Marketing automation has become one of the hottest topics in marketing and business development circles, but what is it, exactly?
It can be confusing because “marketing automation” is a term that is sometimes used to refer to marketing software in general. Though, in reality, marketing automation refers to a set of tools and processes that can be used to communicate with existing leads at scale, bringing them closer to the point of buying.
While marketing automation is an important part of generating leads, it’s important to remember that marketing automation is only one piece of the larger puzzle required to run a successful marketing campaign and that marketing automation has limitations.
Whenever I talk with clients or business owners about the value of marketing automation, I always share two important reminders:
- Marketing automation isn’t a silver bullet. In addition to marketing automation, you need a steady stream of new leads you’re bringing in the door. Marketing automation can help achieve greater results by cultivating and nurturing leads, but it’s ineffective if there aren’t any leads to nurture.
- Marketing automation won’t turn coal into diamonds. Some marketing automation providers and “experts” emphasize setting up complex campaigns and scenarios as a means to sell you more tools. At the end of the day, it’s important to remember that no marketing automation tool will turn junk (purchased lists, constantly recycled email addresses, etc.) into valuable leads. You must have good, quality leads who have expressed some level of interest in your products or service in order to experience success.
Powerful tools come with great responsibility. Lead nurturing and marketing automation tools allow you to communicate at tremendous scale, amplifying your messages across a huge number of people over time. For this reason, we have created a free guide to help you maximize your inbound marketing and marketing automation efforts.
Want to learn more about marketing automation and how you can successfully use it to enhance your marketing efforts and achieve your goals? Download How to Grow Your Business with Inbound Marketing for free today!