Marketing Automation

Digital Marketing and Marketing Automation Consultancy


Marketing Automation Icon

So…….What is Marketing Automation exactly?

“Marketing Automation refers to the tools or platform that automate tasks in the marketing

and sales process to decrease the strain on resources, time and budget. The use

of Marketing Automation software makes new, more sophisticated, processes and

communication possible. This promises an increase in efficiency and effectiveness when

compared to a manual approach”

(O’Gara & van Rijn, 2016)

Why Use a Marketing Automation Platform?

According to the Aberdeen Group, the top 3 benefits of, and reasons to implement Marketing Automation are:

  1. Generating More and higher quality Leads
  2. Improved Marketing Productivity
  3. Improved Marketing Response and Conversion Rates

MA Platforms do not necessarily suit one type of business over another. Whether your business has a long or short sales cycle, high volume of enquiries or low, a marketing automation platform can be utilised to reach, act, convert and engage customers over time.

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Marketing Automation Platform Features

  • Automatic, Intelligent, Personalised Email Marketing
  • Lead Capture
  • Lead Nurture Campaigns
  • Lead Scoring
  • Track Prospect Behaviour
  • Reporting and Analytics
  • A/B Testing
  • Audience Segmentation
  • CRM Integration

Watch our Pardot Features Video (Only 1 minute long)

MA Reporting and Analytics

If you can’t measure it, you can’t manage it. Understanding the metrics that drive your conversion rate will allow you to decide where to spend your marketing budget. Metrics that can be tracked include:-

  • ROI Reporting
  • Conversion Rate
  • Churn Rate
  • Velocity Through Funnel
  • Campaign Influence
  • Prospect Activity
  • Email Opens / Clicks
  • Downloads
  • Page Visits
  • PPC


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