Marketing Automation: Guide with Examples and Use of AI

Jan Schäfer

From email to social media to landing pages - in marketing, companies collect large amounts of data that they need to evaluate efficiently in order to develop effective measures. More and more companies are turning to marketing automation for this purpose. This supports them in automating important, manually time-consuming processes.

We will show you how you can use marketing automation to significantly improve the results of your campaigns and why artificial intelligence is indispensable for making well-founded decisions.

The most Important in a Nutshell

  • Possible areas of application for marketing automation include email marketing, lead management and social media marketing.
  • Important marketing automation benefits include, for example, more efficient marketing processes, increased customer loyalty and better measurability of measures.
  • To evaluate the success of marketing automation, companies should consider the SQL and conversion rate KPIs, among others.
  • Konfuzio's artificial intelligence enables companies to automatically analyze large volumes of unstructured marketing data. Get advice from one of our experts now and find out how Konfuzio can help you with marketing automation.

What is Marketing Automation?

Marketing automation, also known as marketing automation, is the use of software and technology to automate repetitive, manual marketing activities. Companies use marketing automation wherever processes can be standardized and technically automated to a certain degree. It enables you to execute campaigns and business processes cost-effectively, track data at customer level and deliver personalized content.

The main goals of marketing automation are to simplify and optimize daily marketing tasks in order to save resources and achieve better results.

Common practical examples are email marketing automation and social media marketing automation.

marketing automation areas of application

6 important Areas of Application for Marketing Automation

In principle, companies can use marketing automation in all segments of their marketing activities in B2B and B2C. These fields of application are particularly common:

E-mail marketing

Email marketing automation optimizes email campaigns by automatically sending personalized messages. A corresponding tool enables the segmentation of recipients based on behavior or preferences. Automated follow-up emails based on interactions strengthen customer loyalty and improve relevance.

Example: An online retailer uses marketing automation to create personalized email campaigns. When a customer views an item, the platform automatically sends an email with similar product recommendations. If the customer does not open it, they automatically receive a follow-up email with a discount offer to increase the likelihood of conversion.

Lead generation, lead nurturing, lead management

Digital marketing automation supports the entire life cycle of leads. Through automated lead generation processes, companies convert visitors into leads. Lead nurturing is done through targeted, automated communication to maintain interest. Lead management organizes leads into lists and automates the transition to sales qualification.

Example: A software company uses marketing automation to convert website visitors into leads. Through calls-to-action on blog posts visitors reach landing pages with registration forms. After signing up, they automatically receive personalized emails with relevant content, while the marketing automation platform monitors lead interactions and classifies them into appropriate segments for lead management.

Campaign management

Marketing automation facilitates campaign management through automated planning, execution and monitoring of marketing campaigns. Tools make it possible to target different channels and automate the segmentation of the target group to ensure a consistent message.

Example: A travel company is planning a marketing campaign for a new vacation destination. The marketing automation system enables the automatic publication of social media posts, emails and advertisements. And: through automated follow-ups, the company follows up on leads that respond to the campaign in personalized follow-up campaigns.

SMS marketing

In conjunction with other marketing activities, Automated Marketing also enables the automation of SMS campaigns. Companies send personalized text messages based on customer behavior or specific triggers to strengthen customer loyalty or promote targeted actions.

Example: A gym uses automation in marketing for SMS campaigns. If a member has not been to the gym for a month, the platform automatically sends a motivating text message with an exclusive offer for a personalized training plan.

Landing pages

Marketing Automation optimizes landing pages through automated A/B tests to maximize the effectiveness of the page. If users use the forms on one of the landing pages, automatic data integration into the CRM database ensures that the data is seamlessly connected and prepared for further automation processes.

Example: A technology company is carrying out a product launch. The landing page contains a registration form for a live demo. After signing up, participants automatically receive personalized emails with additional resources, while their data is automatically transferred to the CRM system.

Social media marketing

Social media marketing automation independently plans, automates and analyzes posts on social networks such as Facebook and Instagram. Appropriate software enables, for example, the publication of content at optimal times, the monitoring of interactions and the automated reaction to certain events or trends in social media.

Example: A tech company automates social media posts for an upcoming product release. The platform automatically analyzes the best times to publish posts and responds to user interactions in real time by replying to comments or monitoring specific hashtags.

marketing automation advantages

7 decisive Marketing Automation Advantages

The many possible applications of marketing automation software generate benefits for companies on numerous levels:

Efficiency increase

Automated Marketing enables the automation of repetitive tasks, which increases efficiency. Manual processes such as sending emails to thousands of contacts are automated, saving time and reducing human error.

Practical example: To automate its marketing, an online shopping portal uses software to automatically send personalized confirmation emails after each purchase. This reduces the team's manual effort and ensures that customers receive immediate confirmation and relevant offers.

Optimized lead generation and qualification

Automation in marketing supports companies in converting interested parties into leads and qualifying them. Targeted contact and automatic follow-up processes at every point of the customer journey guide potential customers efficiently through the sales cycle.

Practical example: A software company uses B2B marketing automation to automatically qualify website visitors who have requested a demo. Leads who perform certain actions automatically receive personalized follow-up emails with more information and offers.

Personalized customer approach

Marketing automation enables the creation of personalized content and messages based on customer behaviour, preferences and interactions. This enables companies to achieve an individually tailored customer approach.

Practical example: A travel company uses online marketing automation to automatically send personalized travel offers to customers who have previously explored specific destinations. The emails contain specific travel suggestions and discounts for the customer's favorite destinations.

Improved customer loyalty

Through continuous communication and personalized interactions, companies bind existing customers more closely to their brand. Marketing automation helps to provide relevant content and offers that promote customer loyalty.

Practical example: A subscription streaming service uses marketing automation to automatically send personalized recommendations based on the user's viewing behavior. This not only increases customer satisfaction, but also increases the chances of upgrades or renewals.

Better measurability and analysis

The key benefits of marketing automation also include the comprehensive analyses and reports generated by the corresponding software. They enable companies to measure the success of their marketing measures. This promotes data-based decisions and optimizations.

Practical example: An e-commerce company uses a marketing automation solution to analyze the open and click rates of its email campaigns. By identifying successful elements, it optimizes its future campaigns and improves its customer approach.

Increasing efficiency in sales

Marketing automation facilitates collaboration between marketing and sales teams by seamlessly transferring qualified leads to sales. This leads to more efficient sales processes.

Practical example: An IT company uses B2B marketing automation to automatically identify leads that meet certain criteria. It automatically forwards these qualified leads to the sales team, thereby improving its efficiency.

Adaptation to the customer life cycle

Another key marketing automation benefit is the ability to adapt marketing activities to the various phases of the customer lifecycle. From lead generation to lead nurturing and customer retention, companies implement automated processes that always address customers at the right point.

Practical example: A financial services company uses marketing automation in the B2C sector to automatically send personalized content to customers who are at different stages of the financial advisory process. This ensures that customers receive relevant information - regardless of their position in the customer lifecycle.

3 important Marketing Automation KPIs

In order to achieve their online marketing goals, companies must ensure that they set up relevant marketing automation KPIs and evaluate them regularly. These 3 KPIs are particularly relevant:

Average value of the qualified lead (SQL)

The average value of the qualified lead represents the estimated value that a company assigns to each qualified lead. This value is based on the revenue that a qualified lead is expected to generate. A higher average value indicates the effectiveness of lead generation and qualification.

Lead qualification rate 

The lead qualification rate indicates how effectively a company converts leads into qualified leads. This marketing automation KPI measures the percentage of leads that meet the qualification criteria and are therefore considered potential sales opportunities.

Conversion rate 

The conversion rate measures the percentage of leads that become paying customers. The key figure shows how well the company moves leads through the sales funnel and converts them into paying customers.

Marketing Automation Tools 

Companies can find a variety of marketing automation tools on the market, each of which is suitable for different purposes and objectives. The requirements of your company therefore determine which tool is the right one. Basically, marketing automation solutions can be categorized according to different target groups.

Target groupFeaturesBenefitsDisadvantages
Small companiesSimple e-mail marketing automation, social media management, simple CRM functionsCost-effective, easy to operate, requires little technical know-howPossibly limited functions, fewer customization options
Medium-sized companiesAdvanced email marketing automation, CRM integration, lead scoring, customer segmentationMore functions and customization options, integration with other systemsCan be more expensive, requires more technical expertise
Large companiesComprehensive marketing automation across multiple channels, advanced analysis functions, AI-supported functionsHigh adaptability, advanced functions, can process large amounts of dataCan be very expensive, requires specialized technical know-how
marketing automation with konfuzio

Marketing Automation with AI - Konfuzio as an efficiency Driver

Konfuzio is an advanced AI solution that enables companies to extract relevant information from unstructured data sources. The application uses powerful technologies such as Machine Learning, natural language processing, optical character recognition and Deep Learning,. This means that Konfuzio is ideally suited as a marketing automation AI tool.

In practice, companies can use Konfuzio for these online marketing automations, for example:

Automated data evaluation and processing

Konfuzio offers advanced text recognition and processing to automatically extract relevant information from unstructured data sources. This enables companies to efficiently analyze data such as customer feedback, social media comments or product reviews - without manual effort.

Example: A company uses Konfuzio to automatically analyze customer reviews and identify key themes or trends without having to go through each feedback manually.

Automated lead qualification

The marketing automation AI tool Konfuzio enables the automation of the lead qualification process. By analyzing interactions and behaviors, the platform automatically classifies potential leads into different qualification levels.

Example: A software company uses Konfuzio to automatically categorize website visitors into leads and classify them into different qualification levels based on their level of interaction.

Automated customer communication

Konfuzio facilitates customer communication by sending automated messages. This can include emails, text messages or social media posts that are sent automatically based on customer behavior or specific triggers.

Example: An online retailer uses the marketing automation AI tool Konfuzio to automatically send personalized emails with product suggestions to customers who have recently viewed certain products.

Automated analysis and reporting

Konfuzio enables the automated analysis of marketing data and the creation of comprehensive reports. This supports companies in identifying success factors and optimizing future marketing strategies.

Example: An e-commerce company uses Konfuzio to automatically generate reports on the success of its marketing campaigns, including analyzing open and click rates.

Talk to one of our experts now and find out how you can use Konfuzio for innovative marketing automation.

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