by Francis Rodino

March 29, 2022

For a local business, marketing automation is a must-have. Despite the fact that you may have heard or read about this fact, many marketers are still unsure of the actual definition. What does marketing automation entail, and why do you require it? We like to take a breather and revert to our roots.

What exactly is marketing automation, and why should you care about it? It’s quite straightforward. Local businesses who employ marketing automation technologies outperform those who do not. 

The Hard and Fast Facts

According to the Aberdeen Group, best-in-class marketers are 67 percent more likely to employ a marketing automation platform, with 87 percent of top-performing companies doing so.

Overall, best-in-class marketers contribute more to the sales pipeline, with 57 percent of sales-accepted leads transferred to the sales-qualified pipeline and overall marketing revenue growth of 14 percent. Isn’t that impressive?

So, what is Marketing Automation, exactly?

Let us begin with a definition. Marketing automation is software that automates, simplifies, and measures marketing operations and workflows. This allows you to be more productive, generate more income, and develop into a more effective marketing team.

That is the most basic definition. But, specifically, what workflows are we discussing? Here are a few things that marketing automation enables you to accomplish more efficiently:

  • Marketing via email
  • Making a landing page
  • Campaigns that span multiple channels
  • Segmentation of lead generation
  • In charge of fostering and scoring
  • Upsell and cross-sell
  • Return on Investment (ROI) Measuring Retention
  • Website personalization

These tactics should all be widespread, but they can be challenging to implement without the proper equipment. When your team grows, you’ll reach a point when the manual tools you have available won’t be enough to handle 1:1 connections with clients. This is where automation comes in.

When Is Marketing Automation Necessary?

Here’s a brief test to see what marketing automation can achieve for your business. Answer the following questions regarding your own company honestly:

  • Are you able to track, identify, and engage individual buyers online?
  • Can you rank a list of clients based on their fit and likely to buy?
  • Are you filtering leads depending on how engaged and interested they are?
  • Can you quantify the income contribution of each of your marketing campaigns?
  • Can you complete all of these tasks without tearing your hair out?
  • No? You could if you have marketing automation.

What It Isn’t: Marketing Automation

There are a few marketing automation fallacies that need to be debunked. To begin with, it’s not a spam-sending tool, and it’s not meant to take the role of your marketing team. Marketing automation tools give your staff greater power by allowing them to be more productive. Although marketing automation can not write campaigns for you, it does enable you to scale your marketing initiatives sustainably.

Second, marketing automation isn’t limited to email. It includes everything from social media to direct mail. Email is only a minor part of the platform’s capabilities. Perhaps the most common misunderstanding regarding marketing automation is that it is solely for your marketing team or will only assist your marketing team. Yes, the programme will be used by your marketing department, but it also has significant benefits for your sales department. Marketing automation makes sales professionals’ lives easier by assisting them in more effectively defining leads and facilitating a smoother transition from marketing to sales.

Why is Marketing Automation Important Now?

Marketing automation is used by the finest marketing teams to make their campaigns more accurate, provide better leads to their sales teams, and achieve more significant ROI.

So, what distinguishes such businesses from the rest? It’s not that they’re smarter, more creative, or better. They simply have the appropriate tools that offer them a better understanding of the entire sales funnel and help them discern when leads are ready to buy more effectively. These skills are becoming increasingly important in today’s marketing world.

Businesses who use marketing automation are better equipped to qualify leads and send them to sales, resulting in increased revenue and growth. 

In a nutshell, marketing automation enables departments to show their efforts’ return on investment (ROI). Thanks to their capacity to demonstrate campaign efficacy, marketing departments are transitioning from cost centres to revenue generators.

Marketing budgets are boosted when marketing teams can demonstrate that their efforts positively impact the bottom line. Business owners are better prepared to try new things, be innovative, and implement new initiatives that will help them generate more leads and boost their marketing campaigns.

What precisely is marketing automation? It’s the hub of a 21st-century marketing department, allowing you to scale campaigns, reach more prospects, better qualify leads through lead generation, and demonstrate ROI.

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.