Marketing automation refers to the use of technology to automate processes, with the aim of increasing the efficiency of certain marketing actions, while maintaining a personalized relationship with leads.
In other words, marketing automation allows a company to carry ou processes automatically, which would otherwise have to be done manually, meaning a greater loss of time and efficiency.
The purpose of using marketing automation tools is to generate and nurture leads by advancing them in the sales funnel with the goal of completing a purchase, thus converting them into customers. To this end, the technology can be applied to actions such as sending emails, using chatbots, or scheduling posts on social networks.

Benefits of Marketing Automation

Increases funnel efficiency
Marketing automation allows you to optimize the time spent by the team improving the relationship with leads and approaching them at the right times (lead nurturing).
Thus, by approaching the right lead at the right time, you can increase the number of sales without the need for a lot of time invested.

Greater customization
The tools used for the process allows you to send more personalized messages to customers, not only in terms of sending messages with the user's name, but also depending on their interests. In addition, through marketing automation it is possible, for example, to send emails celebrating commemorative dates, such as a customer's birthday.

These personalized action are increasingly valued by the consumer, and allow a closer relationship between the brand and the customer.

Process optimization and CAC reduction
As mentioned earlier, marketing automation allows you to optimize processes that would otherwise be time-consuming. This optimization allows time to be invested in other actions that allow attracting more customers, with the same investment.

Greater control
Marketing automation provides greater control and assertiveness in the company's marketing actions, as it allows for a more precise definition of the type of communication to be directed according to the profile of each customer.

Key features of a Marketing Automation tool
As already explained, marketing automation aims to reduce manual work, providing greater agility and optimization of some of the company processes.


A marketing automation tool has features such as:

Automation flows
The creation of flows allows you to create automatic sequences (of messages or actions), with the aim of improving the relationship with leads, at different times in the sales funnel (such as sending tips or reminders of abandoned carts).

E-mail marketing
E-mail marketing is a great channel for disseminating content, being one of the main tools of marketing automation.
Marketing automation allows you to send, for example, personalized emails, remarketing emails or targeted marketing campaigns.

Lead management and monitoring
In order to advance leads through the sales funnel, it is necessary to know as much information about them as possible, and that stage of the buying process they are in, in order to ensure that the stimuli are given to the right lead at the right time.
For this, through marketing automation it is possible to store all the information of the leads and the history of interaction with the brand.

How to implement Marketing Automation?

1 - Planning is essential
As with any marketing strategy, marketing automation should start with careful planning.
Start by defining what goals you want to achieve (these goals must be SMART), and your persona, as well as the journey they take.

2 - Work the database
To implement successful automation, it is necessary to have a well-built database, with important data, such as name, location or profession. These data should be defined taking into account the goals to be achieved.

3 - Produce content
Taking into account what your company offers and the interests of your persona, start producing content that is relevant and that can help you during the purchase process, that is, invest in content marketing.
By this way, you will have material that serves not only for raising but also for nurturing leads along the funnel.

4 - Choose and use the marketing automation tool
Once the goals have been defined, the database has been structured and the contents produced, it is time to choose the automation tool to use, and start applying the technology.

5 - Monitor, evaluate and optimize results
As with other marketing strategies, whenever a strategy is implemented, it is important to monitor its performance and, in the end, assess whether the goals initially defined have been achieved and assess the need to implement any changes.


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