The Growing Importance of Marketing Automation


If you're engaging in digital marketing, you likely have heard of marketing automation. But what exactly is it, and how can it help your business? Allow us to explain the importance of marketing automation.

What is Marketing Automation?

Marketing automation is software that helps organize multiple marketing channels and automates repetitive tasks. The best marketing automation systems allow you to manage every marketing channel from one login. They include all the tools you need, like a complete CRM for sales management, website lead capture forms and landing pages, auto responders, drip campaigns with automated emails, lead scoring, social media management, tracking and stats, event management, calendar booking, integration with other apps and more.

At Alternative Advertising, we tend to use Greenrope for our customer's marketing automation needs because it's robust and affordable. But there are many systems out there like Hubspot and Infusionsoft

Marketing automation helps companies turn visitors into consumers by providing them with the type of content that speaks directly to them and makes them trust the company, rather than empty benefit statements that may not apply to their interests or needs. 

Why is Marketing Automation Beneficial?

78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution.
— The Lenskold and Pedowitz Groups via

"Highly personalized" and "useful" content? That sounds like a ton of work! It is, but that work is worth it.

Companies engaging in marketing automation have a 53% higher conversion rate of turning visitors into leads than those who don't. Also 78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution (source: act-on).

Lead nurturing (i.e. guiding your leads through the sales funnel and toward becoming customers) is also crucial and easily automated with the right software. According to Hubspot, 52% of marketers see lead nurturing as the single most successful aspect of marketing automation.

In short, the ability to both generate and nurture leads has a significant impact on your marketing efforts so it's well worth the investment. 

How to Get Started

If you have any questions on getting started, please let us know! At Alternative Advertising, we specialize in effective and successful marketing automation, and we'd love to help your company implement it as well. 

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