Marketing Automation

Marketing automation is the process of using software to automate previously manual stages such as sending marketing emails or evaluating the buyer potential of leads. In addition to aiding your marketing personnel, marketing automation can be a helpful tool for your sales department. 

Automation reduces and streamlines recurring laborious processes and boosts sales. By automating your lead handling and email schedule you can free up time for creative work such as coming up with new marketing campaigns and composing even better content.

How Does Marketing Automation Work?

Marketing automation platforms usually include a myriad of features, but getting started doesn't require many. Even if your business has recently acquired a new customer relationship management system, you can still continue using it alongside a marketing automation platform that features similar functionalities.  

Key features of marketing automation systems are:

  • Email Marketing
  • Landing Pages, Forms, Call-To-Actions
  • Customer Relationship Management (CRM) and integrations to other CRM systems
  • Analytics and Reporting
  • Lead Scoring and Qualifying

Depending on your needs, a marketing automation system can be integrated to your existing website or can serve as a platform for your entire site if your system of choice features CMS functionalities.

A combined content management and marketing automation system speeds up and simplifies processes, whereas a system integrated into a pre-existing site can save resources in the deployment stage.

The choice of platform depends on the objectives and budget of the marketing automation project. Many marketing automation systems feature CMS and CRM functionalities, which is something to take into account when comparing solutions.

  • Eloqua and Marketo are well-suited for large, global enterprises.
  • HubSpot has risen in popularity among Finnish companies in recent years. It features comprehensive features for marketing automation despite its relatively low expense. 
  • Email marketing systems such as Mailchimp and Drip combined with analytics are a viable option for small businesses.

Getting Started with Marketing Automation

We begin our marketing automation projects by setting objectives and assessing the current state of marketing. Which parts of marketing lend themselves to automation? What are the goals? How is customer acquisition currently organized and how can we reconstruct the buyer's path to be more effective using marketing automation?

Defining objectives is followed by the implementation stage, which varies in difficulty depending on the platform of choice and project goals. A good rule of thumb is to keep the implementation light at first to reserve resources for further development. Marketing automation is never "finished". It requires constant development to respond to customer reactions and analytics. Continuous development leads to better customer service and increased revenue.   

We are your one-stop shop for marketing automation. The easiest way to get started is to contact us and book a free evaluation to map out your marketing automation needs and suitability for your business.

Are you interested in marketing automation? Do you want to hear more about our solutions for your business?

Contact us 

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