Marketing automation explained in detail: Definition, functioning, advantages

What is marketing automation?
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Posted by Kiliba
30/1/23
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5 min

The marketing manager or the marketing teams of a company oversee many tasks such as strategic intelligence or sales monitoring and analysis. They have the difficult task of implementing a successful digital marketing strategy and this requires time...

This is where marketing automation comes in, a technique to automate repetitive and tedious tasks like marketing campaigns. Saving time is the first advantage of this technique. This marketing automation tool also presents itself as a solution to increase the loyalty of your e-commerce customers and considerably increase your conversion rate.

Let's find out together how marketing automation is becoming an essential solution to boost your turnover.

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What is the definition of marketing automation?

In b2b marketing, Marketing Automation refers to the automation of marketing campaigns and more precisely the sending of emails to your customers. This process is very different from sending a mass email to all your contacts.

Indeed, actions are targeted and triggered in response to a specific event or to a specific behavior of your prospects. It is an intelligent and autonomous automation that aims at generating leads to acquire qualified prospects.

How do marketing automation solutions work?

You'll see, it's very simple!

First of all, you should know that there are two categories of email automation software: those that allow you to send newsletters with generic information and those that allow you to send more precise emails, because they are linked to your e-commerce CMS, such as Kiliba.

In the first instance, you will need to set up workflows. These workflows are personalised and will be activated according to a trigger. 

A trigger is mainly defined as :

A customer event

  • the registration of a new client
  • the client's birthday or anniversary
  • the customer's registration anniversary

Customer behaviour

  • the purchase of a product
  • a visit without a purchase
  • an abandoned shopping cart

An event outside the e-commerce site

  • the sales 
  • Christmas parties
  • Black Friday, Valentine's Day, Halloween, etc.

An event specific to the e-commerce site

  • what's new 
  • promotions

When one of these workflows is activated by a trigger listed above, you will offer a personalised version of your email. Let's take some concrete examples to help you understand:

  1. Example of a workflow for an abandoned shopping basket

    You want to recover a customer who has abandoned your site for various reasons (you'll have to look into this further...). There are items in their shopping cart. This is the time to send them a follow-up email with simple but effective catchphrases: "hurry up, your basket will expire soon" or "continue shopping". You can also send them customer reviews of the products in their basket to give them confidence. Finally, why not offer them a discount or similar or complementary items?

  1. Example workflow for new subscribers

    With marketing automation, you can guide your new subscribers to take over your site. You can start with a personalised welcome email, with a discount for a first purchase or a promo code. Later, you can ask them to complete their profile or send them a list of your best sellers to give them inspiration. Make sure you link to your social networks with a short sentence to encourage them to follow you.

Top 5 benefits of a marketing automation strategy for your e-commerce

1-Strengthen the relationship with your prospects

As part of your inbound marketing strategy, email is one of the preferred acquisition channels for customers to interact with e-tailers. 

The use of workflows allows you to set up an efficient lead nurturing process to qualify your database.

2-Loyalize through customization

Marketing automation helps you to improve customer relations. By using specific actions to send your emails, you address the customer personally and individually. You send the right content to the right person at the right time. 

It is important that your customer or subscriber feels unique and that you anticipate their needs. The more relevant the content you receive, the more it will engage the recipient. You create a personal relationship with your customer.

3-A real time saver

A marketing automation tool has a powerful analysis capability and many features. It relieves marketing teams of a heavy workload. Some interfaces, such as Kiliba, are quick and easy to use. 

Now you can spend your time and effort on other tasks.

4-Simplify the work of the sales teams 

Your marketing automation tool is able to assign points (or a score) to your leads based on their responses to your solicitations. Lead Scoring is the combination of lead information (profile) and lead activity on the site.

This is why marketing automation is also one of the best allies of your sales strategy. Thanks to an overview of the results of your campaigns, it is possible to point out the hot leads, i.e. those ready to buy.

It is a simple way to shorten your sales cycles and improve the relationship between marketing and sales.

5-Visible results quickly

By acting virtuously at all stages of the buying cycle, marketing automation will increase traffic to your site, generate more leads and better qualify them.

With Kiliba, you can analyse in real time the sales generated by your emails and compare the performance of each scenario. From a dashboard, you can see which products have generated the most sales for each email sent.

All the data obtained is used to enrich your CRM to predict your customers' intentions even more accurately. 


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Stack the odds in your favour

We collect this data to contact you in order to do a demo of all Kiliba features and to offer you services made for you. We also use your email address to send you our newsletters about Kiliba services. If you do not want to receive them, you can check the box below:

Thank you! Your submission has been received!
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