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    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.

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    Marketing Automation at a Glance

    Automation
    Automate manual tasks and multi-step processes such as email and social media campaigns.

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

    Consolidation
    Gather and consolidate 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:

    • It saves time
    • It allows measurement
    • It tracks, gathers, and consolidates data that would be difficult to get (or respond to) any other way

    With Marketing Automation, Marketers Can...

    • Make established processes more efficient, consistent and repeatable.
    • Scale processes and campaigns to reach more leads and customers.
    • Automate trigger emails and campaigns using conditionals (if/then).
    • Measure results according to chosen key performance indicators.
    • Make results, such as leads and sales opportunities outcomes more predictable.
    • Score actions for both leads and accounts, in order to qualify them.
    • Compile a real-time dataset of lead and account behavior that sales can access.
    • Enable sales to reach prospects and accounts at crucial times.
    • Manage communications around events, and track registrations and attendance.
    • Support onboarding with automated implementation email programs.
    • Support post-sale customer care, retention, and expansion.
    • Provide visibility and insight across sales, marketing, and customer success.
    • Enable consistent messaging at every touchpoint along the customer lifecycle.

    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.

    Deliver Results

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

    Be Among the Best

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

    Improve the 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%).

    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
      • 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.

    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.