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What Is Marketing Automation?

So, what is marketing automation? Can you sit back, kick your feet up, and watch as money comes pouring in? Does it do all your marketing for you? Unfortunately, no it doesn’t. Not exactly, anyway. But, it is the perfect way to shift your marketing efforts into overdrive.  

Therefore, it’s critical you understand what is marketing automation—and what it isn’t.

New! Leverage Sales Triggers to Automate Your Marketing

The Definition of Marketing Automation

The definition of marketing automation is simple. Marketing automation allows you to use software and technology to connect your marketing efforts across multiple channels. And, it automatically performs repetitive tasks, so you save time and effort. You know all those emails you want to send to thank new customers? It allows you to do that—once a person makes their first purchase, at any time of the day!   

In other words, it combines the effectiveness of a high-touch outreach and the efficiency of a high-tech system. And, it can be used by businesses of any size in any industry. So, turn your team into a powerhouse with marketing automation. 

The Benefits of Marketing Automation

Fortunately, the benefits of marketing automation are significant. First, you get data to help you understand your customers like never before. You can track how your customers are engaging with your content on social media, your website, and other channels, all in one place. 

And, marketing automation can help you create user journeys for different customers. You can deliver content that better speaks to people you’re targeting to quickly deliver revenue. After all, segmentation allows you to specifically address individual pain points.   

Finally, imagine knowing which person values what content. Marketing automation can inform your team about how potential customers are interacting with your blogs, emails, and other marketing efforts. Monitor all your key performance indicators (KPIs) in one convenient place, and know which leads are hot—and who’s not. 

Have Questions About Marketing Automation?

We're here to help.  Below find our most common questions about marketing automation with honest answers designed to help you make the best decision for your organization.  Still have questions, please click here to contact us and we will help answer all your marketing automation needs.

Can You Show Me an Example of  a Good Sales Funnel Via Marketing Automation?

What Does Good Marketing Automation Look Like?

When is the Right Time to Start Using Marketing Automation

What is the Best Marketing Automation Software for my Business?

Do I Need a Marketing Automation Consultant?

Why Does Marketing Automation Often Fail?

Our Most Viewed Marketing Automation Blogs

Dynamic Content Marketing Automation
How to Use Dynamic Content

Simply put, dynamic content refers to elements of a website or email that change depending on a user’s information or past behavior.

For instance, the hero image of a marketing email could change to display an image of a beautiful travel destination for a user who’s looking to book a vacation. An offer on a web page might change for a first-time visitor versus a visitor with a high lead score who is likely ready to buy. Another example would be a clothing retailer showing a banner ad for a pair of jeans similar to the pair that you bought from the site last week.

Ultimately, dynamic content creates a personalized experience for every individual user. So instead of everyone who lands on your site or receives your email seeing the same thing, leads may see something different depending on how they have interacted with your company before.

Landing Pages That Convert

Let’s start the blog by being absolutely clear: your homepage is not a landing page. For that matter, neither is your product page, your pricing page, your contact page, nor even your about page. When we talk about landing pages from a marketing perspective, we are referring only to specific pages that have been expressly designed to achieve a particular goal.

Typically, the goal will be to obtain the user’s email address and other personal information. But it could also be to download a PDF, register for a webinar or make a purchase. Whatever the goal is, the landing page should be solely focused on that goal.

As Tim Ash, CEO of Site Tuner and author of Landing Page Optimization, says: “You have to have a singular focus and discipline and be very clear about what the desired conversion action is on your landing page.”

Exclusive Email Driven Content Marketing Infographic

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