How to Develop a Successful Marketing Automation Strategy



Marketing automation software can help marketers cut down marketing time by automating repetitive tasks. But for it to be effective, a smart marketing automation strategy is needed. It is also important to keep in mind that automation software may not be the only necessary element for effective online marketing.  

A strong content strategy and a well-made website are still essential components of any successful digital marketing campaign. 

Therefore, in this article we will discuss some of the best free website builders to help you get started with your marketing automation strategy.What are the benefits of using marketing automation? What is the best approach? How do you plan your campaign? Let’s look at how you can develop a successful marketing automation strategy.

What is a Marketing Automation Strategy?

A marketing automation strategy is a marketing technique that can help marketers cut down their marketing time by automating repetitive tasks. Two popular examples are email campaigns and website marketing. To be effective, a smart marketing automation strategy is needed in order to get the most out of it.

There are two main reasons why a smart strategy is needed. First, marketers want to avoid investing time when it can be spent on something else that yields better results for the company. Second, if marketing automation software is not well implemented or incorrectly used, you may end up spending your resources in vain and achieve nothing at all. 

A smart marketing automation strategy is a way to use your resources in the most efficient manner possible. It involves setting up a proper campaign structure, calculating different types of activities, and making sure that they work well together. 

Now let’s get into some important aspects you should consider when it comes to a marketing automation strategy. Make sure you have a proper plan because any efforts wasted on the wrong things will result in nothing but frustration and expense!

Developing a Successful Marketing Automation Strategy

1. Understanding where to use automation

To decide where to use it, marketers need to ask themselves their objectives. An objective is a purpose that a business has for using marketing technology, and it can be directly linked with the ROI (return on investment). The goal of automated emails is not necessarily sales but gaining awareness or getting more visitors back onto your site rather than buying products online. Marketing automation software helps you achieve these goals by automating repetitive tasks – emailing leads, building cold traffic lists, scheduling social media posts, etc., across multiple channels such as Facebook ads management, paid search ads, blogs/forums, etc.


Marketing automation software can help you achieve awareness of your company by sending out emails to all new users and visitors. In order to do this right, marketers need a list of people who have signed up for the newsletters or followed them on Twitter.


Marketing automation software can be used to research your market, such as who is the most likely buyer of a particular product and how they might find out about it. A list of potential customers needs to be built up before you start automating with marketing automation software

Consideration and Conversion

Marketing automation software is used to make a decision on what you should do next. This can be anything from buying, contacting, or doing nothing at all with the customer once they have been reached out to via email and automated calls


Marketing automation software can boost your customers’ loyalty by reminding them about you and encouraging repeat purchases. This is done in a number of ways, such as sending different types of messages based on their previous actions.

2. Establish benchmarks 

A benchmark can be defined as an established criterion that is used to measure performance or quality. In marketing, benchmarks are used to help determine the success of an automation strategy and track progress over time. 

Many marketers use the same benchmarks across multiple channels but do not measure any activity compared to each other. 

This can lead to a significant gap between social media success compared with email campaigns or web traffic and ultimately create confusion within an organization as they try to interpret results from different tools that may be measuring very similar things. 

A benchmark helps eliminate this issue by comparing key performance indicators (KPIs) across all platforms so that you can see which ones have worked well and why. It is important to compare KPIs using the same criteria. Otherwise, you will not be able to identify where and why improvements are needed. 

It’s also helpful if there are benchmarks for different stages of your marketing automation process – such as before, during, and after a campaign has been run. This can help pinpoint differences in performance over time so that you can see how long it takes for certain activities (such as email campaigns) or stages within an overall process (for example, lead nurturing) to achieve their business goals. 

The most common benchmark in marketing is the conversion rate, which is how many people reached out to and was contacted by your company to buy your product or service. This can also be measured through a number of leads generated from contacting new customers, dollars made from selling products, or something else entirely.

3. Research and Development

A successful marketing automation strategy can take a lot of time, effort, and resources. One way to reduce the cost of building a successful marketing automation strategy is to research which aspects of the customer journey need to be automated. 

Research The research stage of the marketing automation strategy involves an analysis of what your target market wants and needs. To find out what your target market wants, you should start by gathering information about the customers who have already bought from you. 

Sending surveys is a great way to get this data, and it can also give people feedback on how well a specific channel (such as email) has been performing for them so that they are aware of which channels need improvement.

You may be able to gather some initial ideas through other means, too, such as interviewing potential new customers or looking at social media content. 

Once you’ve gathered all the necessary information in order to build an effective marketing automation strategy, you can then Once you know this information, then it is time to build your plan for how you will automate these actions through automatic responses and interactions with customers at each step in their journey. 

4. Lead nurturing 

Lead nurturing for a successful marketing automation strategy is a way to remove the guesswork from lead generation and provide companies with tools to keep their business top-of-mind. The process of lead nurturing includes:

  • Following up on leads.
  • Updating them on company happenings.
  • Guiding them through the sales process.
  • Ultimately converting these leads into opportunities for revenue.

The majority of companies still rely on direct mail or cold calling as a means to generate new leads. As long as this is the case, your marketing efforts will be focused on these two channels, and not much progress can be made in closing more deals. 

However, by using lead nurturing, you are removing many barriers from sales and providing valuable insights into the quality of each potential buyer’s information that would otherwise go unnoticed if ignored. 

This means you can use this insight to inform better decisions about which opportunities should get priority for follow-up action. The most important part of a successful lead nurturing strategy is providing insights so that companies can understand what their prospects are interested in and follow up appropriately. With this information, it becomes easier to tailor marketing campaigns for different types of consumer groups.

Benefits of Using an Effective Marketing Automation Strategy

Greater outreach scales

Automation allows companies to reach a larger number of potential customers since it is possible for automation to automate the same thing over and over again. 

Automation allows companies to reach a larger number of potential customers since it is possible for automation to automate the same thing over and over again. For example, automated machines can manufacture products that are used by many people across the world, thus vastly increasing the customer base. 

There are many benefits offered by automation in today’s society, particularly increased productivity and increased efficiency. 

Automation reduces manual labor costs significantly and increases overall production capacity. Furthermore, with an increase in technology- especially computer technology- the need for human intervention has decreased with every new advancement.

Better content management

Automation allows companies to create and manage their marketing campaigns with a unified system. Automated email campaigns allow marketers to produce personalized content for every recipient based on the information they provide when signing up. Automation ensures that the marketing campaigns are customized to each recipient, making it easier for companies to reach their target market. 

This can be beneficial in two ways: firstly, recipients will receive more relevant content since automation allows marketers and email service providers alike to accurately segment customers into specific groups. Secondly, this makes customer acquisition much cheaper as less money is spent on direct mailings or print advertisements, with automated emails being a great alternative due to lower costs than traditional advertising methods (in particular).

Automation offers many benefits in today’s society, particularly increased efficiency and reduced overhead costs. Marketing automation systems can also be used as an interim solution until more sophisticated technology solutions are available for different industries.

Higher flexibility

Automation allows marketers to scale their campaigns based on how many people are interested in what they’re offering. Marketers can adjust the number of emails sent per day, send more or fewer messages at any time.

Automation also allows marketers to send emails at specific times or days of the week rather than sending them all in a single bulk email. This can be beneficial for campaigns that need to run during certain hours, such as when an event is occurring (such as an online sale).

Some marketing automation systems allow recipients to unsubscribe from the automated messaging system without having it sent again by opting out via their inbox or some other method. 

Those who choose not to receive any further messages will always have this option available, and they won’t miss out on important information that may come up. Automated marketing also saves money by reducing costs associated with human labor, such as payroll and benefits expenses.

Lessened labor expenses

The use of automation reduces labor costs. Traditionally a marketing campaign requires an in-house team to manage the process, involving tasks such as developing and sending out content for each email message. With automation, marketers simply provide the content they want to send and then a program that automatically sends it out at appropriate times.

Companies can take advantage of these savings by implementing automated marketing systems in place of humans for their own campaigns or as an alternative when there is no human available to handle tasks such as email messages or social media posts. 

Automated messaging also saves time- money saved during the planning phase could be used instead for more important activities like hiring additional staff; automating marketing helps increase profits over time through productivity and quality control increases. With automation, companies only need to create campaigns once then they are able to automate those processes over and over again without needing additional staff.

Reduced operational expenses

Automated marketing also saves money by reducing labor costs. Since a company no longer needs to hire human staff, it can avoid paying for benefits such as employment and insurance; additionally, companies that have implemented automation will see payroll savings because less time is spent managing their own employees. 

In industries where manual tasks are common, such as manufacturing or retail sectors, automating these processes allows for greater productivity and efficiency in production because fewer humans are involved. Automation has led to noticeable reductions in staffing costs due to the decreased number of workers required per task. 

Companies have been able to reduce these savings by using automation to help distribute their products and services and manage customer service requests. Human resources can be used elsewhere in the company, allowing for more efficient use of all available staff efforts.

Automation can also improve efficiency by reducing errors made during interaction with customers; this approach has already become a popular method among sales representatives at e-commerce websites who are hired through virtual assistants such as Elance or Odesk who handle tasks that once would require human employees. 


Marketing automation is a set of tools that help marketers to create and manage their marketing campaigns. It’s an effective way to increase your ROI, reduce costs, and improve customer experience. In order to build a successful marketing automation strategy, you need to determine where it will be most effective for your business goals. 

Some companies use it as a way to engage customers with specific campaigns at certain times of the day or week; others use it as a way to manage email and social media campaigns across multiple channels in real-time. The best approach depends on your company’s needs and budget.