What is marketing automation?

marketing automation
James T FletcherJames T Fletcher
CEO, Principal Consultant


Marketing automation is a software that automates marketing actions such as emails, social media and other website based actions. But marketing automation is more than an email platform or a behaviour-based platform.

Marketing Automation refers to technologies and software that allow marketers to collate data & automate marketing strategies in order to:

  • Grow your relationship with your prospects and customers by providing relevant and educational information
  • Condense and operationalise your cross-channel interactions to one database
  • Test, measure and optimise your impact on business goals and objectives

Marketing Automation turns data into knowledge and knowledge into insight so you can better communicate with your prospect and measure your impact of your campaigns.

What are the common platform features of marketing automation tools?

Marketing Automation platforms encompass:

  • Email
  • Landing Page
  • Campaign Management
  • Scoring
  • Behaviour Analysis
  • Lead Database Management
  • CRM Integrations
  • Social Media Marketing
  • Analytics
  • And much more!

Impact and importance of its features

Email Marketing

Marketing has moved away from the old batch and blast method and now is centred on writing tailored, educational content to specific audiences. Marketing Automation platforms, like Marketo, make it easy to create, test, segment and analyse your email campaigns.

Landing Page

Remember the days of hiring a web developer to create slow responding landing pages? With Marketing Automation platforms landing pages are easy to create with little to no design/coding experience necessary.  Not only does this save you time but also money!


How do you know where leads are in their buying journey? Using historical data, demographic details, and behavioural cues, your marketing automation system will find them and rank them for sales readiness so you know where to invest your marketing energy. Avoid wasting time on non-leads and free your time to focus on prospects that are waiting for guidance with a smart lead scoring system.

Lead Database Management

A clean database is essential to any effective marketing campaign.  Marketing automation platforms identify potential data issues like if an email address is imputed incorrectly and has a way through smart lists to identify missing information. The better your data is, the better your messaging will get, the better your numbers will grow.


How do you know if a campaign is a success or failure unless there is a report to review the outcome. Knowing the value certain campaigns provide (or fail to provide) is an important part of the success of your goals. Marketing Automation platforms make it like Revenue Explorer.

Why JTF Marketing?

We are a full-service modern marketing agency that helps companies, both big and small, through all stages of the marketing automation process – and while we’re best known for our work with Marketo, we’ve successfully delivered solutions across the entire digital and marketing automation space.

We can help with everything from assessing digital readiness to implementing a bespoke solution. When we don’t have the required expertise in-house, our network of proven specialists lets us access all the skills your project demands.

So if you want to work with a digital marketing team that prides itself on getting things done, whatever it takes, contact us now for a chat.