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Marketing Automation - definition, examples and how to get started!

Dominik Rapacki
CEO @meetergo
2 minutes reading time
Table of contents
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In our article, we will take a detailed look at this exciting topic of Marketing Automation. From definitions to practical examples and tips on how to get started - we will explore everything you need to know to get started successfully with Marketing Automation together.

Marketing Automation offers companies the opportunity to automate their marketing processes and thus save time and resources. Let's discover together how you can take your company to the next level with Marketing Automation.

What is Marketing Automation?

Marketing automation refers to the use of software and technology to automate and optimize marketing tasks and processes. This includes tasks such as lead generation, email automation, social media automation and customer analytics.

Marketing Automation enables companies to save time and resources while personalizing and scaling their marketing efforts. With Marketing Automation, marketers can more effectively execute their online marketing strategy by automating standardized workflows and personalized communications with their target audiences.

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Marketing Automation Goals

Marketing Automation has many goals that allow companies to optimize their marketing and sales efforts. Some of the most important goals of Marketing Automation are:

  1. Increase efficiency: automated processes can automate many time-consuming tasks such as sending emails, following up on leads, and analyzing data, which increases efficiency.
  2. Personalized interaction with customers: Marketing automation enables companies to conduct personalized interactions with their customers by identifying behavioral patterns and taking appropriate action.
  3. Increase conversions: Automated campaigns and processes can help prospects become customers faster and increase conversions.
  4. Data tracking and analysis: Marketing automation makes it possible to collect and analyze data on customer behavior and campaign performance to gain key insights and optimize future marketing strategies.

These are just a few of the many goals of marketing automation that enable companies to improve and accelerate their marketing efforts.

Marketing Automation: Advantages at a glance

Marketing Automation has many benefits that enable companies to streamline their marketing and sales processes and achieve better results. Some of the most important benefits of Marketing Automation are:

  1. Time savings: Automated processes save time and allow marketing teams to focus their resources on other important tasks.
  2. Increased efficiency: Automated processes are often faster and more accurate than manual processes and increase the efficiency and accuracy of marketing campaigns.
  3. Personalized communications: Marketing automation enables personalized communications to be sent to customers, resulting in higher conversion rates and better customer experiences.
  4. Data analytics: Marketing automation tools collect and analyze data about customer behavior and interactions, enabling companies to make better decisions and improve their marketing strategy.
  5. Lead gen and management: Marketing automation tools can help companies identify and qualify prospects and automate lead generation and nurturing processes.

In summary, marketing automation offers a variety of benefits that enable companies to optimize their marketing and sales processes, achieve better results, and establish personalized communication with their customers.

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Lead generation and lead management

These processes aim to identify and engage potential customers by guiding them through the buying process.

Lead gen involves acquiring contact information and expressions of interest through various marketing activities such as landing pages, social media ads, and webinars.

Lead management refers to managing and qualifying these contacts to ensure they are ready to make a buying decision. Using marketing automation tools can help automate and optimize these processes.

Lead generation strategies

A successful lead generation strategy is essential for a company's success in the digital age. Leads are potential customers who are contacted by a company because of their interest in a product or service.

To generate leads effectively, companies need to understand their target audience and where to find them. Here are some of the most popular lead generation strategies:

  1. Content marketing: By creating and distributing useful and interesting content, companies can engage potential customers and capture their interest.
  2. Social media marketing: Social media is a valuable tool. Companies can reach and interact with their target audience via platforms such as Facebook, Twitter and LinkedIn.
  3. Email Marketing: Emails are a cost-effective way to generate and nurture leads. Companies can send personalized emails to potential customers to generate and nurture interest.
  4. Landing pages: Landing pages are websites created specifically for lead gen. They are used to get potential customers to perform a specific action, such as leaving an eMail address or requesting a product sample.
  5. Events: Events can be a great way to meet and connect with potential customers. Companies can attend trade shows, conferences and workshops to generate leads.

With a well-designed lead generation strategy, companies can increase their visibility, generate interest and attract potential customers.

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Lead scoring methods

Lead scoring methods are an important part of the lead management process. They help companies score and prioritize potential customers (leads) based on specific criteria. This scoring is created based on data and behavioral patterns gathered through the lead's engagement with the company or its brand.

There are several methods that can be used when conducting lead scoring. Some involve the use of demographic data such as age, gender, location, and income, while others assess behavioral data such as website visits, content downloads, and interactions with marketing emails.

A commonly used method is the so-called BANT model (Budget, Authority, Need, Timing), which evaluates the lead's ability to buy the product or service based on budget, decision authority, need, and timing.

Lead Nurturing Campaigns

Lead Nurturing campaigns are an important part of the lead management process. The idea behind lead nurturing is to provide potential customers with relevant and personalized content and offers during their decision-making process. This can take the form of email campaigns followed by automated workflows that guide potential customers through the sales pipeline.

These lead nurturing campaigns can be personalized by using data from the potential customer's interactions with the company, such as visiting the website or downloading content. In this way, companies can provide their potential customers with content and offers that are specifically tailored to their needs and interests.

Nurturing can also accelerate the sales process by preparing potential customers for a closer relationship with the company before they are ready to make a purchase. By understanding their potential customers' needs and acting on those needs, companies can increase their likelihood that those potential customers will ultimately become customers.

Software solutions such as meetergo help to automate such a workflow and form the basis for a solid marketing automation strategy.

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Email Marketing Automation

Email automation is a technique of automating email marketing using software and tools. This automation makes it possible to streamline email traffic, optimize processes and improve the effectiveness of email marketing.

An email marketing automation tool enables companies to run more targeted, personalized and effective email campaigns. Email marketing automation makes it easier for marketers to achieve specific goals and metrics by automating routine activities that would normally have to be performed manually.

Email segmentation

In this marketing automation method, recipients are divided into groups based on certain criteria. These groups, also known as segments, can be compiled based on age, gender, purchase history, interests and much more.

Contact segmentation allows brands to deliver personalized and relevant content to their audience, increasing the likelihood that messages will be opened and acted upon in interactions.

Successful segmentation is an important part of any marketing automation, as it allows you to build better relationships with customers and drive revenue increases.

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Personalized email campaigns

A marketing automation tool is an important part of email marketing and can help improve email open rates and interactions. By using information about the recipient, such as their name, preferences, and behavior patterns, personalized campaigns can be tailored to the recipient.

This not only increases the relevance of the mail to the recipient, but can also help them feel seen and appreciated.

Marketing automation helps scale personalized emails and can also be used wonderfully in e-commerce.

Lead nurturing can also play an important role in the implementation of personalized mail campaigns, as it involves providing potential customers with personalized content and offers that meet their needs and support them on their buying journey.

Response tracking and optimization

Response tracking and optimization are important aspects of marketing campaign execution. With response tracking, you can find out how well a particular campaign is received and how the target audience reacts.

This is done by evaluating data such as open rates, click rates and conversions. This data can then be used to decide which aspects of the campaign need to be improved in order to achieve greater effectiveness. This is especially essential in e-commerce.

With continuous optimization, one can then ensure that the marketing efforts become increasingly effective and the target group is better addressed. Such response tracking and optimization is particularly important when using email marketing, where a high level of relevance to recipients should be achieved in order to achieve a high open and click-through rate.

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Customer Relationship Management (CRM)

Customer relationship management (CRM) is a strategic method that enables companies to manage and improve their relationships with customers. It involves the use of technology, processes and data to gain a deeper understanding of customer needs and behaviors.

By implementing CRM, companies can develop better marketing strategies, execute more successful sales efforts, and achieve higher customer retention and loyalty. It is an essential part of any customer-centric business strategy and can be critical to a company's growth and success.

Customer Data Management

Customer data management refers to the process of collecting, storing and managing information about customers. It includes recording basic contact information, such as name, address, and phone number, as well as managing data on interactions, purchase histories, and preferences.

Effective customer data management is critical to successful marketing and customer service. It helps companies gain a better understanding of their target audience by making it possible to create personalized offers and communications.

It also enables effective lead management and helps track sales success and build long-lasting customer relationships.

Customer analysis

Customer analytics is an important component in customer relationship management (CRM). By analyzing customer data, companies can gain valuable information about their target group and thus develop a better understanding of their needs, preferences and behaviors.

Data analysis can help build customer profiles, identify buying patterns and identify market trends. In this way, companies can improve their marketing and sales strategies by addressing the specific needs of their customers. Customer analytics can also help make better decisions by measuring the effectiveness of marketing activities and customer satisfaction.

Especially in service, it makes sense to connect the automations with the marketing tools as well, in order to create a better basis for a marketing automation tool.

Campaign Management

It's about managing and optimizing customer contact throughout the buying cycle. With effective campaign management, companies can better understand their customers, provide them with personalized offers, and improve interactions with them.

An integrated CRM system makes it possible to collect, manage and analyze all customer data in order to create and track personalized campaigns. In this way, companies can achieve their marketing goals and strengthen customer loyalty.

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Measurement and analysis

Measurement and analysis are important aspects of customer relationship management (CRM). These methods help companies evaluate the effectiveness of their marketing and sales activities to get a better idea of what works and what doesn't.

A B Testing can be done well in measurement using CMS and is a solid way to improve sales marketing efforts.

It also enables companies to understand their customers more accurately, identify their needs and preferences, and take targeted action to build better relationships and generate more sales.

Key Performance Indicators (KPIs)

KPIs help companies achieve their goals and monitor the success of their efforts. Examples of KPIs in marketing include the number of leads acquired, conversion rate, email open rate, click-through rate, and engagement on social media.

In CRM, KPIs can include number of sales, customer retention, and customer feedback rates. Monitoring KPIs is an important part of the measurement and analysis process and can help companies adjust and improve their marketing and sales strategies to achieve their goals. These KPIs may look different in e-commerce, for example.

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Data analysis tools

Data analysis tools are programs and applications that make it possible to collect, organize and analyze large amounts of data quickly and efficiently. They help companies monitor their business processes and make decisions.

These tools provide a wide range of functionality, including data visualization, data cleansing, data modeling and calculations.

Popular data analysis tools include:

  • Tableau
  • Power BI
  • Google Analytics
  • IBM Cognos Analytics
  • SAP Lumira

An important aspect of selecting a data analytics tool is to check whether it is suitable for the company's specific requirements and whether it can be integrated with existing systems. It should also be considered whether it is easy to use and implement to ensure efficient and seamless data analysis.

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Online Marketing Automation Examples

Online Marketing Automation examples may include, but are not limited to, the following features and applications:

  1. lead generation: Targeted marketing can capture prospects and then automatically qualify them.
  2. Email marketing: Automated email campaigns make it possible to target prospects and customers and track their interactions.
  3. Social media: Automated social media campaigns can make it easier to establish a strong presence on social platforms and drive traffic to a website.
  4. Customer relationship management (CRM): Automated CRM processes make it easier to capture, manage, and evaluate customer data to build better customer relationships.
  5. Analytics and reporting: Automated data analysis tools enable marketers to quickly identify relevant metrics and trends and respond accordingly.
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What does marketing mean?

Marketing refers to the process by which companies identify products or services that meet customers' needs and wants, and then promote, sell, and deliver them to the right customers in an effective and efficient manner. It encompasses a wide range of activities, including market research, product development, communications, and sales.

What is Marketing Automation?

Marketing automation refers to the use of software and technology to automate marketing processes. This automation enables marketers to make their marketing activities more efficient and effective by automating manual and repetitive tasks.

Examples of marketing automation include automated email campaigns, Lead scoring and nurturing, customer relationship management, and measurement and analytics. The goals of marketing automation are to create better customer experiences, achieve higher customer retention, and drive better business results.

Which Software for Marketing Automation?

Marketing Automation is a broad field and there are a variety of software solutions for different needs and requirements. Some of the most popular and widely used tools for marketing automation are:

  1. meetergo
  2. Pardot
  3. Hubspot
  4. Marketo
  5. meetergo
  6. Infusionsoft
  7. GetResponse
  8. Mailchimp
  9. Sendinblue
  10. ConvertFlow

It is important to note that not every software is suitable for every company. Choosing the right marketing automation software depends on the individual requirements, budget and experience level of the company.

It is recommended to evaluate different solutions and check the functionalities as well as the integration possibilities with existing systems before making a decision.

What is a Marketing Hub?

A marketing hub is a central platform that integrates a variety of marketing functions to increase efficiency, effectiveness, and visibility into marketing activities. Here, marketing teams can centrally manage and leverage their data, content, campaigns, and communications.

A marketing hub can integrate various functions such as lead management, email marketing, social media, marketing analytics and marketing automation to enable a unified and aligned marketing strategy.

Using a marketing hub can help a company optimize its marketing efforts and better understand and target its customers.

What does a Marketing Automation Manager do?

A Marketing Automation Manager is responsible for planning, executing, and monitoring marketing campaigns using marketing automation tools. This includes selecting the appropriate tools, designing and implementing workflows, and monitoring metrics and key performance indicators (KPIs) to measure the effectiveness of campaigns.

The Marketing Automation Manager works closely with other departments such as Sales and Customer Service to ensure that all marketing activities are aligned and provide a consistent customer experience.

He or she must also have a deep understanding of data analytics and optimization to ensure that campaigns are constantly being improved to produce better results.

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