What is marketing automation - Leadfront

In today's digital world, we expect nothing less than relevant information and offers tailored to our specific needs and interests. But manually personalizing the message to each person takes an incredible amount of time and requires huge resources. And that's where Marketing Automation comes in!

Marketing Automation plays a central role in streamlining the processing of leads that can then be passed on to the sales organization. With a Marketing Automation strategy, companies can easily and effectively evaluate where customers are in the decision-making process. And based on customer behavior and interaction, automatically deliver tailored messages that gradually process and, above all, deepen the relationship with both potential and existing customers.

Automation saves precious time. The marketing department can automatically deliver relevant messages with greater precision and then send more qualified leads to sales.

Marketing Automation can be seen as the centerpiece that controls the customer's buying process and at the same time establishes a close collaboration between the sales organization and the marketing department.

More than a tool!

A major misconception about Marketing Automation is that it is a ready-made tool with an on/off button. But it's not really like that. Rather, it's a strategy that companies use to save resources and manage existing and potential customers in a smarter and more efficient way.

So you can't buy marketing automation, just like you can't buy upselling or customer satisfaction.

We're not saying you don't need a Marketing Automation tool! We are saying that the tool cannot replace your creative thinking and your strategy for creating rewarding customer relationships. However, it can replace manual and repetitive tasks that marketers and salespeople otherwise need to spend time and resources on.

Kille bredvid en klocka som ska symbolisera hur marketing automation kan spara tid

What can be automated?

Many people associate Marketing Automation with identifying and generating leads through digital channels, such as a website. But it is so much more. There are virtually unlimited areas of application. Almost anything that can be automated can also fall within the scope of Marketing Automation. Exactly what the automation flow looks like can differ enormously from company to company, as it depends on the company's main strategy and objectives, the target audience and their needs.

Here are some examples of flows and activities that can be automated:

  • Reminders

  • Follow-up after downloads of e.g. whitepapers or reports

  • Loyalty programs

  • Events

  • E-commerce notifications such as the flow linked to an abandoned cart

  • Follow-up of a specific activity

  • Follow-up of a specific inactivity

  • Onboarding program

  • Winback program

  • Birthday greetings

  • Training programs

  • Re-engagement program

  • Lead nurturing

  • Identification of Marketing Qualified Leads

  • Chatbots

To succeed with your strategy, it is important to have a clear idea of what to automate and why. Planning will lay the foundation for future efficiency!

Tjej som bygger ett marketing automation flöde

So what is Marketing Automation?

It is a strategy that uses a technical tool to streamline, personalize, optimize and automate communication with customers and potential customers.

We are happy to tell you more and help you get started with a strategy or evaluate and streamline your existing process.
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