Marketing automation is definitely a buzz word today. But we still have clients come to us wondering what it is. There isn't really a clear cut definition or explanation of what marketing automation is.
In a nutshell, marketing automation refers to software that is designed to automate your marketing tasks. It's centered around nurturing leads through the buying process by leveraging targeted content that addresses your prospect's needs when they want it. Basically, you're sending them information based on their behavior which is much more powerful than just blasting out emails to everyone.
Typically, marketing automation platforms automate your email process for you (although some platforms are much more robust) and they're great tools to leverage if your goal is to drive revenue and increase your conversion rates.
But the questions still remain...
How do you implement marketing automation? Is it worth investing in? Do you need it to be successful? What should and shouldn't you do?
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