to refine strategies that boost your bottom line.
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
Marketing automation platforms aren’t restricted to email. They can empower practically every digital marketing effort, from lead generation to social campaigns. About 48% of marketers already use at least one automation tool, and that trend is climbing fast. If you're new to the game, starting with a free or trial-based tool can help you gauge the features you truly need. The best part? By automating time-consuming tasks, you’ll have more room to refine strategies that boost your bottom line.
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Work with us
Click to copy
work@for.co
FOR® Industries
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®