Marketing automation in CRM analysed


At the end of this chapter, readers should be able to:
·          Define Marketing Automation.
·          Know the features of a good marketing automation.

Marketing automation consists of the acts of designing, executing and measuring marketing campaigns of an organization. One of the software’s used in marketing automation is called Enterprise Marketing Automation (EMA) which is a software used to embark on campaign management. Marketing automation is a subset of operational CRM that focuses on the marketing aspect.

 It involves capturing of customer information, analyzing, customer segmentation and Strategy, campaign management, tracking among others. This does not have to do with advertising and agency relations which can be very difficult to automate.

Marketing automation application helps organizations with their campaign management. It enables them to initiate campaigns and monitor the results. They can generate a database which they can use in generating a list of customers that will receive emails and telemarketing calls.

 It can also include programs that do a manual or automatic follow-up on customers. The organization at times can also receive third-party lists to be included in campaigns.

There is also the release of software that monitors the behaviours of customers on corporate websites. This at times allows the organization to monitor the efficiency of customer experience. It also allows organizations to sell additional products to existing customers, which are achieved based on customer behaviour There is also the deployment of email marketing in order to increase customer experience.

#1 Flexibility
For the desired solution to be able to fit in into the business; whether it is a small, medium or large scale business, they should be able to compress the solution so that it can fit in into their need. Besides, the IT department of the organization should be to troubleshoot the software and understand how it works. 

This will help in reducing the period it will take to implement the data, and prevent a situation whereby the solution is abandoned. It will also help in reducing the problem that may arise during future merger and acquisition.

 #2 Adaptability
It is the solution that should adapt to the way the organization wants to work. Staff should not be forced to fit into how the solution is to work. This will enable the organization to have a quick and good return on investment.
 marketing automation

#3 Integration
Marketing Automation in a CCE must be able to integrate with all the multimedia channels that we have in the recent time. Some of these channels include web, e­commerce, and email. It also includes the traditional models such as email and advertising. This will ensure that the software is not abandoned.

#4 Reporting and Measurement
The required solution must be able to record and measure the success of campaigns being carried out by the organization. It must be able to show in a graphical manner the cost per lead, cost per order, repent and additional sales, and response rate among others. It should be able to access the response rate by prospects. It should be able to predict based on certain parameters if there is any need for the organization to fine-tune their campaigns before it is introduced to the general public, based on some “what if” queries and analyses.

#5 Targeting and Profiling
A good marketing automation software must be able to present reports in a way that non-technical people can easily understand. They should be able to segment and target audience for a campaign and target it through to completion.

The organization should be able to make rules and establish guidelines that will help the organization to carry our campaigns and segment their customers. They should have an array of rules that they can apply to segment their contacts accurately.

#6 Automated Responses
Any solution that will be deployed must be able to record responses from prospects and customers from various channels. It should also be able to automatically respond to queries, and follow up until the customer’s issues are fully resolved.

In this chapter, we have been able to discover that:

  • Marketing automation is the act of designing, executing and measuring marketing campaigns of an organization.


  • Some of the features of marketing automation include flexibility, adaptability, integration, Reporting and measurement, targeting and profiling and automated response.


  1. Discuss Marketing Automation.
  2. Discuss the features of Marketing Automation.
  3. Why do you think that Marketing Automation is relevant?

Action Point
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