BUZZWORD BREAKDOWN

What is “Marketing

Automation”?

Marketing Automation

Marketing automation. It’s a buzzword in the

marketing industry but many have no clue what it

does or whether it can benefit their business. But

there’s no need for confusion, marketers, because

we’re here to help. Below, we explain what exactly

marketing automation is and debunk a few

widespread misconceptions.

2

3

What is Marketing Automation?

What is Marketing Automation?In it’s simplest terms, “marketing automation” refers to software that streamlines and

automates digital marketing efforts. Marketing automation in no way replaces marketers—

rather, its purpose is to maximize their productivity with minimum time spent, freeing

them up to pursue other tasks.

Many marketers use marketing automation software to improve the effectiveness of their

marketing emails. Instead of sending generic email blasts to an entire list of prospects and

customers hoping a few will bite, the software allows marketers to set up a series of

automated steps (a workflow) that will ultimately deliver qualified leads to their sales

teams.

4

What is Marketing Automation?An automated email workflow might look like this:

Step 1: Send an email to a targeted contact list inviting them to download an eBook

Step 2: Send a follow-up thank you note to contacts that downloaded the offer.

Step 3: A few days later—send another email to the list of contacts that downloaded the

eBook offering a more bottom-of-the-funnel (BOFU) piece of content on a related topic.

Step 4: When a contact downloads the BOFU content offer (indicating that they are a

qualified, more purchase-ready lead) notify the sales team so that they can reach out and

close them into customers.

5

What is Marketing Automation?With marketing automation software, marketers can hack their email marketing efforts to

deliver highly targeted and personalized emails that are tailored to their prospects’ and

customers’ needs—ultimately boosting open, click-through, and conversion rates more

than a standard email blast. And there are a plethora of other marketing tasks, from

building your contact list to lead scoring, that marketing automation software can also

streamline.

6

7

2 Common Misconceptions about Marketing Automation Debunkedis Marketing

Automation?

1. Marketing automation software = lazy marketingMany marketers are under the impression that it

is considered lazy to use marketing automation

software, but this simply isn’t the case.

Marketing automation isn’t just “set it and forget

it”—it’s a single moving piece of a more

comprehensive marketing strategy. It takes care

of the distribution of content, but it’s up to

marketers to add touches of personalization and

to engage with interested prospects their

content generates to convert them into

customers. Software can’t quite do that…

8

2. It’s too difficult to implementOur simple and blunt response to this

misconception is: no, it’s not. If marketing

automation were so confusing and complicated

to use then how does one explain the 79

percent of marketers who reported they feel

confident they can stay up to date with

marketing automation best practices? What’s

more, most marketing automation providers—

such as HubSpot—offer a variety of resources for

new users, including templates and workflow

formulas, that marketers can take advantage of.

9

Website: www.sevenatoms.com | Phone: 415.513.0435 | Email: info@sevenatoms.com

Harness The Full Power Of Inbound Marketing

Contact us today for a free consultation

Get Free Consultation