Marketing Automation
Marketing automation uses software to automate repetitive marketing tasks, like emails, social media posts, and lead nurturing, based on user behavior and predefined triggers.
Marketing automation replaces manual, repetitive marketing tasks with software that executes them automatically based on rules and triggers. When a user signs up, they automatically receive a welcome email sequence. When they visit the pricing page three times, they're automatically flagged as a hot lead.
Popular marketing automation platforms include HubSpot, ActiveCampaign, Marketo, Pardot, and Klaviyo. These platforms connect to your website, CRM, and other tools to create a unified view of each contact's journey and automate interactions across channels. Effective automation requires careful planning.
In practice
- A SaaS company automated their entire trial-to-paid journey: behavior-triggered emails, in-app messages, and sales alerts, increasing conversion by 35% without adding headcount
- An e-commerce brand's automated flows (welcome, abandoned cart, post-purchase, win-back) generate 40% of email revenue with zero daily effort
- A B2B company's lead scoring system automatically routes hot leads to sales and warm leads to nurture sequences, reducing lead response time from days to minutes
- A real estate agency automated their follow-up process, leads who view listings receive personalized property recommendations within 2 hours, increasing agent booking rates by 60%
Not sure how this applies to you?
A senior engineer walks your site, your search presence and the way enquiries reach you, then writes down the three things worth fixing first. You keep the document either way.