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What is Marketing Automation?

Using marketing software we can set up workflows to perform, watch, measure, and trigger processes to save you and your team time. Using automations and workflows frees up your team from the mundane repetitive tasks and lets you focus on high leverage personal interactions. 

Marketing automation can include:

  • Sales processes e.g. lead qualifying
  • Onboarding processes
  • Digital content delivery e.g. an online course
  • Follow up sequences.

We've found that using marketing automation improves our efficiency following our sales process because the simple tasks are performed automatically and the tasks that require a personal touch are triggered with reminders.

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Workflow using 'go to other action' action

Above is an example of what a workflow looks like in HubSpot. They can get complicated. The "go to other action" action is ideal for simplifying workflows, improving workflow quality, and making your workflows easier to maintain.

How automation works for you

Without getting too geeky – you program a workflow, like a flow chart, with manual and automated interactions. A manual interaction could be a task for a sales call. An automated interaction could be an email sent 2 days after the sales call. By joining together these interactions, creating delays and follow ups, the workflow can evolve into a complex process covering the normal events and the exceptional events. At any stage you can set a manual intervention, under certain conditions, so that a person can review and decide to resume or stop an automation.


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