What is Marketing Automation & What it Can Do for Your Business

It’s likely you’ve heard about marketing automation, and how it can revolutionise your digital marketing activities, but perhaps you’re still not clear on exactly what marketing automation can do for your business, and the benefits of automating your marketing activities.

Many people may think that automating particular processes can be detrimental to the customer experience, but this is not the case. Marketing automation allows you to automate many different things, whether it’s for internal purposes to help your team members, or for external purposes, such as sending an email to a customer.

Whatever your business size or industry, it’s likely you could really benefit from marketing automation in a number of ways.

What is Marketing Automation?

Marketing automation is software that helps you to automate marketing messages and actions in order to nurture leads down your sales funnel.

Marketing automation often covers many different marketing channels, along with offering a whole host of other features that many businesses find incredibly useful in generating leads and increasing sales.

What can marketing automation do for my business?

Engage potential customers and leads

You can send personalised messages to potential customers in order to give you the best chance of converting them into a sale. Pick the critical points of your sales workflows, and be sure to engage potential customers at exactly the right time.

Gain intelligence on customer behaviour

Collect and collate actionable data on prospective customers and website visitors, and assess how to improve your digital marketing activities. The data you collect can be invaluable in making business decisions in optimising not only your marketing, but how your business operates.

Save time on marketing and sales

You can easily automate marketing messages, sales pipeline actions, and any emails you need to send to customers or leads. You can automate your current manual processes in order to save time that you can spend elsewhere.

Automate the sales process of your business

Bridge the gap between marketing and sales, providing customer data in one place. With more transparency between marketing and sales teams, as they can view the messages to customers in one place, you will be more informed before ringing up.

Streamline your sales process

Many businesses use multiple platforms and find it a headache, whether it’s a CRM, email marketing platform, or otherwise. Marketing automation has it all in one place, which helps to optimise your productivity and streamline your sales process all in one place.

So what exactly does marketing automation include?

Real-time triggers and tasks

You can automate many of the tasks you would need to do manually, whether this is emailing prospects, segmenting email lists, or assigning leads to team members

Email automation

Automatically send emails to leads or potential customers that take particular actions.

Lead scoring

Identify the hottest leads and put them at the top of your priority list, and notify your sales team of what they have been up to.

Reporting and analytics

Collect all of your analytical information in one place, in order to see clearly the ROI of each marketing channel.

See anonymous website visitors

Browse the people who have been on your website, and see which businesses have expressed an interest in your products or services


Utilise the built-in CRM in order to track opportunities, nurture leads, and create follow-ups.

Benefits of marketing automation

As a summary, the main benefits of marketing automation are:

  • Drive more leads to your website
  • Convert more leads into sales
  • Optimise the ROI of your marketing activities
  • View the customer journey from start to finish
  • Automate email campaigns and messages to prospects without any manual input

SharpSpring Marketing Automation

Here at Xanthos, our chosen marketing automation platform is SharpSpring.

SharpSpring is an advanced marketing automation platform with the full suite of features mentioned above, and is incredibly easy to use for any members of your team.

Xanthos Digital Marketing is a Gold Partner of SharpSpring, and can get you up and running with marketing automation.

If you’d be interested in finding out more about marketing automation, or to arrange a demo of SharpSpring, get in touch and a member of the team will get back to you shortly.