Channel Marketing Alliance Community

Working Smarter with Marketing Automation

By Natalie Jackson posted Apr 24, 2019 03:12 PM


Work smarter, not harder—you’ve heard the phrase, but have you thought about how you can apply that philosophy to your marketing automation platform?


Let’s start with the basics: your marketing automation platform is good for more than sending out the occasional newsletter. When used correctly, you can leverage your marketing automation platform to nurture leads, upsell and cross-sell current clients on additional services, gain market research insights, support paid media campaigns, re-engage old opportunities, remind clients of renewal dates, and more.


And the best part about it? Running these activities through a marketing automation platform can free up your brain to do the important work of marketing: strategy and optimization.


Here are a few repetitive tasks you can move into your marketing automation platform:

Automate Timely Reminders

The optimal way to use your marketing automation platform is by first integrating it with your CRM system—once you’ve done so, you can create automated reminders based on date fields in your CRM system. Let’s say your sales team calls on leads who are currently in a contract with your competitor—using a date field in CRM, you can have them enter the approximate date when that competitor contract will renew. Now create a marketing list that is dynamically populated by leads whose contract renewal date is six months in the future—using this list in your marketing automation platform, you can continuously automate a six-month-long email campaign that looks like it’s coming from the sales rep who first entered the lead, all without them having to do anything other than populate that date field.


Try applying this to your customer base as well—as their contract comes up for renewal, you can automate “check in” emails from account managers or reminder emails from your brand account so that they are aware a renewal is coming.

Warm Up the Sales Pipeline

If you’re running paid search campaigns or running acquisition campaigns (like a pay per lead service), you can improve your follow up and potentially your close rate if you automate at least part of the inbound lead follow up process. A marketing automation platform can certainly help here. Let’s say that you have a paid search ad running through to a landing page you’ve built in your marketing automation platform. You can create unique landing pages based on your keywords and messaging—thousands of them, if you want—that could improve your chances of converting the person who came through the ad with hyper-relevant content.


Once your lead fills out a form to convert, you can send them an immediate follow up email to let them know that someone will be in touch right away, or you can send them a coupon or trigger them to join a special offer email list. This is a great way to build trust from the first moment with your new potential customer. (Learn more about sales nurturing and marketing automation here.)


Don’t forget to connect that landing page to your remarketing ads!

Integrate Your Strategies

The average lead takes at least a dozen touchpoints before they convert to an opportunity, and those touchpoints shouldn’t all come from the same place. This is where your marketing automation platform comes in: you can use your send list to create custom audiences on Facebook and LinkedIn and serve up digital ads to the same audience you’re emailing. If your CRM and marketing automation platform are connected, you can port lists from your CRM system to support your sales team efforts with targeted email sends or invitations to events or webinars. And don’t forget to connect your landing pages to your remarketing ads for even greater reach!

Upsell, Cross-Sell, and Send a Welcome

Want to encourage your existing client base to increase the number (and value) of services they buy from you? Try an upsell or a cross-sell campaign. Powered largely by CRM data, these campaigns look at everyone who has purchased an item (or service) and then has gone on to buy an additional item or service. Conversely, this information could come from your sales or product team as complementary products hit the market. Using a list from CRM, you can set up triggered campaigns that launch months after an opportunity is closed as won in CRM—and these campaigns can offer those complementary services, ask for reviews or referrals, solicit product feedback and more. Using your marketing automation platform, you can create a months-long welcome email series that showcases everything your new client needs to know about your company, and includes a few upsell/cross-sell opportunities along the way. (Learn more about upselling and cross-selling with CRM and marketing automation here).

Need help understanding how a CRM fits into the mix? Take a look at my marketer's guide to buying a CRM system to get started.


What are your favorite ways to save time and generate more marketing-influenced sales with your marketing automation platform?




Oct 24, 2019 05:37 PM

Yes, it was so nice to meet you in person!

Oct 24, 2019 04:52 PM

Thanks, Julia! So great to meet you face to face last week!

Oct 24, 2019 10:36 AM

Great post, Natalie!