március 31, 2023
Marketing Automation Basics: How to Use it in Your Business

„The right message in the right channel to the right person.” 

With a wide range of products and services available, it’s becoming increasingly important to communicate effectively with customers as their numbers grow. Marketing automation allows businesses to cooperate with customers more efficiently. Below, we’ll cover the basics of marketing automation and show you how you can use it in your business.

The aim of marketing automation is to automate and streamline business processes, making sales and marketing activities more efficient. With the help of automated systems, businesses can sell their products or services with more accurate and personalized communication. During automation, customer behavior and purchasing habits are also tracked, making it easier for the company to create offers that best meet their customers’ needs.


Data collection

Data collection is the first and most important step in marketing automation. Data can come from website visitors, social media followers or e-mail and click-through rates. To effectively collect data, businesses can use various tools such as web analytics, customer relationship management (CRM) software, email marketing software, and social media analytics. It’s important to ensure that data collection is done in compliance with data protection laws and regulations, such as GDPR, to protect customers’ privacy. Linking this data with our knowledge of customers, such as their purchasing history and previous interactions enables us to communicate on a personal level.

Email automation

Email automation enables businesses to send automated emails to customers. This can be a simple welcome email that subscribers receive or a more complex series that sends emails at different points in the customer’s journey. With email automation, we can effectively communicate with customers and increase sales. One of the primary benefits of email automation is that it saves time for businesses. 

Instead of manually sending individual emails to each customer or lead, companies can create an automated series of emails that are triggered based on the customer’s behavior or preferences. This one authorizes businesses to communicate with their customers in a timely and relevant manner without requiring additional resources. By segmenting email lists and sending targeted messages to specific groups of customers based on their interests, behaviors or demographics, companies can increase the effectiveness of their email marketing campaigns.

Website personalization

Website personalisation is based on the analysis of visitor data and behavior. Firms uses tools such as cookies and online surveys to understand what clients are looking for on the site, how they navigate it and what types of content they are interested in. Analyzing this data helps businesses to create personalized offers and content for customers. Automated website personalisation enables them to communicate more effectively with their customers and increase conversions. 

Customers are more likely to engage with your business and spend more on your products or services because of personalized content and offers. Therefore, automated website personalisation is key to improve the digital experience to gain a competitive advantage and strengthen customer relationships.

Do you have any questions about what has been said so far? Just contact us and we’ll help!

Target audience synchronization

Targeting synchronization is an important aspect of marketing automation that allows companies to determine exactly what content, offers and promotions to send to customers based on their preferences. The goal is to deliver a personalized experience to customers at every touchpoint. Targeting synchronization enables companies to combine user profiles collected across multiple channels and aggregate them into a single, unified profile that includes all of the customer’s preferences, behaviors and data that the customer has shared from previous interactions with you.

This lets companies identify exactly what content and offers they should send to customers and through which channels. As a result, they can target their audience more effectively and achieve higher conversion rates.

Analytical data

Analytical data enables businesses to measure the effectiveness of their marketing activities. Using analytical data, we can identify best practices and improve our marketing strategies by providing customers with exactly what they need. By tracking and analyzing this data, it can identify which marketing channels and campaigns are most effective, which products and services are most popular, and which customer segments are most profitable. 

They can use this information to make data-driven decisions and optimize their marketing strategies accordingly. Proper use of analytical data helps businesses better understand their customers and better adapt to market trends, bringing significant long-term benefits to the business.


Personalizing the customer experience

Combining data collection, email automation, scheduled social media posts and analytical data grants businesses to provide a personalized experience for their customers. This information can be used to tailor the customer experience to each individual, creating a more meaningful and engaging interaction. This personalized experience can lead to increased brand loyalty, sales and customer satisfaction. When customers feel that a business understands and values their individual needs and preferences, they are more likely to return for future purchases and recommend the business to others. 

Overall, personalization is a powerful tool in the marketer’s toolkit. By leveraging the data collected through various channels, businesses can create a more engaging and meaningful customer experience, leading to increased brand loyalty and revenue growth.

In summary, marketing automation can be a useful tool for businesses to communicate more effectively with customers, increase sales, and improve the customer experience. Data collection and analysis, email automation, scheduled social media posts and analytical data are just a few of the tools available for businesses to use in marketing automation. With the right approach, companies can better understand their customers and meet their needs, resulting in a more successful marketing strategy.

Of course, marketing automation is worth nothing without proper orchestration but we don’t want to give too much away about that right now. Soon, you can read more about that in our next article (Marketing Automation Trends in 2023), which will cover the importance of AI, chatbots and the growing legal compliance, among other things.

Are you interested in more topics related to Marketing Automation? Then stay tuned for further blog entries coming soon!


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