What is Marketing Automation?

What is it?

Here’s is my cookie cutter answer: A marketing automation platform (MAP) is a campaign management tool that allows companies to automate responses when a prospect interacts with a brand, measures success metrics of marketing programs, and delivers prospect information to sales representatives through e-mail or a CRM system.

(Have you ever received an e-mail from a company soon after visiting their website? Yea, it’s that! And, it’s awesome!)

This post will describe the benefits and the way an wholesale mlb jerseys automation platform can be used. It will also introduce common (and TYRMY advanced) features of different marketing automation tools.


What are the benefits?

Marketing automation can provide the following benefits to your business:

  • Increased marketing efficiency. Automating the tedious tasks of campaign scheduling and list management saves time.
  • Enhanced ability to generate and qualify leads. Using a lead scoring system—based on common actions—leads can be the easily generated and identified for the sales team.
  • Multichannel views of a single prospect. Platforms consolidate information from multiple channels (online, e-mail, social, etc.) into one dashboard, making it easier to accommodate specific prospects.

What are the capabilities?

E-mail Marketing:

Landing page development – Landing pages are essential to most marketing campaigns, as they increase conversion rates. Landing page templates that can be customized (WYSIWYG) with content and brand elements are included in most marketing automation platforms. (However, platforms different in how the pages are created and adjusted.)


Form development – Registration and survey-related forms can be placed on platform-hosted landing pages or your company’s websites. Most platform’s capture input data and automatically add the new “prospects” to the marketing database. Some platforms accommodate progressive profiling—an advanced function that pre-populates forms with known data and uses a drop approach to capture additional prospect information.

E-mail marketing campaign execution – This is the core marketing automation function. Virtually all marketing automation platforms provide the ability to create, send, and measure personalized e-mail campaigns; however, they differ in terms of how content is created and personalized. Furthermore, certain platforms have unique features, such as the availability to conduct A/B wholesale nba jerseys testing (which is a pre-launch test a marketer may conduct to determine the most effective subject line).

Real-time triggered e-mails – Triggered e-mails give the ability automatically respond to targeted behaviors, such as clicking a link in an e-mail, or visiting a webpage for a certain amount of time. For example, if a prospect’s watches a promotional video about inbound marketing, a personalized message can automatically Building be forwarded.

Lead Generation:

Program libraries – Certain platforms house pre-created programs in a “library” of sorts, accessible by admin accounts. These programs streamline the campaign creation process by supplying a “template” (of sorts) to work from.

Cloning – The ability to clone pre-existing programs for use in additional campaigns is an important feature. This allows marketers to ensure that the way campaigns function stays consistent. (Furthermore, it saves the time it would take to recreate the campaign from scratch!)

Lead Management:

Well-sized marketing databases – A decent differentiator between the tools is the size of the marketing database, which houses prospect contact information and activity logs—website visits, which e-mails have been clicked, and like.

Prospect profiling – Platforms cheap jerseys that support munchkin codes cache web behavior for individual prospects. This information can be synced with a CRM system and delivered to the assigned sales rep for more sincere targeting.

Capturing, scoring, and nurturing leads – Lead management is comprised of three functions:

  • Leads are captured from a variety of sources that feed the database (website visitors, e-mail recipients, trade show attendees, etc.). Platforms can be differentiated based on additional lead sources, such as an open API, social media, etc.
  • Lead scoring involves assigning values based on actions or mined information. Platforms differ in the number of scoring factors, such as having both behavioral and demographic criteria (which would score prospects for how they interact with a message as well as who they are).
  • Lead nurturing is the process of keeping prospects engaged with be the brand through periodic touch points (i.e. e-mail communications). Platforms may offer a number of pre-built nurturing steps or actions, as well as allow users to customize their of content and processes.

Proper segmentation of prospects – Segmentation is a standard feature, where users can program simple segmentation “rules” for managing campaigns or contacts. Dynamic segmentation goes one step further and automatically adjusts segments based on prospect activities or changes. Platforms can be differentiated based on how advanced their segmentation capabilities are, and whether or not dynamic segmentation is included.


Analyzing and reporting results – Every platform comes with a set of standard reports or dashboards that track data. Platforms differentiate in terms of their multichannel reporting capabilities (i.e., whether or not they wholesale mlb jerseys accommodate social and/or PPC) and the availability Marcom: of revenue and ROI analysis and reporting.

Scheduled reporting – Much like Google Analytics, certain platforms come with the ability to set reporting metrics and schedule them to be delivered to certain people on an on-going basis. For example, a weekly report can be set up to show the current prospects’ interactions with the corporate website.

Additional features to look for:

Mobile optimization – As mobile devices become increasingly popular, marketing platforms must support mobile-friendly e-mail templates and landing pages. This is autem often the case with the popular platforms.

E-mail deliverability – Inbox delivery must be ensured. This could include opt-in options, bounce handling processes, unsubscribe options, and possibly—though not entirely necessary—more advanced features like a dedicated IP address or delivery monitoring options.

Real-time support – Whether it’s a dedicated resource or an Skype online help forum, having real-time support for training and questions is important. Platforms differentiate on the level of support they offer and whether or not it comes with a cost.

(Have a favorite marketing automation platform? Use the comment area below to share the reasons why!)

Digital Marketing Inbound Marketing

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