Ranking leads based on how interested

they are in acompany’s products or services, and how soon or if they will

become a customer.

LEADSCORING

84%of companies that

have a CRM use lead scoring to determine

the quality of leads

89%

In short, marketing automation is the technology that helpsorganizations attract and nurture leads and customers.

Let’s identify and explore the common features included in a marketing automation solution.

of marketers saidemail was their

primary channel for lead generation

EMAIL MARKETINGThe process of sending a sales or

marketing email to a list ofindividuals at the same time,

tracking how recipients interactwith the email and measuring

the results.

What isMARKETING

AUTOMATION?

SUBSCRIPTIONMANAGEMENT

Allows email subscribersto choose which emails

they receive from anorganization by allowing

them to opt in or opt out ofdifferent types of messages.

21 %of email recipients

report email as spam, even if they

know it isn’t

Nurturemarketing

Landing pages and forms

Also known as drip marketingor campaign automation,

the act of sending a series ofcustomized communications

to a prospect or customerover time.

Landing pages are web pages separate from a company’s

main website and designed to accomplish a single objective.

Forms are often a part oflanding pages in order to

capture lead data.

Businesses thatuse marketingautomation to

nurture prospectsexperience a

451% increase in qualified leads

451%

Event management Provides a connection from your CRM to

online event management systems such as Cvent, Eventbrite, GoToWebinar and WebEx.

Getting landing pages built and tested is one of the top

five challenges faced byB2B marketers

A vehicle for gathering information fromindividuals, online

surveys are now the most common choice

for organizationsseeking data and feedback fromtheir audiences.

Inserting a tracking code into web pages to provide

insight into how thatwebsite is being used and

record data about the traffic that visits it.

SMS messages canreach anyone with a

mobile device that hastext messaging capabilities, and can be sent individually

or in bulk via marketing automation technology.

SURVEYS

Web intelligence

SMSMESSAGING

80%of consumers are

willing to share detailedpersonal information,such as name, email

and nationality

81 %of consumers

conduct research online before making

big purchases

76%of people report

that they will check text messages before emails

74%of event attendees say that they have

a more positive opinion about the company, brand, product or service

being promoted after the event

Generates data aboutthe performance of the

marketing functions carried out within the platform,

providing valuable insights into the effectivenessof marketing efforts.

REPORTINGof marketers

choose analytics and reporting features as a

factor to consider while evaluating

a marketing automation tool

Sources: Forrester Research, Convince and Convert, ANNUITAS, MarketingSherpa, Aimia, RetailingToday, Event Marketing Institute, SAP, Direct Marketing News, Regalix

77%

The Marketing Automation Field Guide

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