How does marketing automation work?

[shaownhasan]

A green flowchart of six steps that read as follows, from start to end: Understand and meet sales team needs, define customer segments, set up a strategy for success, choose the right content, use analytics to measure, test and improve strategies, repeat and iterate.
Understand and meet sales team needs
Different customers have different needs loan data depending on what stage of the funnel they’re in. And when you have a lot of customers—current or prospective—keeping track of who falls into which category is nearly impossible.

Automation software streamlines the complex process of lead scoring, tracking customer touchpoints and determining where in the funnel customers fall.

This empowers your sales team to identify how to approach certain customers and helps marketing teams design more personalized, tailored messaging for the right audience segments.

Define your customer segments
Segmentation categorizes your target audience into groups and lists based on specific factors, like job title, industry, buying intent and past interactions. Identifying these segments means you can create more personalized content and messaging at every touchpoint of the customer journey to warm up leads, re-engage with customers and more.

This could include identifying what industries your customers fall into and what tools they have in their tech stack. A small business segment will have different needs than mid-market or enterprise. And customers who use tools that integrate seamlessly with your product will respond to different messaging than those who don’t already have integration-friendly products.