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blog | January 23, 2019

What is Marketing Automation?

Marketing automation software is designed to automate repetitive marketing tasks such as sending out email blasts as well as assist in campaign management and monitoring website visitors. Marketing automation...

By Courtney Perry

Marketing automation software is designed to automate repetitive marketing tasks such as sending out email blasts as well as assist in campaign management and monitoring website visitors. Marketing automation helps marketing in different industries get their specific messaging out to their audience.

CRM and marketing automation are conflated, but they really serve two different purposes. As previously mentioned, marketing automation helps businesses achieve their marketing goals through the completion of marketing tasks. On the other hand, CRM software hits two points: build a business’s relationship with its customers which serves its ultimate goal: increase sales.

These two software’s work together to create an all-in-one customer service and marketing experience. Store your customer information to help strengthen your business’s customer service (a CRM feature), while also using that same information to execute highly targeted marketing campaigns (marketing automation). CRM and marketing automation go hand in hand.

How to Use Your Marketing Automation Software

Marketing automation is used by businesses for a number of reasons, including content marketing, on-boarding, and daily work automation. In order to know how to best use your software, you should first establish what your marketing goals are.

Since the main purpose the software provides is marketing, businesses use marketing automation to develop strong, well thought out and organized creative marketing campaigns. Send out automated email blasts and track how well the campaign is doing with the metrics feature that many software’s provide. Maintain customer relationships with a CRM integration and save more time during the work day by having the system automate daily tasks.

Common Features of Marketing Automation Software

Why Use Marketing Automation Over Other Software Options?

How to Choose Your Marketing Software

When choosing a software, it is important to make a list of things that your business needs out of marketing automation software. Marketing-wise, what is important to your business? Do you want campaign management? The ability to create email campaigns or generate leads? It is important to research your options. Another thing to consider is price. Businesses have to maintain a budget, and the same goes for their chosen software. If you decide to go with your first researched software, you could miss out on one that is a better fit for your business and even features additional modules that can strengthen your business.

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