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June 12 - 2019

What is marketing automation

Alex Steg - ContentXperience
Alex Steg - ContentXperience

What is marketing automation

Marketing Automation is still a relatively unknown term for many organizations. Yet it is worthwhile to find out more about Marketing Automation. If only because this is one of the market segments that is currently growing the fastest (since 2011, this market has been growing by fifty percent every year). What is Marketing Automation and how can your organization benefit from this?

What is Marketing Automation?

A definition of Capgemini: "Marketing Automation stands for helping prospects in the purchasing process by automating relevant content with the aim of increasing lead conversion." According to Capgemini, Marketing Automation can be divided into three main activities:

1. Building (digital) profiles:
Which web pages does your prospect view, which e-mails does he find interesting, for which events has he registered?

2. Setting up relevant campaigns / content
Send content (information) that your prospect is really waiting for.

3. Converting and prioritizing leads:
Forward leads that show sufficient interest to sales. Provide leads that are not that far away with additional relevant content.

The process looks like this:



Marketing Automation systems are therefore designed to maintain leads (digital profiles) in a more constant way. As soon as the leads are "warmed up" with the help of relevant campaigns and relevant content, they can be converted into actual customers.

Marketing Automation and inbound marketing

If you want to use a Marketing Automation solution, it is important that you already have existing leads and continue to generate them based on inbound marketing. With the help of inbound marketing you can ensure that potential customers come to you. By sharing relevant and interesting information (content), you try to stay in touch with these potential customers.

Inbound marketing aims to attract potential customers via the internet. Companies do that for example with the help of websites, social media, blogs or search engines. Without existing or new leads, it is not possible to maintain up-to-date contacts and to convert them into customers. Then deploying a Marketing Automation tool is therefore not very useful.

Benefit from Marketing Automation

If you use Marketing Automation in the right way, it will take less effort for your organization to convert leads into new customers. Another benefit associated with the use of these types of systems is, according to American research, an income growth of at least ten percent. In addition, the percentage of leads that are converted into sales can be increased from twenty to as much as seventy five percent. It also appears that users of Marketing Automation tools see the number of conversions increase by fifty-three percent.

What does Marketing Automation cost?

Previously, such Marketing Automation solutions were only reserved for large multinationals who could afford these systems. With the emergence of somewhat more accessible, alternative solutions, Marketing Automation has now become accessible to smaller companies.

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