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What is Marketing Automation?

There was a very popular old story by Herman Russell that went viral back in the early 1900’s. It was called Acres of Diamonds, and it was about a farmer who went on a long, harsh journey to find diamonds, only to find that he should have dug into his own back yard. His yard that was full of diamonds!

The story is still told today, as relevant as ever, as a lesson that teaches us to appreciate what we already have, rather than wasting time and energy on journeys, tactics, methods, etc. that don’t pay off.

Acres of Diamonds reminds me of a conversation I had with a broker. At the time, his goal was to generate more leads, but he already had a database of 2500 leads who had never been contacted!

That database of leads was like a field full of diamonds in his own back yard, just waiting to be discovered, mined and refined – the value immense.

So why didn’t the broker contact anyone in his database rather than launching new marketing campaigns to bring in new leads? The answer is that it would simply take too long – to figure out who to contact, what their new rate and savings could be, not to mention just creating the emails or making phone calls and trying to remember who is interested and following up appropriately. It was just frankly too much manual work to be worth his time.

Going through his customer database to figure whether they were “hot” leads would take someone up to an hour per record – that would have been 2500 hours of manual work!

Do you have this problem? Are your files overflowing with contacts that you’ve never contacted? Do you lack the tools and time to follow up with new contacts (or hot leads) who may be interested in getting a quote from you?

If this sounds like you, I have some good news for you: Marketing Automation is the solution to these and other marketing and sales follow up problems!

How does Marketing Automation fit in to your business?

If you have people coming to your business, you should have marketing processes in place to keep them thinking about you and coming back for more of your products and services.

Businesses use a wide variety of tools to help them with sales and marketing tasks: Microsoft Excel files, Outlook calendar reminders, Word mail merge functions, post it notes, and more.

But, what if you could make some of your sales and marketing tasks automatic? Things like sending email blasts, having sales people make calls to follow up on leads, sending out direct mail, asking for feedback, or managing your social media accounts?

If you did, you’d have more time to focus on your day-to-day business and delivering great customer experiences.

It will probably make you extremely happy to know that there are software tools that can do all those sales and marketing tasks–and more–automatically!

Enter Marketing Automation…

Marketing Automation is when businesses use a software system to capture and track data about leads (potential customers), automate manual marketing activities (such as follow-up), and generate in-depth reports to track your marketing and advertising efforts.

Why Do You Need Marketing Automation?

Marketing automation helps nurture leads (potential customers) from browsers into buyers. At nyche marketing we map out 4 stages of a lead, which we call our Lead Management Lifecycle:

It starts with lead attraction (fulfilled by our Living Websites system). You need to find ways to get a pipeline full of leads consistently coming into your business.

Once you have leads coming in, the next step is lead nurturing. You need to determine what follow-up you will do to answer questions, educate, and showcase your expertise to this lead.

Then there is lead qualification. Do you or your sales staff know when the lead is ready to make a buying decision? How do you know if this the right potential customer for your services?

And finally, there is lead conversion, where you work on closing the deal and getting a yes (or no) from the potential customer.

Steps 2 (lead nurturing) & 3 (lead qualification) are perfect business scenarios for the use of Marketing Automation.

Why Should you Nurture a Lead?

Businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads. – The Annuitas Group

The reason why you want to nurture a lead is to help move move people along your buying process or sales cycle.

Consider this example:

A person needs a new roof. How can you nurture this lead? You can give them a checklist to use when searching for roofing quotes, which is a free thing they can download. Now that you have their email, you can continue the conversation – you can then follow-up with project stories/case studies, testimonials/reviews, before and after pictures, and more education and company information that will help you build trust between you and the prospective customer.

This could be happening automatically while your estimator meets with the homeowner and assesses the costs of a new roof.

When someone knows, likes and trusts you, they’re more likely to buy from you.

The primary benefit of marketing automation according to B2B marketers is the ability to generate more and better quality leads. –Pepper Global

By the time this homeowner gets your quote they are primed and ready to buy from your company.

Why Should you Qualify a Lead?

Are you sick of tire kickers just quote shopping or looking for the lowest price? You could ask them to fill out a brief questionnaire so you can give them a better quote. Their answers will help narrow down the product or service they’re really after and see if they are the right fit for your company.

If you’re a renovation company and you only have one simple contact form, you don’t know what the customer needs are unless they specifically mention what they want. With marketing automation, you can automatically follow-up and get them to answer clarifying questions.

Lead nurturing and lead qualifying with automated marketing helps save time and wasted effort for your sales team.

Companies that excel in lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead. –Forrester Research

How Can I Use Marketing Automation to Nurture a lead, Qualify for quoting and help the sales team Close Deals?

First thing you need to do before you buy an expensive marketing automation tool is plan and create a strategy.

Ask yourself: “Who are my ideal customers and what is the typical sales cycle they go through before accepting my quote? What are the areas in the sales cycle where me or my staff spend the most time? Is it answering the same questions? Qualifying the potential customer to see if they are the right fit?” Read more in our article: How do I do Marketing Automation?

Think about this scenario: A customer who wants to decorate a living room is different than someone who wants to renovate their kitchen. They both need the services of an interior designer but one wants decor & accessories, products and services for their living room and the other wants to rip out and replace their whole kitchen.

Here are some steps you could take to help these customers along your sales process:

Ask more clarifying questions to understand what specific problems the prospect has

Send some information educating the prospect about your business services

Send over some project stories and customer reviews to increase the level of trust the prospect has for your company

Ensure each interaction with your prospect is documented into your CRM system and assign a number to each level of interaction. This score will continue to increase until the score matches your ideal score of a “hot lead”

When the score meets the hot lead score, trigger your sales team to reach out to the prospect and ask for the business via a quote

and on and on … the above high level steps can include many more sub-steps to use to communicate with and encourage a stranger interested in your services to become a customer!

When most people land on a website they are generally not yet ready to buy. They are doing research, price shopping, or just planning for the future.

According to Chet Holmes, only about 10% of people are ready to make a buying decision. That means the other 90% of people are perfect for a marketing automation solution.

Imagine having a system in place to nurture any leads coming into your business, automatically, and only when they qualify themselves as ready-to-buy and the-right-fit for your business does your human sales staff take over and close the deal!

You can use marketing automation to:

Qualify incoming leads

Nurture these leads

Nurture existing customers to make another purchase or a referral

Re-engage past customers

Re-engage ‘lost’ customers

At nyche marketing we believe in relevant contact not just constant contact! We believe in the 4 Rights: sending the right message to the right person at the right time and using the right medium (text, voice call, email, direct mail).

What if You Could Drastically Increase the Quality of Your Leads with Marketing Automation?

A comprehensive marketing automation implementation involves all elements of a Living Website from the content you publish to attract your ideal customer to the landing pages to your lead magnets to your contact forms to the information you collect in your Customer Relationship Management (CRM) system to the buying journey workflow to finally getting the prospect contacted by your salesperson when they are qualified and nurtured and ready to buy.

Imagine if your website attracts over 1000 visitors a month and a percentage of them enter into your CRM database list. Then they automatically get entered into a lead nurture workflow, which educates, builds trust, qualifies. Next, the marketing automation system automatically contacts the salesperson when the lead is hot enough to be contacted.

All without you manually sending an email or reminding sales staff to connect with leads.

Marketing is “No longer a one size fits all approach.” Marketing Automation takes marketing to a whole new level. You can be more timely, relevant and customized with less staff than ever before.

Leaders in your industry are using smart, automated ways to design and deploy systematic, triggered multi-step marketing campaigns.

Your competitors are getting an edge using marketing automation, are you?

79% of top-performing companies have been using marketing automation for two or more years. –Pardot 

Nyche Marketing is a marketing automation agency headquartered in Edmonton, Alberta, Canada. We’d love to review our process of implementing a marketing automation solution for your online store!

Videos about Marketing Automation

Although we have written a blog post about marketing automation, we searched the web to find some videos explaining what Marketing Automation is.

Comment below about which video provided you with the best explanation!

Marketing | What is Marketing Automation? by Salesforce for Startups

Marketing Automation Explained: B2B Tech Topics by TechnologyAdvice

This video details the main tactics enabled by marketing automation for generating leads. These strategies all service the bottom line: producing more revenue for your organization by generating the correct quality and quantity of leads.

Check out the full comparison article here:

As businesses gain access to more customer information, and consumers themselves have multiple options for services or products, marketing strategies have become more complex. The number of specializations within the marketing profession has expanded to include positions like social media, search engine optimization, copy writing and blogging, conversion rate optimization, email marketing, and so on. For many organizations, this means producing a steady stream of leads. Securing a steady stream of leads is difficult however, which is why consistently measuring ROI still eludes many marketers. Marketing automation software (sometimes referred to as lead generation software) is one of the best solutions to this puzzle.

What Is Marketing Automation? Learn How It Can Transform Your Business Today! by JDR Group

A short 6 minute video explaining what marketing automation actually is and how it can transform your business.

What is marketing automation?

It is the key to unlock your business to a whole new world of more effective, efficient, and lucrative marketing! Automated marketing has come a long way in the past few years and has started to establish itself as a must have tool. It actually has been present in business for many years, as far back as the industrial revolution.

This was when Henry Ford first introduced manufacturing automation. The principles of automation are the same, whether in manufacturing or marketing. It increases the speed at which things are done and has made more things possible.

Marketing automation has a lot of benefits and can help save you time, money and effort. If you are not currently using marketing automation as part of your business marketing you really are missing out.

Marketing automation really helps you as a director or a sales person to do more with less. It enables you to improve lead qualification, meaning you can spending time with better qualified leads and prospects. This makes you more effective and more profitable. Marketing automation helps attract better customers, reduces time to sale and also increases your average order value by helping you build trust and confidence in an automated way.

In this video Will Williamson, one of the directors here at The JDR Group discusses what marketing automation is, what it allows you to do, what you should be paying for a marketing automation system, how we can help and much more!

What is Marketing Automation… in 60 seconds by The One Minute Marketer

Find out what Marketing Automation is in 60 seconds! Stay tuned for more explainer videos, including Marketing Automation for B2B, how marketing automation works, and exclusive interviews with top industry experts.

Marketing Automation Benefits by MioDatos

Marketing automation has been a buzz word as of late, encouraging many people to find out exactly what it is and how it can help their business. By definition, marketing automation is software designed for marketing teams to help them market through multiple digital channels while automating certain tasks. This ability to plan ahead not only allows marketers more control over their campaigns, but they can also reach more end consumers over a wide array of digital avenues. The benefits we will discuss include CRM functionality, reporting, consistent messaging, and shortened sales cycle.

The first benefit we will discuss is CRM functionality. CRM stands for customer relationship manager and allows users to consolidate and manage their contacts from social media, email, excel spreadsheets, and more. A marketing automation platform with CRM functionality also allows users to create target segments and manage info like last contacted. This allows marketers to keep track of where prospects are in the funnel.

Reporting functions within a marketing automation platform allow marketers to calculate the ROI of marketing activities. Robust marketing automation tools can tell you who how your landing pages are performing, if prospects have engaged with your social media posts, how effective your email marketing campaigns have been and more.

When considering how many different mediums marketers must cover in their campaigns, it can be difficult to keep messages consistent. Companies may use inconsistent logos, brand messaging, and timing. When marketing to your target audiences, all three must be consistent to increase trust with your prospects. In this example, a marketer has created campaigns for their sales promotion, products, and holidays.

Another benefit of marketing automation is a shortened sales cycle. As a general rule, a prospect is usually exposed to your content 8-10 times before they buy something. Marketing automation allows you to set up lead scoring that notifies you when a prospect has reached a certain level of interest so their info can be passed to the sales team. According to Salesforce, companies that use marketing automation see 70% faster sales cycles. As a result, businesses can generate more sales at less cost.

In this video, we’ve discussed 4 benefits of marketing automation including crm functionality, reporting, consistent messaging, and a shortened sales cycle. For more information on marketing automation visit our website and download our white paper on the benefits of marketing automation.

What is marketing automation? by Marketing CoPilot

Marie Wiese, President of Marketing CoPilot explains what you need to consider when thinking about implementing marketing automation in your business to manage the online lead generation process. Get the marketing automation guide that accompanies this presentation at

Articles listing the best marketing automation tools

Are you evaluating marketing automation tools for your business? These articles below can help you determine the best tool for your business.

  • Best Marketing Automation Software

    Marketing automation refers to software platforms designed for marketing departments and organizations to automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes that are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing.

    read more

  • Top 10 Free Marketing Automation Tools

    Managing a marketing campaign online can be a chore. That’s why digital marketing tools which can automate some or all of these management processes are so highly valued. The problem is, they can also be highly priced – and too big an investment for companies struggling to meet tight budgets, as it is.

    read more

  • 13 Marketing Automation Tools & Who Should Use Them

    Marketing automation tools will make your life easier by, ya know, automating things. You don’t have to send a welcome email to every customer or follow up with folks who’re inactive individually. You can automate it. The tricky part is finding the right tool for you with a ridiculous number of options on the market.

    read more

  • Top 50 Marketing Automation Software Tools & Apps

    Marketing is a major function for every business. The marketing landscape is constantly shifting, evolving and becoming increasingly complex as consumers rely on a multitude of devices to consume media.

    For marketers, keeping up marketing activities can be daunting. However, marketing automation tools can streamline a variety of marketing functions, enabling teams to focus their efforts on other core tasks that effectively nurture leads and drive revenue.

    We’ve identified 50 leading marketing automation tools offering robust features and capabilities to simplify many otherwise time-consuming marketing activities.

    read more

  • 10 CRMs with Awesome Marketing Automation Features

    Marketing automation apps with CRMs go much further. They tie directly into your site or app, adding all of your users into the CRM as soon as they sign up. They’ll then monitor your site stats, showing how people discover you, which parts of your site they’ve seen, and then point out the people you focus on in your marketing efforts. They’ll even automatically email your users to make sure they don’t forget about your product.

    read more

Marketing Automation is the secret weapon your business has been waiting for! Learn what it is from the below pieces

Are you evaluating a marketing automation solution for your business? These articles below can help you determine the what marketing automation is, why you need it and how to start implementing it!

  • Hubspot’s: Marketing Automation Information

    Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.

    read more

  • Marketing Tech Blog’s: What is MA?

    What Makes a Marketing Automation Solution?
    There are a number of features that a marketing automation platform should have in order to be fully leveraged and expandable as you become more sophisticated and the demand grows:

    • Data Imports
    • Data Exports
    • API
    • Triggered Campaigns
    • Drip Campaigns
    • Lead Scoring
    • Segmentation and Filtering
    • Visitor Tracking
    • Forms and Landing Pages
    • Email Marketing
    • Remarketing, Retargeting, Abandonment
    • Content Marketing
    • Unlimited, Cross-channel Campaigns

    read more

  • Business 2 Community’s: What Is Marketing Automation?

    … marketing automation refers to the practice of using one system to track data for leads, automate personal marketing activities, and generate in-depth reports for all your marketing activities.

    read more

Do you want help determining whether to implement marketing automation in your business? Contact us today and we can help!

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