Marketing automation: What is it? Sales teams’ handbook for 2024.

In 2024, revenue teams will need to employ marketing automation as a core strategy, rather than just a trendy term. We will go over the fundamentals of marketing automation, its advantages, when to invest in it, how to develop a plan, put together a tech stack, and use it successfully in this extensive guide. We’ll also go over the importance of consumer data and how your company can use marketing automation to its full potential. We’ll also talk about LeadRouter’s critical function in this marketing automation environment as an AI-powered inbound meeting and conversion platform.

Marketing Automation: What Is It?

The term “marketing automation” describes the process of automating repetitive marketing jobs and procedures using software and technology. By giving leads and customers timely access to personalized and relevant content, it enables firms to optimize and expand their marketing endeavors.

5 advantages of automated marketing

  1. Improved effectiveness and output: By automating repetitive operations, marketing automation can help you become more productive and save time. Your time will be freed up to work on other crucial projects, like creating and implementing marketing plans.
  2. Enhanced nurturing of leads: By providing them with offers and relevant content at each stage of the sales funnel, marketing automation can assist you in more efficiently nurturing your prospects. This will assist you in bringing your leads closer to making a purchase.
  3. Higher rates of conversion: By emailing prospects with tailored messaging at the appropriate times, marketing automation can help you improve conversion rates. You’ll increase your revenue and close more business as a result of this.
  4. Improved analytics and insights: You can get insights into your marketing performance with the help of marketing automation. You may use this information to determine what is and is not working for your campaigns and make the necessary changes.
  5. Flexibility: As your company expands, marketing automation can assist you in growing your marketing budget. Marketing automation can be used to automate processes that are difficult or impossible to do by hand.

Is the right moment to make a marketing automation investment?

Consider making an investment in marketing automation if your company, regardless of size, wishes to increase the efficacy and efficiency of your marketing efforts. Businesses that can particularly benefit from marketing automation include:

  • An increase in lead volume – when handling leads by hand becomes too much.
  • Need for Customization – when you wish to give your audience experiences and material that are specifically targeted to them.
  • Enhanced Conversion of Leads – when you want to increase the conversion rates of leads into customers.
  • Plans for Growth – when you need more efficient marketing procedures since your company is growing.

How to develop a strategy for marketing automation

Setting goals is the first stage in developing a marketing automation strategy. With marketing automation, what goals do you hope to accomplish? You may create a plan to accomplish your goals if you are aware of them. Among the components of your marketing automation approach should be the following:-

  • Target Audience – Whom are your marketing automation initiatives intended to reach?
  • Marketing objectives – With your marketing automation efforts, what goals do you hope to accomplish?
  • Manage the nurturing process – How are you going to follow up with your leads in the sales funnel?
  • Dissection – In order to provide customized communications to your leads, how are you going to segment them?
  • Textual content – Which kind of content are you going to send your leads.

Constructing a tech stack for marketing automation

Numerous platforms for marketing automation are accessible. Your budget and unique requirements will determine the platform that you select. Several widely used platforms for marketing automation comprise:-

  • Hubpages.
  • Sales Cloud by Salesforce.
  • Marketo Engage.
  • Pardot. 
  • Act-On.

Practices of marketing automation

Here are some real-world applications for marketing automation:-

  • Take the lead in nurturing – By sending your prospects a sequence of emails with offers and content specifically tailored to them, you can utilize marketing automation to nurture your leads. For instance, you may provide a free product demo to leads who have downloaded your white paper in a sequence of emails.
  • Dividing up your leads – Your leads can be divided into groups according to their demographics, hobbies, or actions with the help of marketing automation. That way, you can message them more precisely. For instance, you could send separate emails to your leads based on their roles inside the organization and segment them based on their job titles.
  • Customizing the texts you send – You may personalize your messaging to your leads by using marketing automation. The lead’s name, company name, or other private information can be added to the email by using merge tags.
  • Setting off emails – Emails can be sent out using marketing automation in response to a lead’s actions. For instance, you may remind a lead who has abandoned their shopping cart of the things they forgot to bring.

Marketing automation and the function of customer data

Automation in marketing requires customer data. Customer data is used by marketing automation solutions to categorize prospects, customize messages, and send out emails.

Customer information can be gathered from a number of places, including social media accounts, CRM systems, and websites. After gathering client information, you must clean it up and organize it so that your marketing automation software can use it.

Marketing Automation and LeadRouter’s Function.

In terms of marketing automation, LeadRouter is revolutionary:-

  • Effective Lead Handling – It guarantees that leads created by automation are easily handled, scheduled for follow-ups, and developed for increased conversion rates.
  • Data-Based Understandings – LeadRouter gives you insightful information about the actions and interactions of leads, so you can adjust your engagement to get better outcomes.
  • Multimedia Interaction – It facilitates many channels of connection, guaranteeing that your leads get support via the method of contact that works best for them.


In 2024, revenue teams will find that marketing automation is a need rather than a luxury. It provides scalability, consistency, efficiency, personalization, and data-driven decision-making. Success depends on knowing when to make investments and how to formulate a plan. Automation will function flawlessly if the proper tech stack is built, consumer data is used, and it is customized to your organization’s requirements. Marketing automation would not be possible without LeadRouter’s effective lead management, data-driven analytics, and multi-channel interaction. Accept marketing automation, and observe how the digital era benefits your revenue team.

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