How Small Businesses can benefit from Marketing Automation


Starting a business and keeping it alive is a very challenging task. Down the road of entrepreneurship, you face a lot of challenges. Think of your major problems for a minute, are you facing these problems in your marketing:

  • Lack of resources (Money, Human, Time)
  • Generating quality leads
  • Increasing visibility
  • Customer acquisition and retention
  • Keeping up with trends and technology

This is the story of most of the business today. The solution is pretty simple, automate your marketing.

What is marketing automation?

Marketing automation is the automation of routine marketing activities like email marketing, social media optimization, shares, lead nurturing etc. Marketing automation provides great benefits to both SMBs and large business. It boosts sales and organizes marketing activities while maintaining a personal touch with the leads. If you are a small business looking to optimize your marketing through clear market approach then marketing automation is a must. Let us clarify the concept of marketing automation for you:

  • It is not just e-mail marketing. It involves automation of all tasks from social shares, targeting, emails, blog shares etc.
  • It is not robotic. Marketing automation increases personalization and helps in lead nurturing.
  • It is not just for MNCs and large organization but relevant for all businesses.
  • Bulk email and spamming are a big NO if you want to optimize your marketing activities.

Why choose marketing automation for small businesses?

Marketing automation can be very useful for small and medium scale businesses. As a small business, early adoption of automated marketing can give you a competitive advantage. The benefits offered by such marketing models are great as it helps you focus on core sales by leaving digital marketing to experts. Here are some statistics to consider:

  • 78% CMO’s think that marketing automation is the future of digital marketing
  • 63% of companies outgrowing their competition use automated marketing.
  • 78% of companiesusing marketing automation see their revenue increase by more than $6 million annually.
  • Lead nurturing emails get 4 -10 times more response than normal emails.

Small business gets an extra edge with marketing automation. These are some benefits which marketing automation can promise to small business:

Easy Implementation & Budget Control

It is easy to implement these models in the initial stages as the amount of data is comparatively less. Due to less amount of data you can use a lot of free tools to cut your marketing spend while dealing with automation. In the initial stages, you will need a lesser amount of staff to deal with marketing with automation and your sales team will also be aided with more leads.

Customer Retention

As the business grows it becomes impossible to maintain a 1:1 connection with all your clients. Marketing automation comes at handy in providing customized messages to your clients according to their needs. It increases personalization and humanizes marketing. Moreover, it increases click through rates and helps in generating more leads. With marketing automation, it becomes easy to retain your customers and generate business from your existing clients.

Full Use of CRM

If your CRM suite integrated well with your automated marketing then it can lead to great results. Marketing automation takes customer relationship management to another level. You can optimize your messaging and record client’s responses for your products simultaneously. Make sure that your CRM is easy to integrate with online marketing activities. It is proven that marketing automation speeds lead closing. In some of the industries, up to 72% increase was noticed in lead conversion.

Ease in Generating Quality Leads

Automated marketing helps in generating quality leads and provides higher conversion rates. It improves the quality of leads by delivering the right content to the right audience. With the proper lead acquisition by delivering value to your customers you get an increase in the number and quality of leads. This is done by automated monitoring of customer’s behavior online and choosing the right social signals to benefit your business.

ROI Optimization

Small businesses get high-level ROI from marketing automation quickly. Marketing automation generates a high return on investment in a very short time. To keep track of your ROI make sure that you have clear marketing goals and use proper analytics to measure your success in marketing. Automated marketing also reduces the load on the sales team and they can focus more on selling.

Marketing Automation

What is Marketing Automation?


In layman words, marketing automation is a platform which ensures that you deliver the right marketing message, to the right customers, at the right time. For this, a marketing automation system uses various online channels like email, social media, and websites. It streamlines, measures and automates routine marketing activities so as to bring efficiency in online marketing methods.

Marketing Automation provides a control channel to effectively market on multiple online channels from one place. With marketing automation software you can automate your marketing initiatives in accordance with the preferences and requirements of individual leads.

Features of Marketing Automation Software

Breaking it down to individual components a marketing automation software provides the following core features:

  • Email Marketing
  • Landing Pages
  • Campaign Management
  • Lead Scoring
  • Social Media Automation
  • Marketing Analytics

ROI of Marketing Automation Software?

Marketing automation is proven to provide a number of benefits to the marketers. According to a report by Marketo, a marketing automation system offered the following benefits to the marketers:

  • 14% more pipeline from marketing
  • 11% decrease in time spent in sales
  • 17% direct increase in revenues

According to emarketer, 62% of senior marketers surveyed were using marketing automation to better understand their customers and prospects. Interestingly nearly 40% of them were using it to stay relevant against their competitors.

According to Nuclear research, 95% of companies reported some benefit from using marketing automation. It is expected to increase marketing staff productivity by 1.5% to 6.9% and increase in sales productivity by approximately 4%.

What Marketing Automation Does?

Marketing automation personalizes your marketing message according to the requirements of individual leads. It groups your leads based on information provided, personalizes and schedules emails, automates social media messages and records new leads generated via online channels to repeat and maintain the process.

A basic example of automated marketing for a web design company can be as follows:

  • Collect leads from the website using landing page/contact form.
  • Send a thank you mail with some blog content regarding good web design.
  • Ask for requirements using reply option in mail
  • Provide link to company portfolio and details about company
  • Schedule a call (human interaction)
  • Provide quotation
  • Thank you mail for purchase.

This is a very basic example of working with a marketing automation software. With more advancement this can include lead grouping, social media posts, call scheduling, CRM integration and a lot more. Sophisticated automation software is also able to prioritize leads on the basis of behavior patterns on internet and information provided during signups.

Such automated techniques help in scoring leads and personalizing marketing message to give the best value to your customers. Automated marketing brings relevancy in your messages to your prospective customers which increase signups, lead engagement and final conversion to paying customers. It even helps in increasing customer loyalty and advocacy for the brand by providing greater satisfaction to the clients.

Marketing Automation

Rise of Marketing Automation


Marketing automation refers to the use of automated software to streamline routine marketing activities down from email marketing to lead nurturing and finally generating sales. Automated marketing is not only limited to emails but also manages social media activities, landing pages, lead nurturing, marketing campaign and a lot more. There is a significant rise in marketing automation in the recent time due to an increased need for personalization in lead generation and nurturing.

For instance, when you add an item to your cart or wishlist on shopping sites like Amazon you instantly start seeing ads based on the item you were interested in. Occasionally you may get exclusive offers based on your buying interests as well. This is done through marketing automation. Such messages are automated using marketing data and link tracking mechanisms which help provide the right message to the prospective customers.

The rise of Marketing Automation

Marketing automation is on rise due to increase in online marketing activities and need for personalization and targeting in lead generation and nurturing. In fact, there were 11 times more B2B organizations using automated marketing in 2014 than in 2011, and the numbers are increasing every day.

As per a report by Email Monday, on an average 49% of all companies are currently using Marketing automation. With more than half of the B2B companies (55%) adopting such technology.

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But why are businesses so inclined towards marketing automation? As per marketing proofs, businesses using marketing automation have seen:

  • 451% increase in qualified leads
  • 14.5% increase in sales productivity
  • 12.2% reduction in marketing overhead

Reasons for the Rise of Marketing Automation

There are many reasons associated with the rise of marketing automation. Some of the core reasons include an increase in market data, strong filtering by email applications, a decrease in the attention span of people, information overload etc. If properly used then marketing automation can drive huge business for the company. It is its capability of driving consumer behavior towards more conversions that makes it so popular. Here are some main reasons associated with the increase in adoption of automated marketing:

Death of Blast emailing

Let’s face it, Blast emailing is dead. Gone are the days when you could just send the same email to a bunch of people and get feedback. Email inboxes now come with a lot of filters which mean that you might be going directly to the spam folder. Even if you manage to get it to the primary tab still, the open rates have declined. People want personalized messaging as if the brand is talking to them directly. Such level of personalization and commitment is possible only through automated emailing.

Increase in raw data

This is the age of data. We couldn’t possibly have more analytics about our buyers than we have now. The amount of data from demographics to behavior patterns collectively creates a huge cluster of unorganized information. To make use of such data it is important to synchronize it in one place and generate meaningful analytics from the same. Such data-driven marketing is possible only through advanced technologies which have resulted in the rise of marketing automation.


Think about the efficiency of interrupt marketing in the present scenario. What is the closing rate of cold calling and blast emailing? Inbound marketing is so much more efficient because it provides more quality leads in less time and boosts conversion rate. Marketing automation gives arms and ammunition to your inbound marketing. With a higher level of personalization and automation marketing automation boosts the productivity of online marketing and increases ROI.