This article is a recap of “Growth Decoded” a show that investigates the relationship between the customer experience and business growth — one topic at a time. Register here and never miss an episode!
Marketing automation. It seems pretty self-explanatory, right?
It’s automated marketing.
But “marketing” can mean 100 different things to 100 different people. So what does “marketing automation” *actually* mean?
Here’s what the ActiveCampaign Glossary has to say:
“Marketing automation is the use of software and technology to automate repetitive, manual marketing activities. Marketing automation is often used for activities like email, advertising, and social media posts.
Marketing automation providers, at the most basic level, let you schedule a series of emails in order.”
So, at a basic level, marketing automation is sending automated emails — and at a more advanced level marketing automation includes other processes like social media, advertising, segmentation, and lead generation.
Because “marketing” includes a massive range of activities and “marketing automation” encompasses so many different processes, everyone seems to have a different idea of what it could be. There are countless strategies, experts, guides, and philosophies when it comes to marketing automation — and all this noise leads to some misconceptions.
- Marketing automation is just sending emails
- Marketing automation is automating “the funnel”
- Marketing is 1-way communication from you to your audience
- You need a huge contact list to be effective with marketing automation
- Marketing ends when a contact converts and becomes a customer
- Marketing automation is going to solve all of your problems
In episode 3 of Growth Decoded, we wanted to get to the bottom of it and set the record straight. Watch the episode below:
Watch the episode above to learn:
- Why marketing automation goes much further than just automated emails
- Why you should forget the “funnel”
- How big your contact list should be to use marketing automation
- Questions to ask yourself before implementing a marketing automation solution
- Why marketing automation is like plant care
- How to use automation to send personalized emails based on a significant date