Gone are the days when companies needed and hired people just to keep a check on potential leads and reply to customers on their feedback. This repetitive manual process consumed a lot of time and required a good number of manpower for assessing this procedure full of boredom ending up in several human errors.

To get rid of the overly consumed hours and human errors, technology is designed in the form of a software platform for helping organizations and marketing departments called Marketing Automation to market themselves effectively through automated repetitive tasks on multiple digital channels, namely, email, social media, websites and more.

Marketing Automation Platform

Being a vital part of Customer Relationship Management and Customer Experience Management (CRM and CXM), Automation was discovered to deal with task redundancy in marketing campaigns, segmentation, scheduling and assist in sectors like Lead Generation, Lead Nurturing and Lead Scoring. This all happens by simplifying the client communication without affecting the designing, execution and time-bound workflow with the help of a tool known as Marketing Automation Platform.

This platform helps in flourishing sales leads by personalizing marketing messages and other content and saving great time and effort. It enables users to understand their audience in order to adapt the way they communicate to them by sending the right message at the right time to the right user based on their unique buying behaviour.

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How Automation in Marketing Works?

1. The criteria

A specific criterion is analysed, stored and brought into use by marketers through the marketing automation software to judge the quality of leads and ultimately provide data to the sales team for Customer Relationship Management.

2. The cookies

The automation tools leverage cookies installed in the web browser of the visitors of any website. Then, these are used by the marketers to track their visitors and trigger more website actions to build scores for the prospect and get more profile data.

3. The contact information usage

Forms are used to gather the contact information and qualify the marketers’ leads by the marketing automation software. That information is then used to segregate leads into different buckets depending on the collected data and identify the best leads and communicate with them to ensure a higher closing rate.

4. Inbound and outbound strategies

Automation encourages inbound and outbound strategies as they help in properly scoring and qualifying leads and getting them ready for sales which otherwise took more time to learn and understand.

Why Automation In Marketing?

According to the research, 67% of the marketers and 87% of the leading firms use marketing automation platforms, as these contribute to the sales pipeline by converting 57% of potential prospects into leads and leveraging 14% overall growth in marketing revenue of the companies.

Another reason to use marketing automation as it allows the effective functioning of the following:

  • Email marketing
  • Marketing campaigns
  • Lead generation
  • Market segmentation
  • Creation of landing page
  • Website customization
  • Lead nurturing, scoring and qualifying
  • Cross-selling and up-selling
  • Customer retention
  • Measurement of ROI


Automation in marketing is the hub of the 21st-century marketing era enabling marketers to scale their campaigns by trying things out, getting creative and executing and completing bigger tasks in much lesser time.