What is Marketing Automation? - Marketing Automation Montreal - Pardot Consulting Canada
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What is Marketing Automation?

What is Marketing Automation?

Marketing Automation is a wide term which includes many marketing channels which can be automated. The most common usage is automating email flows, but almost anything is automatable. One can find:

  • Social media posts automation
  • Blog content automation
  • Email automation
  • Email flows
  • Marketing paid campaigns automation
  • Search engine advertising automation

And so on…

Below is a definition to marketing automation found on Saelsforce’s Pardot website:

Marketing automation is a software platform that helps you automate your marketing and sales engagement to generate more leads, close more deals, and accurately measure marketing success.

Who Needs Marketing Automation?

Glad you asked.

Although we tend to conecntrate on Marketing Automation Tools (and channels) one shouldn’t look just at the tools, but on the marketing automation process.

Marketing Automation processes include:

  • Automated lead generation
  • Automation lead capturing
  • Automated lead tracking
  • Automated lead nurturing
  • Automated lead qualification

So if your company would like to do one of the above, marketing automation might just be for you.

No matter your industry, market, or use case, marketing automation platforms help B2C and  B2B companies develop personalized, seamless customer journeys for leads and customers at scale.

What challenges can marketing automation tools and processes solve?

Let’s see what the creators of Pardot have to say about it;

Challenge #1 addressed by Marketing Automation

Your conversion rates are dropping, but your lead database is overflowing.

Challenge #2 addressed by Marketing Automation

You’re missing out on opportunities because your sales reps aren’t connecting with buyers at the right time.

Challenge #3 addressed by Marketing Automation

Sales and marketing goals are at opposite ends of the spectrum.

If you are facing one or more of these challenges, marketing automation might just be right for you.

Pardot’s advantage

When compared to other marketing automation and email marketing solutions, the clear advantage Pardot has over its competitors is that with its seamless two-way sync with Salesforce CRM – it aligns sales and marketing to be on the same page.

Indeed, data flows both ways – opening new marketing information available to Sales team. This means sales teams get insights they can leverage, like clients’ actions on the website, emails opened, social media engagements, their history, etc.

Then, they use it in the sales process, it’s a game changer!


The citations for these articles were found on Pardot website here.