by Francis Rodino

March 30, 2022

A successful business’s growth depends on a method that aligns the customer’s needs with the buyer’s. The modern-day empowered consumer wants companies that can provide a consistent level of interaction and an experience based on value.

Data is the fuel for the engine of engagement. It’s crucial to establish processes to extract useful information from random data.

This is the point where marketing automation comes into play.

Small-scale marketing and businesses can use marketing automation tools to improve and automate customer communication and outreach. Automation technology aids marketers in understanding consumer behaviour and how it affects their marketing campaigns.

Today in this blog post, we’ll take a peek at marketing automation. We’ll discuss what it is about, how it works and how this software can benefit small-scale businesses.

What Is Marketing Automation?

Marketing automation is a set of actions that allow the software to improve routine business procedures. For instance, an after-sales survey can be an ordinary job.

Your team can streamline this process by defining triggers and parameters for each successful sale, and the questionnaire will be sent out automatically. This will free up lots of time for sales and marketing teams to concentrate on other essential objectives.

It is possible to automate tasks, for example:

  • Website or email actions
  • The scheduling of social media posts.
  • Producing reports on the marketing results.

As per research, businesses that utilize marketing automation software boost the sales funnel by 10 percent.

It’s evident that automation of marketing tools is the order of the day, particularly for small companies.

How Does Marketing Automation Help Your Business?

Marketing automation, specifically for small businesses, is a perfect complement to Direct Marketing and Sales. Let’s examine the specific advantages of using marketing automation in small-sized businesses:

  • It helps you understand your customers.
  • Customer retention is increased.
  • Eliminates silo mentality
  • It helps you measure and track the results of campaigns.

It helps you understand your customers.

With more and more consumers moving online, salespeople need to rely on their online behaviour to gauge the prospective customer’s interest in a specific product or service.

In marketing, it’s referred to as digital body language.

When you understand a lead’s online behaviour — such as web activities, visits to websites, social media mentions and more, you can determine what your clients are searching for. The information on sales comes from every interaction with customers.

Marketing automation can help you streamline this process. You can categorize prospects based on certain criteria and design individualized targeted and targeted campaigns.

This helps reduce time and gives you greater insight into your clients’ buying behaviour and purchasing journey.

Improves customer retention

Customers don’t like feeling like an unimportant quantity. Marketing automation can build comprehensive, holistic profiles and create a customized campaign.

The software that automates marketing can update data in real-time, which means that you can communicate with your customers precisely at the right time and through the correct method. Additionally, you can automate strategies for customer retention as well.

It’s more costly to get an existing customer than to retain one.

Marketing automation can create advanced lifecycle strategies to make sure that your clients never feel abandoned. Furthermore, it can help improve re-engagement with your company and increase confidence.

Eliminates silo mentality

Each team must communicate clearly and effectively to maintain consistency. Marketing automation can assist in the communication process by getting sales and marketing teams together and eliminating duplicate work and inconsistency.

Marketing automation also provides the possibility of a platform through which marketing professionals can monitor the effectiveness of their previous campaigns, and sales representatives can analyze the quality of leads they receive.

Aids you in tracking and measuring the impact of your campaigns.

A solid database is key to an effective marketing campaign. If you’re looking to provide relevant, timely messages, you must ensure that your data is current and correct.

Marketing automation software removes the risk of human error by automatically collecting and arranging data and information.

Automation software also allows users to access historical trends and reports of marketing campaigns easily. Marketing automation also enhances the effectiveness of campaigns and conversion rates.

4 Essential Marketing Processes To Automate

Software for marketing automation will help you automate a variety of marketing processes. Here are four major marketing workflows you need to automate to ensure that you are at the forefront of your goals in marketing.

  • Email marketing (email automation)
  • Dynamic content
  • Lead nurturing
  • Reporting and analytics

1. Email Automation

It is possible to automate sending separate emails, like an invite message or an update or even set up drip campaigns if you’d like to send several messages to the exact list of recipients.

This feature lets your team save time doing repetitive tasks and instead focus on other objectives.

It is possible to set up a drip-email campaign by using defined parameters. If any of these circumstances or actions identifies a potential candidate leader, the drip campaign will automatically be activated for the lead.

When combined with triggers, marketing via email can allow you to deliver relevant information to your customers at a time when they are most susceptible to it.

The drip campaigns also have an 80 percent more open rate, which means you can increase the chances of converting.

2. Dynamic content

Create content that is adaptive and changes depending on the behaviour of people reading it. A study by DemandGenReport found that 47% of consumers initially read online content before talking to the sales representative.

Automation software can help you automatise the content you display on your website or in emails based on your audiences’ segments and past behaviour.

3. Lead nurturing and Lead Generation

Automate specific aspects of the customer experience and. Lead nurturing is the application of various sales and marketing methods to turn a lead into a paying client.

The interests of your potential customers tend to change as time passes. If you want them to maintain an easy recall of your brand, it is essential to be able to change with the times.

One method is to use dynamic content, which we’ve discussed in the past. Another option is to determine the factors that affect purchasing decisions and improve your marketing strategies.

Integrated marketing automation and CRM software will help you improve your research on the audience and help you re-engage customers.

4. Analytics and reporting

Marketing campaign reports are extremely crucial, but making them can take a lot of time. You can configure your marketing automation system to produce reports on a specified date and time using specific data.

Since the entire process is automated, you can reduce the chance of failures and inconsistencies. Automation platforms also simplify your sales processes to help you determine what marketing actions drive the sales pipeline and accelerate the revenues.

Additionally, you could also optimize your Facebook marketing and customer service, website audits and referrals.

What you decide to concentrate upon will be determined by your goals for the business.

What is the ROI of Marketing Automation?

If you’ve decided to automate your marketing process, the next thing that pops into your thoughts is budget and ROI. To answer this question, we’ll employ empirical data.

The study sought to find the link between business performance and investment. 82% of participants believed that automation has made the business efficient.

They also said that automation might result in a more profitable ROI. It may even boost marketing’s role in the overall growth of the business.

A follow-up study showed that 58% of the respondents got the desired results from marketing automation. Around 4 out of 5 respondents saw increased lead generation, and 77% saw more conversion rates.

How Do I Choose the Right Marketing Automation Tool?

Various marketing automation software tools provide different capabilities and functions. These are the key aspects to consider before signing up with an innovative marketing automation program.

Email & Campaign Builder

Every marketing automation system has an integrated email service that can serve as the primary email service. But, you should look for an option that gives you the ability to customize your email. Many tools, including Lead Hero, offer drag-and-drop email builders that can be customized and mobile-friendly.

Also, you should look for software that automates marketing with an easy-to-use interface and lets you develop specific marketing campaigns.

Landing Pages & Forms

The top marketing automation tools let you build forms that collect customer information and be easily integrated into your site. You create the form using the platform and copy and paste the code into where you would like the form to be displayed on your site.

It could be on your website’s landing page or blog post, whitepaper and so on. A few automation tools also provide advanced options, such as dynamic forms. They can be beneficial if you wish to gather data using several streams.

Landing pages are yet another excellent option to be successful in lead capturing. Most marketing tools allow users to design landing pages that meet their needs from forms you’ve already created.

With this software, you can monitor the performance of your pages on landing.


No platform can provide everything you require. Sometimes, you need to add other tools to enhance your marketing strategy. Therefore, the tool for marketing automation you select must be compatible with third-party applications and integrations.

A platform such as Lead Hero, For instance, allows for 100+ apps and integrations and API connectors.


CRM is a term used to describe Customer Relations Management. Check that the software comes with a basic CRM integration to keep track of your marketing sales, sales, and customer service functions all in one spot.

A fully integrated CRM can help you keep track of all the activities related to your business through one display. It also assists in streamlining the process of gathering information by making it accessible to all parties involved.

A CRM software like Lead Hero can change contact information in real-time so that your staff never fail to close leads.

About Lead Hero 

Lead Hero marketing automation suite will not only help you bring in more sales predictably, but will help you save time, make more money and give you a competitive advantage.

Lead Hero will track all your leads and sales opportunities, giving you FULL VISIBILITY over your entire marketing strategy. You will know EXACTLY what’s working and what’s not – so you can make better decisions to plan for the future.

Getting started is easy:

1️⃣  Schedule a call 

2️⃣  Choose a plan

3️⃣  Start winning more business

For a full demo of Lead Hero visit

Curious to know More? Book a FREE, no-obligation strategy call and let's see if we can help you automate, accelerate and grow your Trades business!

About the author 

Francis Rodino

Francis has spent over two decades launching global digital marketing campaigns and delivering ROI for some of the world's best-known brands. From the BBC to Fifa, Playstation and Virgin, in 2018 Francis set out to make a bigger impact helping established Trades businesses harness marketing technology and cutting-edge digital strategies to increase sales, gain greater control and free up their time grow a business that runs itself.