Marketing Automation Is Not a Replacement For Your Current Marketing Strategy

Marketing automation takes the drudgery out of repetitive marketing tasks. Whether it’s emailing your customer base, or automating responses to inquiries—marketing automation frees up valuable time so you can spend on projects that require a human touch.


Use marketing automation to deliver messages that feel like they’re crafted for your audience—building trust and inspiring conversations. Here are four areas you can implement marketing automation:

Lead Nurturing

A lead nurturing strategy uses personalized communication to help a potential customer move through the sales funnel. This is a critical piece of B2B marketing as it allows the marketer to build trust with the prospect by sharing not only product information but thought leadership, ethics and values, best practices, and other industry-relevant content. This process reduces the sales cycle by providing all of the information a prospective client needs to make an informed decision before purchasing.

This communication can start with a simple form submission or email interaction with a company, such as an inquiry for more information or a request to download a white paper. In the early stages of the relationship, marketers can learn about a prospect’s persona by observing what type of content they interact with. They can then use that insight to develop a customized relationship with the lead.

The most effective lead nurturing strategies use multiple methods to identify a prospects buying stage and interest level, and then prioritize them accordingly. A good marketing automation solution will enable you to prequalify leads with a system that combines the lead scoring feature of a marketing automation platform with automated communication, and then deliver relevant and personalized content based on a prospect’s activity.

Nurturing a lead to sale can be tricky. Using a marketing automation platform like monday sales CRM will ensure that your team isn’t wasting time on unqualified leads. A lead nurturing process can also boost your sales strategy by increasing the number of qualified leads you have to work with.

Conversion Optimization

Marketing automation takes on the repetitive tasks that can eat up your team’s time so they can focus on the important hands-on marketing activities that require their full attention. This frees up their headspace to come up with creative ideas that will grow your brand and bring in more customers.

This type of marketing automation is an excellent way to increase your conversion rate by providing a customized customer experience. For example, you can send your customers an email with a special discount coupon for their birthday or holiday. Using personalized messages cultivates a trusting 2-way relationship with your customer and shows them that you care about them.

Using user research is the foundation of any CRO campaign. Without understanding your audience and their needs, you cannot optimize for conversions. User research can help you discover all sorts of issues that may be preventing your visitors from taking action on your website. It can also help you understand what features your visitors like, dislike, and find difficult to navigate on your site.

Once you have identified what you need to optimize for, it’s essential that you take it one step at a time. Making too many changes at once could have the opposite effect and cause a major drop in your conversion rate. So make sure you store the data needed for each step of your process and implement changes in small increments.

Customer Service

Marketing automation makes the repetitive tasks that often take up the majority of small business marketers’ time more manageable. This frees them up to focus on higher-level work, such as addressing inquiries from customers and cultivating new leads.

A central database for customer data allows all teams to share the same information, bringing marketing, sales and customer service closer together. This ensures a consistent brand experience across channels and helps marketing departments deliver more relevant content to shoppers.

For example, a customer who fills out a form on a website to download an ebook should receive a follow-up email with the ebook link—automation can make that happen automatically using simple logic (if X happens, then do Y). This not only helps brands save time but also improves customer engagement and retention.

Moreover, a unified marketing automation platform empowers customer service reps to answer customer questions faster and more effectively. This can help increase customer satisfaction, which can translate into more repeat customers and revenue. High-performing customer service teams offer omnichannel support, including live chat, social media and email, to meet shoppers’ demands for quick, personalized answers.


Marketing automation software can be a powerful tool to help you scale your digital marketing campaigns, generate more leads and nurture them throughout the buyer journey. But, it’s important to remember that it’s not a replacement for you or your team’s current marketing strategies.

Instead, it’s a way to automate the mundane and repetitive tasks so that your team has time to focus on more strategic initiatives and to measure and optimize your return on investment. It can also help you create and execute a unified omni-channel customer experience that delivers more value to your audiences over the long haul, while helping you keep them engaged and happy.

It can also support more advanced and personalized communication with your audience, including targeted messaging to specific groups based on their behavior. This can be used to communicate with new prospects as they enter your funnel, or with existing customers to drive retention and loyalty programs.

Marketing automation solutions can be used to deliver this type of communication — and more — through a centralized marketing database, engagement marketing engine and analytics engine. However, it’s important to note that a successful marketing automation platform will still require a degree of human intervention to plan strategically, set goals and analyze campaign results. Achieving these desired outcomes will allow your marketing automation platform to perform more efficiently, and ultimately generate greater revenue impacts for your business.