What is Marketing Automation - Marketing Automation | Act-On

WHAT IS
MARKETING AUTOMATION?

Marketing automation refers to a software platform that automates manual tasks and multi-step processes such as email and social media campaigns, allowing marketing departments to get more done with less effort.

Marketing Automation at a Glance

AUTOMATION

automates manual tasks and multi-step processes such as email and social media campaigns

INTEGRATION

Integrates common marketing tasks and multiple tools into a single dashboard, making management easier.

CONSOLIDATION

Gathers and consolidates data on campaign performance, website visitor behaviors, and other key metrics.

CROSS-CHANNEL SUPPORT

Supports cross-channel marketing communications, enabling consistent messaging across websites, email campaigns, social media, and other channels.

Did you know?

Marketing automation has traditionally been used for demand generation and lead management, supporting programs such as lead nurturing. Increasingly, marketing automation platforms are being extended to facilitate account-based marketing, customer marketing, and support activities.

CUSTOMER TYPES

How do marketers use marketing automation?

The companies that acquire marketing automation tend to fall into two categories:

THE INTEGRATORS

Companies that already derive value from other business technologies and anticipate additional return from a marketing platform.

THE ROCKETSHIPS

Companies that are using marketing to grow aggressively.

The Value Proposition

In either case, marketing automation software’s primary value proposition has three key points:

value

It saves time

It allows measurement

It tracks, gathers and consolidates data that would be difficult to track (or respond to) any other way

With marketing automation, marketers can…

Research shows that marketing automation generates value

Get better leads

The #1 benefit of marketing automation according to B2B marketers is the ability to generate more and better quality leads.

Pepper Global, 2014

marketing automation has proven to increase sales productivity and decrease marketing overheard.

Deliver Results

Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.

Nucleus Research, 2014

Be among the best

Best-in-class companies are 67% more likely to use a marketing automation platform.

Aberdeen Group2014

Marketing automation can increase your customer engagement, opportunities and time saved completing tasks.

Improve your bottom line

Marketers say that the biggest benefits of automation are saving time (74%), increased customer engagement (68%), more timely communications (58%) and increased opportunities including up-selling (58%).

Adestra, 2015

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MARKETING AUTOMATION VS. CRM

What is the difference between marketing automation and CRM?

Marketing automation typically is or can be integrated with other business tools, such as customer relationship management (CRM) software, business intelligence tools, website visitor tracking tools, webinar and event management tools, social media tools, content management tools, email and landing page testing tools, and sales enablement tools.

Types of marketing automation systems

Marketing automation systems are generally one of two types: 

ALL-IN-ONE

In which the system vendor buys or builds various capabilities (such as customer relationship management) and offers the combined features as a package

open platform

OPEN PLATFORM

Which is built so that other tools can be easily integrated with it. This enables the buyer to choose their own preferred tools to be integrated with the automation platform.

INTEGRATION

Marketing automation plays very well with others

Marketing automation also typically is (or can be) integrated with other business tools, such as webinar and event management tools, customer relationship management (CRM) software, and tools for business intelligence,social media management, content management, email and landing page testing, sales enablement, and more.

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ARE YOU READY FOR MARKETING AUTOMATION?

Marketing automation can give your team a serious competitive advantage. Be aware, it’s important to have the right resources in place to make the most out of your marketing automation investment. Take this quiz to see if you’re prepared for success.

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