Why is Marketing Automation Need oF the Hour For SMB’s?

Updated: Nov 18, 2021

Do you know what’s common between Netflix, Amazon, and Google? The answer is simple; their business is centred around you. Their marketing and messaging are designed in such a way that you almost feel you are having a direct conversation with the brand. From recommending new movies or shows based on your previous viewing pattern to recommending new products that might interest you, these companies have built their entire business on personalisation. They understand if the content is king then personalisation is the queen of marketing. It is this art and science of personalisation that gives them the edge over their competitors who market on a generic level.

So, the key differentiator for business growth is to provide a personalised offering to every individual.

How to do it?

It is impossible to personalise a message for every customer manually. It can be time-consuming to send personalised emails to even ten customers or prospects daily as there is a lot that goes into personalising your message beyond addressing them with their first name. That is when marketing automation comes to rescue.

What is marketing automation?

As the name suggests, marketing automation helps in automating marketing activities. There are several activities within marketing such as planning and monitoring campaigns, social media marketing and email marketing. Marketing automation is a software that helps you to streamline these activities by prioritising them, scheduling them and executing them in a planned way. Apart from this, it saves your time on manual operations and provides actionable insights about your prospects or customers that can help you create personalised messages.

Why should small companies opt for marketing automation?

Small-medium enterprises are extremely cautious about investing in marketing automation due to several reasons ranging from lack of expertise to the cost of automation tools. To add to it, they aren’t sure if marketing automation will be helpful considering their small customer base. However, an in-depth analysis shows that marketing automation is helpful for small and medium enterprises in many ways. In fact, it can play a crucial role in developing their businesses. Let’s explore them in detail.

1 – Marketing automation helps in personalising your communication

We can’t stress enough on the importance of personalised communication. You don’t have to be as large as Netflix or Amazon to personalise your communication. You can choose basic marketing automation tools to segment your buyers at different stages of buyer’s journey and personalise the communication. In this age of information clutter, personalised message helps you to grab the attention of the prospect and create a distinct identity for your brand. Some of the marketing automation tools that you can use are – Marketo, MailChimp, and Aritic to name a few.

2 – Marketing automation gives you data that provide valuable business insights

As a small-medium enterprise, you have to be prudent about the money you spend on marketing. It is essential to know if you are earning a good ROI on the money invested in terms of the lead generation or conversion. Earlier marketers faced issues in explaining the ROI on advertising spend to their managers as they did not have a quantifiable data to prove its effectiveness. However, with marketing automation tools, marketers are able to provide data that gives valuable insights to the management on marketing spend, ROI, campaign effectiveness, and lead generation and conversion. This data helps the management to analyse the outcome and take strategic decisions on whether the marketing efforts must continue or discarded. Some of the marketing automation tools that you can use for data are – Pardot, Allocadia, Integrate and ActiveConversion.

3 – Marketing automation helps you to score and nurture leads

One of the main reasons for selecting a marketing automation tool is to score and nurture the leads. Over 46% of marketers prefer marketing automation tool for lead nurturing. As a small enterprise, you might not want to spend money on hiring too many people on the sales team. You can instead use marketing automation to score leads to identify your prospective customers and nurture them with the help of your sales team. This will reduce the efforts and time spent by your sales team on nurturing all the leads and focusing only on those that will convert. Few marketing tools that can help you score and nurture the leads are – OntraPort, ActiveCampaign and Kentico.

4 – Marketing automation can combine marketing and CRM to guide the customer

Today, most sales and marketing teams within an organisation work in collaboration instead of silos and are known as the Smarketing team (a combination of sales and marketing). The Smarketers work together on a single goal of generating and converting the leads. By using a combination of marketing automation and CRM, the smarketers receive end-to-end insights right from the time the prospect interacts with the website to scoring the leads, understanding their behaviour and then nurturing them to conversion. This will reduce your team’s efforts in chasing all the leads that might not be potential customers and also help you save your money on investing in two disparate tools. Some of the marketing automation tools that come with the combination of CRM are – Zoho, SimplyCast, and HubSpot.


While marketing automation has a proven track record of helping organisations to generate, score, nurture and convert leads, it is important to determine if it is really essential for your organisation. Marketers tend to spend money on buying automation tools, but most often they are unable to use it to its optimum level. The marketing automation industry is booming, and there are hundreds of tools available at your disposal, but not all meet your business goals. Hence, it is important that you analyse its usability, the expertise level of your employees, and determine if it matches your marketing goal.

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