7 Benefits of a Marketing Automation Strategy


Michael BirdCEO and Co-Founder of Social Garden

Friday, November 22, 2019

Marketing automation is touted as a hugely beneficial solution that improves a business’s marketing and sales. It’s a powerful tool that allows you to automate and measure many of your internal processes: from automating emails or ads, to tracking user behavior online.

Article 4 Minutes
7 Benefits of a Marketing Automation Strategy

In this blog, we’ll show you why this is so important. We’ll explore the advantages and disadvantages of marketing automation, and we’ll look more closely at the benefits of marketing automation for customer retention.

1. Automation saves time

Marketing automation removes the need to do menial and repetitive tasks. As a result, it also removes the time associated with such tasks.

Thanks to marketing automation objectives, marketers can use technology to auto-send emails, post content to social media, and a number of other tasks, enabling marketers to utilize their time and talents more effectively. They can then pursue higher-value tasks such as developing strategies, creating content and solving problems.

2. It’s cost-effective

As we’ve shown above, a marketing automation strategy helps save time. In doing so, it also saves money and increases ROI. According to SnapApp, marketing automation increases sales by 14.5% and reduces overheads by 12.2%.

Although technology used for marketing automation strategy costs money, the process ultimately reduces labor costs and results in all-round savings. This is because marketing automation frees up your budget to invest labor and resources into strategic and creative aspects of your marketing. For example, with savings generated from marketing automation, you could hire top talent or reward your staff.

3. It improves lead quality

According to Annuitas Group, companies who use marketing automation see a 451% increase in qualified leads. As a result, these qualified leads make 47% larger purchases than unqualified leads.

As you can see, a business can greatly increase its profits by using marketing automation objectives to generate qualified leads. Marketing automation helps ensure you to nurture the leads that show promise, which in turn gives you qualified leads.

For example, by tracking a user’s interactions on your website, you’re in a better position to target them with relevant content like emails and social ads, which nurtures them towards a purchasing decision.

4. Automation helps personalize content

In today’s digital world, users not only want, but expect, personalized content. They expect to receive relevant emails and ads based on previous website visits and browsing history. Users also notice when content is not personalized.

Marketing automation helps you to personalize your content while you nurture your leads. It gives you data on which content is performing well and which isn’t. For example, you can see which users open which emails, or which users click certain ads, helping you to tailor your copy for each audience segment.

5. It’s measurable

Marketing automation gives you analytics that can hugely benefit your campaigns. This technology helps you understand what works and what doesn’t through detailed data.  It can even use historical data and AI to predict future campaign performances.

Use a marketing automation strategy to gather information about your leads as they move along their buyer’s journey. You can use it to create detailed buyer personas and understand their pain points or obstacles to purchase.

Automation can also be used to split test. You can test and retest, in a very cost effective way, which ads work and which don’t. As you see which variant gets the most clicks, you can continue to optimize your ad. This method of conversion rate optimization is made so much more effective with marketing automation.

6. It helps customer relationship management

As shown above, marketing automation objectives lead to various benefits and insights across your marketing strategy. All of these areas of marketing automation can come together to help you manage relationships with your customers.

Automation tools can integrate with your CRM, giving you comprehensive overview and insights into your customers. For example, the leading CRM platform Salesforce integrates with marketing automation tools such as HubSpot and Constant Contact.

7. It improves business decisions

We’ve already talked a lot about how marketing automation helps marketers gather data on their customers and how you can use this information to optimize specific campaigns. But just as marketing automation helps you manage customer relationships, so too can it help you see the bigger picture.

Marketing automation allows you to measure the success of your campaigns but it also helps you understand how marketing and sales are impacting business profits.

Michael Bird

Mike is CEO and Co-Founder of digital marketing agency Social Garden. Social Garden specializes in data-driven lead generation and marketing automation to grow companies’ revenue in different verticals in Australia.


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