More and more brands are taking advantage of marketing automation to drive customer and business benefits. Marketing automation platforms can help organisations deliver at scale the personalised, omnichannel experiences that customers now expect, as well as improving acquisition, engagement and retention.

This quick guide, an abridged version of Econsultancy’s Marketing Automation Best Practice Guide, looks at how marketing automation can support business objectives and guides marketers through key steps to implementation. The report covers:

  • Marketing strategy: Marketing automation can be harnessed to help brands achieve a range of marketing goals. What are the most common uses cited by marketing decision-makers?
  • Key features: With a number of marketing automation tools now available, what are the popular ‘bread and butter’ features on offer?
  • Customer-centricity: How can marketing automation help businesses execute omnichannel strategies that put the customer at the centre and streamline the customer journey?
  • Data-driven marketing: In the twilight of the third-party cookie, and with advancements in AI and machine learning augmenting capabilities, how can marketing automation help businesses leverage first-party data?
  • Implementation: Once the strategic elements are in place, what steps should brands follow to implement marketing automation in a way that ensures the best possible results?