Marketing Automation
Term from the CRM Lexicon
Definition
Marketing Automation is the use of software platforms to automate and optimize recurring marketing and sales processes. By analyzing customer data and user behavior, personalized campaigns can be automated, ranging from lead generation to lead nurturing and customer retention. The goal is to make marketing activities scalable, increase efficiency, and make the success of campaigns measurable.
Goals
- Increased Efficiency: Routine and time-consuming marketing tasks are automated, giving employees more time for strategic work.
- Scalability: Marketing teams can effectively expand their activities to a large number of customers and prospects simultaneously.
- Personalized Customer Experience: Customers receive individually tailored messages and content that match their needs and interests.
- Improved ROI Measurement: The success of marketing campaigns can be tracked and optimized through detailed analysis and reporting.
- Increased Sales: Through targeted and continuous nurturing of leads, the conversion rate is increased and customer loyalty is strengthened.
Features
| Software Platforms | These central tools bundle functions such as database management, web controlling, email marketing, campaign management, and CRM integration. | |
| Data-driven Personalization | The software collects data from user profiles, customer behavior on the web, and previous interactions to create personalized content and offers. | |
| Automated Campaigns | Recurring tasks such as sending emails, managing social media posts, or triggering events in customer journeys are automated. | |
| Lead Nurturing and Lead Scoring | Companies can systematically develop leads through personalized information flows and evaluate them based on their interest and purchase readiness. | |
| Multichannel Management | Marketing automation enables the management and control of campaigns across various channels, leading to a consistent customer experience. |
Marketing Automation is a central building block of modern marketing strategies. It helps you reach customers more efficiently, more targeted, and more personally – with less effort at the same time. In combination with CRM systems, a powerful platform for sustainable customer relationships and measurable business success is created.