Marketing Automation
Software and strategies that automate marketing tasks including email campaigns, social media, lead nurturing, and customer journey orchestration.
In-Depth Explanation
Marketing automation uses software to automate marketing activities, enabling personalised engagement at scale. It streamlines lead generation, nurturing, and customer lifecycle management.
Marketing automation capabilities:
- Email marketing: Campaigns, sequences, personalisation
- Lead management: Scoring, routing, nurturing
- Landing pages: Creation, testing, conversion tracking
- Social media: Scheduling, monitoring, engagement
- Analytics: Campaign tracking, attribution, ROI
- Segmentation: Audience targeting and personalisation
Core marketing automation workflows:
- Lead capture and nurturing
- Customer onboarding
- Re-engagement campaigns
- Upsell and cross-sell
- Event promotion
- Feedback collection
Popular platforms:
- Enterprise: HubSpot, Marketo, Salesforce Marketing Cloud
- Mid-market: ActiveCampaign, Mailchimp, Klaviyo
- Specialised: Customer.io, Iterable, Braze
Business Context
Marketing automation delivers personalised experiences at scale. Companies using marketing automation see 451% increase in qualified leads on average.
How Clever Ops Uses This
We help Australian businesses implement marketing automation that integrates with their sales process and delivers measurable pipeline impact.
Example Use Case
"Automated lead nurturing: visitor downloads guide → enters sequence → behaviour-triggered content → lead score increases → sales alert when ready to buy."