Basic Concepts: What is Marketing Automation?

We’ve already went over on a few past posts the general concepts of workflow automation and the pros and cons of automating your processes so you’re probably well aware of what automation can do for you. Marketing Automation is not that different while at the same time, it’s quite specific.

To begin explain it, I’ll make use of a technical definition of marketing automation, according to Techopedia, that says:

Marketing automation is the use of software and Web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance.

Breaking it down into words we can easily understand, marketing automation means using applications (both the kind you download/install in your computer and the kind you run online) to replace tasks that don’t necessarily need the “human component” to be executed – don’t freak out just yet, we’re not talking about your company hiring robots to do your job for you (though it’d be pretty cool to work side by side with robots, right?).

Let me give you a practical example to make things easier to understand: think of the emails you get every month from your credit card company: they’re customized with your name, account balance, personal information, etc.? They were not manually written and sent by a human being…well, the actual template was created by a person, but the data was inserted by a software, and it was probably sent to you by this same software (Pipefy offers you a cool feature called E-mail Templates that allows you to do the same thing with the information inserted on your cards, click here to learn how to create your own e-mail templates).

This specific type of activity, if done by a person – even an intern – would be extremely repetitive, boring, time consuming and…prone to error, due to all the reasons we just named above (and let’s face it, it’s modern day torture to have someone manually send hundreds or even thousands of e-mails when there’s an easier way to do it).

Marketing automation allows you eliminate the need of having a person manually sending all these e-mails day in and day out, as well as the risk of this same person writing the name of the customers wrong, just by using a specific software…do you see where I’m going? I’m not saying marketing automation guarantees mistake-proofing your processes, I’m just saying it’s a great way to “de-humanize” tasks that didn’t really need to be done by humans (not to mention it helps save time and money)!

Long story short, marketing automation can be a precious ally, specially if you’re working with limited resources and a limited amount of people in your marketing team. Machines and software are your friends, they’re here to stay so we might as well make the best of it and extract all the best we can from them.


Automate your Marketing Processes with Pipefy!

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Pipefy allows you to connect and automate simple tasks through the use of very useful management tools, such as e-mail templates.

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Written by Isabelle Salemme, Product content manager at Pipefy. She uses her extensive Pipefy knowledge to write informative pieces teaching users to make the best of Pipefy. Besides being responsible for all product-related content, she's an avid reader, a coffee lover and a professional photographer.