What is marketing automation?

How to save a lot of time on your routine tasks and focus on the other core activities? What can greatly increase the impact of your marketing campaigns? The only one answer is marketing automation.

All organizations have the same desire: higher revenue and faster growth at a lower cost. Marketing automation solves this problem. It enables companies to streamline, automate, and measure marketing processes.

What is Marketing Automation? 

“The challenge for marketing is to keep your sales efforts to a minimum. Ideally, marketing should create a ready-to-buy consumer".

 – Peter Drucker, business genius of the 20th century

Marketing automation is a category of software that allows you to automate routine tasks and promote efficiently across multiple channels at the same time. It is a set of tools designed to streamline and simplify the most time-consuming responsibilities of modern marketing.

In other words, marketing automation is:

  • a set of software and the best methods of use;
  • the main trend of marketing development;
  • an advanced method that really works;
  • one of the fastest-growing technologies out there;
  • a tool that helps marketing teams turn manual processes into automated systems;
  • a modern system that can handle a huge amount of data; 
  • a coherent strategy for attracting customers.

Good automation tools help you identify your audience, design the right content, and automatically trigger actions based on schedules and customer behavior. Once your campaign rolls out, you can focus on other tasks, then analyze and tweak your marketing plan as results start coming in. 

When automation is used effectively to handle repetitive tasks, employees are free to tackle higher-order problems, and human error is reduced. They can focus on strategy to grow your business with lead generating and nurturing through the sales funnel.

"In the future a time machine will be built; but no one will have time to use it".
- George Carlin, American stand-up comedian, actor

The future has already here ...

The global marketing automation market size was valued at USD 4.06 billion in 2019 and is expected to witness a CAGR of 9.8% from 2020 to 2027.

Marketing automation increases:

  • sales productivity by 14.5%; 
  • lead conversion rate by 107%; 
  • the volume of an average transaction by 40%; 
  • the level of acceptance of commercial offers by 20%.

No wonder marketing automation is no longer a nice-to-have, it’s a must-have. 

B2C and B2B companies all use marketing automation to send more personalized, timely, and relevant messages that result in higher engagement and revenue. Marketing automation tools have become more prevalent and scalable for small and mid-sized businesses. Without the benefits of marketing automation, small businesses will always struggle to survive in a customer-centric environment. 

What does marketing automation do?

Marketing automation programs analyze the actions of your customers and make personalized offers based on the received data. The system automatically starts sending messages in the messenger. Each client is individually, according to his preferences.

With marketing automation, businesses can target customers with automated messages across email, web, social, and text. Messages are sending automatically, according to sets of instructions called workflows. You can target people based on behavior, preferences, and purchase history so that you can send the right message to the right people and nurture leads at the right time.

When marketers are able to create unique types of automation marketing campaigns for each of their target audiences, they can vastly increase the level of personalization in these campaigns while also having more time to develop more creative marketing approaches. As a result, they can expect their audience to be more engaged and motivated to keep moving through the buyer journey. 

With marketing automation, you can grow those customer relationships – and your business.

Enterprise marketing automation software helps integrate and streamline business activities across sales, marketing, operations, partners, and IT.

Marketing automation enables to use the modern marketing practices in areas such as:

  • Automation and Integration;
  • Lead Generation and Segmentation;
  • Lead Nurturing and Lead Scoring;
  • Relationship Marketing;
  • Cross-sell and Upsell;
  • Account-based Marketing;
  • Email Marketing;
  • Landing pages;
  • Content Management;
  • Return on Investment (ROI) Measurement;
  • Analytics and Reporting.

Marketing automation is a crucial element of modern digital marketing. To simplify your search for the right marketing tool, we have compiled a list of the essential features of automation software.

Example of Janssen Cosmetics 

Janssen Cosmetics, an online beauty store, has automated only one process on the GetResponse platform - welcoming new subscribers.

GetResponse is an all-in-one marketing platform which, as well as email marketing, offers landing pages, a CRM and advanced automations.

As a result, email chains of 5 letters brought a conversion rate of 6.48%. Result for the year: + 2% to turnover, which was 15% of the contribution to the annual business growth.

Janssen Cosmetics has added valuable content to its excellent email service. Email newsletters contained recommendations and advice focused on the client's pain, an unobtrusive product offer, gifts and discount promotion samples.


Automated emails get an average of 86% higher open rates and produce around 196% higher click-through rates. They also have the potential of generating 320% more revenue than the average promotional email does

With numbers like that, it’s no wonder marketing automation is continuing to rise in popularity.

It’s worth noting that marketing automation software comes in various shapes and sizes, catering to more than just email marketing.

With marketing automation in CRM, a business can streamline and optimize a variety of marketing tasks. This will increase the effectiveness and efficiency of the sales and marketing team by saving time on administrative tasks, delivering messages with the right content to the right audience, closing deals faster through increased automation and increasing revenue and profits.


People are constantly on the go. Their attention turns a million times a minute, and engaging at key times is vital for any marketing team to succeed. It’s at this moment of timely engagement that automation shines.  

Marketing automation is an amazing technology. It’s a win-win for everyone. Consumers receive exceptional customer experiences, and businesses drive more engagement, more leads, and more revenue.

What is Getresponse? It is a complete online marketing platform tailored to your business needs.

  • Getresponse is an email marketing app that allows you to:
  • create a mailing list and capture data onto it;
  • send emails to the subscribers on your mailing list;
  • automate your emails to subscribers via use of ‘autoresponders’;
  • view and analyse statistics related to your email campaigns – open rate, click through, forwards etc.

Enhance your marketing programs with integrated features from GetResponse. Try for free!

Thank you for reading. Until next time.


Author: Svitlana DomanchukCopywriter

Опубліковано в категоріях: Marketing Secrets

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