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Work Smarter, Not Harder, With Marketing Automation

by Adam Blitzer  |  
August 30, 2013

Marketers in businesses of all sizes have found success using marketing automation to automate and integrate online marketing efforts, cutting down on manual processes and freeing marketers up to try new approaches. By integrating email, search marketing, lead generation, social campaigns, CRM and Web analytics into one system, marketers can work smarter, not harder.

Whether you're completely new to marketing automation or already approaching pro status, there are several things you can and should be doing.

Here are a few ways to integrate and automate your digital marketing, along with a few tips for beginners, intermediate users, and automation experts.

Automated, yet Personalized, Email Marketing

Marketing automation is an interesting paradox in that it enables you to become more personal by automating your communications. Using the detailed information the system collects from prospects and site visitors, such as industry and page visits, marketers can ensure that only relevant, targeted email messages are sent—at exactly the right time.

So what are a few ways you can automate your emails?

1. Beginner: Set up autoresponders to automate simple messages, such as welcome and thank you emails, along with any emails that can be triggered by a form submission.

2. Intermediate: Use lead nurturing programs to "drip" content to prospects over time based on their actions and interests.

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Adam Blitzer is a co-founder and VP & GM of Pardot, a company.

LinkedIn: Adam Blitzer

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  • by Rene Y Fri Aug 30, 2013 via web

    "...many marketers use disparate CRM and Web analytics systems.... By integrating those systems with your marketing automation solution, you will have a holistic view of your prospects' activities, including what's driving them to your site and what content interests them once they're there."

    So the million dollar question is how do you integrate those systems? I use Goldmine and Google Analytics.

  • by Tamar Mon Sep 2, 2013 via web

    The speed of integration of CRM, marketing automation, social, email and now CMS is moving quickly into real-time personalization. Customers expect the right content at the right time. In addition to Pardot's tools and Google Analytics, there are additional tools that personalize content for top-funnel prospects based on location, digital behavior, and company/organization in real-time.

  • by Gracious Store Sun Sep 8, 2013 via web

    Automation is very good internet marketing tool, it makes work a lot more easier for marketers of all levels and experience

  • by nata muka Mon Sep 16, 2013 via web

    Astrategy marketing plan will usually involve bridging the gap between an unbiased evaluation of a company’s current picture and a clear set of goals for the future. When devising a new marketing plan, a strategic marketing manager may meet with employees in operations, sales and administration to create and identify marketing goals.

  • by Anupam Mon Dec 9, 2013 via web

    good points. one of the most underutilized assets in marketing are the existing "happy customers", and automation could help to a great extent in terms of leveraging them - even simple things like creation and publishing of testimonials would give a big boost to the ongoing marketing efforts....

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