Marketing Automation

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Marketing Automation Overview:

Because of the technical and marketing process complexities in implementing Inbound Marketing, a new breed of marketing consultants has been created with both the technical skills (development of automation rules, software customization, integration, web development skills), and the marketing skills (inbound marketing, search marketing, social media marketing, content marketing) to assist companies in implementing inbound marketing automation. Gossamar Inc., a Canadian-based inbound marketing automation consultancy, was an early entrant into this growing market, and has heavily promoted the Inbound Marketing Automation concept.

Best Resources and Authorities on Marketing Automation:

Russell Wright and Sue Bell of Theme Zoom and Network Empire Software Company:   

"What is Marketing Automation: Top 10 FAQ’s". McRae and Company. 7 May 2012. Retrieved 20 March 2013.

"Advanced Marketing Automation". SAS. Retrieved 31 March 2011.

"9 Marketing Automation Metrics". LeadSloth. 3 September 2009. Retrieved 20 March 2013.

Martinico, Joe (21 January 2012). "The Ideal Marketing Automation Cycle – Infographic". MarketingAutomation.com. Retrieved 20 March 2013.

Marketing Automation, Marketing intelligence, Advanced Marketing Workflow Automation:

Wikipedia Definition:
Marketing automation refers to software platforms designed for marketing departments and organizations to automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing

Also see Marketing Automation

Marketing Intelligence:

Marketing intelligence uses tracking codes in social media, email and webpages to track the behavior of anyone interested in a product or service to gain a measure of intent. It can record which social media group or thread they followed, which link was clicked on in an email or which search term was used to access a website. Multiple link analysis can then track buyer behavior - following links and multiple threads related to product A but not B will show an interest only in A. This allows more accurately targeted response and the development of a nurturing program specifically targeted towards their interest and vertical market. Due to its interactive nature this has been described as Marketing Automation 2.0.


The Focus of Marketing Automation:

Marketing automation has a focus on moving leads from the top of the marketing funnel through to becoming sales-ready leads at the bottom of the funnel. Prospects are scored, based on their activities, and then presented drip campaign messaging via email and social channels, thus nurturing them from first interest through to sale. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles, Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.


Advanced Marketing Automation Workflow and General Workflow Automation:

Advanced workflow automation encompasses automation of internal marketing processes. These include budgeting and planning, workflow and approvals, the marketing calendar, internal collaboration, digital asset creation and management and essentially everything that supports the operational efficiency of the internal marketing function. Typically these systems require a CRM or COM administrator to set up a complex series of rules to trigger action items for internal sales and marketing professionals to manually process (designing files, sending letters, sending email campaigns). This type of system increases marketers ability to deliver relevant content to relevant individuals at relevant times. Limitations may apply, based on the human resource capacity of an organization and their level of commitment to the tasks as they are assigned.

Marketing Automation Functionality:

In order to effectively aid marketers in fully understanding customers and subsequently developing a strategic marketing plan, marketing automation tools (MAT) are designed to perform three key tasks:

  • Development and analysis of marketing campaigns and customers
  • Management of marketing campaigns
  • Appropriate customer data organization and storage


Phases and Locations of Marketing Automation: 

Fully developed marketing automation systems provide information across all phases of the marketing process, including:

  • Demand generation
  • Lead management
  • Lead scoring
  • Lead nurturing
  • Lead generation
  • Campaign analysis
  • Lead qualification
  • Sales effectiveness
  • Sales Intelligence


LSI and Co-Occurrence Topics of Further Interest Related to Automated Marketing and Marketing Automation:

Demand generation:

Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services. Commonly used in business to business, business to government, or longer business to consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.

Comparison of demand generation software:

(coming soon)


Comparison of marketing workflow automation software:

(coming soon)


Inbound marketing automation:

Inbound Marketing Automation combines two major trends in marketing: the move to web-based Inbound Marketing[1] and the growing utilization of Marketing Automation

Lead scoring:

Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. The resulting score is used to determine which leads a receiving function (e.g. sales, partners, teleprospecting) will engage, in order of priority."

Outbound marketing:

(coming soon to outbound marketing)


Also See Network Empire

Also See the Network Empire Marketing Process Map

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