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Today’s marketing landscape is more confusing and cluttered than ever. With audiences receiving over 4,000 messages a day, it is critical to deliver messages that demonstrate you know your customers. Enter marketing automation.

Simply put, marketing automation is the use of software and technology to streamline, automate, and measure tasks such as emails, social media posts and ad campaigns. It enables marketers to deliver personalized content to users at scale, nurturing leads through the sales funnel with minimal manual intervention. And it is cost effective: According to MarketSplash, the return on investment achieved through marketing automation stands at $5.44 for every dollar spent.

Consider new prospects who fill out a form on your website; what happens next? Through marketing automation, they can be enrolled in workflows tailored to their needs and stage of their decision-making journey. With an “email nurture” campaign, personalized emails that resonate precisely with them are delivered to their inbox at data-proven cadence.

This approach ensures that the right message reaches the right person at the right time, helping to:

• Keep your brand top of mind
• Extend the “shelf life” of an ad campaign, event or partnership activation
• Prove your interest in engaging with them personally, which is something customers now expect.

Moore uses marketing automation to create dynamic content paths that guide customers through a personalized journey, aligning content with the actions we hope they will take. For example, on behalf of a client focused on adult education, we have sent emails to adults reminding them that they have only the math GED test left to pass, and would they like to enroll locally today to obtain their diploma? If a customer shows interest in a particular product, we can trigger a series of related content, such as educational articles or invitations to set up a one-on-one meeting. This extra level of personalization shows we know and care about them — an excellent first step to converting them.

There are various technologies available to marketers to make marketing automation easy. Moore works with multiple systems and is a certified partner of HubSpot, the leader in customer relationship management and marketing automation. While platforms like Mailchimp, Constant Contact and Emma are good starter platforms for email marketing, they lack a customer relationship management hub to house all your marketing lists. HubSpot also assigns a score to each lead based on their interactions with your brand (such as clicking on your video, filling out your form, downloading your PDF). That knowledge makes it easier for your team to prioritize leads.

In essence, marketing automation is a powerful component of a comprehensive communications strategy, seamlessly integrating with other tactics to create a cohesive customer journey. It works in concert with content marketing, social media, SMS marketing and data analytics to deliver targeted messages at optimal times, enhancing the effectiveness of each channel.

But most importantly: By ensuring consistent and relevant communication, marketing automation helps build lasting relationships with customers, enhancing their engagement and loyalty to the brand.