A Beginner’s Guide To Marketing Automation

In this digital guide, we’re going to tell you all you need to know about marketing automation, including its benefits, examples and the best marketing automation software on the market.

Marketing your business is a big task, taking up time, money and headspace. But did you know it is possible to streamline your marketing efforts and get more from your marketing department?

What Is Marketing Automation?

Marketing automation software enables you to streamline, automate and measure repetitive marketing tasks, such as email marketing, social media posting and even ad campaigns.

Originally, it was used by large enterprises. But in recent years, marketing automation has evolved and is now scalable. This makes it suitable for start-ups and small to medium-sized businesses.

If you want to compete with the big fish in your industry, then you should consider marketing automation software – as it’s definitely here to stay.

Forrester’s Marketing Automation Technology Forecast (2017 to 2023) stated that marketing automation is one of the fastest-growing technologies. The industry is expected to be worth $25 billion by 2023.

What Are The Benefits Of Marketing Automation?

Aside from being able to put your marketing tasks on autopilot, using marketing automation software has a wide range of benefits:


Marketing automation makes your marketing department more efficient, allowing you to scale marketing campaigns with ease; saving time, money and effort.

By streamlining workflow, it gives your marketing team more time to focus on higher-level tasks, such as strategy and analysis.

Customer Experience

It allows you to easily track the behaviour of your prospects and customers, giving you a greater understanding of what your customers are looking for.

Once you understand the needs of your customers, you can use marketing automation to personalise your marketing efforts.

A 2018 study found that 80% of customers are more inclined to buy from a business that offers customised experiences. And in a 2017 survey, 44% of consumers said that experiencing personalised interactions increased the likelihood of them buying from the brand again.

Marketing And Sales Alignment

Using software that offers sales and marketing automation enables you to align your business goals. In terms of lead generation, automation software makes the process of going from marketing qualified leads to sales qualified leads that much simpler.

Increase Conversions & Nurturing Leads

Marketing automation enables you to target customers at just the right point in their journey. And you can target them with personalised interactions no less, increasing the chances of converting. And if a prospect doesn’t convert, automation software makes it easy to track leads and retarget web visitors.

Marketing automation software also makes it easier to nurture leads with strategic email campaigns that can be carefully tracked to measure their success.


Analysing and reporting on the various aspects of your marketing strategy can be incredibly time-consuming (and often frustrating). But marketing automation takes the stress out of reporting!

Most software generates accurate automated reports, so you can pinpoint where things are going wrong and make adjustments.

Examples Of Marketing Automation

There is a wide variety of marketing software out there. Some tools are task-specific, for example, one tool may be designed specifically for email marketing automation whereas others enable you to automate and streamline various aspects of your marketing strategy.

But before we get into the best marketing automation software for your business, let’s look at a couple of examples of how marketing automation can be used to achieve marketing goals…

Examples 1 – Target Customers With Automated Emails

MailChimp is the most-loved and widely used email marketing platform. If you want to streamline your email marketing efforts, MailChimp is the way to do it!

You can create automatic campaigns that react to an action taken by a prospect, such as website activity, buying a product or signing up for an email newsletter. Automated emails can be personalised and engagement can be monitored.

email marketing automation
Image Source: MailChimp

Example 2 – Grow Your Business Instagram Following

If you want to grow your audience on Instagram, you need to engage with your audience. But this can be very time-consuming. Thankfully marketing automation makes it quick and easy!

MobileMonkey is an automation tool specifically for Instagram that enables you to automate everything from comments and stories to direct messages.

The Best Marketing Automation Software

Ready to get started with marketing automation? Here’s a list of some of the very best software and tools:

  • Marketo: Great for streamlining marketing and sales
  • HubSpot: Best all-rounder
  • MailChimp: Great for email automation and eCommerce businesses
  • Pardot: Great for B2B businesses
  • EngageBay: Great for improving customer support and experience
  • Constant Contact: Great for engaging social media and email prospects

Need Digital Marketing Help?

Marketing automation is an excellent way to streamline your marketing efforts, but before you start using automation software, you should already have a marketing strategy for your business.

If you’re a little lost when it comes to digital marketing, AdLens Digital can help! We are a digital marketing agency offering a wide range of services. Get in touch to find out more.

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