Marketing Automation: How important is this process in companies


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The technology and new tools that have emerged in recent years in Digital Marketing have enabled better management and greater agility in the dissemination of digital content, which has brought much more visibility to companies. To reach the right audience and, along the way, become a company customer, digital marketing uses various tools such as websites, blogs, and email marketing, social media, among others. 

However, managing a large volume of activities and reach each audience in all of them is not an easy task. Thus, here the automation of the marketing process arises for the companies to communicate with their target audience in a personalized and non-intrusive way. The correct implementation in the digital marketing strategy serves to create specific messages that arrive at the right time and to the right person. 

So, here in this article, we will talk about the concept of marketing automation and understand how it positively impacted marketing activity in companies.

What is Marketing Automation?

Marketing automation is a process used to perform specific repetitive actions in an automated way. For example, creating lists of subscribers, sending emails, lead scoring, lead nurturing, or responses on social networks are actions that can be mechanized using specific software. 

The goal of marketing automation is to prioritize and execute the tasks defined in the digital marketing strategy efficiently. Large and medium-sized companies have been using this technology for years. Now, it is available to any business, whatever its size. The main advantage of this technique is that it allows you to reach your goals more quickly. Yes, this is possible, and thanks to the fact that marketing automation processes generate more quality leads.

Benefits of Marketing Automation

As it makes it much easier to manage a large volume of activities, marketing automation has been gaining space not only in large companies, but especially in small and medium-sized companies that have more limited resources (people, financial, and time). Let’s look at some of its main benefits:

Lead nutrition

 Having a solid and relevant lead base is one of the first steps taken by the digital marketing team. Therefore, the role of automation is not just to convert them, but to nurture those leads that are not yet ready for the moment of purchase, for example, so that they receive content directed to their moment in the purchase journey and that, in the future, may become customers. Thus, these tools will deliver to the leads at this stage, content even more optimized to take them to the exact moment of purchase.

Better segmentation 

Segmentation is the key to increasing conversions. The better segmented your target audience is the more chances of success you have. With the marketing automation software, you can create lists of leads according to their purchase intention, their interests, and other aspects. For example, if a user subscribes to your newsletter they are classified as a cold lead. But, if you download content or attend a webinar, your lead score will be higher. The information it will receive from your company will be adjusted to its actions automatically.

Helps in maintaining Customer loyalty

Even after being able to take the lead to purchase with the sales sector, retaining it is also an important task for them to continue investing in your company and passing on this experience to their acquaintances. For instance, with post-sale automation, it is possible to constantly send attractive offers to your customers through email marketing.


Ultimately, marketing automation is a powerful growth strategy for your company. Realize that the adoption of technology in the sales process is part of the digital transformation that many companies are going through. So, instead of limiting the company’s evolution with manual actions, invest in automation technology to scale your sales!

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