Benefits and Features of Marketing Automation
- Time Savings: Marketing tasks are automated instead of being carried out manually
- Personalisation: Marketing campaigns are tailored to the individual needs and interests of customers
- Increased Efficiency: Internal workflows are automated and optimised
- Metrics and AI Support: Identify successes through targeted tracking of customer activities and use AI to make marketing campaigns faster and more efficient
- Customer Loyalty: Customer relationships are strengthened by adapting to the individual needs and interests of customers
- Scalability: Tools can be modified to meet company-specific needs
Our dotSource Experts Are Happy to Support You
Before the Implementation
- We develop a marketing automation strategy that fits your business goals
- We find the ideal tool for you to achieve your automation goals
During the Implementation
- Together we configure a system landscape tailored to your needs
- We generate ideas for your marketing campaigns and provide support in newsletter design
- We bring together marketing, sales and services to create a perfect customer journey
After the Implementation
- Together we continuously develop your solution
- We pursue new ideas and optimisation strategies – for a perfect customer journey
Creating an Outstanding Customer Journey with the Right Tool
In this white paper, we compare popular solution providers and share best practices regarding marketing automation.
Marketing Automation – Effectively Addressing Customers Along the Entire Customer Journey
Thanks to new technologies, social media and review platforms, customers possess unrivalled buying power and are better informed than ever before. User expectations are rising - they want a personalised shopping experience tailored to their interests. Marketing automation systems help marketing, sales and service departments automate processes to engage potential and existing customers more efficiently.
Customers and prospects have different needs depending on the stage of the customer life cycle. That is why differentiated measures are necessary to convince them to make a purchase. The biggest challenge for manufacturers, retailers and brands is to track each individual customer, know at which point in the customer journey they are and then address them with the right content.
Marketing automation provides support in all stages of the customer life cycle - from initiation and retention to re-engagement.
Achieving Success with the Right Marketing Automation System
The implementation of a marketing automation system holds great potential for optimisation and can contribute to more sales as well as higher customer satisfaction. The variety of providers, marketing automation solutions as well as their features and conditions makes it difficult for many companies to decide on the ideal marketing automation system.
Consequently, the prerequisite for selecting a new solution is a comprehensive preparation stage. Since every company has individual requirements, no general recommendations can be made with regard to industry focus, competitive stance or corporate strategy. The decision for a provider should therefore always go hand in hand with a detailed list of requirements and a precise evaluation of systems.
dotSource – Your Marketing Automation Agency
Together with you, we find out
- which solution fits your business model
- what range of features you need
- which interfaces to existing systems are necessary
- to what extent the solution meets your requirements in terms of design, security, scalability, modular extensibility and usability
- what development potential the solution has to accommodate your company's future growth
- how your employees can benefit from the implementation
We Work with Strong Solution Providers in the Field of Marketing Automation
SAP – Focus on the Target Audience
SAP Marketing Cloud is a software solution that helps you plan, execute and optimise your marketing activities. The cloud solution offers a wide range of features and allows you to obtain a 360-degree view of your customers and create targeted campaigns. With this tool, you can manage customer profiles, segment target groups, automate marketing processes and perform analyses to optimise campaigns. SAP Marketing Cloud is part of SAP Customer Experience Suite and can seamlessly be integrated with other SAP products.
Emarsys – The Omnichannel Platform
Acquired by SAP in 2020, Emarsys helps you run personalised and effective marketing campaigns. The tool comes with a wide range of features, including e-mail marketing, mobile marketing, social media marketing, web personalisation and analytics tools, thereby enabling you to reach your cutomers through different channels. This allows you to increase your reach and strengthen customer loyalty. As part of SAP, Emarsys can easily be integrated with other SAP CX solutions.
Adobe – Act Intuitively and Optimise
Adobe Marketo Engage is a cloud-based marketing automation platform that helps you create and automate personalised and targeted marketing campaigns. The system offers features such as lead generation, lead scoring, e-mail marketing, social media marketing and web personalisation. With Marketo Engage, you can engage potential customers through personalised interactions and build long-term relationships. The platform also provides extensive analytics and reporting capabilities that allow you to measure and optimise the success of your marketing campaigns. Alongside Marketo Engage, Adobe is increasing its focus on cross-channel journeys, trigger-based communications and handling of larger customer volumes with Adobe Campaign and Adobe Journey Optimizer. Of course, detailed reporting and personalisation are also included as standard.
Salesforce – The System Provider for B2B and B2C
Salesforce offers two powerful marketing automation tools: Salesforce Marketing Cloud and Salesforce Pardot. Benefit from lead qualification and reach potential customers on different communication channels. The user-friendly interface also provides extensive e-mail marketing options and lets you carry out A/B tests on campaigns. Both platforms can be seamlessly integrated with other Salesforce products, such as Sales Cloud, to enable smooth collaboration between marketing and sales teams.
FAQ – Frequently Asked Questions About Marketing Automation
What is marketing automation?
Marketing automation is an approach to digital marketing that harnesses technology and automation to plan, manage, optimise and report on marketing activities. Special software tools and platforms are used to automate recurring marketing tasks, personalise customer communication and make marketing processes more efficient. Popular system providers include Salesforce, SAP and Adobe.
What are the benefits of using a marketing automation tool?
Marketing automation systems offer a variety of benefits to users. Here are some of the main ones:
- Personalised e-mail and customer communication
- More precise targeting
- Multiple touchpoints to reach customers, for example via e-mail, SMS, apps and ads
- Interact with marketing activities regardless of location
- Campaign enhancement thanks to A/B tests
- Support through artificial intelligence
Is marketing automation more suitable for B2B or B2C?
Marketing automation tools can be very useful for both B2B and B2C companies. Depending on the type of company and marketing strategy, the scope of application of these systems varies.
Marketing automation in B2B helps improve lead quality and enhance customer communication. In addition, the systems can support the maintenance of existing customer relationships by delivering personalised content and offers tailored to the individual needs and interests of customers.
In B2C, marketing automation helps increase the efficiency of individual marketing campaigns and provide personalised offers to customers. To further pursue the goal of personalisation, tools analyse the behavioural patterns of customers and then segment them to send appropriate advertising messages and offers.
Where is marketing automation used?
Marketing automation can be used wherever processes can be standardised and technically automated to a certain extent. Especially in marketing (but also in sales), workflows primarily serve the purpose of acquiring and retaining leads and customers. Here are some potential scenarios:
- E-mail marketing
- Lead generation, lead nurturing and lead management
- Landing pages
- Segmentation
- Customer groups
- Cross-channel marketing
- Customer journeys
Other Agency Services at a Glance
A Selection of Our Clients That Have Successfully Implemented Marketing Automation Projects
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