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10 Most effective marketing automation best practices

10 Marketing automation best practices that actually work

As a marketer, you’re probably always looking for ways to automate your work and increase your efficiency. Luckily, marketing automation tools can help you do just that. 

But before you dive in, it’s important to know what the best practices are for using these tools. So, without further ado, here are the 10 most effective marketing automation best practices

Marketing automation best practices that you need to implement 

1. Determine your target audience

The first step to using marketing automation effectively is to determine who your target audience is. Once you know who you’re targeting, you can create more personalized and relevant content that will resonate with them.

Moreover, you can also create a buyer persona to understand your target audience better. Here’s how you can create a buyer persona –

Define your target audience
  • Start by collecting data about your ideal customer. This data can be collected through surveys, interviews, or even just by observing their behavior. You can also use a technique called web scraping to extract customer review data and analyze sentiment.
  • Once you have this data, create a profile of your ideal customer. Be sure to include things like their age, gender, income, interests, and so on. 
  • Finally, give your persona a name and a face, so you can easily imagine your target customer when you’re creating content or making other marketing decisions. 

By following many such effective marketing automation examples, you can easily identify prospective customer segments for your marketing campaigns.

2. Establish multiple customer journey touchpoints

In addition to defining your target audience, it’s also important to establish multiple customer journey touchpoints.

This means creating a variety of different content types and marketing channels that will appeal to your customers at different stages in the buyer’s journey. 

For instance, you might create blog posts for customers who are just starting to explore their options or send them email newsletters with more information further down the line.

customer touchpoints

Your marketing team can also create different types of content for each stage of the buyer’s journey, such as ebooks or webinars for those who are ready to make a purchase. 

Using marketing automation tools effectively requires you to be strategic and intentional about your content and marketing channels.

With the right marketing strategy in place, you can easily optimize your efforts and see better results from your campaigns.

3. Implement lead scoring

One of the most essential parts of any marketing process is lead scoring. This involves assessing the “quality” of your leads based on certain criteria, such as their engagement with your content or their level of interest in your product.

For example, you might score a lead as “hot” if they’ve visited your website multiple times or subscribed to your email list. On the other hand, a lead who has only visited your site once might be scored as “warm”.

You can use this customer data to segment your leads based on the score assigned and send targeted messages.

The lead scoring process can help you focus your efforts on the leads that are most likely to convert, which can improve your overall conversion rate.

Lead scoring

Lead scoring can be automated using marketing automation, so you can directly check the progress and optimize your strategy accordingly.

It’s also important to note that lead scoring is not a one-time process. You should regularly review and update your lead scoring criteria to ensure that it’s still relevant and accurate using marketing automation software.

4. Use segmentation to create targeted content 

Lead segmentation is highly beneficial when you need to create personalized and targeted content. This means grouping them together based on certain criteria, such as their location, age, or industry.

By doing this, you’ll be able to create more targeted content that will resonate with different segments of your audience.

For example, if you have a segment of leads who are interested in a particular product or service, you might offer them a special deal or send them personalized emails based on their interests.

5. Create a mind map for your automation journey 

In addition to using the tools and strategies above, it can also be helpful to create a mind map for your automation journey.

A mind map is essentially a visual representation of all the steps involved in running an effective marketing campaign.

As you add each step to your map, try to think about things like what channels you’ll use, how long each step should take, and what metrics you’ll track to measure your success.

Some potential steps in your automation journey might include creating buyer personas, planning your campaign strategy, creating content, and monitoring performance metrics. 

With a well-defined automation journey in place, you’ll be able to easily track your progress and make any necessary adjustments along the way.

And with the right marketing automation software and strategies in place, you can streamline your business process and see better results from your marketing automation campaigns.

6. Automate your lead progression

When we talk about lead progression, it mainly helps in automatically moving leads along the buyer’s journey based on their behavior or engagement level with your company.

For instance, you might decide that a lead who has browsed your website multiple times should be moved from the awareness stage to the consideration stage. Or, a lead who has downloaded a white paper might be automatically moved from the consideration stage to the decision stage.

By automating your lead progression, you can ensure that your leads are always receiving the most relevant and targeted content at each stage of the buyer’s journey.

And by doing so, you can increase your chances of converting more leads into customers and gain better results compared to a typical sales cycle.

Implementing this practice can help you streamline your efforts, increase your conversion rate, and improve your overall results from your campaigns. 

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7. Predict and manage exit intent

Exit-intent is the point at which a user seems likely to leave your website without making a purchase, signing up for your email list, or otherwise engaging with your content.


To predict and manage exit-intent effectively, you’ll need to collect data on things like users’ browsing patterns and the types of content they interact with.

This data can then be used to create algorithms with the help of marketing automation and identify when a user is likely to leave your site, allowing you to take action before it’s too late. 

For example, you might choose to display an exit-intent pop-up or offer a special discount to encourage users to stay on your site.

Alternatively, you might choose to send a drip-email campaign with content that is relevant to the page they are viewing. 

By predicting and managing exit-intent using marketing automation, you can keep more users engaged with your content and increase your chances of converting them into customers. And with the right tools and strategies. 

8. Hyper-personalize your marketing campaigns

One of the top benefits of marketing automation is to hyper-personalize your marketing campaigns. This means going above and beyond to personalize your content and communication with each lead.

For instance, you might include the lead’s first name in the subject line of an email or send them a personalized message based on their interests. Or, you might even create a custom marketing campaign specifically for a high-value lead. 

By taking the time to hyper-personalize your marketing campaigns, you can show your leads that you’re truly interested in helping them reach their goals. And by doing so, you can increase your chances of converting more leads into customers.

9. Execute multi-channel campaigns

Another best practice when using marketing automation is to execute multichannel campaigns. This simply means combining multiple different channels or strategies in your marketing efforts.

In this process, you can utilize both email and social media advertising platforms to promote a new product launch. Or, you can also create content that’s tailored to specific buyer personas, using a combination of blog posts, eBooks, and webinars. 

Moreover, businesses can also implement SMS marketing as part of their larger marketing automation strategy. SMS Marketing can be a great way to reach leads and customers alike with timely, relevant, and personalized messages. 

By using multiple channels in your marketing campaigns, you can reach a wider audience and increase your chances of conversion. And by doing so, you can get the most out of your marketing automation efforts. 

10. Monitor your performance metrics

You have executed your marketing campaign, now what?

Well, to determine whether it performed well or not, you need to monitor your performance metrics. You can do this by tracking the engagement and conversion rates of your marketing campaigns, as well as the overall results you are seeing from these efforts.

For example, you are A/B testing two variations of your email subject line. So, with marketing automation, you can track which subject line works better.

By monitoring these key metrics, you can gain valuable insights into how different marketing channels are performing and where you might need to make adjustments in order to get better results.


Overall, implementing marketing automation can help you streamline your marketing efforts, drive more conversions, and ultimately improve your bottom line. And once you start using marketing automation, there’s simply no going back!

It’s one of the most beneficial approaches that can help you take your business to the next level. So, implement the marketing automation best practices and see the results for yourself.

Dhara Thakkar

Dhara Thakkar is a seasoned marketer at Salesmate. She thrives on trying new organic strategies to improve traffic & conversions, and has in-depth knowledge on how search works. When she's not working, you will find her travelling or binge watching F.R.I.E.N.D.S

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