[et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_toggle title=”Key Points” open=”on” admin_label=”Key Points” _builder_version=”4.27.4″ title_text_color=”gcid-body-color” title_level=”h2″ title_font_size=”16px” body_text_color=”gcid-body-color” global_colors_info=”{%22gcid-body-color%22:%91%22body_text_color%22,%22title_text_color%22%93}”]<\/p>\n
Marketing automation is the process through which agencies or local businesses automate their marketing efforts through the use of software and technology.<\/p>\n<\/li>\n
It provides businesses with value by making everyday repetitive tasks like sending emails, posting content, and calling potential customers easier to accomplish.<\/p>\n<\/li>\n
To master the art of creating personalized content, one must first master the knowledge of who the different stakeholders are and then connect with them using relevant pain points.<\/p>\n<\/li>\n
ROI for a marketing automation campaign must be tracked by analyzing whether the customers took the necessary action that was desired from them through a campaign.<\/p>\n<\/li>\n<\/ul>\n
[\/et_pb_toggle][et_pb_text admin_label=”Introduction” _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n
Detective Del Spooner winks at his superior as he walks inside a heavily-guarded interrogation room and death stares the robot sitting there. Spooner takes a document out and places it on the table in front of him. He looks up and stares once again at the robot with detestable eyes.<\/span><\/p>\n The six armed-guards standing in the background constitute just one of the many elements in this scene, which undoubtedly shows us that everyone in the room hates robots. The animosity is so evident that one begins to wonder that maybe even the robot hates itself for being there.<\/span><\/p>\n Sonny, the robot, looks confused. He doesn\u2019t understand why he\u2019s being interrogated in a dingy room filled with professional wrestler-esque guards. All he did was follow human orders.\u00a0<\/span><\/p>\n Orders to make lives easier. Orders to save time and money. Orders to <\/span>\u2018<\/span><\/i>automate<\/span><\/em>\u2019 <\/span><\/i>things.<\/span><\/p>\n Spooner, who till now has undeniably established his position as an old-school idealist, asks Sonny a question.\u00a0<\/span><\/p>\n \u201cCan a robot write a symphony? Can a robot turn a canvas into a beautiful masterpiece?\u201d<\/span><\/em><\/p>\n Sonny, whose head was bowed till now, half looking at the document and half contemplating the reason for his existence, looks up almost instantly and responds.\u00a0<\/span><\/p>\n \u201cCan you?\u201d<\/span><\/em><\/p>\n Ouch! Touche, detective.<\/span><\/p>\n For those who\u2019ve seen the movie <\/span>I, Robot<\/span><\/em>, you\u2019ll recall this <\/span>famous scene<\/span><\/a> from it where detective Spooner (played by Will Smith) insinuates that robots cannot be trusted and don\u2019t have emotions. For those who haven\u2019t seen it, the idea behind the scene is simple:\u00a0<\/span><\/p>\n Beware, the bots are coming!<\/span><\/em><\/p>\n Even though the movie is set in the year 2035, when it\u2019s highly probable that almost everything will be automated, at present, not a lot of things are. However, among the things that are, marketing automation<\/a> is one of the most viral concepts to grace agencies and local businesses. <\/span><\/p>\n Let Vendasta Platform\u2019s Marketing Automation bring you interested prospects!<\/strong><\/a><\/p>\n [\/et_pb_text][et_pb_text admin_label=”What Is Marketing Automation – 1″ _builder_version=”4.27.4″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n As the name suggests, <\/span>marketing automation is the process through which agencies or local businesses automate their marketing efforts through the use of software and technology<\/span>.<\/span><\/em><\/p>\n The aim behind such an automation is to streamline the marketing efforts and get optimum results. The presence of the concept, which includes tasks like email marketing<\/a>, sales process automation, and data management, empowers agencies to grow through valuable multitasking.<\/span><\/p>\n I know what you\u2019re thinking. Isn\u2019t this exactly like <\/span>I, Robot<\/span><\/em>? How can we trust technology to execute the most time and cost-sensitive marketing strategies in the best possible manner?<\/span><\/p>\n You can, my friend. You can.<\/span><\/p>\n The key aspect about marketing automation software is that, in addition to using infallible algorithms during the implementation stage, it executes the automation part without losing touch of personalization with the customers as well.<\/span><\/p>\n Vendasta\u2019s chief strategy officer, <\/span>Jacqueline Cook<\/span><\/em>, believes that the relevance of the content sent to a potential partner, as well as the time it is sent, matters a lot too.<\/span><\/p>\n [\/et_pb_text][et_pb_testimonial author=”Jacqueline Cook” job_title=”Chief Strategy Officer” company_name=”Vendasta” portrait_url=”\/blog\/wp-content\/uploads\/sites\/6\/2025\/07\/download-2-1.webp” admin_label=”Jackie Quote 1″ _builder_version=”4.27.4″ body_text_color=”gcid-body-color” author_text_color=”gcid-body-color” position_text_color=”gcid-body-color” company_text_color=”gcid-body-color” global_colors_info=”{%22gcid-body-color%22:%91%22body_text_color%22,%22author_text_color%22,%22position_text_color%22,%22company_text_color%22%93}”]<\/p>\n Marketing automation is speaking to someone with a message that is relevant and resonates with them at a time that is relevant as well. The best marketing automation platforms allow you to deeply understand your customers and pivot and segment based on certain attributes or needs.<\/em><\/p>\n [\/et_pb_testimonial][et_pb_text admin_label=”What Is Marketing Automation – 2″ _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n What this means is, not only can your agency save time and resources when it comes to setting up automated campaigns, but it can also ensure that the customers (or potential customers) are targeted with pertinent content since relevance is of the utmost importance.\u00a0<\/span><\/p>\n The content that any agency would generally send to a new potential customer would be different when compared to that sent to an existing one. Marketing automation allows for such customizable functionalities to be incorporated and, hence, helps save time, effort, and money.<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”How Does Marketing Automation Work – 1″ _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n Imagine if there was some way you could find out the exact time to call a radio station during one of those <\/span>\u201cbe the ninth caller and stand a chance to win\u201d<\/span><\/em> contests.<\/span><\/p>\n Or, imagine having the ability to send someone an email about the <\/span>\u201cbest tenants insurance available\u201d<\/span><\/em> when they\u2019ve either just moved into their new apartment or are about to finalize one.<\/span><\/p>\n Timing is crucial, and that is what marketing automation is all about. It\u2019s about striking while the iron is hot. Leveraging automation, agencies can target customers at the most relevant stage during their <\/span>customer journey<\/span><\/a>, without having to spend much time or effort. Furthermore, the practice of <\/span>contacting customers at the \u2018right time\u2019 increases the chances of closing them.<\/em><\/strong><\/p>\n At Vendasta, the ideal marketing automation that we follow can be divided into three parts:<\/span><\/p>\n When it comes to getting a marketing automation campaign started, the first step that agencies must take is to gather relevant data surrounding their customers. Doing so would not only help them decipher what exactly a customer wants, but also help them design campaigns with a hint of personalization that increases the probability of bringing the customer on board.<\/span><\/p>\n Research indicates<\/span><\/a> that 75% of potential customers are more prone to be converted if they are recognized by their names in campaigns. Therefore, personalization becomes very critical and agencies can achieve that using marketing automation software.<\/span><\/p>\n But, how do you define personalization? What is it that an agency must do to hit the nail on the head when it comes to establishing that initial connect with a potential customer?<\/span><\/p>\n Is it to know the first and last names of customers?<\/span><\/p>\n Probably a good place to start since beginning an email with the words \u201c<\/span>Dear First Name<\/span><\/em>\u201d would be off putting (you won\u2019t believe how often this happens though). However, what\u2019s even worse for an agency is to refer to a customer or prospect by using the wrong name.<\/span><\/p>\n Vendasta\u2019s co-founder and chief marketing officer, <\/span>Jeff Tomlin<\/span><\/em>, agrees with this thought process. He\u2019s found himself stuck in one such marketing automation campaign that continues to mess up his name and therefore does more harm than good to the agency running it.<\/span><\/p>\n [\/et_pb_text][et_pb_testimonial author=”Jeff Tomlin” job_title=”Chief Marketing Officer” company_name=”Vendasta” portrait_url=”\/blog\/wp-content\/uploads\/sites\/6\/2025\/07\/download-3-4.webp” admin_label=”Jeff Quote – 1″ _builder_version=”4.27.4″ body_text_color=”gcid-body-color” author_text_color=”gcid-body-color” position_text_color=”gcid-body-color” company_text_color=”gcid-body-color” global_colors_info=”{%22gcid-body-color%22:%91%22body_text_color%22,%22author_text_color%22,%22position_text_color%22,%22company_text_color%22%93}”]<\/p>\n Everybody has been on some sort of an automation campaign and if it’s not handled properly, it can make you look really bad. I continue to get emails that call me Karen every single day and cannot seem to get rid of them.<\/em><\/p>\n [\/et_pb_testimonial][et_pb_text admin_label=”How Does Marketing Automation Work – 2″ _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n As hilarious as it may sound to refer to Jeff as Karen, it\u2019s a strict no from a business perspective. So, what else must an agency do to personalize the initial connect with a client?<\/span><\/p>\n How about knowing the name of their business and a list of their potential customers?<\/span><\/p>\n That\u2019s not bad. But, let\u2019s be honest. Every agency today knows the names and details of the people that their targeted businesses would be targeting. That\u2019s how marketing works. That\u2019s how business works. And everyone is doing it.\u00a0<\/span><\/p>\n What agencies need, though, is something that makes them stand out from the rest. Something that would make a business owner stop doing what they\u2019re doing and take notice.<\/span><\/p>\n For the sake of this explanation, imagine that your name is John and your password is <\/span>\u201c<\/span><\/i>ThisIsMyPassword123<\/span><\/em>\u201d<\/span><\/i> (Yes, we know. That is indeed the greatest password in history). Now, imagine John getting an email from an agency with the subject line, <\/span>\u201c<\/span><\/i>John, is your password ThisIsMyPassword123? Click here to find out more about our products.<\/span><\/em>\u201d<\/span><\/i><\/p>\n Before we go ahead, no<\/strong>, we\u2019re not suggesting that you hack into someone\u2019s business account. That would be illegal and wrong. It would surely get your customer\u2019s attention, but it would definitely be illegal and wrong. Also, did we mention that it would be illegal and wrong?<\/span><\/p>\n The idea behind this explanation was just to showcase the level of personalization that agencies must sought after in order to get the attention of their customers.<\/span><\/p>\n At Vendasta, we find success in achieving that level of personalization through our <\/span>Snapshot Report<\/span><\/a>. Business owners find value in accessing a report, which shows a detailed analysis of their business, and identifies areas of improvement that would lead to boosting their revenue.<\/span><\/p>\n Therefore, for agencies looking to get a foot in the door, a snapshot report is a great tool for starting conversations with local businesses by highlighting gaps in their marketing efforts and proposing optimal solutions to tackle them.<\/span><\/p>\n Remember earlier when we talked about striking while the iron is hot? Now is the time to do so.<\/span><\/p>\n Once we get the attention of prospective clients through snapshot reports, the next phase in the marketing automation plan begins. This is when we execute a well-structured and detailed week-by-week drip email campaign that talks to the customers about what they want to hear.<\/span><\/p>\n Why is it called a drip, you ask? That\u2019s because just like the name suggests, a <\/span>drip email campaign<\/span><\/a> delivers the intended message in small doses over a period of time.<\/span><\/p>\n Let\u2019s look at an example to understand this better.<\/span><\/p>\n John\u2019s business of selling pancakes is not doing so well. He thinks he\u2019s doing everything right, but still doesn\u2019t quite understand what the problem is. His usual, and loyal, customers can\u2019t stop praising him about how good his pancakes are. However, getting new customers on board has been an area of concern that is causing the business to lose money.<\/span><\/p>\n One look at the snapshot report tells us the reason why John\u2019s Pancakes isn\u2019t doing well. It\u2019s because John doesn\u2019t do a good job of responding to his customer reviews. There were a few instances when some customers had bad experiences (as is evident with every business) and then went ahead and left bad reviews on social platforms.<\/span><\/p>\n Furthermore, the listing of John\u2019s Pancakes is missing from a number of key business websites. Something that explains why the same people keep visiting his shop over and over again, and the new ones do not. It\u2019s because people on the lookout for options can\u2019t find John\u2019s Pancakes.<\/span><\/p>\n Day 1:<\/strong><\/p>\n We initiate the first point of contact by sending John his business snapshot report. <\/span>Data suggests<\/span><\/a> that emails with personalized subject lines are 26% more likely to be opened, and that\u2019s what we do. Sending a personalized business snapshot report with the business name gets John\u2019s attention, especially since his business hasn\u2019t been doing so well.<\/span><\/p>\n This is where the automation part starts to kick in. Once we know the pain points that we must focus on for John\u2019s Pancakes, we can create ready-to-use email campaigns for businesses similar to his whenever we come across them. Using marketing automation software, agencies can customize emails, set delay times, and tailor them further to suit their own style.<\/span><\/p>\n <\/p>\n Day 8:<\/strong><\/p>\n Once we\u2019ve initiated contact with John regarding his business, one of two things can happen. Either he feels the need to contact us and seek help (in which case we remove him from the drip campaign for future emails) or he chooses to ignore us and keep flipping those pancakes.<\/span><\/p>\n If he does ignore the first email (tsk tsk), the marketing automation campaign sends him the second email a week later. As we keep moving forward in the timeline of emails, the idea is to start driving home the pain points more directly. In this case, we guide John towards John\u2019s Pancakes\u2019 customer reviews that have been driving people away instead of attracting them to his business.<\/span><\/p>\n <\/p>\n Day 15:<\/strong><\/p>\n By this time, hopefully John knows that he has a problem with his customer reviews. While his pancake business does have a lot of good reviews, it also has its share of bad ones that are driving people away and need to be tackled as early as possible.. Furthermore, to ensure that he reaps the best <\/span>benefits out of the positive reviews<\/span><\/a>, John must also start responding to them in a timely manner to build his brand identity and bolster customer relationships.<\/span><\/p>\n However, that\u2019s not the only problem that John\u2019s Pancakes must tackle.<\/span><\/p>\n Remember how it\u2019s always the same set of people who visit John for their usual dose of pancake ecstasy? That\u2019s because John\u2019s Pancakes isn\u2019t listed on some of the most important business listing<\/a> websites. Therefore, in the third week, John receives the third automated email that helps us drive the point home about how <\/span>listing solutions<\/span><\/a> can increase customer footfall.<\/span><\/p>\n <\/p>\n Day 22:<\/strong><\/p>\n And finally, in the fourth week of the automated drip email campaign (the duration, delay, and dynamics of which can be customized by agencies as per their needs), John receives the final email that offers him a valuable solution about better managing his <\/span>social media<\/span><\/a> requirements.<\/span><\/p>\n The great part about creating marketing automation campaigns, in addition to being customizable (did we say that already?), is that they\u2019re ready-to-use (with quick changes if necessary) at the click of a button. Not only does the feature save tons of time when it comes to designing specific campaigns, but it also saves added costs of creating content that is relevant<\/span><\/p>\n The process of tracking the success of the messages sent out as part of a drip email campaign is advisable for agencies to understand the strategies that worked for them and those that didn\u2019t. These learnings help them evolve over time by capitalizing on the plays that were most successful and eliminating one that failed to deliver results.<\/span><\/p>\n Furthermore, agencies must also track the analytics of a drip campaign to better understand the thought process of a targeted prospect. Since timing is critical in marketing automation, the analytics need to be tracked at every instant to understand the optimal time when the sales teams must make contact with the prospect.<\/span><\/p>\n Again, it\u2019s about striking while the iron is hot, and using customer relationship management (CRM) software, incorporated with state-of-the-art artificial intelligence, agencies can pinpoint the exact moment when businesses are ready to engage with them and start buying.<\/span><\/p>\n At Vendasta, through our owned-and-operated <\/span>CRM<\/span><\/a>, our sales team makes use of <\/span>hot<\/strong> lead notifications<\/strong><\/em> to track the activity of potential prospects. During the marketing automation process, whenever a prospect interacts with content that is sent to them, we get notifications in the form of flames. Needless to say, <\/span>more flames, the hotter the prospect<\/span>.<\/span><\/em><\/p>\n It is evident here that the probability for the sales team to convert the UPS Store (three flames) into a permanent partner would be higher when compared to Finn McCool\u2019s Bar & Grill (one flame) because the UPS Store activity signals that they\u2019re ready, and are much closer, to buy.<\/span><\/p>\n Another advantage of hot lead notifications is that the technology helps agencies and local businesses gain an edge over their competitors by helping them figure out the answer to the third piece of the <\/span>customer acquisition puzzle<\/span><\/em>. CSO Jacqueline Cook sheds light on the same:<\/span><\/p>\n [\/et_pb_text][et_pb_testimonial author=”Jacqueline Cook” job_title=”Chief Strategy Officer” company_name=”Vendasta” portrait_url=”\/blog\/wp-content\/uploads\/sites\/6\/2025\/07\/download-2-1.webp” admin_label=”Jackie Quote 2″ _builder_version=”4.27.4″ body_text_color=”gcid-body-color” author_text_color=”gcid-body-color” position_text_color=”gcid-body-color” company_text_color=”gcid-body-color” global_colors_info=”{%22gcid-body-color%22:%91%22body_text_color%22,%22author_text_color%22,%22position_text_color%22,%22company_text_color%22%93}”]<\/p>\n It’s very important to know who the customers are, what they need, and when they’re ready to talk about a product or a service. A lot of platforms have just one or two pieces of that puzzle figured out, but for us (Vendasta) to have all three is pretty powerful.<\/em><\/p>\n [\/et_pb_testimonial][et_pb_text admin_label=”Why Do You Need Marketing Automation – 1″ _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n The foremost reason that agencies and local businesses need marketing automation is because it provides them with value<\/a> by making <\/span>everyday repetitive tasks<\/span><\/em> like sending emails, posting content, and calling potential customers <\/span>easier to accomplish<\/span><\/em>.<\/span><\/p>\nWhat Is Marketing Automation<\/strong>\u00a0<\/span><\/h2>\n
How Does Marketing Automation Work<\/strong><\/h2>\n
1. Data Collection<\/strong><\/h3>\n
2. Drip Campaigns<\/strong><\/h3>\n
3. Real-Time Tracking<\/strong><\/h3>\n
Why Do You Need Marketing Automation<\/strong><\/h2>\n