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Three Major Drivers of Marketing Automation
What Are The 3 Driving Factors Of Marketing Automation?

 Find out what drives marketing automation

What is marketing automation? Marketing automation, as the name suggests, primarily means marketing made easy. It is the technology that helps an organisation’s marketing department to efficiently market its products on various channels. This, by automating tasks that require to be otherwise repeated manually. 

Marketing automation traces its roots back in the early 90s, but it picked up pace only a decade later when industrialisation started. Despite this, 27% of companies say that they still consider themselves “new” to marketing automation, reveals Invespcro. 

According to EmailMonday, an email marketing consultant, 80% of marketers saw a rise in leads after using marketing automation software. Marketing automation, with the increasing use of artificial intelligence and machine learning, has made the lives of marketers easier letting them heave a sigh of relief!

Now that we have understood marketing automation, let us look at the components that drive it. Read on, there are only three - I promise!

Marketing automation is primarily steered by lead tracking, automated execution and end-to-end reporting. Everything that marketing automation does, falls under one of these categories. 

Let us explore each of these components: 

Lead tracking

Lead tracking is the process of pushing a prospective lead to the next stage of the sales funnel and strike a deal. At TransFunnel, we call a known contact (can be uniquely identified) in the system as a lead. Tracking the lead across all marketing channels, starting from form filling (and even before form filling in a few cases) to the final conversion lost/won, marketing automation is a friend in need. It tracks and tags every interaction a lead has gone through the whole lifecycle stages for future use. 

Automated Execution

The above demographic/behavioural tracking automates specific actions such as executing campaigns, sending alerts, segmenting databases, or enabling an internal process. 

End-to-end reporting 

It is explained as generating end-to-end reporting for various business stakeholders to make strategic decisions or enabling closed-loop reporting to calculate the ROI from each dollar spent on marketing.

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Kapil Arora
Kapil Arora

CEO & Founder

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