Marketing Automation 101

Category: Marketing Automation

Date: 13 May 2019

As marketers, it’s our job to drive visitors to a website to be converted into leads, and then those leads turned into customers. Using the right tool can make a big impact in the conversion and closing stages of your marketing strategy.

Marketing automation tools can save you time while allowing you to collect and nurture leads in a more streamlined and efficient way. By automating your marketing efforts, you can focus on other ideas to increase your bottom line.

There are many questions on the minds of marketers as this automation software becomes more prevalent: What is marketing automation? Why should I use it? How will it help me increase sales opportunities and drive more revenue? With so many options to choose from, it’s important to have a clear understanding of marketing automation and its functionality.


What is Marketing Automation?

Marketing automation at its core is a completely customizable tool that can help businesses increase efficiency and streamline their sales goals. It helps nurture leads throughout the buying process by delivering targeted and personalized messages, triggered by an action or response.

From sales prospecting to email marketing funnels to contact lead scoring, marketing automation has a plethora of features and automated workflows to save you time while optimizing leads through your sales funnel.

It’s important to understand that this software tool does not design marketing strategy for you, it automates your existing marketing efforts. It’s still up to you to produce helpful content aligned with your customers’ needs and interests – marketing automation provided relevant content at just the right time in the sales cycle.


The Basics

There are hundreds of marketing automation tools available in the market, each with varying price tags and levels of integration, testing functions, and reporting capabilities. To select the marketing automation solution that will work best for you, you’ll first need to analyze your marketing goals:

  1. Is your goal to nurture or re-engage current clients?
  2. Do you want to become more aware of potential new sales opportunities?
  3. Would you benefit from customized landing pages for your campaigns?
  4. Do you need a platform that is fully integrated with social media, sales funnels, and automated message notifications for sales opportunities?

After organizing your goals, use a tool like the G2 Crowd Grid for Marketing Automation ( to determine which platforms best align with your company’s engagement style. Most marketing automation sales reps will provide a live demo of their software; this can help you to get a feel for what it would be like to use these tools on a daily basis and eliminate products that aren’t a fit.


While most marketing automation platforms offer out-of-the-box solutions, be sure to utilize all of the tools to customize to your company’s needs! SharpSpring offers an extensive help deck here:

When all else fails, don’t be afraid to ask for help! 

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