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What Is Marketing Automation? Answers From Around The Web


When it comes to marketing automation tools, there are many options available in the market, and the list grows day by day. With our 10+ years of experience working with numerous platforms, we at Tegrita found Oracle Eloqua, Oracle Responsys, and HubSpot to be our favourite options!

So, what is Marketing Automation? What benefits does it drive to the business? And what are the misconceptions around it? We did a bit of looking, and here’s what the web has to say:

  • HubSpot defines the ideal Marketing Automation as “a combination of software and strategy. It should allow you to nurture prospects with highly personalized, useful content that helps convert prospects to delighted customers.”. Their article “What Is Marketing Automation?” looks at the various benefits of automation if implemented ideally.
  • If you are not sure about the benefits of marketing automation, RiseFuel, a B2B inbound marketing agency, has some interesting insights in one of their articles.
  • Are you asking yourself if marketing automation is turning into a robotic process? Rest assured, it’s completely the opposite. According to Technology AdviceMarketing automation lets you scale your efforts  to build relationships with multiple prospects across several different channels and provide them with a consistent experience despite their differing interests or needs.”. I hear you, this is magical, right?
  • Among the various benefits of marketing automation, the one that spoke to me most is an article that explains “automating marketing tasks allows the team to spend more of their time on creative and decision-centric tasks such as marketing strategy, workflow planning, customer journey mapping etc.”
  • It’s worth mentioning what marketing automation IS NOT. According to Sharp Spring “Marketing automation is not spammy email marketing, a “set it and forget it” solution, or a tool with a singular function.”
  • According to the digital marketing agency Digital Marketing Institute, “Businesses that use automation have seen increased leads and sales, driving a 14% in sales productivity and 12% reduction in marketing overheads.”.
  • Last but not least, marketing automaton solves an issue most companies face: The misalignment between sales and marketing departments. In the article The Ultimate Guide to Marketing Automation, it says “Marketing automation refers to the practice of utilizing software to automate repetitive marketing tasks. This is done for two primary reasons- to enhance marketing and sales teams’ efficiency and output and deliver a personalized experience to the customers.”.

If you are in the process of evaluating a marketing automation platform, our “Choose A Marketing Automation Platform” learning hub will help you make the right decision.

If you are looking for best practices and trends, check out the Ultimate Guide to Using AI in Email Marketing Campaigns by the marketing agency, bant.io.

Happy Reading!

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Manar Asaya

Sr. Marketing Manager at Tegrita
Manar Asaya a Sr. Marketing Manager at Tegrita. With over a decade of global marketing experience, Manar specializes in setting marketing strategies and initiatives across various industries. She received her MBA from Heriot Watt University - Edinburgh Business School in the UK. Her experience has spanned between traditional to modern marketing and she believes in the power of effective content marketing.