Marketing automation is anything you do that reduces or eradicates the necessity for human intervention in a marketing process. Implementing an automated email when a visitor submits an inquiry via your website is a simple example of that.
Automate enough of those single processes in an organised and coordinated manner and you have put marketing automation to work.
Enquiries and sales are what matter. At its best, marketing automation turns visitors into prospects and takes them on a predefined journey to become paying customers. It also lets you know when it’s the right to add the human element and close the sale.
Marketing automation tools range from simple to breathtakingly complex. In fact, many (if not most) marketing automation tools are overwhelming and provide overkill on a grand scale, relative to the needs of the vast majority of users. These four pillars will serve most small business users as a guide.