Targeting the right audience with the right marketing message isn't always easy, especially for busy teams. But with marketing automation, small businesses can do more with less, save time, and improve results.

In this guide to marketing automation, we'll cover everything you need to get started. We'll explore top marketing automation solutions, how to implement them, and common mistakes to avoid.

What Is Marketing Automation?

Marketing automation is the process of using software to handle repetitive tasks. A marketing automation platform can streamline anything from email campaigns to social media marketing to lead generation.

Here are a few examples that illustrate what digital marketing automation can do:

• Create personalized emails based on recipients' behaviors, such as adding items to a shopping cart

• Send information like event registration details or a lead magnet after a prospect fills out a form

• Set up lead nurturing campaigns that follow up with qualified leads and guide them to a conversion

How Does Marketing Automation Work?

Automation platforms complete specific tasks based on the conditions, inputs, and outputs you select. Most tools use the elements below to automate repetitive tasks.

Data Collection

Automation tools collect customer data from sources like your website, landing pages, social media platforms, and signup forms. They use customer actions (e.g., visiting a landing page) to personalize outreach.

Audience Segmentation

Instead of sending the same marketing materials to every customer, many automation tools use segmentation to divide the audience into groups. This way, you can easily target everyone who completed a certain action.

Automation Triggers

Every automation needs a trigger to begin completing tasks. Triggers can include anything from joining a list to visiting a specific webpage to adding items to a shopping cart and leaving without checking out.

Automated Workflows

Workflows refer to a series of related tasks that marketing automation software completes in a sequence. For example, after a lead registers for an online event, a workflow might send them a confirmation, remind them about the event before it begins, and follow up with additional resources afterward.

Benefits of Marketing Automation for SMBs

For small businesses with limited time and resources, marketing automation offers plenty of benefits. Some of the biggest perks include:

• Time Savings: Automation eliminates the need to send routine messages manually. By automating the process, your team can save valuable time and use it for more strategic work instead.

• Improved Lead Nurturing: With the right automated workflows, you can keep leads engaged throughout the customer journey. In fact, 34% of marketers use automation to improve customer engagement, while 24% use it to improve lead quality.
  
  

• Higher Conversion Rates: By automating personalized messages and targeted campaigns, you can connect with leads and customers more reliably, leading to more conversions.
  
  

Key Marketing Automation Tools for SMBs

The best marketing automation software for your business depends on what you want to achieve and how much you can afford to spend. Let's look at a few of the most popular tools for small business marketing.

HubSpot

HubSpot is an all-in-one marketing automation platform that includes social media management, automated email campaigns, and SMS marketing. It also has AI tools to help you create marketing content quickly.

Pricing: Free plan includes one email automation and 2,000 email sends per month. Paid plans start at $15 per month.

ActiveCampaign

ActiveCampaign is an email marketing platform with AI-powered automations. It has a built-in customer relationship management (CRM) for tracking contact details and a landing page builder for signup forms.

Pricing: Starts at $15 per month for 1,000 contacts and 10,000 emails.

Mailchimp

Mailchimp is an automation platform that supports email marketing, SMS marketing, and social media marketing. It also has AI-powered tools to help you create relevant content for your target audience.

Pricing: The free plan allows up to 500 contacts and 1,000 emails per month. Paid plans start at $20 per month.

Omnisend

Omnisend is an email marketing automation platform designed to help ecommerce retailers convert and retain more customers. It also supports SMS marketing and web push notifications.

Pricing: The free plan allows up to 250 contacts and 500 emails per month. Paid plans start at $16 per month.

How to Implement Marketing Automation in Your Business

Follow the steps below to develop and implement a marketing automation strategy.

Step 1: Set Clear Goals

Start by getting clear on what you want to achieve with your marketing strategies. For example, you may want to acquire more leads, drive more sales, improve the customer experience, or retain more customers.

Step 2: Choose the Right Tool

Next, choose a tool that automates the marketing channels you plan to use (e.g., email) and supports the integrations you need. Pay close attention to the pricing structure, especially as your needs scale.

Step 3: Map Out Workflows

Prioritize workflows that align with the goals you set. For example, if you want to drive more sales for your ecommerce business, an abandoned cart workflow is a great place to start.

Step 4: Test and Optimize

Once you activate the workflow, monitor the results. Based on the data, make adjustments to the messaging or timing. You can also use A/B testing to compare multiple versions against each other.

How to Measure the Success of Your Marketing Automation

The metrics you measure depend on the goals you set for your automations. Some of the most important metrics to track include:

• Email open rates reflect how often leads or customers open the emails you send

• Click-through rates reflect how often leads or customers click links in your emails

• Conversion rates reflect how often leads or customers complete an action like making a purchase or booking a meeting

• Return on investment (ROI) compares the cost to the revenue, reflecting how profitable the campaign is

Common Marketing Automation Mistakes to Avoid

As helpful as automation can be, it can create major issues when used incorrectly. Avoid making these common mistakes.

Over-automation

When you overdo it with automation, you create more work for your team. "A clear sign you've over-automated is when simple tasks are now unnecessarily complicated. Instead of saving you time, your automations create more headaches," automation expert Meghan Donnelly explains.

"Remember, automation should be about simplifying, not complicating. If you’re spending more time managing your automations than actually getting things done, it’s time to take a step back."

Neglecting Personalization

Automation shouldn't be generic. Segment your audience to send the right message to the right people at the right time. Use dynamic content to include personal touches in every automated message.

Failing to Track Performance

Never set and forget your automations. Review essential metrics regularly to ensure your marketing campaigns achieve the goals you set. If they fall short, make adjustments as necessary.

Next Steps to Get Started With Marketing Automation

For busy small businesses, marketing automation is crucial. With the right tools and workflows, you can share targeted messages at the ideal time and guide customers toward a conversion.

Ready to see how marketing automation software can fuel growth for your small business? Start exploring marketing tools that fit your business.

About Anna Sonnenberg: SaaS Expert

Anna Sonnenberg is a seasoned B2B SaaS writer and small business owner. Specializing in martech, sales automation, and productivity software, Anna turns complex topics into clear, actionable insights. As a fellow entrepreneur, she's dedicated to helping you harness the right tools to grow your business.

Table of Content
1. Define Your Email Marketing Goals
2. Choose an Email Marketing Platform
3. Build Your Email List
4. Design Email Campaigns
5. Review Your Email Analytics
Email Marketing Best Practices to Follow
Methodology