Marketing automation streamlines time-consuming tasks, saving costs and improving efficiency. Discover how your business can benefit from marketing automation with four key steps to doing it efficiently.

The Ultimate Guide to Marketing Automation

the-ultimate-guide-to-marketing-automation

[[p]]Marketing automation has become a game changer for digital marketing teams. By streamlining repetitive, time-consuming tasks, it frees marketers to focus on creativity, strategy, and delivering great [[a href="https://digitalmarketinginstitute.com/blog/what-is-customer-experience-cx" target="_blank"]]customer experiences[[/a]].[[/p]]

[[p]]Done right, automation not only saves costs and improves efficiency but also enables personalization at scale &ndash; helping brands connect with audiences in more meaningful ways. As [[a href="https://digitalmarketinginstitute.com/blog/ai-in-digital-marketing-the-ultimate-guide" target="_blank"]]Artificial Intelligence[[/a]] (AI) and advanced analytics evolve, automation is now central to driving consistent growth across channels.[[/p]]

[[p]]According to research by Ascend2, the top goals for marketers using automation are to optimize strategy (43%), improve data quality (37%), and identify ideal customers or prospects (34%). In short, automation is no longer optional &ndash; it&rsquo;s a core driver of marketing performance.[[/p]]

[[p]]This guide will explain everything you need to know about marketing automation, including:[[/p]]

[[ul]]
	[[li]][[a href="#heading_68367"]]What is marketing automation?[[/a]][[/li]]
	[[li]][[a href="#heading_68371"]]What are the benefits of marketing automation?[[/a]][[/li]]
	[[li]][[a href="#heading_82474"]]What is the role of AI in marketing automation?[[/a]][[/li]]
	[[li]][[a href="#heading_82478"]]Examples of marketing automation in action[[/a]][[/li]]
	[[li]][[a href="#heading_80724"]]What are the best marketing automation platforms?[[/a]][[/li]]
	[[li]][[a href="#heading_68395"]]Four steps toward effective marketing automation[[/a]][[/li]]
[[/ul]]

[[p]][[a href="https://digitalmarketinginstitute.com/resources/glossary/marketing-automation" target="_blank"]]Marketing automation[[/a]] is the use of software and technology to streamline, automate, scale, optimize, and measure marketing activities.[[/p]]

[[p]]It typically covers tasks like [[a href="https://digitalmarketinginstitute.com/blog/a-practical-guide-to-the-top-email-marketing-platforms-automation-tools" target="_blank"]]email campaigns[[/a]], social media scheduling, customer segmentation, and lead nurturing &ndash; areas where consistency, timing, and personalization are critical.&nbsp;[[/p]]

[[p]]The three most common [[a href="https://digitalmarketinginstitute.com/blog/examples-of-ai-in-marketing-automation" target="_blank"]]uses of automation[[/a]] according to Ascend2&rsquo;s report are email marketing (63%), social media management (50%) and paid ads (40%).&nbsp;[[/p]]

[[p]]The advantages of marketing automation extend across teams, processes, and performance.&nbsp;[[/p]]

[[p]]Here are the most impactful benefits:[[/p]]

[[p]]The right automation platform fosters better [[a href="https://digitalmarketinginstitute.com/blog/why-digital-transformation-is-crucial-for-marketing-and-sales-alignment-in-2023" target="_blank"]]alignment between sales and marketing[[/a]]. Features like lead scoring and automated workflows ensure smooth handoffs, stronger follow-ups, and campaigns tailored to business goals.[[/p]]

[[p]]With collaboration features built in, sales teams benefit from better-qualified leads, while marketing gains insights from sales interactions. The result is faster, more efficient conversions.[[/p]]

[[p]]Automation reduces manual tasks &ndash; allowing marketers to [[a href="https://digitalmarketinginstitute.com/blog/the-creative-journey-from-idea-to-impact" target="_blank"]]focus on creativity[[/a]] and strategy. Platforms can schedule campaigns, send triggered messages, run reports, and manage customer data without constant human input.[[/p]]

[[p]]By eliminating repetitive work, automation improves productivity and reduces the need for additional resources. That means teams can deliver more with the same or smaller budgets.[[/p]]

[[p]]Efficiency is not just about saving time. By automating tasks and streamlining processes, teams can reallocate budget toward innovation and growth.[[/p]]

[[p]]With [[a href="https://digitalmarketinginstitute.com/resources/toolkits/digital-marketing-budgets-toolkit" target="_blank"]]marketing budgets[[/a]] under pressure (flatlining at 7.7% of company revenue in 2025, according to Gartner), automation helps ensure every dollar is invested in the right place &ndash; whether that&rsquo;s content creation, campaign scaling, or customer retention.[[/p]]

[[p]][[a href="https://digitalmarketinginstitute.com/blog/what-are-the-best-ai-and-marketing-automation-tools" target="_blank"]]Automation tools[[/a]] can track real-time behavior, segment audiences based on data, and deliver content at the right moment. This means communications are timely, relevant, and more likely to drive action.[[/p]]

[[p]]For example, during seasonal events like Black Friday, automation enables hyper-targeted promotions that reflect past behavior and preferences, boosting both [[a href="https://digitalmarketinginstitute.com/resources/glossary/return-on-investment-roi" target="_blank"]]return on investment[[/a]] (ROI) and loyalty.[[/p]]

[[p]]Consistency is a cornerstone of strong branding. With automation, marketers can ensure that emails, ads, and social posts reflect the same tone, visuals, and offers &ndash; regardless of channel.[[/p]]

[[p]]This unified approach increases brand recognition and trust while reducing the risk of fragmented or confusing customer experiences[[/p]]

[[p]]One of the reasons for Airbnb&rsquo;s impressive rates of growth is its commitment to emerging technologies &mdash; including marketing automation.[[/p]]

[[p]]Airbnb uses marketing automation for some key functions:[[/p]]

[[ul]]
	[[li]]Drive personalization by using user data, such as search history, preferences, location, and browsing patterns to offer personalized recommendations to each consumer.[[/li]]
	[[li]]Create targeted ads by analyzing customer data to deliver targeted ads to drive conversions.[[/li]]
	[[li]]A/B testing by implementing A/B testing to optimize campaigns and user experience by testing different marketing strategies, site designs, and user flows.[[/li]]
	[[li]]Content creation by analyzing user data and travel trends helps Airbnb [[a href="https://digitalmarketinginstitute.com/resources/ebooks/how-to-create-great-digital-marketing-content" target="_blank"]]develop content[[/a]] that resonates with its target audience and taps into search intent.[[/li]]
	[[li]]Tools for hosts have also been developed to aid in automating listings, such as an AI-powered photo tour to arrange images uploaded by the host by different rooms automatically.[[/li]]
[[/ul]]

[[p]]There are countless platforms to choose from, but some of the most widely used include:[[/p]]

[[ul]]
	[[li]][[strong]]HubSpot[[/strong]] &ndash; An all-in-one platform ideal for small to mid-sized teams with strong CRM integration. The platform offers an ample feature set ranging from web page and landing page builders to personalized email marketing sequences, cross-channel analytics, and more.[[/li]]
	[[li]][[strong]]Marketo[[/strong]] &ndash; A robust solution for larger businesses, especially for account-based marketing and detailed analytics. Some useful features include audience segmentation, omnichannel engagement, tailored content, and more.[[/li]]
	[[li]][[strong]]Salesforce Marketing Cloud[[/strong]] &ndash; Tailored for mapping and visualizing complex customer journeys at scale.[[/li]]
	[[li]][[strong]]Customer.io [[/strong]]&ndash; Highly flexible for creating real-time, multi-channel workflows. The platform offers everything you need to customize, target, and test your messaging based on customer interaction.[[/li]]
	[[li]][[strong]]MailChimp / ActiveCampaign[[/strong]] &ndash; Cost-effective tools suited to smaller businesses, with user-friendly interfaces. Both platforms offer hundreds of automation triggers and actions.[[/li]]
	[[li]][[strong]]Hootsuite / ContentStudio [[/strong]]&ndash; Specialize in social media automation and scheduling.[[/li]]
[[/ul]]

[[p]]Your choice should reflect your budget, scale, and customer journey needs.[[/p]]

[[p]]Before implementing automation, it&rsquo;s important to establish a workflow. This allows your team to prepare for new processes and ensures that automation yields the best results. Take these steps to maximize success:[[/p]]

[[p]]Pinpoint your team&#39;s most repetitive, time-consuming activities and marketing tasks. This is where you&rsquo;ll find the biggest gains from automation.[[/p]]

[[p]]Simply automating response emails, for example, can substantially reduce the administrative burden on your team. Plot out all of your current marketing tasks, and pick out those which are both time-consuming and compatible with automation.[[/p]]

[[p]]There are infinite choices when it comes to automation software. Filtering the best ones can be a challenge &ndash; particularly when starting out.&nbsp;[[/p]]

[[p]]We&rsquo;ve covered a few of the most commonly used platforms, but there may be software that is specifically tailored to your industry.[[/p]]

[[p]]Expand your research to check this before you commit long-term. Most platforms offer a free trial, which gives you a chance to test the software in your unique setting, and evaluate which is the best fit. Consider scalability and CRM compatibility[[/p]]

[[p]]Although automation immediately makes marketing more efficient, the introduction of new software and processes requires an investment in training for applicable staff.[[/p]]

[[p]]In DMI&rsquo;s research [[a href="https://digitalmarketinginstitute.com/resources/ebooks/global-digital-skills-training-report-insights-from-corporate-leaders" target="_blank"]]&lsquo;2024 Global Digital Skills &amp; Training Report: Insights from Corporate Leaders&rsquo;[[/a]], 36% of respondents identified martech and marketing automation as a skills gap.[[/p]]

[[p]]It&rsquo;s important for team members to understand how automation fits into their working day, and how their role might be refocused.[[/p]]

[[p]]Emphasize the benefits and give staff an opportunity to thoroughly test out new systems, while acknowledging any concerns they might have[[/p]]

[[p]]Automation isn&rsquo;t &ldquo;set it and forget it.&rdquo; Regularly review your campaign performance, test variations, and refine your workflows to improve ROI over time.[[/p]]

[[p]]Look at what could be improved, and the impact of automation on key metrics such as lead generation, conversions, and sales.[[/p]]

[[p]]Marketing automation is no longer a &ldquo;nice to have&rdquo; &ndash; it&rsquo;s a must-have skill for today&rsquo;s digital marketers. From multi-channel workflows to AI-powered personalization, the opportunities are endless.[[/p]]

[[p]]If you want to master these techniques and take your career to the next level, explore our [[strong]]Certified Digital Marketing Expert [[/strong]]course.[[/p]]

[[p]]Recently updated with the latest insights, tools, and hands-on learning, it will equip you to design, implement, and optimize advanced automation strategies across every digital channel.[[/p]]

[[p]][[a href="https://digitalmarketinginstitute.com/" target="_blank"]]Discover the Certified Digital Marketing Expert course[[/a]][[/p]]

[[p]]When it comes to innovation, the success of Netflix is often mentioned as a touchstone. One of the key drivers of the brand&rsquo;s streaming market domination is its commitment to creativity, customization, and operational efficiency.[[/p]]

[[p]]To drive a far more personalized experience, Netflix uses marketing automation to:[[/p]]

[[ul]]
	[[li]][[strong]]Create customized landing pages[[/strong]] &ndash; Analyzing its audience based on their specific preferences and behaviors to deliver personalized content recommendations &ndash; resulting in over 80% of users watching shows based on automated recommendations.[[/li]]
	[[li]][[strong]]Automated tests[[/strong]] &ndash; Ensuring its platform remains robust, using automated regression tests, UI tests, and load tests.[[/li]]
	[[li]][[strong]]Content creation[[/strong]] &ndash; Predicting successful content using AI by analyzing trends and audience preferences[[/li]]
	[[li]][[strong]]Content localization[[/strong]] &ndash; Automating subtitles, translations, and dubbing using AI for global audience viewership.[[/li]]
[[/ul]]

[[p]]Read: [[a href="https://digitalmarketinginstitute.com/blog/the-unstoppable-success-of-netflix" target="_blank"]]The Unstoppable Success of Netflix[[/a]][[/p]]

[[p]]When implemented effectively, automation acts as the &lsquo;central nervous system&rsquo; of marketing: connecting your customer relationship management (CRM), analytics, and content workflows to deliver seamless customer experiences and measurable business growth.[[/p]]

[[p]]Importantly, automation is not about replacing marketers. It&rsquo;s about enhancing what they can do. By taking over the repetitive work, automation empowers teams to focus on the higher-value activities &ndash; strategy, creativity, and innovation.[[/p]]

Automation is not about taking marketers' jobs away from them. It's just about re-angling what marketers do.

[[p]]Artificial intelligence is now embedded in the best automation platforms. Platforms like [[a href="https://digitalmarketinginstitute.com/blog/an-introduction-to-chatgpt-prompting-for-digital-marketers" target="_blank"]]ChatGPT, Google&rsquo;s LM Notebook or Claude[[/a]] are constantly evolving to help brainstorm and generate content.[[/p]]

ChatGPT prompt to create a Black Friday social media campaign for a hotel

[[p]]But AI applications are also broad and varied with models that are able to write computer programs, compose music along with answering test questions and simulate a chat room, to mention a few capabilities.[[/p]]

[[p]]Key automation features include:[[/p]]

[[ul]]
	[[li]]Predictive analytics and lead scoring to identify high-value prospects.[[/li]]
	[[li]]Real-time personalization that adapts campaigns instantly based on behavior.[[/li]]
	[[li]]Conversational marketing through chatbots to capture and nurture leads 24/7.[[/li]]
	[[li]]AI-driven optimization such as [[a href="https://digitalmarketinginstitute.com/resources/toolkits/a-b-testing-tool" target="_blank"]]A/B testing[[/a]] at scale.[[/li]]
[[/ul]]

[[p]]With the &lsquo;AI in marketing&rsquo; market projected to [[a href="https://www.statista.com/statistics/1293758/ai-marketing-revenue-worldwide/" target="_blank"]]surpass $107 billion by 2028[[/a]], automation is becoming smarter, faster, and more adaptable than ever.[[/p]]

[[p]]These marketing automation examples demonstrate the power of working with the right tools and adopting an automation strategy can boost brand awareness and accelerate business growth.[[/p]]

[[p]]This savvy move by Airbnb has created a self-sustaining eco-system designed to scale, helping the brand retain its position as leaders in their field.[[/p]]

[[p]]Read: [[a href="https://digitalmarketinginstitute.com/resources/case-studies/airbnb-welcoming-the-world-transforming-travel" target="_blank"]]Airbnb: Welcoming the World, Transforming Travel[[/a]][[/p]]

The Ultimate Guide to Marketing Automation

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