9 Shades of Marketing Automation

9 Shades of Marketing Automation


Marketing Automation is a new game in town. Also, It gives both small and medium businesses the freedom to run complex marketing activities and that too with success and optimum utilisation of time.

Why would Marketing Automation platform be useful?

1. Generate Leads – Integrated Approach

Did you know? Lead Generation gets way better with Automated Marketing.

Yes, It is a cake walk.

Marketing Automation can help you get your database through predefined entries which is also known as cookie tracking techniques and all in the form of importing data of leads from the forms through online campaigns

2. Software As a Service – SaaS

Well, Isn’t it interesting guys that you don’t necessarily have to master software development techniques. And also, Marketing Automation offers you an explicable platform where you can design as well as mould your dynamic marketing goals.

3. Information Analytics

I have so much of Data.

Can I Clean, integrate and transform this data ?

Can I get a meaningful information in numbers or figures?

Oh Yes!!

First, all of the information get stored in the Database and

Second, it get analysed then sorted through a set of algorithms

And finally it depicts all the results for the queries that you need to explore.

4. Multi-Channel Campaigns

Can I make my presence visible to all my potential leads on the various platform?

Yes !

By all means, I can

Emails, Social Media, SEOs and Web pages etc can build up my online presence. Eventually, Lead generation as well as conversion with the help of brand awareness.

5. A Condensed Market Savvy

Isn’t it amazing when your marketing tool does the predictive analysis and real-time marketing for you?

You have heard it right!

This automation helps you in precisely mining the data so that you can predict the trend of the market and also, the other aspects you want to unfold.

6. CRM and Automation work separately

For executing a marketing automation process, do I always need a CRM ?

Well..Not necessarily,

Without using a CRM, you can relatively attach a Lead List for importing the data which leaves no space for CRM models to get working and that’s how CRM and Automation can work separately.

7. Automates the marketing mix judiciously

What if I say I want a platform where I can monitor marketing tasks and workflows more efficiently and effectively?

The extended marketing mix of Product, Price, Place, Promotion, People, Process and Physical Evidence can be very well monitored to increase operation efficiency and to let the revenue get on board faster with much higher pace in integrated automation amongst all of these recurring workflows.

8. Harmonising Social Channels

So we have a platform where in I can provide the links of my workflows so that I can get recognised through social media.

Let your work be noticed through the different social media channel and only with one automation tool that can customise your promotional activities and that too per the designed framework and helps you achieve both short-term as well as long-term goals.

You can easily monitor all the channels simultaneously and analyse the success of the promotional activities and also can track all the trends.

9. Faux Pas

Email Marketing is synonymous to Marketing Automation. Guys, it’s a social error! Market Automation and Email Marketing aren’t same at all. Email marketing works as a subset of the operations handled by the Marketing Automation tool. Design Campaigns are positioned in the lead collection through the links of webpages and that’s why email marketing is getting embedded. Also, with email you can only track email behaviour while in automation there is web behaviour tracking

Automation and Digitalisation

Best Friends Forever..


Must be Guessing who these besties are?Well, they are the Automation and Digitalization Duo!Digitalization is the process of collaborating digital technologies into business models for more progression in the digital revolution. Whereas Automation is the process of making the procedures automatic for seamless communication to prevail. The same story can be applied to Digitalization in marketing practices and Marketing Automation.

Is there really a difference between these friends?

Some argue that digitalization is just a way of extending automation. But the fact is Automation is just making the process self-sufficient to run on its own. In short, it is a self-made recurring activity for marketing domains. The digitalization runs around using technology for looking at different concepts or shades of an instance you define.Digitalization and Automation go hand in hand when there exists a need for revolutionizing marketing ideas. Moreover, Digitalization paves the way to Automating Marketing tools to leverage value addition onto operating vectors.

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.

What you can’t learn from books about Marketing Automation


Ric signed up for a newsletter with his email address. As a result, he got the download link or the first newsletter and a greeting note. A few days later, he receives a link to a related e-book. Sooner, he gets a call from the sales team about purchasing the product!

Impressive, Isn’t it?

It must be so tiring for the marketing team to analyze thousands of people who signed up and call the potential leads. In reality, it was done without anyone of the marketing team lifting a finger. This is what marketing automation does.

There are many unconventional facts about automatic automation that you won’t be finding in the books.

The not so general facts!

  • It gives an amazing client experience!

    If an individual buys a product or service from your company, how will you engage that person to move forward?

    The companies that make marketing and sales their priority knows how important it is to track people and maintain a relationship. Using automation may make these tasks easier.

    According to a survey performed by CMO.com, thirty percent of the buyers had a good experience with the retargeted advertisements. Here, retargeted ads are the ones customized to offer related content or product based on the leads actions. By allowing your marketing automation to engage, the offerings can be customized in a way that customers want.

  • Search for loopholes in your marketing and sales

    Data collection and automation goes side by side and it also gives you better insight about your relation with your customer. If there is no automation, then you might doubt that your sales team is not opting for the right leads, or that the marketing team is not going through them before passing them on.

    But with automation, you will be able to find where you are losing interest so that you can increase your B2B sales with that knowledge.

  • You can segment your customer base and personalize them!

    If you are willing to increase the B2B sales through personalized marketing without any rigorous effort then marketing segmentation is a nice idea.

    By using the data given by the marketing automation, you can find segments and options that you never hope it existed.

    Why should you stick to demographics if you can segment your customer base according to the way they use their site, the offers they accept and the article they cling on to?

  • Handle data in a better way!

    A company named Venture boat noticed that the brands typically see a 20 to 50 % rise in the revenue after using the marketing automation.

    This increase is due to the reason that the marketing automation doesn’t get tired and start committing mistakes when they start handling data of 10 campaigns instead of 4.

    You can develop your approach as complicated and data-driven as you want by using marketing automation.

  • What do you really get in return?

    Most of the marketing automation technologies can provide you a close loop reporting which means that you can observe the fruitfulness of your marketing.

    You will have clarity about the lead’s lifecycle and you will be able to make appropriate decisions about where to invest in future campaigns.

    Using minimum effort, you can launch a number of campaigns, then study them in a detailed manner to learn the ways these campaigns succeed or failed. It lets your marketing team to focus on the innovative ways to enhance the B2B sales instead of wasting their time here.

    In a nutshell, marketing automation is worth the time and money and resources for the long-term growth of your business.

Top Myths around Marketing Automation


Marketing Automation (MA) has been receiving increasing attention lately, and apparently for good reason. There lie opportunities in this space, as also myths and caveats. But before going there, some definitional preliminaries first. The latin root of ‘auto’ means ‘own’ or ‘on its own’. Thus, an automobile is something that moves or is mobile on its own. In this vein, automation refers to ‘automatic control’ and represents the use of various control systems for operating processes in a variety of application areas with minimal or reduced human intervention. Clearly, processes with a lot of repetitive tasks, and/or which can be written out in algorithmic form (saying if input A then does action B etc.) would be the easiest and hence the first to be automated.

The term MA nowadays simultaneously refers to (i) software that automates repetitive sales and marketing tasks, (ii) a platform for collaboration both within and across organizational boundaries, and (iii) a dashboard of metrics aimed ultimately at assessing marketing ROI.

Some parts of sales and marketing organizations deal with tasks that are repetitive in nature (especially if inbound marketing is involved). Some examples usually involve data collecting and cleaning, running standard analyses (provided metrics are pre-defined, imputation formulae for missing or incomplete data are known ex-ante etc.), matching resources to opportunity (e.g., call center operator with domain expertise with inbound caller in that domain), campaign planning (drawing up lists of prospects or customers to target with particular messages etc.) and campaign execution (actually running an email or call campaign), performing documentation and compliance related tasks etc.

MA originally focused on automating email marketing but has since extended to a broad range of automation and analytic tools for marketing. These include:

  • marketing intelligence functions such as tracking codes and multiple link analysis to track buyer behavior,
  • lead scoring functions such as tracking prospect status, executing targeted messages, updating status by matching with customer response and activities and mapping prospect movement through the sales funnel as part of structured sales process, and
  • advanced workflow automation such as managing internal collaborations, budgeting and planning functions etc.

An example of MA in the B2C world is the complete domination of machines and automation in the media planning and buying department in the digital space. Algorithms bid and trade for digital media purchases where previously people would the same. Programmatic media planning is now starting to make a mark in non-digital domains. MA platforms nowadays offer functionalities such a content management system, hosted web forms, landing pages, analytics, an email platform, etc. However, not all these pieces of functionality need be relevant or useful to all organizations.

In what follows, I detail 10 major myths surrounding MA. These are drawn from the keynote session talk by Sumit Virmani, VP Marketing at Infosys, at the NASSCOM SIG event in Bengaluru in August 2016.

10 Myths around Marketing Automation

1. “Set it. Forget it.”

A persistent myth around MA is that it is a plug-and-play (or as the military calls it, a fire-and-forget) system. In practice, this is not so. Regardless of whether we are looking at A/B testing, email marketing or campaign management, real-time systems need hands-on management by people. What MA does help do is automate large parts of the grunt work, act as a decision aid, provide options and summaries where needed, etc.

2. “MA is just a fancy name for email marketing.”

Not true. As has been mentioned above, MA nowadays covers much more than that. Even with the email marketing domain, doing post send response analysis is just one part of email marketing. Meanwhile, elsewhere the march of the machines is threatening to intrude into that most human of marketing actions – persuasion and manipulation. Persado, a “cognitive computing” system now leverages machine learning, natural language, and emotional language capabilities to come out with creative email header and content copy. The firm claims greater click-through and conversion rates than offered by even the best human systems.

3. “MA is a lead generation genie.”

Not true. In fact, using MA initially leads to a *fall* in the number of qualified leads coming out of Marketing to sales. In any case, the research says the proportion of qualifiable leads is small (~27% on average). MA helps by strengthening the qualification process whereby the quality of leads goes up. This, in turn, drops costs (sometimes by as much as a third) because false leads are not pursued.

4. “MA is a left-brain thing”.

The left-hemisphere of the brain is the logical, quantitative part of the brain (or so the common belief goes). So does this mean that MA precludes any role for creative thinking? Not true at all, it turns out. The classic economic argument would be that by automating non-creative, routine tasks, MA actually releases more time and resources to us for engaging in more creative and managerial pursuits.

5. “MA mean robot like same-ness in reach?”

Again, not necessarily. It is not as if sans MA firms are avoiding sameness in reach. Some research reports state that only about 44% of Marketers use segmentation, and less that a third configure emails across platforms. In such a milieu, MA contributing to better management of customer heterogeneity via broad level customization and configuration is a good thing.

6. “MA is a big boys’ toy”.

Currently, this indeed seems to be the case. However, this isn’t a necessary condition. In terms of sheer impact on the bottom line (and on top lines), SMEs can gain as much if not more than big firms from MA. In some cases, MA helps better measure ROI itself and thereby underscores the need to have a measurement system, preferably automated, in place for doing so. A parallel trend that is helping bring MA into the reach of SMEs is the megatrend of ‘democratization of technology and tools’. The rise of a vast open source movement with configurable, interchangeable and customizable components has made many previously unaffordable functionalities within reach of even startups and resource-constrained organizations.

7. “But I have CRM!”

And that would be a good thing. However, the point here is that CRM is *not* a substitute for MA. Rather, it is a complement to MA. MA is about the active digital engagement of prospective customers whereas CRM is more about relationship management with an acquired set of accounts or customers. CRM thus manages the firm’s internal processes and starts off only after a lead has entered the sales funnel. MA operates prior to this stage.

8. “MA needs tech whizzes.”

Not true anymore. The simpler forms of MA are today widely available in a number of relatively easily configurable forms. As ever more firms gain access, experience or at least exposure to MA, the costs of using it (as well as the opportunity costs of not doing so) can only rise for the rest of the firms in the business ecosystem.

9. “MA is only for Marketing.”

Not true. Sales should be involved too, otherwise, ROI objectives would be hard to meet.

10. “MA is the bridge between the sales and marketing chasm.”

Not necessarily. While the potential to be such a bridge exists, MA can’t achieve a meeting of minds between these two functions all by itself. This needs prior collaboration between these functions that can then be taken to the next level by MA. The involvement and enthusiasm of organization leadership in driving this is also important.

About the Author

Sudhir Voleti is an Assistant professor in the Marketing Area at the Indian School of Business (ISB). Previously, he worked in the industry in different capacities as a management consultant and a software analyst. Professor Voleti’s research focuses on combining data with econometric and statistical methods to explain phenomena of marketing interest such as evolution in the equity of brands across time, valuation of brands using secondary sales data, the sales impact of geographic and abstract distances between products and markets and the performance, productivity and benchmarking of salesforce organizations. His work has been published in leading academic research journals such as the Journal of Marketing, the International Journal of Research in Marketing, the Journal of the Royal Statistical Society (Series A), Management Science and Quantitative Marketing and Economics.

Source : Nasscom

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.