How to Benefit with Marketing Automation

6 min 02.02.2023 Updated: 19.06.2024

What is the marketer’s best friend? Sure enough – Automation! Ultimately marketing automation helps streamline marketing efforts and make your department more efficient.        

What is Marketing Automation Essentially used for?

The Key Benefits of Marketing Automation

It simply makes your department more efficient so your marketers can focus on creative and strategic tasks. Just like that. Instead of manual work like posting on social media daily or sending newsletters marketing automation software will automate all that process.  

Marketing automation streamlines important marketing tasks and allows you to review and analyze your activity and its results.  

The software should also allow you to build targeted workflows that support marketing campaigns and can be easily customized to suit the audience and deliverable being offered.  

Marketing automation streamlines the lead nurturing process. When the lead becomes qualified, it alerts your sales team to new prospects, and integration with your company’s CRM can without missing a beat support your sales team taking over to close the deal.  

Managing your data is now easier than ever. Moreover, it automatically, without manual interference, keeps your data up to date.  

Solutions by Marketing Automation

Let’s take Email Marketing and Content Creation as examples, so what we’ll have… 

Marketing Automation in Trends

According to Finances Online, the global marketing automation market size is projected to reach $14,180.6 million in 2030, at a CAGR of 12.3% between 2020 and 2030. 40% of marketers said they planned to use marketing automation for email marketing activities, and 39% used it for social media management in 2022.    

The HubSpot State of Inbound Marketing Trends report highlighted automation, artificial intelligence, and machine learning in marketing as future marketing predictions. AI and machine learning automation solutions can be used to optimize content and improve SEO, along with other marketing activities. Marketers will find new ways how to use automation. According to the State of Inbound Marketing Trends report, 17% of marketers integrated automation or artificial intelligence like chatbots and segmentation powered by AI into marketing strategies (particular interest shows US and Australia). Automation and AI have been the most attractive trends for business growth based on 43% of marketers in 2022.   

As we can see 70% of marketers view workflow automation as a long-term strategy shift based on the Salesforce State of Marketing. 62% of B2B2C marketers invested in AI. 

How to Choose the Best Marketing Automation Tools

Our Marketing specialist hints at where to start to choose the right software for marketing automation.  

First-rate Software for Marketing Automation

Salesforce Marketing Cloud is one of the best solutions for marketing automation because it includes all advantageous CRM functionality to cover your business goals. The Routine Automation specialists highlighted the Top 5 products to consider by Salesforce Marketing Cloud that you can use to improve marketing efficiency.   

🧩 Content Builder: Content Builder is a tool that empowers you to create complex zero-coding HTML pages faster.     

🧩 Email Studio: Email Studio creates lists of subscribers of email newsletters and manages email automation.   

🧩 Landing pages with Combined Journey: Web Studio enables the creation of dynamic web pages and landing pages. A great solution that can be combined with a journey. Track all interactions in real-time. Journey Builder empowers users to create and manage multi-channel marketing campaigns – welcome campaigns for new customers, promotional campaigns for new products, etc.   

🧩 Social Studio with Audience Studio: With Social Studio technology, you have the possibility to create, schedule, monitor, and manage all kinds of posts.  Mostly particularly all social networks can be integrated with the social studio, but some of them have exceptions in functionality.    

🧩 Engagement Studio and Behaviour Triggers: Via Engagement Studio you can send follow-up emails, create a logic-based nurturing campaign, and test various scenarios to see the prospects’ path. Behavior Triggers help you capture customer behavior and determine whether customers are abandoning your content. With Audience Studio you can manage, capture and unify data from different sources to gain insights about your customers. Classify data and create user profiles.  

Etc…   

Marketing Automation in Practice: the Routine Automation Success Stories

The Routine Automation team, a seasoned Salesforce development company, configured Salesforce Marketing Cloud solutions for the multinational manufacturing company. The challenge was — to improve the Client’s email marketing strategy. We decided to integrate Marketing Cloud with the Client’s website and configure automation.  

According to the Client’s requirements, our Marketing Cloud experts provided the following marketing automation solutions:   

Confirmation Emails – Order, Cancelation, and Acquisition emails to deliver personalization and better customer experience.   

Abandoned Cart & Double Opt-In logic – imagine a customer purchases a product on our Client’s website and puts some products in an abandoned cart. An abandoned cart email with these abandoned products will prompt you to finish the transaction by offering some similar ones.  

Email Templates & Post-purchase – after purchasing, a survey email will be sent to get customer feedback.   

Read the entire Case: “Salesforce customization for the manufacturing company”.