What is Marketing Automation? It is a software platform designed based on the user purchase process. It manages and automates marketing tasks for you to discover more potential customers, close transactions, and measure marketing performance for the company.

Here are the articles to explain, Marketing Automation Definition, Need, Challenges, Importance, and Roles

1. Here are the articles to explain, Marketing Automation Definition, Need, Challenges, Importance, and Roles

Definition of Marketing Automation;

Marketing automation is a software system designed based on the customer purchase journey. Also, This helps you manage and automate marketing tasks to discover more potential customers, and close transactions efficiently. And measure marketing effects for the company.

With marketing automation, businesses can track customer data and take action. Set up automated processes across your WeChat account, email, social marketing, and sales channels based on who your customers are and what they care about. Also, This enables marketing teams to deliver the information they need to the right customers, at the right time.

Through marketing automation, enterprises use personalized marketing methods to create a friendly experience for customers. So that customers can receive what they need promptly. Which can deepen customers’ brand awareness of the company and also make them recognize products and services.

Why Do You Need Marketing Automation?

Marketing automation helps marketing teams achieve high performance. Accelerate the incubation of leads in a friendly and scientific way, and output qualified leads that people satisfy with.

They can help marketing teams become more efficient. Even a small team, with the help of marketing automation. Can achieve marketing effects that exceed expectations and have a high ROI.

They support your business to do more innovative marketing. Also, Automated workflow liberates marketers from repetitive work at the execution level, and focuses more on creative ideas and creative implementation, constantly bringing new marketing methods to enterprises.

What Marketing Challenges Can Marketing Automation Address?

There are more and more potential customers, but the conversion rate of potential customers is declining.

With the success of various customer acquisition actions, there are more leads. But the manpower cannot keep up with the needs of refined operations. Through marketing automation, clear customer portraits can obtain after sorting, cleaning, and integrating potential customer data in all channels. According to customer grouping, personalized content can be set in channels. Such as emails, service account content, corporate WeChat, events, and live broadcasts to stimulate users. Participation, deepening understanding, and recognition of brands and services, to efficiently incubate a large number of potential customers

Same marketing approach, poor marketing experience for users?

Marketing Teams With marketing automation, businesses can track customer data and act on marketing strategies. Set up automated processes across your WeChat account, email, social marketing, and sales channels based on who your customers are and what they care about. Also, This enables the marketing team to deliver the valuable information they need to the right customers at the right time. Significantly reducing the customer’s sense of interruption and improving the pleasant content experience

Is it difficult to quantify the quality of leads, and it is impossible to evaluate the marketing effect?

There is a lack of objective dimensions to measure the quality of clues. The judgment of turning out clues depends entirely on experience and lack of standards. They manage and automate the completion of marketing tasks and also have lead-scoring functions. This can make it easier for the marketing department, SDR, and sales teams to identify high-quality customers. Discover more high-quality customers, efficiently close transactions, and measure marketing for the company Effect.

How Marketing Automation Works

Refine the stages of the customer buying journey

Clues have different states at different stages. Business The business model of each company is different, and the definition of the stage of the customer is also different. However, the definition of the specific clue stage can determine by the company itself. Also, The important thing is that the market needs and sales must recognize, and the definition unified internally.

Obtain comprehensive data on customers

Collect customer data from all marketing touchpoints, including customer information and interactions in self-owned apps, connected external apps, and third-party data.

Identify, target, and segment your potential customer base

Clean and sort out the acquired data, restore customer portraits and demand preferences, and judge the customer’s purchase journey stage.

Marketing actions based on customer segmentation

Design automated incubation workflows to deliver the content they need to the right people at the right time to personalize the experience for different customers and guide them to the next lead stage.

Score leads

When the leads interact with different marketing actions, they will automatically mark the tips with corresponding scores. Marketers can visualize the incubation of charges. After the leads are matured through continuous cultivation, the qualified leads are transferred to sales follow-up.

Adjust marketing strategy to improve ROI

Analyze effective marketing automation process design, and accumulate the best implementation practices. Continuously optimize the model situation of this capability and enrich marketing scenarios, and achieve higher marketing ROI.

What exactly can marketing automation do for you?

With the help of marketing automation, it realizes the management of the whole life cycle from original clues to market approval clues-sales approval clues-business opportunities-customer users automatically capture customer feedback, extract clues based on their feedback, scores clues, cultivate intelligent clues, and increase customer acquisition. , to increase lead conversion rate. Through marketing automation, the entire team can spend more time on strategic layout and lead cultivation, without wasting time on trivial work, and at the same time gain more potential users.

Scene content library

They provide sales with a content library of scenarios, choose from well-designed templates, optimize according to buying stages and sales scenarios, and track buyer feedback through the system.

Personalized communication and triggering

They can segment consumers based on personas, interests, and other attributes, disseminate content based on personalization and trigger relevant content based on content and channel preferences.

Leads scoring

They have a leading lead-scoring function, and reference scores are obtained based on user behavior attributes and digital body language. Those with higher scores will follow up by sales and complete transactions faster.

Lead nurturing

They effectively track and respond to behaviors, and lead cultivation helps highly active business opportunities complete incubation as soon as possible and enter the next process.

Integrate data closed loop

They integrate data from social media, emails, websites, and business opportunities from CRM to form a closed loop to promote business opportunity development and interactive strategies. Get real-time insights with the same metrics across all channels.

Visualize the click report

They provide a visual click report, showing the entry with the highest click volume, helping to improve the overall effect of communication. By analyzing the results, triggered campaigns can be fine-tuned to deliver the right message.

The Importance of Marketing Automation

70% of the world’s digital enterprises are using marketing automation to find and cultivate potential customers, close more transactions and maximize the return on investment, to optimize the initiative and vitality of the entire organization continuously.

Improving lead utilization has become a major trend in B2B Marketing

70% of the world’s digital enterprises are using marketing automation to find and cultivate potential customers, close more transactions and maximize the return on investment, to optimize the initiative and vitality of the entire organization continuously.

The benefits of marketing automation are

  • Generate more leads and move them quickly through the pipeline;
  • Reach customers based on their needs through dynamic, personalized marketing campaigns;
  • Understand every step of the marketing journey from click to close to calculate true marketing ROI;
  • Regardless of industry, channel, or use case, marketing automation platforms help B2B companies build personalized, seamless journeys for prospects and customers at scale.
  • The difficulty that marketing automation needs to break through is;
  • Ensure that data from all marketing systems can be captured/measured and build a data pool;
  • Also, Invest more in high-quality data, establish a comprehensive label library, and match customer identities with as many touch points as possible;
  • Set up a scientific and automated user journey process, and guide users to join the next purchase stage through a friendly call to action.

Business Roles Using Marketing Automation

Company management, organizational marketing experts

Score and classify users through marketing automation, and intuitively see the quality of corporate leads to formulate corporate marketing strategies and development plans.


Marketers use marketing automation to find the most active prospects and set personalized marketing campaigns to advance the user’s life journey. And this series of automated workflows will greatly reduce the repetitive workload of marketers.

Sales staff

With the help of marketing automation to record and analyze a series of customer interaction actions, sales staff can obtain detailed customer files and dig deep into the needs of customers with high intentions.

Choosing the Right Marketing Automation Vendor

When selecting a marketing automation supplier, you can mainly assess the following capabilities of the supplier to ensure that marketing automation can be implemented more smoothly in the enterprise.

Industry experience

The supplier needs to know enough about your business pain points and be able to estimate a business goal that is close to your goal, which is the key to matching.

Docking ability

Your sales and marketing have a set of familiar sales tools and data platforms, such as CRM systems, etc. Suppliers need to be able to complete the docking and development of these platforms, reduce learning costs and improve process efficiency

Marketing Plan

Ask the supplier to refine the business goals, develop a marketing plan based on the goals, and also show you how they set up the marketing automation mechanism, how to use marketing automation in stages to achieve these refined goals, etc.

Data management

Suppliers need to ensure the security and privacy of enterprise databases, maintain existing customer data, promote incubation, wake up from sleep, guide additional purchases and repurchases, etc.; and continue to mine new potential customer data to ensure the security of possible customer data accuracy.

Assessment criteria

Business goals ultimately need to come down to an actual evaluation standard. For marketing automation, this standard is usually related to data. How many leads the supplier can bring you through marketing automation, how many potential customers can be increased, etc? These are KPI evaluation’s important standards.

Automated Process Demonstration

It’s better to talk about it than to do it once. Of course, marketing automation can’t just stay on the PPT. Let your supplier demonstrate the marketing automation process they designed for you. Check whether all links can run smoothly and whether they can give you feedback. data and behavior.

Customer case

Look for business cases similar to yours on the supplier’s website, listen to the supplier’s customer testimonials, and learn about their service quality and reputation in the past.

Coordination of personnel during the evaluation process

Whether the supplier can cooperate well with the personnel of the relevant departments in the enterprise. How well they cooperate with various departments in the early stage of docking, etc., to avoid poor cooperation after marketing.

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Marketing Automation Definition, Need, Challenges, Importance, and Roles; Photo by Artificial Photography on Unsplash.

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