Marketing Automation: What you’re missing in your MarTech tool

Marketing automation involves using software to automate marketing activities. Many marketing departments automate repetitive tasks, such as email marketing, social media serving, and even advertising campaigns, not only for effectiveness but also to provide a more personalized experience for their customers. Marketing automation technology simplifies these tasks.

At best, marketing automation is a combination of software and strategy. This should allow you to nurture potential customers with highly personalized and useful content that will help them become satisfied customers.

Think of effective marketing automation like horticulture. For growth, you need fertile, mature soil. To sow you need seeds. And you need water and light to turn these seeds into a lush flowering plant. With good marketing automation, it’s easier to grow leads (the seedlings) well enough to produce paying customers (a lush, mature plant).

But does not stop there. Customers are not just the result of successful marketing automation. They should be at the center of everything you do, which means marketing automation should still play an important role in your relationship with them.

The popularity of marketing automation has led to the misconception that marketing automation software can solve any slowdown in marketing growth, including the need to generate new leads. Because of this misconception, many marketers have advanced tools to automate the core part of their funnel, but there is no solution for generating new leads in the first place.

As a result, marketers are starting to buy lists of email addresses to collect rather than generate inbound leads. While it may seem like a quick fix, it is not a long-term solution, nor is it fertile ground for a healthy, long-term relationship with your customers.