What is Marketing Automation?

Marketing automation is the oil of the marketing machine.

It’s what keeps you organised and makes your marketing manageable.

It allows you to map out your customer journeys and create workflows so that your prospects receive content specific to their stage within the sales funnel.

However it does require careful attention to detail and if you get it wrong you can end up in quite a mess.


The key to any good marketing automation system is setting up workflows that generate contacts and eventually, new customers. 

We can use workflows to help you:

  • Map out your customer journeys
  • Nurture prospects
  • Deliver the right content at the right time
  • Qualify leads and close deals
  • Gain greater control of your marketing


People don’t like to feel as though they’re on the receiving end of a mass email blast.

It’s nice to let your customers know that you’re thinking about them and only them.

Personalisation can help you to:

  • Engage your prospects
  • Increase open and response rates
  • Improve customer retention
  • Nurture prospects

List building and segmentation

Marketing automation allows you to build lists based around the history of a contacts behaviour.

Lists can help you to:

  • Send hyper targeted emails to small groups of people
  • Engage your customers with the right content
  • Sort the active contacts from the dormant ones
  • Find out more about your customers
  • Respect the different journeys that all customers are on

Find out more about how to use marketing automation effectively in our eBook: 8 Marketing Trends to Master in 2016 

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