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What is Marketing Automation in CRM?


Marketing automation is an essential feature of CRM that helps in building highly effective customer interactions to drive more sales and revenue from online campaigns. It enables businesses to create highly effective email marketing campaigns and build strong customer relationships. Besides this marketing automation helps business in more than one way:

Contact Management: Marketing automation filters and organizes contact lists for targeted emails and other marketing strategies. It also adds a pop-up feature onto the web page which is an effective way of gathering new subscribers to the mailing lists. It makes contact acquisition easy.

Email Marketing: Email marketing is one of the proven marketing techniques and a useful tool to communicate with the prospects that matter to the business. Marketing automation helps in creating email campaigns to position products and services in front of the target audience effectively. It enables the sales and marketing team to fetch good sales and revenue. It also manages repetitive tasks and reserves sales & marketing team’s time for streamlining the customer acquisition process.


Social Media Automation: Posting manually on each social media platform is a time-consuming process. However, marketing automation simplifies this process buy not just automating it but also allow edits to be made on the post to optimize it for every social media platform.

Automation of Customer’s Journey: Building a customer journey plays a vital role in the success of a particular goal or deadline. Marketing automation enables the mapping of a particular customer marketing funnel, complete with an end game. The visual aspect of a customer journey builder gives clarity to various journey elements while planning them. The actions within the customer journey can be automated; for example, the corresponding emails that have been set up in the pipeline will be sent as the result of a defined action trigger. This helps in providing concrete results to clients.

Landing Pages: Customers interested in products or services need somewhere to land when they click on an ad. The role of Landing Page starts here, as the interested customers click on an ad they land on to the landing page. It gives precise information on products or services and has a call-to-action button that offers a customer with either a free trial or access to more information on products or services. Thus, Landing Page is an effective way to communicate with customers resulting in a higher conversion rate.

Customizable Dashboards: Marketing automation offers various customizable dashboards that act as the one-stop-shop. These dashboards give a glimpse of the overall performance of various marketing campaigns.
These dashboards are highly customizable as per the business requirements and multiple, user-specific dashboards can also be created.

A/B Testing: A/B testing is an inseparable and essential part of building a marketing strategy. A/B testing plays a vital role in testing various types of marketing emails and helps in determining which works best for the target audience. Marketing automation with A/B testing as a feature takes the guesswork out of running a test. It helps in formatting the marketing emails most effectively and impressively.

Intelligent Analytics: Analytics are not limited to email insights only, but it also includes other factors like conversion rates and social media statistics. These analytics depend on the platform like for social media platform, these analytics give detailed statistics on customer engagement, follower count, and social clicks. However, for email marketing and customer journey, these analytics gives detailed information on click-through rates, conversions, bounce, and the number of visits and so on.

So these were the few benefits that marketing automation offers within a CRM and businesses cn reap out great benefits out of it if utilize efficiently.
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