The Basics of Marketing Automation
Glen Quinn
Written by Glen Quinn
The Basics of Marketing Automation

Every business understands the benefits of marketing. However, repetitive tasks can be challenging to manage as the business scales. That is where marketing automation comes in; it takes care of the repetitive tasks and monitors their performance. While marketing automation optimises many marketing activities, is it beneficial to the performance of an organisation?

The use of automated marketing has been gaining momentum, with 55% of B2B companies adopting it as part of their marketing strategy. Nevertheless, even with the increased spending on automation, many companies have not embraced it. Let’s learn the basics and why you should consider joining the party.

What Is Marketing Automation?

The concept of automation is simple to understand. However, its application can be complicated. Marketing automation uses web-integrated software to streamline, measure, and perform marketing tasks. It enables personalisation in lead generation, nurturing, and email marketing. For example, when making a purchase online, the company receives your order, processes, and sends an email confirmation. All these processes involved in the purchase are automatic.

While the aim of using automation is to reduce repetitive tasks, it still needs robust software with web-integration services. A sound automation system ensures efficiency while providing personalised marketing services to customers. However, to fully enjoy the benefits of automation, you need to have an excellent marketing strategy. A major automation platform for marketing professionals is HubSpot. It is a well-integrated automation platform offering various web-based services like email marketing, lead ranking, and monitoring performance. The software is user-friendly and efficient.

Where Can You Apply Automation in Marketing?

With all the hype about automation, what can it do for your business? Many companies that have adopted automation have higher returns on investment. Automating your marketing it ensures that your lead generation and nurturing efforts are successful. How does it achieve this? The system analyses the buyer’s behaviour on the various stages of the buyers' journey. It also reaches out to customers through tailored messages to drive sales. You can apply automation to different marketing strategies, including:


Social Media Marketing

Many companies appreciate the role of social media in driving sales. Therefore, they need to manage social media pages for effective performance. Marketing automation can help in social media campaigns by analysing customer responses and engaging with customers. The HubSpot social media tools are ideal for getting the most out of your marketing automation.

Email Marketing

An email is an effective form of personalised marketing where a business can reach out to customers directly. However, generating emails for thousands of subscribers is close to impossible. Therefore, email automation software comes in handy for your marketing needs. How do you use automation with emails? When a customer subscribes, they receive welcome messages. Besides, you can use it for product retargeting and recommendations.

Lead Generation

Digital marketing is only useful if it generates leads. Marketing automation can help drive traffic to a website. However, the quality of the leads depends on the marketing strategy.

Lead Nurturing

Generating revenue requires effective lead nurturing and conversion. With automation tools, you can double the sales by generating high-quality leads. Here is why; personalisation ensures you provide what the customer needs at the right time. Therefore, you should know how to create content that will increase the chances of conversion.

Metrics & Analytics

Digital marketing requires data collection and analysis to measure performance. You can use automation to track customers’ trends. Monitoring buyers’ behaviours will assist you in customising the marketing message and increasing the chances of conversion. Automation tools can also be used to analyse competitor trends.

The Benefits of Marketing Automation

Marketing automation deserves credit for enhancing marketing efforts and achieving higher ROI for many companies. Are you still not sure why you should use marketing automation tools like HubSpot? Here are the benefits your company can enjoy with automation.

Reducing abandoned carts: Many customers abandon their cart during the purchase process and forget about it. With automation tools in place, you can ensure they receive reminders of the unpurchased items. The automation tool will determine the appropriate duration after logout to send the reminder and the message.

Effective email marketing: An email is only useful if it is opened. So how does automation boost open email rates? The tools collect consumer data and can analyse the appropriate time to send emails and subject line customisation.

Increased sales: Apart from lead generation and nurturing, the automation tools can promote up-sells. It is quite useful through email. For instance, after an analysis of the buyers’ preferences, recommendation emails can be automated. With a customised message, up-sell emails can drive conversations faster than lead generation.

Streamlining processes: Automation promotes efficiency through evaluating and performing repetitive tasks and workflows. Besides, it provides a tailored approach to marketing for every customer without additional costs.


Marketing automation can be an overwhelming concept when you are figuring out how to use it. However, its beauty is in maximising the proven methods for better results. At GrabSome HubSpot is our automation platform of choice. Get in touch with us if you have any questions about how marketing automation can help your business grow. We are proud to be one of the few HubSpot partners in Ireland because HubSpot allows us to build integrated marketing, sales, and service solutions for our clients.


Subscribe to get our latest content delivered to your inbox.

Subscribe to get our latest content delivered to your inbox.